Unlock Business Growth with Strategic Thinking in Marketing

By: Hebé Lugo Nazario

Strategic thinking is essential for business growth and expansion. Companies that apply strategic thinking create sustainable success, build competitive advantages, and adapt more effectively to market changes.

Strategic development can take different forms, but each plays a key role in achieving your company’s growth objectives.

When it comes to marketing strategy, senior management tends to fall into two camps: those who see strategy as an expense and those who view it as an investment. Which one are you?

Over the years, I’ve had the opportunity to work with hundreds of business leaders—Presidents, Managing Partners, Operations Managers, HR Managers, and Marketing Managers across different industries. Consistently, I’ve seen a direct connection between business success and strategic, focused decision-making.

In fact, in our first meeting with a new client, we always ask about their business vision. More often than not, I hear things like “I want to be as well-known as Coca-Cola.”, “I want the influence of Disney World.”, “I want people to recognize my logo like they recognize a Toyota.”, “I want to have a structure as standardized as McDonald’s.”

What do these brands have in common?

Without exception, they dedicate time, professional resources, and financial investment to strategic thinking. To reach the level of brand recognition that so many aspire to, these companies invest consistently in marketing and advertising strategies.

For more insights on how companies like Coca-Cola and Disney execute their brand strategies, read this detailed analysis from Harvard Business Review.

How Much Are You Investing?

A simple way to evaluate your marketing strategy is by looking at your team’s mindset.

If your team sees marketing as an investment:

• Decisions are made with both short- and long-term impact in mind.
• The team invests throughout the year based on business, industry, and consumer needs.
• The strategy team is part of the company’s decision-making process.
• The company sets a specific marketing budget and measures the results regularly.

When we view strategic thinking and action as an investment, we are clear that our strategy will evolve over time and adapt to market changes. We make the strategy team an integral part of the company’s decision-making process. These high-performing companies also allocate a specific marketing budget and periodically measure the results of their investments.

This approach allows the strategy to evolve and adapt to market changes. As a result, the company builds a strong, sustainable brand presence.

On the other hand, a company that views marketing as an expense tends to act differently. Often, this type of mindset leads to:

• Focusing on today’s results without considering future outcomes.
• Developing very short-term strategies with overly aggressive and optimistic return expectations.
• Making decisions without considering the customer or long-term relationships, instead focusing solely on the business and brand in the present.
• Disillusionment and lack of focus among the team regarding the company’s vision and mission.