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Episode 007 · Feb 2025 · 39 min

Marketing as a Strategic Business Function

Alexander Schulze explains how marketing earns strategic influence through market orientation, customer insight and projects that create business impact.

With Alexander Schulze, Manager · Vivaldi Group

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Strategic MarketingMarket OrientationMarketing Leadership

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Artwork for The Evergreen Playbook episode "Marketing as a Strategic Business Function" featuring Alexander Schulze.

Show notes

Alexander Schulze and David Göz discuss why marketing is often reduced to promotion, even though it can inform product, pricing, distribution and business strategy.

Schulze describes market orientation through customer understanding, competitor and industry knowledge, cultural context and projects that show marketing’s business impact.

Marketing is not here for creating art or the most creative assets out there, but really to support the company in fulfilling its goals.

— Alexander Schulze

The Playbook

The core principles from this conversation.

  1. 1 Position marketing beyond communication
  2. 2 Build internal credibility through lighthouse projects
  3. 3 Understand your market across four dimensions
Read the full playbook

The Guest

Alexander Schulze

Manager · Vivaldi Group

Alexander works at a global marketing consultancy specialising in brand strategy, innovation and digital transformation across nutrition, retail, automotive and energy.

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