White Paper

Steered by Strategy - One Page Summary

By CUNA Councils

posted 09.10.2020 (M & BD)

This is a one page summary of the full white paper.

Outcome-based strategic marketing is emerging as an effective means to align efforts to grow membership and wallet share in lockstep with the credit union’s enterprise-level strategic objectives.

This white paper:

  • defines this methodology,
  • outlines its essential attributes, and
  • discusses how it can create an overarching framework for cyclical, scenario, and organic marketing models already in use at many organizations.

It offers recommendations for getting started with outcome-based strategic marketing, illustrated by case studies from two credit unions. The role of data analytics in identifying and monitoring key outcomes and the benefits of being able to adapt quickly to crisis and disruption are explored. When implemented in an iterative manner—with the expectation of course corrections along the way—this form of marketing can bolster strategic execution and raise the profile of marketing as integral to organizational success.

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