Marketing Strategies


Marketing can be as much a Science as an Art, but few companies or consultancies have investigated the predictability of a return on marketing dollars spent, much less integrate this knowledge into business models.  Even with a solid business strategy, we often find that marketing objectives are not aligned with corporate direction or objectives.

The typical Outputs of a HMG Marketing Strategy & Assessment:

  • Market Requirements Validation & Sizing
  • Market Positioning
  • Market Segmentation
  • Perceptual Mapping of Competition
  • Value Proposition Validation
  • Business Model for Profitability
  • Strategy, Policies and Procedures
  • Organizational Structure
  • Product Roadmap
  • Marketing Plan
  • Project Plan
  • Pricing Models
  • Communications Processes
  • Reporting Processes
  • Sales, Pipeline and Leads Management Processes
  • Development and Delivery Processes
  • Business Plan (if requested)

Here are some of the ways we apply these processes:

Marketing Strategy - Since Marketing strategies have to support Corporate and Division objectives, HMG takes the extra time to validate corporate direction to ensure all marketing initiatives are aligned and organized to produce the desired business result.  We will perform detailed reviews of products and services, channels, pricing, marketing program and spend requirements, all relative to your competitive environment.

Market & Brand Positioning - The real foundation (DNA) of a company is its positioning.  Always relative to competition, positioning is how the customer perceives your company or brand.  If you are not proactive about developing a positioning, then the market (your competitors) will develop one for you.  HMG has developed unique processes for determining a company's market and brand positioning, including the six essential elements which define "who you are" vis-à-vis the competition.

Marketing Architecture - When you hear the words marketing architecture, think "blueprint" for an entire go-to-market strategy, plan and structure to achieve stated business goals. As depicted in the ten steps below, it starts with a validation of the company's market and brand positioning and strategy, develops the necessary infrastructural elements for success (such as customer/sales processes, messages, etc), and concludes with a tightly integrated implementation of the plan. Depending on the client's specific needs, marketing architecture development can range from three months to a year, and is a HMG specialty. Included in this architecture are:

  • Positioning
  • Strategy
  • Marketing Plan
  • Customer Process & CRM
  • Sales Process
  • Message Creation/Validation
  • Product & Technology Planning & Positioning
  • Measurement Metrics
  • Project Planning
  • Implementation

Integrated Marketing Plans - Marketing is both an art and science but, all too often, the science of marketing is ignored. There are formulas and relationships in marketing, just as there are in other business functions and using this knowledge produces predictable results. The HMG team helps companies organize their special knowledge and competencies and package it into a consumable, executable, integrated marketing plan. An added benefit for company employees who participate in this process is their ability to produce the plan in subsequent years.

Marketing Implementation Process - When good strategies do not produce the desired result, it is often a result of poor implementation. The HMG team has developed a process that leverages good strategies with great implementation. This process, known as SAPIM, has been successfully proven in small to large companies and across many different industries. On three occasions, it was used during crisis events for "business turnarounds". HMG prides itself on seeing the desired result is achieved and, depending on the client's request, will either guide the implementation or execute the plan.