ANA Marketing Strategy Playbook

MARKETING STRATEGY
Playbook & Toolkit
Follow this simple step-by-step playbook to develop a corporate marketing strategy

that supports your company’s values and vision.
Table of Contents MARKETING STRATEGY
Framework 03
Introduction 04
stage 1 Alignment 07
stage 2 Analysis 11
stage 3 Objectives 17
stage
4 Strategy 19
stage 5 Programs 23
stage
6 Plan & Budget 26
Conclusion 29
About 30
MARKETING STRATEGY
Framework
Click the buttons below to access all related
Leverage the framework below to quickly empower training, tools, templates, and other resources.
your organization’s lead generation strategy.
PLAN &
1 ALIGNMENT 2 ANALYSIS 3 OBJECTIVES 4 STRATEGY 5 PROGRAMS 6
BUDGET
Balanced Scorecard Key Marketing Marketing Funnel Customer Profile Marketing Channel Marketing Budget
Strategy Map Metrics Dashboard Calculator Template Ranking Tool Template
Core Values Brand Assessment Marketing Strategy Positioning Statement Message Mapping Marketing Plan
Worksheet Tool Scorecard Worksheet Tool Presentation Template
Vision Statement Market Segmentation Pricing Strategy Marketing Campaign

Smart Projects
Worksheet and Analysis Tool Template Planning Checklist
Marketing Business Competitive Analysis Buying Process Stage Marketing Calendar

Alignment Tool Tool Template Template
High Performance ABM World Class Marketing Customer Journey

Best Practices Guide Maturity Model Map Template
Marketing Skills Sales Playbook

Matrix Template
Demand Generation
Roles Matrix
Marketing Technology
Stack Diagram
1 2 3 4 5 6
Alignment Analysis Objectives Strategy Programs Plan & Budget
Introduction
What Is the Purpose of This Playbook? How to Use This Playbook & Toolkit
To help you develop a Corporate Marketing Strategy that: This playbook consists of six stages, each with a description, steps,
and action items. Action items include using our premium tools and
Is aligned with corporate values and vision
templates. Our intention with this playbook is to help you:
Provides the foundation for product planning and marketing
Drives the Marketing Communications process and plan
Align the foundation of any marketing strategy: your

corporate values and vision
Corporate Marketing Strategy
Analyze and assess your current situation: competitive-

Product A Product B ness, products, industry, and other forces
Marketing Plan Marketing Plan
Marketing Communications Plan

Program and use the classic marketing mix to craft a
strategy to drive your firm’s success in its chosen markets
MARKETING STRATEGY 4
1 2 3 4 5 6
Introduction
What is a Marketing Strategy? Scope of the Marketing Strategy

Marketing strategies are often called marketing plans or marketing This playbook helps you develop a corporate marketing strategy,
communications plans. Demand Metric believes the marketing aligned with corporate strategy and vision, to guide your marketing
strategy is separate and unique. efforts toward a specific set of outcomes. Your marketing strategy
then enables you to craft specific, detailed plans in these areas that
The marketing strategy should ideally flow from corporate strategy
will put your strategy into action.
and is heavily influenced by corporate values and vision.
Demand Metric has separate playbooks to help you create:
To use a metaphor, the corporate strategy is a book with the
marketing strategy as one of the most prominent chapters. Product Marketing Plan
Other chapters in the book might be:

PRODUCT MARKETING PLAN
Playbook & Toolkit
Operations strategy
S TI EAW
V R TR LE ES A
ORUNRICNEG
Finance strategy
Human Resources strategy
Development strategy
Follow this simple step-by-step playbook to develop a product
marketing plan that achieves your goals for a product.
Marketing Communications Plan
MARKETING COMMUNICATIONS PLAN

