Lead generation, we know is the sustainable outcome of good marketing aligned to drive a pervasive strategy. Others believe marketing to be only lead generation. Informed leaders know successful promotional activities require a foundation based on deeper marketing principles. Many believe marketing to be only promotional activities (the creation of promotional deliverables, like brochures and websites). To be clear, marketing and strategy cannot be separated, but to raise collective knowledge and awareness, pervasive strategy is a better term. To most in the corporate world, it has a limited meaning. You may be wondering why the term isn’t “Pervasive Marketing?” Unfortunately, “marketing” is a broadly misunderstood term. the methods that deliver exceptional outcomes to meet or exceed expectations of customers, stakeholders, and employees.
![pervasive means pervasive means](https://image.slidesharecdn.com/pervasivecomputing-13423574419049-phpapp01-120715080503-phpapp01/95/pervasive-computing-2-728.jpg)
also an approach that effective leaders use to enable marketing as the transformational engine to achieve both strategic and tactical business goals.a flexible plan shared throughout an organization that broadly outlines action a company must take to achieve a goal.
#PERVASIVE MEANS SERIES#
The dictionary tells us that to be pervasive, something must be “ spread throughout.” The dictionary also tells us that a strategy is “ a plan, method or series of maneuvers for obtaining a specific goal or result.” In a business context, pervasive strategy is defined as a shared plan, a leadership approach, and a set of methods aligned to achieve commonly-held corporate objectives. Marketing we know is “the transformational engine for growth and one of the most important elements to get right in a business initiative, before all others.” Every other function in a business, from operations and sales, to product innovation and development to finance and accounting all depend on a solid marketing foundation. My colleagues ask, “In a business context, what is pervasive strategy?” I use pervasive strategy to describe the best (and perhaps only) way for business to be successful in the context of Marketing as Strategy. The two words together can apply to many domains from military and war to sports and championships. It has been so effective, that it is now on my consulting company’s masthead. Pervasive Strategy is a term I’ve used for a few years.