Marketing as a strategic enterprise capability
A board-level system for leading growth, investment, and enterprise value with confidence.
The Strategic Marketing Value System™ enables smarter capital allocation, higher-quality revenue, improved margins, and fully-informed decision-making and risk management.
Elevating Marketing’s Strategic Contribution to Enterprise Performance
The Strategic Marketing Value System™ reinvents marketing as a strategic capability that dramatically increases its value to your business and its leaders.
Higher-Quality Revenue
Through deliberate strategic growth
Marketing focuses on where growth strengthens long-term value, customer quality, and earnings resilience.
Improved & Protected Margins
Through explicit strategic trade-offs
Value creation decisions balance growth, pricing power, cost to serve, and competitive advantage.
Sustainable, Profitable Growth
Via growth logic and value drivers
Growth is shaped by deliberate choices, disciplined execution, and managed trade-offs over time.
Effective Capital Allocation
Through clear line of sight to value creation
Investment decisions connect directly to value drivers, returns, and strategic priorities.
Earlier Risk Recognition
And is governed with confidence
Strategic, commercial, and reputational risks are visible before they crystallise.
Embedded Strategic Judgement
Across decisions, teams and governance
Marketing contributes consistently at leadership level with shared judgement and discipline.
Defining the Strategic Marketing Value System™
The Strategic Marketing Value System™ provides the structural and operational framework that empowers marketing as an enterprise-grade capability.
It enables organisations to:
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Define the value that marketing brings to the enterprise
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Assign accountability for marketing decisions, activities, and performance
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Embed consistent, high-quality strategic judgement into decision-making
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Govern priorities, investment, and performance at board level
From your business' long-term strategic direction to day-to-day go-to-market decisions, the Strategic Marketing Value System™ provides a shared logic that aligns marketing with enterprise leadership objectives.
Who Needs SMVS™
The Strategic Marketing Value System™ is designed for leaders who expect marketing to operate at enterprise level, including:
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Boards and Non-Executive Directors seeking clearer oversight of growth and value creation.
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CEOs and Managing Directors requiring more insights into organisational marketing, the value it delivers, and how it should inform your business’ strategic direction.
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CMOs and Senior Marketing Leaders who are accountable for commercial performance and credibility.
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CFOs and FDs seeking partnership with marketing to shape capital allocation, understand value drivers, deliver long-term returns on investment, and achieve higher-quality revenue and more profit.
The Core Logic of the Strategic Marketing
Value System™
SMVS™ is built on three foundational pillars:
1
Value
Customer Impact & Sustainable, Profitable Enterprise Growth
Value is defined commercially and shared across marketing leadership and the board.
Marketing investment is assessed through its contribution to growth quality, margin, and long-term enterprise outcomes.
2
Strategic Judgement
Commercial Thinking
& Foresight
A strategic mindset equips marketers at every level to assess analysis, trade-offs, and options, from enterprise direction and go-to-market strategy to portfolio choices and individual campaigns, ensuring decisions consistently deliver value.
3
Governance
Aligned, Embedded & Actively Managed
Governance aligns marketing with board responsibilities and commercial goals, embedding strategic mindset as an operating discipline and providing visibility, control, and confidence in marketing’s enterprise-level contribution.
Engagements
The Strategic Marketing Value System™ is applied through focused leadership engagements, with each one designed to position, direct, and embed marketing's strategic contribution at enterprise level.
DIAGNOSTIC
The strategic marketing value diagnostic establishes how marketing is currently positioned, governed and contributing to enterprise value, and identifying where strategic leverage can be strengthened.
PROGRAMME
An accelerated eight-week engagement for senior marketing leaders, embedding the system into strategic marketing planning, decision-making and performance steering.
BOARD ADVISORY
Integrates enterprise marketing direction into board-level decision-making, governance and performance oversight.
WORKSHOPS
Focused workshops aligning boards and leadership teams around marketing's strategic role, value contribution and enterprise direction.
Strategic Marketing
Leadership Insights
The latest perspectives on enterprise marketing leadership, governance and value creation grounded in the Strategic Marketing Value System™.
Expertise
Lead by Dr Karen Hanvik PhD, MBA, FCIM
A seasoned strategic marketing leader, Karen has made a deep study of enterprise value creation. The result is the Strategic Marketing Value System™. She has embedded the principles of the System in mid-market, growth, and complex enterprises, including Fortune 100 companies and FTSE-listed organisations. Her approach combines board-level commercial and governance experience with academic rigour to advance marketing's strategic contribution.