Playbook & Toolkit
S TI EAW
V R TR LE ES A
ORUNRICNEG
Follow this simple step-by-step playbook to create a marketing communications

plan that supports its marketing strategy.
1 2 3 4 5 6
Introduction
Outputs from This Playbook:
Stage 1 - Alignment
Balanced Scorecard Strategy Map, Core Values Work-
sheet, Vision Statement Worksheet
Stage 2 - Analysis
Key Marketing Metrics Dashboard, Market Segmentation
and Analysis Tool, Marketing Skills Matrix
Stage 3 - Objectives
Marketing Funnel Calculator, Marketing Strategy
Scorecard
Stage 4 - Strategy
Customer Profile Template, Pricing Strategy Template
Stage 5 - Programs
Market Requirements, Product Marketing Plans, Product
Development Plans, Marketing Communications Plan
Stage 6 - Plan & Budget

Marketing Budget Template
MARKETING STRATEGY
STAGE 1
Alignment
The place to begin any strategic planning process is with corporate values.
Every firm has a set of core values that are usually put in place when a company is founded.
Often these values are well-articulated, documented, and fully-integrated into the firm’s culture.
Even if a firm’s values aren’t documented, they exist and will require identification as part of this process.
During this stage, you’ll examine your core values to understand how they should
influence the development of your marketing strategy.
STEP 1: Understand Business Goals

STEP 2: Define Core Values
STEP 3: Document Vision
STEP 4: Improve Alignment
STEP 5: Consider ABM Approach
2 3 4 5 6
Introduction
1 Analysis Objectives Strategy Programs Plan & Budget
Alignment
STEP 1 STEP 2
Understand Business Goals Define Core Values
Action Item Action Item
Use the Balanced Scorecard Strategy Map to communi- Use the Core Values Worksheet to identify each of your
cate strategic objectives, metrics, targets, and initiatives. firm’s core values. Determine how they can and should
influence marketing strategy development to ensure your
strategy is in alignment with core values.
VIEW RESOURCE VIEW RESOURCE
Key Benefits include: Having a strong set of Core Values is important because:
Allows for description of key objectives Core values can shape the culture and character of the
Clearly depicts metrics & kpis company by providing a strong sense of identity
Faciliates communication with team Core values can provide a thread of continuity that can hold
the organization together in the face of change
Easy to customize
2 3 4 5 6
Introduction
Alignment
STEP 3 STEP 4
Document Vision Improve Alignment
Use the Vision Statement Worksheet to summarize your Use the Marketing and Business Alignment Tool to
company’s vision. Consider the vision to understand its execute a self-assessment of marketing/business align-
implications on marketing strategy. ment in 6 key areas
To complete this step, determine how to answer the following Other alignment resources include:
questions in light of your vision: Sales & Marketing Alignment Tool
What business are we in? Marketing & HR Alignment Tool
What markets does our vision direct us to serve? Marketing & Product Development Alignment Tool
What opportunities exist within these markets that we are Marketing & Technology Alignment Tool
uniquely qualified to exploit?
Agency Alignment Strategy Workbook
For example, Zappos CEO Tony Hsieh speaks about his vision for
service excellence when he says “customer service shouldn’t just
be a department, it should be the whole company.”
2 3 4 5 6
Introduction
Alignment
STEP 5
Consider ABM Approach
Action Item
Our High Performance ABM Best Practices Guide is

focused on helping marketers around the world plan and
deploy the highest performing ABM programs available.
VIEW RESOURCE
While it is well resolved that Account-Based Marketing is a

desired approach for todays’ B2B marketer what is less resolved
is a grounded understanding as to exactly what the practice is
and how to do it in a way that will maximize results.
More than a catchy phrase, a new top ten list, or a check box to
indicate a task complete, Account-Based Marketing is rooted in
a solid foundation of marketing strategy.
MARKETING STRATEGY
STAGE 2
Analysis
This stage is diagnostic and involves detailed research and analysis, during which you will consider:
your company, your brand, your customers, your industry and your competitors.
STEP 1: Analyze Key Metrics

