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    Growth logic and strategic marketing plan

    How we help

    Growth logic and strategic marketing plan

    We build the logic that connects a revenue target to specific markets, segments and offers: where growth will come from, why you will win, and what it takes. Aspirational targets become an executable strategy.

    Discuss this with a consultantProblems it solves

    How it works

    01

    Understand the market

    Market maps and drivers.

    02

    Choose customers

    Segments and targets.

    03

    Define the offer

    Value proposition and right to win.

    04

    Plan implementation

    Price, launch and accounts.

    Problems it solves

    Click a problem to see its signs, causes and the evidence from client work.

    Strategic Marketing & Growth

    Targets without a path

    “Leadership set a growth target. Nobody can say exactly where it will come from.”

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    Strategic Marketing & Growth

    Resources spread too thin

    “Every segment gets a little attention. None gets enough to win.”

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    Innovation, Portfolio & Customer Insight

    Ageing portfolio

    “Mature products take all our time. Lifecycle decisions keep getting postponed.”

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    Situations where we use it

    "We're a new company with a parent company's marketing habits."

    After a spin-off, carve-out or PE acquisition

    A new owner or independent company means new growth targets with marketing infrastructure that was left behind.

    How we help →

    What we hear

    “Our goal is to double by 2030, and leadership is asking how exactly we get there.”
    Paraphrased from a recent client conversation

    Tools we use

    Market MapA Market Map breaks a market into cells, usually applications against technologies or competitors, and shows the size, growth rate and competitive share of each cell.TAM / SAM / SOMTAM, SAM and SOM separate the total addressable market from the serviceable market you can reach with your offer and channels, and the obtainable share you can realistically win.Targeting toolThe Targeting tool compares segments, applications or customers on two dimensions: how attractive they are, and how able you are to win them.Right to WinRight to Win tests whether you can win a new opportunity before committing resources, by comparing what it takes to succeed with the capabilities, assets and relationships you actually have.

    Programs and services

    Strategic marketing program

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    Strategic Marketing & Growth

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    Client results

    All case studies →

    Building & Construction Chemicals

    [Result]

    Turning a planned divestment into a growth plan

    A building and construction chemicals business lacked the scale to compete profitably in its main North American market. Strategic marketing analysis reframed the choice.

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    Specialty Chemicals · 7B USD

    [Result]

    One strategic marketing process for seven divisions

    A 7B USD specialty chemicals company with seven divisions, from automotive to personal care, wanted one common way to plan.

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    Agriculture · Europe

    Recent work · 2025–2026

    Framing a multi-country growth program

    A crop protection business set a two-year growth plan across about seven countries and needed help structuring it quickly.

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    Further reading

    Articles by Market Edge consultants on mkt-edge.com.

    Build the Strategic Marketing Logic for Growthmkt-edge.com · Jan 2026VUCA in B2B Marketsmkt-edge.com · Feb 2025

    Questions clients ask

    How is this different from a budget?

    A budget states the target; growth logic shows where it comes from and why you will win it.

    Which tools are involved?

    Usually Market Map, TAM/SAM/SOM, Targeting and Right to Win.

    Often combined with

    How we help

    Marketing headcount and operating model benchmarks

    We compare your marketing roles, headcount and structure with similar B2B business units by size, profit, R&D and growth.

    How it works →

    How we help

    Capability development road map

    We turn assessment results and business priorities into a sequenced road map: which capabilities to build first, for whom, how, and how to measure return.

    How it works →

    How we help

    Value propositions, brand and demand generation

    We build value propositions for each target segment and turn them into brand messages and campaigns that generate demand with the right customers.

    How it works →

    Is this the right place to start?

    Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.

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