Marketing strategy can mean many things to many people. In the recent economic downturn, it has come to mean 'How are we going to generate the required number of leads?' or 'How do we generate the maximum return on investment?' But clearly these are only two parts of the marketing whole, albeit important ones.

At Opportunitas, we believe passionately in the importance of developing marketing strategy from the bottom up, so that it is embedded in the needs of the business. It is vital to make sure that marketing drives the sales engine, but it is equally vital that it retains an eye on the road ahead: on the brand, on long-term goals and on building meaningful customer relationships.

To this end, whilst we are pragmatic in our approach, we aim to spend time building a strategic framework for marketing by setting clear goals and measurement criteria before diving into tactical delivery campaigns.

And whilst requirements will vary from company to company, based on size and situation, we will always encourage our clients to take time out to agree a cohesive marketing strategy that is right for Europe and its constituent markets.

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