Marketing Objective Definition Key Elements And Strategies

Types of Marketing Objectives and Their Strategic Applications

Marketing objectives can be broadly classified into five types, each addressing a specific dimension of business growth or brand health. These categories are not mutually exclusive; brands often integrate multiple objectives into cohesive campaigns. For instance, a product launch may simultaneously target customer acquisition and brand awareness, while a mature brand may emphasize retention and market expansion. The following sections define each type with actionable language, supported by comparative analysis and real-world applications.

Sales-Driven Objectives

Key Characteristics:

Comparison Table: Sales-Driven Objectives

Brand Awareness Objectives

Key Characteristics:

Comparison Table: Brand Awareness Objectives

Customer Acquisition Objectives

Key Characteristics:

Comparison Table: Customer Acquisition Objectives

Customer Retention and Loyalty Objectives

Key Characteristics:

Comparison Table: Customer Retention Objectives

Market Expansion Objectives

Key Characteristics:

Comparison Table: Market Expansion Objectives

Strategic Contrast: Nike’s Running Shoes vs. Apparel Lines

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Applying the SMART Framework to Marketing Objective Definitions

Marketing objectives often fail due to ambiguity, unrealistic benchmarks, or misalignment with business priorities. The SMART framework mitigates these risks by enforcing clarity, quantifiable targets, and operational feasibility. Below, each criterion is translated into marketing-relevant terms, followed by practical applications, redesign examples, and a template for objective validation.

SMART Criteria Translated for Marketing Objectives

Step-by-Step Transformation of a Vague Marketing Objective

Context: Vague objectives hinder resource allocation, team motivation, and performance measurement. The transformation process ensures objectives are tied to measurable outcomes and strategic priorities.

1. Step 1: Define Specificity

   Replace generic terms with channel-specific and audience-segmented details. Ask:

   • Which platforms (e.g., LinkedIn, TikTok, email)?
   • What type of growth (subscribers, followers, website traffic)?
   • Who is the target audience (B2B professionals, Gen Z consumers)?

   Transformation:

   Vague: "Grow our audience"

   Specific: "Increase LinkedIn followers among marketing directors in the tech sector by 15%."

2. Step 2: Quantify with Measurable KPIs

   Assign a baseline, target, and metric. Use tools like Google Analytics, platform insights, or third-party audits.

   Example KPIs for LinkedIn:

   • Follower count (current: 10,000; target: 11,500).
   • Engagement rate (likes/comments per post).
   • Profile views (for content-driven growth).

   Transformation:

   Specific: "Increase LinkedIn followers among marketing directors"

   Measurable: "Grow LinkedIn followers from 10,000 to 11,500 by October 31, 2024, targeting

   

   Aligning Marketing Objectives with Business Goals

   Marketing objectives must serve as a strategic extension of an organization’s overarching business goals to ensure cohesive growth and resource allocation. Without this alignment, marketing efforts risk becoming siloed, inefficient, or misdirected, failing to contribute meaningfully to revenue, customer acquisition, or brand equity. This section explores a structured approach to integrating marketing objectives with corporate priorities, highlighting differences in execution between startups and enterprises, and providing tools for auditing and realignment.
   

   Five-Step Process for Aligning Marketing Objectives with Business Goals

   A systematic approach ensures marketing objectives are not only measurable but also directly tied to financial and operational outcomes. The following steps create a framework for alignment, with a critical emphasis on financial integration.

   Marketing objectives often fail due to a disconnect between tactical execution and strategic priorities. To mitigate this, organizations should adopt a goal-centric alignment process, which begins with a top-down review of corporate strategy. This process involves:
   

   Step 1: Clarify Corporate Strategy

   Business goals—such as market expansion, profitability, or digital transformation—must be explicitly defined. For example, a company targeting a 20% revenue increase in 12 months will require marketing to focus on customer acquisition, retention, or upselling.
   

   Step 2: Translate Goals into Marketing KPIs

   Convert high-level objectives into actionable metrics. A revenue goal may translate to customer acquisition cost (CAC), lifetime value (LTV), or conversion rates, ensuring marketing efforts are quantifiable and traceable.
   

   Step 3: Map Objectives to Revenue Streams

   Align marketing activities with specific revenue drivers. For instance, a B2B SaaS company may prioritize lead generation for enterprise clients if its primary revenue stream depends on high-ticket contracts.
   

