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Strategy and Goals Checklist

This checklist guides you through developing a comprehensive marketing strategy from initial vision through execution planning. Follow these steps in order to build a strategic foundation for marketing success.

Phase 1: Foundation & Vision​

  • Establish Strategic Clarity - Use the AI Business Coaching Prompt to identify the most expensive problems, potential upsides, and core business constraints. This sets the stage for high-leverage marketing.

  • Envision Ideal Outcomes - Define the ideal outcomes by the end of the engagement (e.g., lead volume, tracking capabilities, or brand authority).

  • Set Defined Goals - Establish financial, measurable, and intangible goals for the marketing program. Define what success looks like in concrete terms.

  • Determine Top 3 Priorities - Identify the three most critical priorities for the current phase. Focus on what moves the needle most.

  • Establish Top 5 KPIs - Focus on critical indicators like Cost Per Lead (CPL), Cost Per Acquisition (CPA), lead volume, revenue, and marketing efficiency ratio.

Phase 2: Market Understanding​

  • Develop Buyer Personas - Define ideal customer profiles including demographics, pain points, goals, and information sources. Use the Buyer Persona Template for structured development.

  • Map Customer Experience - Document the complete customer journey from awareness through project completion, identifying key touchpoints and potential friction.

  • Analyze Competition & Gaps - List primary competitors and identify where they fall short. This informs your differentiation and sales positioning.

Phase 3: Strategy Development​

  • Build Marketing Strategy Framework - Synthesize your vision and market research into a cohesive plan. Cover value proposition, JTBD, USP, and positioning. Use the Marketing Strategy Framework.

  • Define Channel Mix & Architecture - Evaluate and select the most effective channels (Website, SEO, Social, Paid, etc.) based on where your personas congregate.

  • Create Channel Summary - Document specific goals, leading/lagging indicators, and KPIs for each selected channel. Use the Channel Mix Summary Template.

  • Finalize Marketing Budget - Allocate resources across selected channels based on business goals and priority initiatives.

Phase 4: Documentation & Execution​

  • Finalize Strategy Document - Complete the comprehensive marketing strategy. Ensure alignment between goals, personas, and channel execution.

  • Establish Strategic Rhythm - Schedule recurring strategy sessions to review progress, analyze KPIs, and adjust the approach based on market feedback.

Reference Documents​