Some insights & (occasionally unpopular) opinions
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Frameworks I use for setting strategy, marketing plans and early team structure
Strategy
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Marketing
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Team
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Most problems in DTC marketing come down to fuzzy positioning in the market.
Positioning is not set and done, it constantly evolves (even if the product stays the same).
Why e-commerce people mostly talk about e-commerce tactics, rather than strategic fundamentals of the business.
My main job as a CMO needs to be to refine positioning, rather than maximise the number of tactics tested.
Most SME/startup brands should invest more energy & money into customer insights generation.
Competitive advantage in DTC comes mainly from in-depth customer insights data.
Most successful growth stories these days come, not from great marketing tactics, but from laser-sharp positioning and a product that delivers on its promises.
Playing To Win strategy framework
Positioning cascades
Positioning Options for DTC
Customer insights flywheel
Goal setting
Scaling Phases
Three Waves of DTC
Customer Journey stages (excite & inform, assure, reduce friction)
DTC E-Commerce channel framework
3 categories of customer insights
Landing page template for purchase
DTC Benchmarks Metrics
Leading & lagging metrics for consumer goods B2C
Activation vs Brand Marketing spend
First marketing hire
Functions of the early marketing team