Marketing Strategy for Small- to Medium-Sized Manufacturers

The Chicken or the Egg?

So, what comes first; goals and objectives or CPM™? The top-down, sticky note community says goals and objectives should be developed before answering the C-P-M™ question, “Given our customers, products, and markets, what should we do with the business?” It seems counterintuitive to decide what the company should do (goals and objectives) before determining the status and implications of problems, constraints, trends, and opportunities confronting the business’ customers, products, and markets—the ingredients that will need changing to affect the desired outcomes. What is the value of determining goals and objectives before specifying the degree to which customers, products, and markets are capable (or not) of supporting ...