   Step 4: Resource Allocation Based on Impact

   Prioritize initiatives with the highest return on investment (ROI). Budget allocation should reflect which channels (e.g., SEO, paid ads, content marketing) deliver the most significant contribution to the business goal.
   

   Step 5: Implement Feedback Loops

   Regularly assess performance against business goals. Use data from marketing analytics to adjust strategies, ensuring continuous alignment with evolving corporate priorities.

   > "Align with revenue targets by ensuring every marketing objective contributes to a measurable financial outcome."
   > — Critical Step: Financial Integration > This principle underscores that marketing objectives must not exist in isolation but should directly influence P&L statements, whether through increased sales, reduced churn, or optimized spend.
   

   Startup vs. Enterprise Approaches to Goal Alignment

   Startups and established enterprises differ fundamentally in their operational scale, risk tolerance, and resource constraints, leading to distinct strategies for aligning marketing objectives with business goals.

   Structural Differences in Alignment Approaches

   Factor	Startups	Established Enterprises
   Primary Focus	Survival, rapid growth, and market validation.	Market dominance, efficiency, and sustainable profitability.
   Resource Constraints	Limited budget; relies on agility and lean execution.	Abundant resources; prioritizes scalability and process optimization.
   Risk Tolerance	High; willing to experiment with unproven strategies.	Low; prefers data-driven, incremental testing.
   Time Horizon	Short-term (e.g., securing Series A funding, achieving product-market fit).	Long-term (e.g., 3–5 year strategic plans, brand equity building).
   Key Metrics	User acquisition, churn rate, and burn rate.	Market share, customer lifetime value (CLV), and ROI on marketing spend.
   Example Alignment	A startup may align marketing with achieving 10,000 users in 6 months to justify investor funding.	An enterprise may align marketing with increasing market share in a mature segment by 15% to defend against competitors.

   Startup Example:
   A fintech startup targeting millennial investors may set a marketing objective to acquire 5,000 verified users within 3 months to demonstrate traction to potential investors. Tactics include influencer partnerships, referral programs, and viral content, all designed to maximize user growth with minimal spend.

   Enterprise Example:
   A global consumer goods company aiming to increase revenue from emerging markets by 25% may align marketing objectives with regional brand awareness campaigns, localized product adaptations, and digital ad spend optimization in high-growth regions.
   

   Table: Marketing Objectives Laddering Up to Corporate Strategy

   The following table illustrates how marketing objectives cascade from high-level business goals, using a hypothetical example of a direct-to-consumer (DTC) e-commerce brand.
   

   Business Goal	Marketing Objective	Tactics Used	Expected Impact
   Increase annual revenue by 30%	Achieve 20% YoY growth in repeat customers.	Loyalty programs, personalized email campaigns, subscription discounts.	Higher customer retention reduces CAC and increases LTV by 15%.
   Expand market share in urban regions	Capture 10% of the under-35 demographic in NYC.	Hyper-local influencer marketing, geo-targeted ads, pop-up retail experiences.	Market penetration increases by 8%, driving incremental sales.
   Reduce customer acquisition cost (CAC)	Lower CAC from $45 to $30 within 12 months.	Optimize paid search bids, retargeting strategies, and organic content SEO.	Improved ROI on ad spend, with a 30% reduction in cost per lead.
   Enhance brand perception	Achieve a 4.5/5 Net Promoter Score (NPS).	Community-building initiatives, user-generated content, and crisis response plans.	Stronger brand loyalty and reduced churn, with a 20% increase in referrals.

   Key Insight:
   Each marketing objective is derived from a specific business goal and employs tactics tailored to the target audience and market conditions. The expected impact is quantifiable, ensuring traceability back to the corporate strategy.
   

   Audit Framework for Misaligned Marketing Objectives

   Regular audits of marketing objectives prevent drift from business priorities. Misalignment often stems from shifting corporate goals, outdated strategies, or lack of data-driven decision-making. Below are red flags indicating misalignment and corresponding corrective actions.

   Context for Auditing:
   Marketing objectives should be revisited quarterly or whenever business goals change. An audit involves cross-referencing objectives with current strategic priorities, performance data, and resource allocation. Common pitfalls include:
   

   Objectives tied to outdated revenue models (e.g., focusing on print ads in a digital-first strategy).

