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Strategy and research: positioning, pricing, and the proof behind them
Positioning, pricing, market research and competitor analysis. The work that happens before the first page gets written: what the market will pay, who is already there, and which claims you can support when someone asks for the source.
30 articles
Guerrilla Marketing Examples: What Made Them Work and What You Can Copy
Guerrilla marketing examples are easy to copy and almost impossible to explain. The galleries ranking for the phrase show you ten stunts and never once say what made any of them spread. Can you name the mechanism behind the last campaign you ran?
Martin J.StrategyOct 14, 2026Client Satisfaction Survey Questions: What to Ask and What the Answers Actually Tell You
Your client says the work is fine, then leaves at renewal without warning. What did your last survey actually ask them? It scored your performance, and performance is not what decides a renewal.
Martin J.StrategyOct 9, 2026Penetration Pricing in 2026: Definition, Examples and When It Backfires
Penetration pricing is the tactic of entering a market below the going rate to buy share quickly, and the definition fits in two sentences. What does not fit anywhere is the morning your introductory price has to go up. The harder part is who the low price recruits: the customer who chose you because you were cheaper, still on your books the day the discount expires. If you raised your price by 20% next quarter, how many of the accounts you won on price would still be paying you six months later? Most operators I ask will guess, and almost none can measure, because the measurement has to start on day one. The arithmetic behind that answer does not flatter the discount.
Team AllAbleStrategyOct 8, 2026Competitor Analysis Frameworks in 2026: Match the Framework to the Decision
Slide fourteen of a board meeting, and someone has just asked what changed because of the competitor deck. I have sat in that room. The quadrant map on the slide is accurate, the inputs behind it are a year old, and everyone around the table can see that the honest answer is nothing yet. The framework was never the problem, and picking a trendier one will not fix it. What your team lacks is a rule for which analysis to run, which is why four people in the same company can each defend a different model and all four can be right. A new market enters the picture, a rival cuts price, a competitor raises a round. How do you decide which of the five standard models to open?
Martin J.StrategyOct 3, 2026
Manage Google Ads Smarter With AI.
Customer Advocacy: How to Build a Program That Produces Proof
Somewhere in your customer list is a person who would take a reference call tomorrow, and nobody on your team can name them. Ask four people for your top five advocates and you will get four different lists. Your support team hears "customer advocacy" and thinks about fighting for a customer's outcome. Your marketing team hears the same words and thinks about a customer posting about you. Both readings are legitimate, both are in live use, and that split is why most programs stall before they produce anything. Which one does your company actually staff, budget and measure? The gap between those two meanings is where your best proof channel quietly leaks.
Team AllAbleStrategySep 26, 2026Demand Generation vs Lead Generation: Why the Distinction Decides Your Budget
The quarter closed short and the meeting went the way it always goes. Sales said the leads were wrong. Marketing said the leads were fine and nobody had called them, and nobody left with an answer. When your pipeline missed last quarter, could you point at the stage that failed, or did you guess? The default is to guess, because your demand program and your lead program report into different systems with different numbers, and neither one is built to show the seam between them. Both share a single revenue line and are measured as two separate things, which is why the argument comes back every quarter with nothing new in it. What would have to be on the page to settle it in five minutes instead of five days?
Martin J.StrategySep 12, 2026Market Research Techniques: 12 Methods You Can Actually Run This Quarter
Your quarterly plan says the positioning decision was informed by research. Now find the research. Most marketing teams cannot, because the plan cited research and the only techniques the team actually ran were a competitor page and a gut check. Here are 12 techniques grouped by what they answer, what they cost and what they cannot tell you.
Martin J.StrategySep 12, 2026DTC Marketing: What Direct-to-Consumer Marketing Actually Changes (and What It Costs You)
Going direct felt like freedom. No retailer deciding whether your product deserves shelf space, no distributor taking their cut, nobody standing between you and the person who buys what you make. Then the invoices started arriving. Ad spend, creative production, the returns process, the attribution tool, every cost a retailer used to absorb on your behalf. That was the trade, and nobody put it on one page when you signed up for it. So here is the awkward question: do you actually know what your CAC has to be for this model to work, or are you still running on a number somebody set in 2021? The brands I audit can quote their ROAS to two decimal places and cannot tell me their contribution margin on a single order. One of those numbers decides whether you are still here in two years.
Martin J.StrategySep 10, 2026
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