STEP 2: Analyze Brand
STEP 3: Analyze Market
STEP 4: Analyze Competitors
STEP 5: Analyze Org Structure
STEP 6: Analyze Staff Skills
STEP 7: Analyze Roles & Responsibilities
STEP 8: Analyze Technology & Data
1 3 4 5 6
Introduction Alignment
2 Objectives Strategy Programs Plan & Budget
Analysis
STEP 1 STEP 2
Analyze Key Metrics Analyze Brand
Use the Key Marketing Metrics Dashboard to define, Use the Brand Assessment Tool to evaluate your organi-
track, and report on your key marketing metrics. zation from a Branding perspective.
This metrics dashboard provides: Other brand resources include:

Increased credibility from defined metrics Brand Perception Survey
More accountability for team members Brand Loyalty Dashboard
Support for budget approval Brand Strategy Scorecard
Provides a real-world example
1 3 4 5 6
Analysis
STEP 3 STEP 4
Analyze Market Analyze Competitors
Use the Market Segmentation and Analysis Tool to help Use the Competitive Analysis Tool to determine your market
you select the markets that represent the best opportunity position with regard to value, price and market share.
for your organization.
You can also use the STEP Industry Analysis worksheet to Key benefits include:
analyze industry trends and social, technological, economic Objectively analyzes value propositions
and political conditions.
Rates relative pricing for competitors
This Microsoft Word worksheet will help you make informed
Documents estimated market shares
strategic planning decisions.
Graphs market positions and differentiation chart
1 3 4 5 6
Analysis
STEP 5 STEP 6
Analyze Org Structure Analyze Staff Skills
Our Selecting an Org Structure for Marketing How-To Use the Marketing Skills Matrix to help you increase the
Guide was created to help you understand what the skill set of your marketing team.
common Marketing organizational charts look like, and
pros and cons of each structure.
Other organizational resources include: Other resources include:

Modern Marketing Center of Excellence Best Practices Guide Performance Review Template
Marketing Organizational Roles Model Professional Development Plan Template
Organizational Models for Marketing Marketing Technologist Skills Assessment
Marketing Organizational Structure Optimization Checklist Product Management Skills Assessment
World Class Marketing Organization Maturity Model Sales Enablement Skills Assessment
Sales Skills Assessment
1 3 4 5 6
Analysis
STEP 7
Analyze Roles & Responsibilities Use our Job Descriptions to quickly document roles and
responsibilities:
Action Item Account Executive
Use the Demand Generation Roles Matrix to help you Community Manager
organize your Demand Generation efforts. Creative Director

CRM Administrator
Director of Customer Experience
Director of Sales Enablement
Director Sales Support
Events Manager
VIEW RESOURCE
Market Research Analyst
Marketing Analyst
Marketing Operations Manager
Media Specialist
Other roles matrix include: Mobile Marketing Manager
Sales Enablement Roles Matrix Project Manager
Digital Marketing Roles Matrix Shopper Marketing Manager
Customer Engagement Roles Matrix Social Media Manager
Crisis Communications Roles Matrix Video Marketing Manager
Responsibility Assignment Matrix Webinar Program Manager
Webmaster & SEO Expert
1 3 4 5 6
Analysis
STEP 8
Analyze Technology & Data Our Solution Study series highlights insights, the landscape, and the
vendors associated with each topic:
Action Item Content Marketing
Use the Marketing Technology Stack Diagram to commu- CPQ

CONTENT
nicate which vendors you are using for various marketing CRM MARKETING
Solution Study
technology categories across your customer lifecycle. Email Marketing

Enablement KM ENABLEMENT
KNOWLEDGE
Insights, Landscape, & Vendor Analysis
Marketing Automation MANAGEMENT

Solution Study
Mobile Marketing
MARKETING
Public Relations AUTOMATION
VIEW RESOURCE Solution Study
Sales Communication
Sales Intelligence VIDEO
MARKETING
Social Media Marketing Solution Study
Video Marketing
Other related resources include: Insights, Landscape, & Vendor Analysis
CRM Requirements Roadmap

