SGDM Approach
Inside the Process

Inside the SGDM Strategic Marketing Process

To get a better understanding of how the SSMP works, we need slightly different way of looking at it. For the purposes of discussion, let’s examine the SSMP as a linear series of steps. What we end up with is a process that looks something like this:

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In this diagram, we’ve broken down each of the four steps of the SSMP process into their component parts. Each step of the process has inputs and associated results. Using the Analysis step as an example, we see that developing a comprehensive snapshot of a company’s position in its marketplace would include:

Product Information
Sales Model and Associated Sales Information
Competitive Information
Analyst Feedback
Press Coverage Data
Customer Feedback and Requirements

Combining these inputs with in-depth analysis and subject matter expertise we can derive a set of deliverables that gives us not only a comprehensive positioning understanding, but also allows us to define essential value proposition messaging and other key marketing materials necessary for the planning phase of our process. These deliverables include:

Detailed SWOT Analysis
Ideal Customer Profile Including Key Customer DNA Markers
Value Proposition
Positioning and Messaging
Sales Model Optimization Recommendations
Key Presentation Material

And so it goes, each step of the SSMP leverages the results and deliverables from previous steps in a process of continuous improvement to develop more tightly focused materials, initiatives, and measurements, which lead to demonstrable end results including:

Higher Customer Satisfaction
Better Linkage Between Sales and Marketing
Marketing Effectiveness Trend Analysis
Higher Sales Revenue and, More Importantly, Sales Revenue Predictability


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