If you’re responsible for growth, you’ve probably asked yourself, “What should our marketing strategy actually look like?”
There’s no shortage of opinions. But there are time-tested frameworks that can help you answer the simple, but not easy, question of, “How can we achieve our goals with the resources and constraints we have?”.
What follows is a quick-hit introduction to 10 common strategy frameworks used by marketers, consultants, and growth-minded companies alike. No jargon. Just tools that help you plan, prioritize, and move forward with confidence.
1. 4Ps Marketing Mix
The OG framework for product marketing.
Developed back when ads ran on radio and people still used the Yellow Pages, this one’s a classic for a reason. Even though its foundation is product marketing, service businesses can use it, too.
- Product – What are you selling?
- Price – What’s the value and positioning?
- Place – Where and how are you selling it?
- Promotion – How are you getting the word out?
It’s foundational, not fancy. But if your offering isn’t connecting, it’s usually one of these four.Use when: You’re building a go-to-market plan or revisiting the fundamentals of your offer
2. STP (Segmentation, Targeting, Positioning)
When “everyone” isn’t in your target market.
This is where you stop broadcasting to the masses and start whispering to the right people.
- Segment your audience.
- Target the most valuable ones.
- Position your brand so they feel like it was built just for them.
Use when: You’re launching a campaign or product and want it to land somewhere instead of nowhere.
3. AIDA (Awareness, Interest, Desire, Action)
The customer journey, minus the fluff.
From “Hey, what’s this?” to “Just take my money.”
Great for sales funnels, ad copy, or anytime you’re wondering why your campaign didn’t convert.
- Awareness – Capture the audience’s attention
- Interest – Engage the audience.
- Desire – Create an emotional appeal and desire for your offering.
- Action – Motivate the audience to take a specific action.
Use when: Writing landing pages, emails, ads—or anything that needs to move people.
4. Ansoff Matrix
Like a choose-your-own-adventure for growth.
Four options:
- Market Penetration – Sell more of what you already sell
- Market Development – Sell what you already sell to new people
- Product Development – Sell something new to your current audience
- Diversification – Do something completely new
Use when: You’re thinking about growth—but want to understand the risk that comes with it.
5. SOSTAC
If you’re a sequential thinker, this framework is for you.
- Situation – Where are we now?
- Objectives – Where are we going?
- Strategy – How do we get there?
- Tactics – What tools will we use?
- Action – Who’s doing what, when?
- Control – How do we measure and adjust?
It’s linear. It’s structured. It’s a consultant’s dream. It works.Use when: You need a strategy doc that doesn’t just sit in a drawer.
6. Porter’s Five Forces
For when you’re trying to make sense of what’s going on outside your walls.
- Rivals – Who else is fighting for your customer?
- Suppliers – Can they squeeze you?
- Buyers – Can they ghost you?
- Substitutes – Is there a clever workaround?
- New Entrants – Who’s sneaking in the side door?
Use when: You need to understand your external threats and pressures before you start playing offence.
7. SWOT Analysis
It’s basic. But still works.
Strengths & Weaknesses. This is your internal company analysis.
Opportunities & Threats. This is your external market analysis.
Inside + Outside = Whole View of your business reality
Use when: Kicking off a new initiative or realigning strategy.
8. Pirate Metrics (AARRR)
For growth-hungry companies.
- Acquisition – How do they find you?
- Activation – Do they like the first experience?
- Retention – Do they come back?
- Revenue – Do they pay?
- Referral – Do they tell their friends?
Use when: You want a lean, startup-friendly model that tracks what really matters.
9. The Trusted Advisor Framework
Because in professional services, trust is the product.
Made famous by David Maister, this framework helps explain how trust is built (or broken) in advisory relationships.
Trust = (Credibility + Reliability + Intimacy) ÷ Self-Orientation
- Credibility – Do you know your stuff?
- Reliability – Do you do what you say you will?
- Intimacy – Are you emotionally safe to work with?
- Self-Orientation – Are you in it for them or for you?
Use when: You’re selling a relationship, not a product—and want to be seen as a partner, not a vendor.
10. The Hourglass Model
The traditional sales funnel doesn’t often reflect what actually happens in consulting. Most buying journeys in professional services aren’t linear—they compress and expand like an hourglass:
- Top: Awareness and credibility-building
- Middle: Trust-building conversations
- Neck: Decision moment (small, personal, and high-stakes)
- Bottom: Delivery, loyalty, and (hopefully) referrals
Use when: You’re mapping out a service marketing plan and need to understand how reputation, relationships, and results interact.
11. The 5 Questions That Matter
This is the Benevolent framework. We get to the point with the following 5 questions.
- What’s our budget?
- What’s our competitive advantage?
- What are our competitors saying?
- How are we selling to?
- How will we stand out?
Use when: You’re building a marketing campaign and need to get straight to the point of how you will compete with what you have.
You can learn more about the 5 Questions That Matter here: https://benevolentmarketing.com/workshop/
Final Thought: Strategy Is Useless Without Movement
Whether you’re marketing a SAAS platforms or selling trust by the hour, the game is the same: move with clarity, build something people remember, and make strategy feel like progress – not paperwork.
The goal isn’t to look strategic, it’s to move like you are.
Run your business of campaign through one of the frameworks. Keep what’s good. Toss the rest. Then rinse and repeat. Each framework has its strengths; the key is finding which one to use when.
And if you want help choosing the right framework – or breaking one entirely – well, you know where to find me.