Marketing Data Management Plan Best Practices Guide
B2B Data Management Maturity Model
Data Enhancement How-to Guide
Data Privacy and GDPR Report
MARKETING STRATEGY
STAGE 3
Objectives
To this point, you’ve done in-depth research and analysis in preparation for setting objectives and developing your Marketing Strategy.
In this Stage, you’ll determine what you want to accomplish – your objectives. In the next Stage, you’ll determine how to accomplish
these objectives. You’ll use the insights you’ve gained from the first three Stages of this playbook to guide your efforts.
In this Stage, you will deal with two sets of objectives:
STEP 1: Calculate Lead Requirements

STEP 2: Build Strategy Scorecard
1 2 4 5 6
Introduction Alignment Analysis
3 Strategy Programs Plan & Budget
Objectives
STEP 1 STEP 2
Calculate Lead Requirements Build Strategy Scorecard
Use the Marketing Funnel Calculator to evaluate calcu- Use the Marketing Strategy Scorecard to document your
late how many leads you need to generate to hit your strategic marketing objectives, initiatives, measures and
revenue target. targets for the next 12-18 months.
Marketing Funnel Calculator benefits include: Key benefits include:

Considers key metrics in the marketing & sales cycles Provides example objectives
Encourages growth through marketing channels Facilitates communication with executives
Provides an example of marketing benefits in the sales cycles Clearly outlines a marketing strategy
Offers a great visual presentation of data points
MARKETING STRATEGY
STAGE 4
Strategy
In this stage, you will build a profile for your ideal customer,
clarify positioning, set pricing strategy, define buying and sales processes,
map the customer journey and enable the sales team.
STEP 1: Profile Ideal Customer

STEP 2: Clarify Positioning
STEP 3: Set Pricing Strategy
STEP 4: Define Buying/Sales Process
STEP 5: Map Customer Journey
STEP 6: Enable Sales Team
1 2 3 5 6
Introduction Alignment Analysis Objectives
4 Programs Plan & Budget
Strategy
STEP 1 STEP 2
Profile Ideal Customer Clarify Positioning
Use the Customer Profile Template to create fictional Use the Positioning Statement Worksheet to define a
personas for the key audiences you intend to target. positioning statement that describes your product and its
differentiation.
We created this Customer Profile Template to help you develop Key benefits include:
a fictional user persona that profiles the target customer you Defines best practices for positioning
need to reach with your product development, communica-
Includes customizable evaluation chart
tions, and PR efforts.
Provides a simple worksheet to follow
Regardless of the industry your company is in, creating customer
Provides a real-world example
profiles is important. Our tool can help you generate and
communicate profiles to key stakeholders, whether in product
development or marketing. In the profiling criteria tab, we list a
number of criteria from both the B2B and B2C perspective.
1 2 3 5 6
Strategy
STEP 3 STEP 4
Set Pricing Strategy Define Buying/Sales Process
Use the Pricing Strategy Template to define your product’s Use the Buying Process Stage Template to document
pricing strategy and its differentiation. “buying stages” for each of your buyer personas.
The determination of product pricing is the responsibility of the Key benefits include:
Product Manager, but many departments in a firm will want to Provides a real-world example
influence this process, particularly Sales and Finance.
Describes buyer and seller actions
This Microsoft Word document provides a standardized format Easy to customize
to enable communication and collaboration when creating a
pricing structure for your product.
1 2 3 5 6
Strategy
STEP 5 STEP 6
Map Customer Journey Enable Sales Team
Use the Customer Journey Map Template to visually Use the Sales Playbook Template to help your sales reps
depict the customer journey across 5 phases: Discovery/ sell your product/service in the most effective way.
Research, Evaluation/Comparison, Decision/Purchase,
Implementation, and Support/Renew.
Using a visually appealing chart; identify the following infor- Also check our playbooks, step-by-step guides that help you build
mation for each phase of the buying process: Customer Goals, processes using “Best Practices” and other tools & templates:
Touch Points & Emotional Response, and Customer Thoughts. Sales Enablement Playbook & Toolkit
Other resources include: Sales Training Playbook & Toolkit
Developing Content Strategy from Journey Maps How-To Guide
Developing Sales Playbooks from Journey Maps How-To Guide
Improving Campaign Conversion with Journey Maps How-To Guide
MARKETING STRATEGY
STAGE 5
Programs
In this Stage, you will prioritize your marketing channels, refine your core messaging,
plan multi-channel campaigns and build a marketing programs calendar to execute your vision.
STEP 1: Prioritize Marketing Channels

