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About Roger L. MartinIt’s Time to Accept that Marketing and Strategy are One Discipline
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Roger L. Martin · Roger L. Martin
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About Roger L. MartinIt’s Time to Accept that Marketing and Strategy are One Discipline
This is a limited feed-provided excerpt, not the full original work.
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Treat marketing and strategy as one integrated set of choices. Decisions about customers, positioning, value propositions, and channels should shape the company’s strategy—not follow it as a separate execution plan.
When strategy and marketing are developed in silos, founders risk pursuing a market ambition that their positioning and customer acquisition system cannot support. Integrating them creates clearer priorities and more coherent use of scarce resources.
Review your current strategy and ask: Which specific customer choice, positioning decision, and route to market makes this strategy credible—and where do those elements conflict?
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