Authored by Susan Goetz

A four-step guide to balancing short- and long-term goals.

In a challenging economy, it's tempting to focus only on short-term sales. But sustainable growth requires a strategy that builds your brand for the long haul while delivering immediate results. The most successful marketing teams know how to optimize for both.

Circana’s “Building a Marketing Strategy for Short- and Long-Term Success” guide provides a clear, four-step framework to help you master this balance. Move beyond chasing quarterly numbers and start building a resilient brand that wins today and tomorrow.

Highlights from the report:

• Advocate for Brand Building: Learn why over-focusing on new customer acquisition can hurt long-term health and how to make the case for brand investment, even when budgets are tight.

• Unlock the Power of Awareness: Discover the direct link between brand metrics and revenue, with data showing how a one-point gain in awareness can drive a 1% increase in sales.

• Find Your Perfect Channel Mix: Understand that only 36% of channels are strong for both brand and sales objectives. We provide insights to help you identify the right mix for your unique goals.

• Measure What Matters: Get a framework for evaluating your marketing performance, measuring upper- and lower-funnel impacts separately to prove value and optimize your spending.