STEP 2: Refine Core Messaging
STEP 3: Plan Multi-Channel Campaigns
STEP 4: Build Marketing Programs Calendar
1 2 3 4 6
Introduction Alignment Analysis Objectives Strategy
5 Plan & Budget
Programs
STEP 1 STEP 2
Prioritize Marketing Channels Refine Core Messaging
Use the Marketing Channel Ranking Tool to evaluate your Use the Message Mapping Tool to document and assess
marketing channels based on their brand promotion quality, the key messages that are important for your target audi-
lead quality, and cost/event. ence to hear.
This Microsoft Excel spreadsheet allows you to rank marketing Message maps provide a method for brainstorming and prior-
channels based on their brand promotion quality, lead quality itizing potential messages based on their credibility, effective-
and cost/event. ness, and resonance. Key benefits include:
Once you have ranked each channel, a bubble matrix chart is auto- Helps you prioritize all potential messages
matically generated to communicate the findings of your analysis. Evaluate message effectiveness
Assess message credibility
Determine message resonance
Ranks & charts value for each message
1 2 3 4 6
Introduction Alignment Analysis Objectives Strategy
5 Plan & Budget
Programs
STEP 3 STEP 4
Plan Multi-Channel Campaigns Build Marketing Programs Calendar
Use the Marketing Campaign Planning Checklist to We empower teams with our unique agile marketing software
document your campaign details and organize execution. solution, designed to specifically help marketers succeed.
Leverage a digital Kanban board that has a calendar view to

enable management of the big picture deadlines, and the
tasks needed to get it done.
VIEW RESOURCE
VIEW WEBSITE
Leverage these additional playbooks and toolkits in your

campaigns:
Lead Generation Playbook & Toolkit
If you prefer to work in Microsoft Excel, use our Marketing
Social Media Marketing Playbook & Toolkit Calendar template to organize your marketing activities.
Content Marketing Playbook & Toolkit
Event Marketing Playbook & Toolkit
View All Playbooks & Toolkits
MARKETING STRATEGY
STAGE 6
Plan & Budget

In this final stage, you will ensure there is a solid marketing budget in place to support your strategy,
along with a marketing presentation to help you get approval for your marketing plan.
STEP 1: Estimate Marketing Budget

STEP 2: Marketing Plan Approval
STEP 3: Execute Marketing Plan
1 2 3 4 5
Introduction Alignment Analysis Objectives Strategy Programs
6
Plan &
Budget
STEP 1 STEP 2
Estimate Marketing Budget Marketing Plan Approval
Use the Marketing Budget Template to set and track your Our Marketing Plan Presentation consists of seven
overall marketing budget. stages, each designed to facilitate analysis, planning, and
communication of your strategic marketing plan.
The format we created in the Marketing Budget Template Key benefits include:
provides sections to guide your efforts, and it also provides Provides links to other tools & templates
recommendations as to which sections should be added.
Easy to edit and add/delete slides
The information you add will allow the template to calculate Stages are clearly defined & color-coded
how much you have spent and how much of your budget you
Professionally designed and written
have remaining.
1 2 3 4 5
Introduction Alignment Analysis Objectives Strategy Programs
6
Plan &
Budget
STEP 3
Execute Marketing Plan
Action Item
Use Demand Metric’s easy-to-use platform to collabo-

rate with your team and manage your projects and tasks
online.
VIEW WEBSITE
Kanban boards are a powerful way to organize a team’s effort.