   Metrics that do not correlate with financial outcomes (e.g., vanity metrics like "social media followers").

   Tactics that lack scalability or adaptability to market changes.

   Red Flags and Corrective Actions
   

   • Red Flag: Objectives lack direct ties to revenue or profitability.
     • Example: A marketing objective focuses solely on "increasing Instagram engagement" without linking it to sales or lead generation.
     • Corrective Action: Reframe objectives to include conversion-based metrics (e.g., "Drive 15% of Instagram traffic to product pages with a 3% conversion rate").
   • Red Flag: Tactics are misaligned with target customer segments.
     • Example: A B2B company uses meme marketing targeting Gen Z, ignoring its primary audience of enterprise decision-makers.
     • Corrective Action: Conduct customer persona reviews and adjust messaging, channels, and content formats to match the target demographic.
   • Red Flag: Budget allocation does not reflect priority objectives.
     • Example: 60% of the marketing budget is spent on billboard ads in a market where digital channels dominate.
     • Corrective Action: Reallocate funds based on channel performance data (e.g., shift to SEO or performance marketing if digital ROI is higher).
   • Red Flag: Objectives are not time-bound or lack milestones.
     • Example: A goal to "improve brand awareness" without a defined timeline or success metric.
     • Corrective Action: Apply the SMART framework to add specificity (e.g., "Increase unaided brand awareness from 10% to 25% in Q3 via a targeted PR campaign").
   • Red Flag: Marketing and sales teams operate in silos, leading to miscommunication.
     • Example: Sales reports high lead quality issues,
       

       Measuring and Validating Marketing Objectives

       Marketing objectives, when rigorously defined, require equally robust validation to ensure alignment with business outcomes and resource efficiency. Validation involves both quantitative analysis—through performance metrics—and qualitative assessment—through stakeholder feedback and contextual insights. Without systematic measurement, even well-crafted objectives risk misalignment with actual results, leading to wasted budgets or unmet expectations. This section explores structured methodologies for tracking progress, visualizing performance, and conducting post-campaign reviews, alongside the role of experimentation in refining objective validation.
       

       7 Metrics for Validating Marketing Objectives

       Effective validation combines leading and lagging indicators to provide a holistic view of objective attainment. Quantitative metrics offer measurable benchmarks, while qualitative measures capture nuances like customer sentiment or operational efficiency. The selection of metrics depends on the objective type (e.g., brand awareness, lead generation, revenue growth) and should balance granularity with actionability.
       
       • Conversion Rate The percentage of users who complete a desired action (e.g., sign-ups, purchases) relative to total engagements. Critical for objectives tied to customer acquisition or sales funnels. For example, a 5% conversion rate on a landing page may indicate inefficiencies in messaging or user experience, prompting A/B tests or redesigns.
       • Customer Acquisition Cost (CAC) The average cost incurred to acquire a single customer, calculated by dividing total marketing spend by new customers gained. Directly impacts profitability and scalability. A rising CAC may signal overspending on low-performing channels or ineffective targeting strategies.
       • Return on Ad Spend (ROAS) The revenue generated for every dollar spent on advertising, expressed as a ratio. Essential for performance marketing objectives, where cost efficiency is paramount. A ROAS below 3:1 may necessitate creative optimization or audience refinement.
       • Customer Lifetime Value (CLV) The projected revenue a customer generates over their relationship with the brand. Validates long-term objectives like retention or loyalty programs. A CLV:CAC ratio below 3:1 typically indicates unsustainable growth strategies.
       • Engagement Metrics (e.g., Time on Page, Bounce Rate, Social Shares) Indicators of content or campaign effectiveness, particularly for brand awareness or thought leadership objectives. A high bounce rate (e.g., >70%) may reflect poor content relevance or technical issues requiring UX improvements.
       • Net Promoter Score (NPS) A qualitative-quantitative hybrid measuring customer loyalty and word-of-mouth potential. Scores range from -100 to 100, with detractors (0–6), passives (7–8), and promoters (9–10). A declining NPS suggests erosion in customer satisfaction, warranting deeper qualitative analysis.
       • Market Share or Competitive Benchmarking Tracks objective attainment relative to industry peers or historical performance. For example, a 2% increase in market share validates a market penetration strategy, while stagnation may require competitive gap analysis.

