How to Drive Profit with Purpose

Welcome to another solocast episode! At Advantages, we have created a framework of the 3 Keys through which your marketing strategy can be brought to life. In order to unlock the power of the 3 Keys (Purpose, Values, and Story) you must go through the Discover, Unlock and Infuse phases. 

Today, I am providing an overview of the first phase, Discover. What do you have to do in order to activate this phase, and why is it so important? 

• Discover involves understanding what is going on within your organization. What do you really have to work with already? 
• You know that you need Discover when:
• Marketing is essential and you don’t know where to start 
• When your current brand positioning requires greater clarity, relevance or differentiation 
• When you need help turning marketing data into actionable insights 
• To activate this phase, your team needs to be prepared to activate a systematic approach to achieving alignment within your organization so that you can get the maximum impact 
• You can’t drive profit with purpose without first having a clear purpose
• The first step: audit. Take stock of everything that your organization has 
• Next step: align. Identify the barriers and enablers required to achieve ambition through collaborative stakeholder engagements 
• Clarity of message begets alignment of people, which begets unity, which begets momentum, which enables you to thrive
• Create a marketing hypothesis. Understand where growth is coming from and what the business needs and then define it
• Perfection is the enemy of “done”
• What you get out of discover: end to end multidisciplinary marketing roadmap tailored to your unique business requirements that start with your brand strategy and thoughtfully integrate tactics to serve as the company’s marketing foundation