They are often used in conjunction with a with an Agile meth-
odology (such as Kanban or Scrum), to enhance overall results,
but can be difficult to get started (and often requires a large
whiteboard).
We also offer an Excel-based Kanban Chart to empower those

who prefer to manage their work offline.
MARKETING STRATEGY
Conclusion
At the end of any business process, it’s always a good idea to review it
and identify areas for improvement.
Demand Metric has the tools and expertise to help you build an effective
Marketing Strategy Plan
Create or audit your marketing strategy plans
Assist with using any of the tools referenced in this playbook
Provide hands-on marketing assistance to accelerate achieving your
marketing department’s goals.
MARKETING STRATEGY
About ANA
The ANA (Association of National Advertisers) makes a difference
for individuals, brands, and the industry by driving growth, advancing
the interests of marketers and promoting and protecting the well-
being of the marketing community.
Founded in 1910, the ANA provides leadership that advances marketing

excellence and shapes the future of the industry. The ANA’s member-
ship includes more than 1,000 companies with 15,000 brands that
collectively spend or support more than $400 billion in marketing
and advertising annually. The membership is comprised of more than
750 client-side marketers and 300 associate members, which include
leading agencies, law firms, suppliers, consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA

Educational Foundation (AEF), which has the mission of enhancing
the understanding of advertising and marketing within the academic
and marketing communities.
MARKETING STRATEGY
About Demand Metric
Demand Metric helps Marketing teams get stuff done with practical tools,
training, and a simple, modern platform for managing work.
Our analysts identify best practices from fast-growing companies and

build Playbooks & Toolkits, Guides & Reports, Training Courses, and Project
Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.
Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.
Through strategic partnerships with the AMA, ANA, and AIPMM, our 1,000+
time-saving tools & resources have become the industry standard. Don’t
start from scratch! LEARN MORE
Sign up for a free trial at www.demandmetric.com
© Demand Metric Research Corporation.
All Rights Reserved.
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MARKETING STRATEGY

Playbook & Toolkit

Follow this simple step-by-step playbook to develop a corporate marketing strategy

Vision Statement Market Segmentation Pricing Strategy Marketing Campaign

Marketing Business Competitive Analysis Buying Process Stage Marketing Calendar

High Performance ABM World Class Marketing Customer Journey

Marketing Skills Sales Playbook

Align the foundation of any marketing strategy: your

Analyze and assess your current situation: competitive-

Marketing Communications Plan

What is a Marketing Strategy? Scope of the Marketing Strategy

Other chapters in the book might be:

Marketing Communications Plan

MARKETING COMMUNICATIONS PLAN

Follow this simple step-by-step playbook to create a marketing communications

Outputs from This Playbook:

Stage 6 - Plan & Budget

STEP 1: Understand Business Goals

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Our High Performance ABM Best Practices Guide is

While it is well resolved that Account-Based Marketing is a

STEP 1: Analyze Key Metrics

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

This metrics dashboard provides: Other brand resources include:

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Other organizational resources include: Other resources include:

Action Item Account Executive

organize your Demand Generation efforts. Creative Director

Action Item Content Marketing

Use the Marketing Technology Stack Diagram to commu- CPQ

technology categories across your customer lifecycle. Email Marketing

Marketing Automation MANAGEMENT

VIEW RESOURCE Solution Study

Social Media Marketing Solution Study

CRM Requirements Roadmap

In this Stage, you will deal with two sets of objectives:

STEP 1: Calculate Lead Requirements

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Marketing Funnel Calculator benefits include: Key benefits include:

STEP 1: Profile Ideal Customer

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

STEP 1: Prioritize Marketing Channels

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE

Action Item Action Item

Leverage a digital Kanban board that has a calendar view to

Leverage these additional playbooks and toolkits in your

Plan & Budget

STEP 1: Estimate Marketing Budget

Action Item Action Item

VIEW RESOURCE VIEW RESOURCE