       Key Principle: Metrics should be objective-specific. A lead-generation campaign prioritizes CAC and conversion rates, while a rebranding effort emphasizes NPS and engagement metrics.

       Dashboard Mockup for Visualizing Objective Progress

       A well-designed dashboard consolidates KPIs, trends, and alerts into an intuitive interface, enabling real-time decision-making. Below is a textual description of a hypothetical dashboard for a lead-generation campaign objective ("Increase qualified leads by 20% YoY").
       
       • Header Section: Objective Overview Displays the primary goal (e.g., "20% YoY Lead Growth") alongside a progress bar (e.g., "Current: 12% | Target: 20%"). Includes a timeline (e.g., "Q1 2024") and a traffic light system (green/yellow/red) for at-a-glance status.
       • KPI Cards (Top Row) Four high-priority metrics in large, color-coded tiles:
         • Leads Generated (YoY) – 12% increase vs. target (yellow alert).
         • Cost per Lead (CAC) – $45 (down from $52 last quarter, green).
         • Conversion Rate – 3.8% (target: 4.5%, red alert).
         • ROAS – 4.2:1 (target: 5:1, amber).
       • Trend Graphs (Middle Section)
         • Monthly Lead Volume – Line graph showing YoY comparison with a moving average. Highlights a 15% dip in March (requires investigation).
         • Channel Performance – Stacked bar chart breaking down leads by source (e.g., Paid Search: 40%, Organic: 30%, Social: 20%). Identifies underperforming channels (e.g., Social at 18% vs. target 25%).
         • Customer Segmentation – Heatmap of lead quality by segment (e.g., "Enterprise" leads convert at 6% vs. "SMB" at 2.5%).
       • Alerts and Anomalies (Bottom Row)
         • Threshold Alerts: "Conversion Rate <4% for 3 consecutive days" (red).
         • Anomaly Detection: "Unexpected 30% drop in Paid Search leads" (linked to a bug in ad tracking).
         • Stakeholder Notes: Comments from the marketing team (e.g., "New competitor ad spend detected in Google Ads").
       • Actionable Insights Panel A dynamic section suggesting corrective actions based on data, such as:
         • "Increase budget allocation to Paid Search by 15% to offset organic decline."
         • "A/B test landing page variants targeting SMB segments to improve conversion."

       Design Best Practices:
       

       Use color coding for immediate status visibility (e.g., green for on-target, red for critical).

       Include comparative benchmarks (historical, industry averages) to contextualize performance.

       Ensure mobile responsiveness for cross-device accessibility.

       Integrate exportable reports for deeper analysis.

     Post-Campaign Review Methodology

     A structured post-campaign review ensures lessons learned are captured and applied to future objectives. The process involves quantifying results, qualitative feedback, and strategic alignment. Below is a step-by-step methodology with key questions for stakeholders.
     
     • Phase 1: Quantitative Analysis Compare actual performance against objectives using predefined metrics. Example questions:
       • Did the campaign achieve the primary KPI (e.g., 20% lead growth)? If not, by what margin?
       • Which channels or tactics drove the highest/lowest performance? Were there outliers?
       • How did CAC and ROAS compare to benchmarks? Were there cost efficiencies gained?
     • Phase 2: Qualitative Assessment Gather insights from customer and internal feedback to explain quantitative results. Methods include:
       • Customer Surveys/Interviews: "What motivated your decision to engage with our campaign?"
       • Team Debriefs: "What operational challenges arose during execution?"
       • Competitive Analysis: "Did competitor actions (e.g., pricing changes) impact our results?"
     • Phase 3: Strategic Alignment Review Evaluate whether the campaign contributed to broader business goals. Key questions:
       • Did the objective align with the company’s revenue or market expansion goals?
       • Were there unintended consequences (e.g., brand dilution, customer churn)?
       • How did this campaign’s ROI compare to other marketing initiatives?
     • Phase 4: Root
       

       Creative and Non-Traditional Marketing Objectives: Redefining Success Beyond Sales

       Marketing objectives have traditionally centered on revenue growth, lead generation, and market share expansion—metrics that align closely with financial performance. However, as consumer behavior evolves and digital ecosystems expand, brands increasingly adopt non-traditional objectives to foster deeper engagement, influence intangible assets like brand equity, or address operational inefficiencies. These objectives prioritize behavioral shifts, cultural impact, or systemic improvements over direct monetary outcomes. Their success criteria often rely on qualitative metrics, predictive analytics, or indirect KPIs that challenge conventional marketing frameworks. Below, four unconventional objectives are explored, alongside their strategic trade-offs, a brainstorming template for innovation, and a case study demonstrating a pivot from transactional to community-driven goals.
       

