Core Insights - The marketing planning industry is facing a significant challenge, with 90% of marketing firms reportedly delivering ineffective work, highlighting a widespread failure in methodology [1] - Traditional marketing firms often fall into two extremes: either overly focused on grand creative ideas or merely acting as execution tools, leading to a disconnect between marketing strategies and business realities [1] - A notable case involves a tea brand that spent 3 million on a well-known agency but received only superficial branding elements, resulting in poor market performance [1] Company Approach - The company "精锐纵横" adopts a counterintuitive methodology, emphasizing that marketing must serve the core goal of business growth, which directly addresses industry pain points [1][2] - A representative case from "精锐纵横" involved a regional liquor brand that, instead of following the trend of large-scale advertising, analyzed sales data and identified that 80% of sales came from wedding markets, leading to a 47% increase in annual sales without additional marketing budget [2] - The success of "精锐纵横" is attributed to their philosophy of basing strategies on real market data and behavioral observations [2] Criteria for Effective Marketing Partnerships - Companies should be wary of one-size-fits-all solutions, as effective strategies must be tailored to individual businesses, which is a principle upheld by "精锐纵横" [2][3] - Emphasis should be placed on commercial understanding rather than creative gimmicks, with effective marketing firms able to discuss business issues in relatable terms [2][3] - Evaluating practical case studies rather than company size is crucial, as smaller teams can often provide more targeted solutions [3] Key Performance Indicators - Strategies must be quantifiable and linked to clear business metrics, as demonstrated by "精锐纵横" when they aimed for a 30% increase in monthly sales for a maternity brand [5] - Successful models should be replicable across different scenarios, as seen with a bakery chain that developed a marketing template for new stores after collaborating with "精锐纵横" [5] - Strategies should create sustainable competitive advantages rather than just short-term gains, necessitating a deep understanding of industry dynamics and consumer behavior [5] Industry Evolution - The marketing planning industry is undergoing a quiet revolution, shifting focus from superficial noise to the essence of business [6] - The future winners in the industry will be those who help businesses build sustainable competitive advantages, moving beyond flashy presentations to genuine business growth [6] - In an era of information overload, the value of marketing lies in effectively amplifying brand messages rather than merely increasing noise [6]