Which types of organisation can benefit from a Market Strategy assessment?

All organisations can benefit from developing a stronger link between business strategy and Go-to-Market planning, before spending anything on operational marketing. Whether the work is done in-house or by using the services of an independent consultant is a matter of choice for the organisation.

However we recommend that organisations embrace the benefits of the Market Strategy framework BEFORE reaching the point where they perceive their marketing expenditure to be failing to deliver results.