Introduction to marketing strategy

The Strategy tab allows you to capture your marketing strategy at each level of the marketing hierarchy, beginning with your workspace and rolling all the way up to the company level. In Aha!, strategy has three key parts that are related: foundation, market, and imperatives.

The Foundation and Market pages provide a repository that is easily accessible and can be shared with your team and key stakeholders. Imperatives page create a bridge between your overall strategy and your schedules and requests. Strategic goals enable you to focus the team on the top 3–5 business drivers that you want to accomplish with your team over the next 3–12 months. Strategic initiatives focus on which efforts you must complete to accomplish your goals and can be mapped to schedules, master activities, and activities.


Models: Your business model represents the foundational elements of your organization. The model builder in Aha! allows you to clearly articulate, develop, innovate, and pivot your business model from a single page.

Positioning: Positioning is a critical element of your strategy. Positioning articulates the market problems that your product solves and what makes your product stand out from the competition. Strong positioning is developed and shared across the team to create messaging and content that plays to your strengths in a market.

Creative briefs: Creative briefs are used to inform the implementation and final delivery of an advertising or marketing campaign. Functionally, they connect the creative work to the business goals and ensure that everyone who is working on the program or campaign is in sync. Use creative briefs in Aha! to communicate important information, such as program objectives, target audiences, customer truths, key messages, and brand voice. Creative briefs can be linked to records throughout the application — including initiatives, master activities, and activities — so they are readily available as the team produces creative assets.



Personas: Personas represent those very real people who need your product. They allow your entire team to empathize with your customer's pain points and better understand their needs. Personas can be automatically tied to activities by adding the Persona custom field.

Competitors: Defining your competitors in Aha! allows you to easily share competitive information with the team by adding it to an Aha! presentation.


Your marketing goals must have a measurable end result that can be achieved within a fixed time frame. They highlight what you hope to accomplish, and are often stepping stones to accelerating business growth and explaining bolder goals. They should also be reasonably easy to track so you know how your team is performing against them. Marketing workspace goals can be rolled up to marketing line goals so that there is visibility across the organization for all contributions towards the delivery of a strategic goal. You can link your goals to the time frame in which they are expected to be completed.

Examples of goals:

  • Increase revenue by 30%
  • Attract +3,000 organic visitors a month
  • Introduce 2 major campaigns
  • Generate 100 qualified leads per month
  • +100,000 blog and social followers


Initiatives allow you to specify key work that must be completed to achieve your goals. Think of these efforts as high-level projects that should be accomplished within a specified period of time — even if this is over a few months. Marketing workspace initiatives can be rolled up to marketing line initiatives so that work at the workspace level can automatically roll up to drive company-level strategy. You can link your initiatives to the time frame in which they are expected to be completed.

Examples of initiatives:

  • Expand guest blog post program
  • Launch new product tour on website
  • Create lead-scoring system
  • Focus campaigns on key buyer personas
  • Mobilization
  • Self-serviceability improvements
  • Better analytics

A marketing plan is a view into how the work the marketing team is doing will help meet business objectives. A great plan starts with a clear overview and is executed by staying aligned through goals and initiatives.

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