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The Complete Guide to Completing a Marketing StrategyHow to Build a Marketing Strategy in 7 Steps (2026 Checklist)
DK
Dana KesslerUpdated Sep 18, 2026, 9 min read
In short
A marketing strategy is a written plan that names who you sell to, what you promise them, which channels reach them, and how you will measure the result. You complete one in seven steps, in order.
A finished strategy includes
- An ideal customer profile with industry, revenue and region
- One positioning line your sales team can repeat word for word
- A channel plan tied to a monthly budget and one metric each
Step 1: Define who you actually sell to
Most strategies stall because the audience is "small businesses." Name the industry, the revenue band and the person who signs the check. Every later step, from positioning to budget, depends on this one.
Step 2: Write one positioning line
A positioning line states the outcome you deliver and who it is for. If a prospect cannot repeat it after one call, it is too long.
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