Extracting Strategy When the Business Does not Spell It Out

Strategy isn’t always handed to marketing. Sometimes it’s hinted at, in product reviews, investor calls, sales decks, or hallway conversations.

The gaps between those inputs? That’s where the real work happens.

Smart marketers don’t just collect data. They spot the disconnects, and build the bridge.

Here’s how:

1. Look for what’s repeated, but not documented.

If you keep hearing the same phrases in meetings, but they’re not reflected in the brief, that’s a signal. Especially if it shows up across teams.

2. Compare what's promised vs. what's resourced.

If the company is promoting a value prop it’s not funding, or selling a vision that the product can’t deliver, you’ve found a strategic gap.

3. Surface contradictions before they become campaign-killers.

Sales says “we win on price.” Product says “we lead on innovation.” Marketing is told “focus on brand.” These aren’t just mixed messages, they’re warning signs.

4. Connect the inputs that don’t speak to each other.

Investor decks, product roadmaps, and team goals all have signals. When you find the throughline across them, that’s your strategic foundation.

Spotting the gap and translating it into a plan isn’t busywork. It’s leadership.

It’s what earns trust, drives alignment, and turns marketing into a strategic voice at the table.

→ For a deeper dive, read our full Perspective: When Marketing has to Extract the Strategy

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