# 1

Positioning

Consumers are inundated with thousands of advertisements a day. Compelling competitive positioning, both corporate-wide and at the product level, is the difference between being the one company a prospect remembers and the 1,999 they forget. I believe businesses must avoid the temptation of being “everything for everyone,” and instead hone several points of distinction targeted at their ideal niche audience.

#2

Prioritization

Marketers have countless ways to connect with prospects, and each provides as much chance to flounder as it does opportunity flourish. To accomplish the latter, I feel that companies must focus on one or two mediums capable of generating actionable results (not just “likes”) and perfect content for those channels.

#3

Process

Procedures manifest freedom. If you document what you do and look for way to improve how you do it, then you’ll be rewarded with more time to grow. I apply this mantra to marketing by automating administrative duties whenever possible and streamlining feedback/approval loops. By expediting the routine, marketers are free to collaborate on higher-level projects and increase their value to the organization.