       Four Unconventional Marketing Objectives and Their Success Criteria

       Non-traditional objectives disrupt the status quo by targeting hidden levers of growth—such as customer psychology, operational friction, or external perceptions—that traditional metrics overlook. Their success is measured through proxy indicators (e.g., sentiment analysis, process automation rates) rather than direct revenue impact. Below are four examples, each with distinct criteria for validation:
       
       1. Increase User-Generated Content (UGC) by 40% Annually

          Success Criteria:

          • Volume: Monthly UGC submissions (e.g., photos, reviews, videos) per 1,000 customers, benchmarked against industry averages.
          • Quality: Sentiment score of UGC (via NLP tools) and alignment with brand voice (e.g., >70% positive tone, <10% misalignment).
          • Engagement: Share-of-voice in UGC (e.g., % of total brand mentions on platforms like Instagram or Reddit).
          • Conversion: UGC-driven conversions (e.g., clicks from UGC to product pages, measured via UTM parameters).

          Why It Matters: UGC builds social proof and reduces reliance on paid content, but requires incentive structures (e.g., rewards, gamification) and moderation systems to sustain quality.
       2. Reduce Customer Support Tickets by 25% Through Self-Service Automation

          Success Criteria:

          • Resolution Rate: % of tickets resolved via chatbots/FAQs without human intervention (target: 60%).
          • Deflection Rate: % of support queries preempted by proactive content (e.g., in-app tooltips, knowledge base updates).
          • Customer Effort Score (CES): Post-interaction survey score (<3 on a 7-point scale indicates low effort).
          • Cost Savings: Annualized reduction in support labor hours (e.g., 20% fewer agent hours at $30/hour = $X savings).

          Why It Matters: Addresses operational inefficiencies while improving CX, but risks over-automation if not paired with human oversight for complex queries.
       3. Enhance Brand Sentiment on Reddit by 30% in Niche Subcommunities

          Success Criteria:

          • Sentiment Analysis: Monthly trend of brand mentions (positive/neutral/negative) using tools like Brandwatch or Hootsuite Insights.
          • Engagement Depth: % of replies to brand posts (target: >40% engagement rate in relevant subs).
          • Influencer Collaboration: Number of AMAs (Ask Me Anything) or sponsored discussions with subreddit moderators.
          • Conversion from Awareness: % of Reddit users who later visit the brand’s website (tracked via UTM or pixel).

          Why It Matters: Leverages organic credibility in communities where ads are ineffective, but requires authentic participation (not just promotion) to avoid backlash.
       4. Increase Net Promoter Score (NPS) by 15 Points via Micro-Experiences

          Success Criteria:

          • NPS Improvement: Quarterly NPS surveys with a 15-point lift (e.g., from 40 to 55).
          • Micro-Experience Adoption: % of customers exposed to personalized touchpoints (e.g., dynamic emails, post-purchase surveys).
          • Qualitative Feedback: Thematic analysis of open-ended responses highlighting "delighters" (e.g., "The surprise discount code made me feel valued").
          • Referral Lift: % increase in word-of-mouth referrals (tracked via referral codes or social sharing).

          Why It Matters: Focuses on emotional retention rather than transactional loyalty, but demands hyper-personalization and real-time data integration.

       Traditional vs. Non-Traditional Objectives: Strategic Trade-Offs

       While traditional objectives (e.g., "Boost sales by 20%") offer clear ROI visibility, non-traditional ones (e.g., "Enhance brand sentiment on Reddit") prioritize long-term equity or operational health. Below is a comparative analysis:
       

