Situation analysis in strategic marketing in B2B can be seen as a “turn off” for some prospects, who only see it as an ordinary transfer of knowledge. Some would even say something like “if you’re good at it, you don’t need to go through all of this before acting”. Acting here means communicating (PR, direct sales, advertisement…). And in order to be actually profitable, communication must be precise and efficient.
However, marketing is not communication. Communication is the end of a marketing process, its “output”.
Let’s admit two things:
- Good communication is a consequence of “marketing intelligence”. To have this “intelligence”, there must be a deeper understanding of the company, its culture, its offer, its sales process, its differences, its competition, the state of the market and the tools they use… etc.
- In order to assess the effects of a communication campaign, it is necessary to measure them with pertinent performance indicators. It is crucial to be able to quantify the results to determine the efficiency of the actions and if they need to be reviewed.
If the advantages of a situation analysis are sometimes not understood, some managers consider it as an opportunity to give greater thought about their reality and their market with the support of specialists. This way, they consider their strategies and what is at stake differently.
A situation analysis with recommendations in strategic marketing in B2B must be done with meticulousness and with different skills. It also must be supervised by experimented members who have the knowledge and skills in sales and marketing. It’s B2B after all!
All in all, this first step- even though it is seen as a necessary evil – is a key part in the strategic marketing process. It allows to have a clear picture on how sales and marketing work what it takes to bring the company to its next level of growth.
A situation analysis which does not include strategic and tactical recommendations does not have any value for the client. Make sure that these elements are present, but also that they bring in-depth analysis and have achievable objectives. Indeed, this is what is going to determine the strategic plan and the marketing actions for the next 12 to 18 months.
I’m looking forward to reading your comments!
 To me, strategic marketing refers to the strategy thought out after researching and anlyzing the market. This way, it is possible to determine what actually is at stakes and what the company is facing. From there, you can decide your fundamental strategies of growth (positioning, offer, segmentation, etc.) and define objectives in line with this strategy. These choices will end in actions through the setting of the marketing mix.