Leading Entrepreneurship

There is simply mass confusion about exactly what marketing is, what it entails and what it should accomplish for a firm. Marketing’s core function, quite simply, is the communication between a firm and all of its stakeholders.

Marketing, in its purist sense, is responsible for researching, analyzing, shaping, phrasing, communicating and executing a high-growth firm’s strategy. The challenge lies in allocating the correct amount of resources in the correct places.

When Gambit reviews a firm’s marketing strategy, we obviously review underlying assumptions, but then we take a hard look at resource allocation.

We would typically expect resources to be spread acrosss three crucial areas:

1. Short-term tactical initiatives
2. Long-term tactical initiatives
3. Strategic communications

Note that only one of these three areas is the “magic bullet” or short-term initiatives. Marketing cannot just be short-term tactics, it has to be strategic and include all of the elements above.