How do you write a marketing strategy that people actually use? In this Did you miss it? episode, Emma revisits a 2025 Substack article from Tom Davies that’s well worth reading as you plan for 2027.

Tom breaks marketing strategy into four practical steps, tested at Yonder: understanding your customer purchase journeys through proper customer interviews, working out who’s ready to buy now versus later, choosing the three or four highest-impact priorities and setting budget upfront, and finally writing it all down and getting started.

His advice for that last step: skip the deck, call the doc something like “What we’re doing next,” and use it to keep your team focused and to defend your trade-offs.

📖 Read the article: https://mktg.substack.com/p/how-to-actually-write-a-marketing

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Writing your 2027 plan and want a second pair of eyes? Emma and David work with marketing teams on strategy and GTM. Email hello@themarketingupdate.co.uk to book a free 30 min consultancy call.

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