Marketing Over A Weekend

Your guide to effective marketing strategy and measurement summarized in a few short pages

Marketing has become a confused function. There are too many technical terms to remember, too many tech vendors to review, too many customer reviews to read on too many platforms, too many creative channels to think about, too much advancement in AI to keep yourself updated on. This is leading to marketers forgetting their core role of which is to influence people to take a certain action.

Marketers have forgotten that to become a successful marketer, they have to learn the language of business and finance. In their quest to sound more customer friendly, they have buried the real customer pain points under the massive but useless customer segmentation decks. In their quest for emotional advertising, they have forgotten the need of proper branding.

Marketing Over A Weekend aims to remove this confusion in a very short time. It separates the signal from the noise, bringing back to focus the core role of marketing while introducing the strategies and tactics needed to get there in our digital-first era. In this book you'll discover:

- How to quickly understand financial statements and use them in your understanding of marketing budgets
- How to understand the dynamics of your business by reviewing the 5Cs - customers, company, competitors, collaborators and climate
- How to formulate a proper problem statement
- How to create a good marketing strategy leveraging the 5Ps - product, price, place, promotion and packaging
- How to create an effective promotions plan
- How to measure your marketing efforts so your finance team listens to you
- How to staff a marketing department and which functions to outsource vs keep in-house
- How to manage a marketing team by hiring great people and keeping them while managing under performers out

The book will also give a 1-page plan that summarizes key steps you need to take to craft a great marketing strategy. Ultimately, the goal of this book is to make marketers smart, able to talk to finance and capable of running a profitable business.