Marketing Strategy
Establishing the marketing goals and objectives of the organization and identifying the strategy for achieving them.
Level 1 Demonstrates introductory understanding, directing people to the appropriate source for further information.
BEHAVIORS
- Describes key marketing principles (e.g. segmentation, positioning, marketing mix, branding, etc.).
- Describes the organization’s offerings and markets.
- Sources information to aid marketing strategy development.
- Explains the link between the marketing strategy and organizational metrics, (e.g. revenue, gross margin, profit and loss, etc).
- Brief internal/external resource groups to support the design of marketing strategy and tactics.
QUESTIONS
- Describe a situation where you had to demonstrate an understanding of the organization's a product/service offerings and current markets.
Probing Questions
* What was the situation?
* What were the product/service offerings and markets?
* What steps did you take to establish credibility?
* What convinced others that you understood their situation?
- Tell us about a time when you had to describe the links between marketing strategy and organizational metrics.
Probing Questions
* What was the situation?
* Who were you dealing with?
* How did you demonstrate the linkages?
* What was the result of your making the linkages?
Level 2 Applies the competency in common situations that present limited difficulties, working with a moderate level of guidance.
BEHAVIORS
- Identifies the need for additional information to support marketing strategy development.
- Makes initial recommendations on methodologies and tools to operationalize the marketing strategy.
- Identifies trends in market and consumer research, seeking possible causes and rationales regarding opportunities and problems.
- Measures market, competitive, and business performance in order to anticipate trends.
QUESTIONS
- Tell us about a time when you had to identify the need for additional information to support the development of a marketing strategy.
Probing Questions
* What was the marketing strategy being developed and who was it being developed for?
* What were you responsible for?
* How did you determine that there was a need for additional information?
* What was the reaction of stakeholders to your identification of the need for more information?
- Describe a situation when you made recommendations on the appropriate tools and methodologies required to operationalize a marketing strategy.
Probing Questions
* What was the situation?
* What tools and methodologies did you recommend?
* Why did you recommend those particular tools and methodologies?
* What was done with your recommendations?
Level 3 Applies the competency in the full range of typical situations, requiring guidance in only the most complex or new situations.
BEHAVIORS
- Translates the marketing strategy into operational plans across the marketing mix including elements of analysis, planning, implementation and control.
- Provides justification for changes to the marketing strategy based on a review of aggregated internal/external data.
- Allocates resources (e.g. financial, human, physical etc.) across the marketing mix.
- Facilitates collaboration across functions for specific marketing initiatives.
- Ensures consistency of marketing plan implementation across the marketing functions.
QUESTIONS
- Discuss a time when you operationalized a marketing strategy for a new product/service offering into the current marketing efforts of an organization.
Probing Questions
* What was the product /service offering?
* What were the major considerations for the operational plans?
* What did you recommend and develop?
* What was the result of the implementation of the operational plans?
- Describe a situation when you provided justification for changes to a marketing strategy based on aggregated internal/external data.
Probing Questions
* What was the marketing strategy involved?
* What data did you research and analyze?
* What were the indications that the marketing strategy needed to be changed or adjusted?
* What was the impact of your presentation on your findings?
Level 4 Applies the competency in new or complex situations and advises others.
BEHAVIORS
- Establishes a long-term marketing strategy aligned with the overall marketing goals and objectives.
- Assesses the potential impact of wider environmental forces on the marketing strategy (e.g. culture, ethics, economics, politics, legal frameworks and sustainability).
- Provides strategic coaching and leadership to the marketing team.
- Distributes resources across segments/products/business lines, based on marketing objectives/priorities.
- Anticipates and builds capacity and capability to respond to future market needs.
QUESTIONS
- Tell us about a time when you assessed the potential impact of wider environmental forces on the marketing strategy.
Probing Questions
* What were your responsibilities with regard to the marketing strategy?
* What was involved in your environmental scan?
* What were the factors that convinced you that certain environmental factors could impact the current marketing strategy?
* How did you convince key stakeholders to consider your findings?
- Describe a situation when you had to anticipate and build the capacity to respond to future market needs.
Probing Questions
* What was the situation?
* What were your responsibilities?
* What were the anticipated capacity requirements?
* How did you build capacity?
- Tell us about a time when you recognized and responded to critical points in the marketing life cycle.
Probing Questions
* What was the situation?
* What were the critical points in the marketing strategy?
* What issues did you recognize?
* What was your response to these issues?
* What were the results of your interventions?
Level 5 Develops new approaches and methods in the area. Is recognized as an expert within the organization.
BEHAVIORS
- Sets marketing goals and objectives aligned with the overall organizational strategy.
- Anticipates and deals with organizational barriers to effective marketing planning and execution.
- Champions marketing as a key business activity across all levels of the organization.
- Fosters an innovative marketing culture within the organization.
- Oversees the development of the marketing strategy, its implementation and subsequent results.
QUESTIONS
- Describe a situation when you identified and mitigated organizational barriers to effective market planning and execution.
Probing Questions
* What was the situation?
* What were the identified organizational barriers?
* How did you determine their importance and priority?
* What did you do to mitigate or eliminate these organizational barriers?
* What was the result?