From plan to pipeline.
Marketing plans grounded in business objectives - not tactics dressed up as strategy.
- Deliverables
- 5
- Phases
- 3
- Sectors
- 2
- Practice
- Growth
What marketing strategy actually is - and when it earns its place.
A marketing plan should be able to answer three questions without hedging: what are we trying to move, which audiences will move it, and what are we choosing not to do. Most plans we are asked to review answer none of them - they are calendars of activity with a budget attached.
We start from the commercial objective and work backwards. Where does revenue actually come from today, what does the funnel look like from first touch to signature, where does it leak, and which of those leaks can marketing realistically close. Only then do we get to channels, budget and content.
The plan is written to be executed by your team or ours. It includes the unglamorous parts: who owns each channel, what gets reviewed monthly, what the reporting looks like, and the point at which a channel is switched off.
What changes when marketing strategy is practised in Cyprus rather than copied from a playbook written somewhere else.
- 01
Referral is a channel, not luck
In Cyprus, a large share of pipeline still arrives through personal networks and repeat clients. That deserves to be planned, resourced and measured like any paid channel, rather than treated as background noise.
- 02
Seasonality is severe
Tourism, property and hospitality demand swing hard through the year. A flat monthly budget wastes money in low season and under-invests when intent peaks. We plan spend against the demand curve.
- 03
Audiences are often not local
Buyers frequently sit abroad while the product sits here. Channel choice, language and proof requirements change completely depending on whether you are speaking to a Limassol resident or an overseas investor.
From the partners
“Show me the last twelve months of spend and the last twelve months of signed business, and we can usually find the answer in an afternoon. Strategy is mostly the discipline of stopping the things that never worked.”
“A plan nobody can execute is not a plan. Before we sign anything off, I want to know who presses the button on Monday morning and what happens when they are on holiday.”
5 defined deliverables. Open a row to read the detail - skip what you don't need.
01Market analysis
Demand, category dynamics and competitor benchmarks - turned into where to play and where not to.
02Positioning
The commercial angle - audience, offer and proof - translated into what the marketing has to argue.
03Channel plan
The mix of paid, owned and earned channels tuned to your funnel, with priorities by quarter.
04Budget & KPIs
Media, production and team costs mapped to the lead, pipeline and revenue targets they exist to hit.
05Roadmap
A 12-month rollout with milestones, dependencies and quarterly review points.
A short, senior process in 3 phases - no over-produced decks, no delegated thinking.
01Diagnose
Data, audience, funnel, competitors.
02Plan
Objectives, channels, budget, measurement.
03Activate
Handover to execution teams.
Scope, duration and what we need from you - stated before you commit, not discovered halfway through.
- Typical duration
- Four to six weeks for the plan; ongoing advisory optional
- Led by
- A senior partner working directly with your commercial lead
- What we need from you
- Sales data, CRM access, historic spend, and honest constraints
- Working rhythm
- Diagnostic, options session, written plan, quarterly reviews
- Leaves you with
- Channel plan, budget model, KPI framework, 12-month roadmap
Answered the way we would answer them on a call.
01Do you also run the campaigns you plan?
We can, and we frequently do through our content and digital teams. Equally, the plan is written so an in-house team or your existing media buyer can execute it without us.
02What budget do we need before this is worth doing?
If the budget is small, planning matters more, not less - there is no room to waste a quarter. What we need is a clear commercial target, not a large media spend.
03How do you handle measurement without a big analytics stack?
We start with what exists: enquiry sources, CRM notes, call logs and site analytics. Clean, consistent tagging and a simple monthly review beat an elaborate dashboard nobody opens.
Sectors where this discipline is doing most of the work right now.
Talk to a senior strategist about marketing strategy.
Prefer to read first? See how the studio works - the principles we apply on every engagement.