       Criteria	Traditional Objective (e.g., "Increase Sales")	Non-Traditional Objective (e.g., "Build a Thriving Reddit Community")
       Primary Focus	Immediate revenue or conversion.	Brand perception, community health, or behavioral loyalty.
       Measurement	Direct KPIs (e.g., revenue, conversion rate, CAC).	Proxy metrics (e.g., sentiment scores, engagement rates, support deflection).
       Pros	Quick attribution to marketing spend. Easier stakeholder alignment (finance, sales). Scalable with paid channels.	Higher long-term ROI (e.g., reduced churn, organic growth). Differentiation in crowded markets. Resilience to algorithm changes (e.g., organic community > paid ads).
       Cons	Short-term focus may neglect brand health. High customer acquisition costs (CAC) in saturated markets. Risk of cannibalizing organic growth.	Long lead times for measurable impact. Requires cross-functional buy-in (e.g., product, support). Harder to quantify for non-marketing teams.
       Execution Complexity	Moderate (e.g., ad campaigns, promotions).	High (e.g., community management, behavioral psychology, tech integration).
       Example Brands	Amazon (sales-driven discounts), Nike (performance gear promotions).	Glassdoor (employee advocacy), Duolingo (gamified language learning communities).

       Key Insight: Non-traditional objectives thrive in high-touch, relationship-driven industries (e.g., SaaS, DTC brands) where trust and retention outweigh one-time sales. However, they require cultural alignment—brands must shift from "selling" to "serving" a community’s needs.
       

       Brainstorming Template for Creative Marketing Objectives

       Devising non-traditional objectives demands

       Defining marketing objectives is not merely a procedural step but the foundation of every successful campaign. By mastering core components—such as measurable outcomes and resource allocation—organizations ensure their efforts are purpose-driven and results-oriented. The distinction between short-term gains and long-term growth, the alignment with business goals, and the validation through metrics collectively shape objectives that endure beyond launch. Whether adopting unconventional strategies like community-building or refining traditional sales targets, the principles remain constant: clarity, measurability, and strategic relevance. As markets evolve, so too must the objectives that guide them—transforming ambition into achievement through disciplined definition and relentless validation.

       FAQ

       What is the definition of marketing objectives for A Level Business studies?

       Marketing objectives are specific, measurable targets set by a business to guide its marketing efforts, such as increasing market share, boosting sales, or improving brand awareness. At A Level, they’re often linked to the marketing mix (4Ps) and SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound). Examples include “achieve 10% sales growth in 12 months” or “gain 5,000 new social media followers.”

       What are marketing objectives in a business context?

       Marketing objectives are clear, quantifiable goals that define what a business aims to accomplish through its marketing activities, such as revenue growth, customer acquisition, or market penetration. They align with broader business strategies and are typically time-bound (e.g., “increase online traffic by 20% in six months”). Unlike vague aspirations, they’re actionable and tied to measurable outcomes.

       What is the definition of a marketing strategy?

       A marketing strategy is a long-term plan outlining how a business will achieve its marketing objectives by targeting specific audiences, positioning products, and allocating resources (e.g., advertising, pricing, distribution). It includes decisions on market segmentation, competitive advantage, and the marketing mix (4Ps or 7Ps). Strategies differ from tactics (short-term actions) by focusing on overarching direction.

       What is the definition of a marketing plan?

       A marketing plan is a written document detailing a business’s marketing strategy, objectives, target market, tactics, budget, and timelines (e.g., quarterly campaigns or product launches). It acts as a roadmap, breaking down how to execute strategies—like social media blitzes or trade shows—while monitoring performance against goals. Plans often include SWOT analyses and contingency measures.

       What are definitions of marketing strategy by different authors?

       Kotler defines a marketing strategy as “the selection of target markets and the creation of a marketing mix to meet the needs of those markets.” Philip Kotler and Gary Armstrong emphasize it as a “game plan” for attracting and retaining customers. Michael Porter frames it around competitive positioning (e.g., cost leadership, differentiation), while David Aaker highlights brand strategy as a core component.

       What is the definition of marketing strategy for A Level Business?

       In A Level Business, a marketing strategy is a business’s overarching approach to reaching its target customers, often analyzed through frameworks like the Ansoff Matrix (market penetration, product development) or Boston Matrix (star, cash cow). It involves decisions on segmentation, positioning, and the marketing mix (4Ps), with examples like “targeting 18–25-year-olds with influencer partnerships.” Strategies contrast with tactics (e.g., specific ads) by focusing on long-term direction.

       • business objectives
       • campaign planning
       • kpi measurement
       • marketing strategy
       • smart framework

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