One of the most critical decisions your clients will make in their Sales and Marketing Strategy is identifying their Target Market™ — the group of people or organizations for whom they solve a clear problem, in a compelling way.
Getting this right isn’t just a branding exercise. It’s foundational to the ability to set the right strategy, message, and Sales and Marketing Rocks™.
Here are four steps you can use to help companies get laser-focused on their Target, and then translate that clarity into a positioning statement and brand promise that fuels growth.
Too often, leadership teams describe their audience too broadly: “Anyone who needs help with X.” But “everyone” is not a Target Market.
The right Target Market is:
Clearly defined and narrow enough to focus on
Aligned to your Three Uniques™ and Proven Process™
Worth pursuing — large enough to support your growth goals
Ask yourself:
Who are our best-fit customers today?
Where do we win most often and profitably?
Who really values working with us?
If the Scorecard™ is weak on pipeline or revenue KPIs, it’s often a sign that the Target Market definition needs refinement.
Once you’ve defined the Target Market, it’s time to clearly articulate your specific value to them. A strong Positioning Statement clearly answers: “How do we solve our customer’s problem in a way no one else does?”
It blends:
Customer needs (emotional and rational)
Unique competitive advantage (your Three Uniques™)
A compelling promise of value
Example:
“For mid-sized manufacturers struggling with stalled revenue, we provide fractional growth leadership that builds a clear plan and drives measurable traction — without the cost of a full-time hire.”
Consistency is key. A Brand Promise™ is the clear, emotional takeaway you want every customer to feel — and it must be something your team delivers every time. It’s your guarantee to customers, and the standard by which you measure delivery.
Ask:
What tangible benefit do we consistently deliver?
Does it align with our company’s Core Focus™ and Target?
Is our team equipped to fulfill it across the entire customer journey?
If the customer experience and messaging don’t deliver on this promise, trust and growth break down.
Too often, companies define a Target — and then go after other audiences instead. Building a Go-to-Market Strategy and Execution plan that helps you find and engage your Target so they understand the value you deliver is crucial to bringing your promise to life.
Ask:
Does everyone in the company understand the Target, what’s important to them, and what value we provide them?
Do we know how to reach and engage the Target?
Are all of our programs aligned on this Target and delivering value to them?
Usually, the first step in focusing on the Target is to ensure that everyone in the organization — not just Sales and Marketing — understands who the Target is and the Brand Promise™ to them. From there, every function can evaluate whether they’re delivering on that promise.
A focused Target Market is more than a bullet point on a slide. It’s the foundation of the brand, the messaging, the go-to-market plan, and growth. Nail it, and the rest of the execution gets easier.
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