8. Utilizing CVA® for Strategic Decisions
The two key strategic decisions in marketing are selecting a target market and the determining of the positioning of the product or service for the customers in that market.1 Both these decisions, in turn, affect branding—how one builds a brand for customers in a specific target market by selecting benefits from the positioning of the product or service.
As Kevin Clancy has correctly observed, improving marketing measures alone “won’t improve performance. Fixing broken strategy and optimizing the marketing budget will.”2 CVA® is not just an important measure. It provides managers with structure and forward control for improving marketing strategic decisions and marketing tactical decisions.