The client will need to metaphorically drop their shorts. Real
numbers such as the acceptable cost of customer acquisition,
lifetime value of a client, and service tiers will need to be established.
Honesty is the mandatory starting point in the strategy effort.

Cutting away politics and distractions allows for the tailoring of
meaningful objectives. This stage defines the goals and metrics of
the overall effort.

This external review of data relies on secondary, qualitative and
quantitative research. Internal assumptions are challenged by
marketplace evidence and client/prospect feedback.

Combining true data and key objectives with an action plan results in
an integrated campaign. The market is moved when content, design,
and delivery speak with one compelling voice.

Whether Gray Suit Marketing or another firm handles the execution of
an action plan, the goal is to have sound strategy driving performance
efforts, not ego or the desire to win design awards.

A rise in gross revenue is a crude measurement of effectiveness. By
tightly measuring the effects of campaign elements, refinements can
focus resources into the most effective channels.