Starting Lane


Effective Marketing & Insight

Today there are as many buzz words, catch phrases and definitions of what type of marketing you need as there are people doing marketing.


Its confusing.


From an academic point of view, marketing is still classically defined as a process or a set of actions that facilitate the sale of a good or a service.  And this definition is still completely relevant.  Yet as our society and economy has evolved through what can only be called a technological revolution – becoming more complex, faster paced and more diverse and demanding — marketing has fragmented into a mosaic of specialties that address these new realities.



Today when you think about your marketing needs you can opt for everything from social marketing, to global marketing to product marketing to industrial marketing to even the sub-specialties of digital marketing, engagement marketing and so on.


But to be effective in marketing today requires insight. This is crucial – and not at all surprising. What is surprising is the range and depth of tools we now have to mine for insights. From usage & attitudes, to segmentation to conversion models to customer analytics, to digital diagnostics our ability to learn has become unlimited.


However our time is not unlimited. And that’s where we can help.


Using the latest customer experience and purchase-decision models at Starting Lane Strategy Group we help you focus on your customers and consumers and the influences and endorsers that drive sales in your category. We guide you through the disciplines of marketing so that you build marketing programs that are effective and take your business to the next level.  Quickly and effectively.  From the very beginning marketing was meant to get results. To enhance your business. With our help you will focus your resources and concentrate on the things that matter.




Business Strategy & Innovation


There has never been a more exciting time to be in business than today.  Digital technology is changing where and how you can compete.  Demographics are shifting all over the world creating new markets and reshaping the dynamics of your home market.  Entrepreneurialism has become commonplace.  And the fight for capital, talent and ideas is reaching a generational high water mark.


All of these developments remind us that where there is change there is opportunity.  And to best secure those opportunities, we should reacquaint ourselves with the 80 / 20 rule.

In the past we could prize strategy over everything else with little consequence.  We could obsess on it.  Refine it.  Perfect it.   We could work at it to the exclusion of the tactics that fulfill it.  And this couldn’t be further from what we need in business today.


Strategy is important buts its development must be tempered by the proposition of strong tactics.  The ‘doing’ has become much more important.  If you spend all your time getting only the strategy right today, well, the market will likely have passed you by before you begin executing it.  Yes, you will have a great strategy.  But you will have no business.


At Starting Lane Strategy Group we help you to craft strategies and tactics that drive innovation and growth.  We will show you how to develop partnerships and people in way that is focused on performance.  And we will make sure that your business plans live up to the wisdom of Sun Tzu, who wrote that, “Strategy without tactics is the slowest route to victory. And tactics without strategy is the noise before defeat.”

B2B & B2C Marketing & Growth

Growth. Growth. Growth. This is a mantra we hear daily in business. And we hear it because its common sense. If your business is not growing then it’s dying.


Just like in nature. Plants grow. And when they stop growing, they start dying.


But how do we fuel continuous growth in business?



First we have to do the basics well. Irrespective of whether we have consumers or customers we need to understand them, take care of them, solve their problems and are ready for them when they need us. This is a lot of work and it takes discipline and planning and a little ingenuity. At Starting Lane Strategy Group we can help you craft the sales operations plans and programs that do the basics well.


But secondly, we must also grow by reaching out beyond our own borders. No company can rest on their laurels thinking that they are safely ensconced behind territorial barriers. As McLuhan said, “we live in a global village.”  Now ‘global’ can mean many things. Of course you will consider the US market. There isn’t a business sector alive today that doesn’t see the US as a key economy, if not for sales, then for technology, IP protection or opinion leadership.

But the US market is only one avenue to travel. There are other roads that are just as important and may become vastly more important tomorrow.


At Starting Lane Strategy Group we will help you grow your business both at home and abroad.   To successfully grow globally you will need to develop a Market Entry Strategy. Using the disciplines of marketing, the entry strategy will look holistically at your business and help you create plans for durable success. We will need to consider how influencers and endorsers affect your brand, your business and your market traction.  We will need to consider solutions that are resource level appropriate for operations and supply chain.  And we will guide you towards a growth model that benefits your business immediately.

Check out Progress Magazine for my column on taking your business global!
Vol 20 No 3


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