Every business needs marketing to help it grow. But the role marketing needs to play depends on how people buy in your category.
Some businesses need to invest more heavily in building familiarity so buyers remember them when the time comes. Others need to place greater emphasis on being easy to find and buy from when customers are ready to make a decision. Understanding this balance is an important starting point for making better marketing decisions.
The Commercial Clarity Tool, featured in Chapter 6 of The Accidental CMO, helps you examine how your category works and determine where your marketing should focus.
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