Strategy & Growth terms

A classic framework covering product, price, place, and promotion.

An extended marketing mix that adds three service-focused Ps to the original four.

The idea that about 95% of business buyers are not ready to buy now, and only 5% are.

A B2B strategy that targets specific high value accounts with tailored marketing.

The stage where a business attracts and gains new users or customers.

The stage where a new user first experiences the product's core value.

A performance partnership that rewards referrals or attributed outcomes.

Managing marketing work in short cycles with frequent review and adjustment.

Marketing and selling from one organization to another.

Marketing and selling directly to individual consumers.

The total cost to acquire a customer across all channels, both paid and free.

A strategy of creating uncontested market space instead of competing in crowded markets.

The decision stage where a prospect is ready to buy and needs a final push.

How a company structures and relates its portfolio of brands, sub-brands, and products.

The extent to which people recognize or recall a brand.

The added value a brand name gives a product beyond its functional features.

The visible and verbal elements a company uses to shape how people recognize its brand.

The core themes or values that support and define a brand's identity.

The distinct place a brand aims to occupy in the minds of its target audience.

The core commitment a brand makes to customers about what they can expect.