Marketing strategy for skeptics.

Any reasonable person could be forgiven for being skeptical about strategy — the word has been a euphemism for slacking since at least 2001. Skepticism is healthy.

Here’s the test that separates strategy from strategery: does the plan spell out revenue and earnings targets, name the means to reach them, and state how you’ll know if it’s working? Ours do. We build strategic plans on your benchmarks, so every quarter answers the question most marketing plans avoid: what did the work cause?