Translating growth targets into a digital presence strategy roadmap

Targets arrive in neat slides. Execution does not.

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If you are a CMO or head of marketing, you are often handed ambitious growth numbers without a matching plan for how the digital presence will support them.​

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You inherit a website mid‑refresh, a content program at half‑power, a CRM in progress and a small team already running BAU. The question is not “what should we do?” but “what can we do, in what order, and how do we explain that?”.​

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A digital presence strategy is the missing layer between growth targets and day‑to‑day execution. It turns numbers and aspirations into a roadmap across brand, site, campaigns and CX that your team and stakeholders can align around.​

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Step 1: Anchor the strategy in outcomes

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The first move is to get beyond generic targets. “Grow revenue” and “improve brand” are not instructions your team can execute.​

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Start by translating top‑line goals into a small set of outcomes the digital presence can influence, such as:

• More qualified opportunities from specific segments or regions.
• Higher self‑serve conversion for certain products.
• Shorter time from first touch to opportunity.
• Better retention or expansion within key customer cohorts.​

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Then ask:

• What does someone need to see, understand or believe digitally for each outcome to happen?
• Which parts of the current experience support that, and which work against it?​

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The output is a simple outcomes map that connects growth targets to customer behaviour and digital touchpoints. This becomes the lens for every digital decision that follows.​

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Step 2: Design journeys before choosing tactics

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With outcomes clear, the next step is to sketch the journeys that matter most. Not every possible path, just the ones that drive your priority outcomes.​

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For each key segment, outline:

• How they become aware of you.
• Where they go to evaluate you.
• How they move to trial, demo or conversation.
• What the first 30–90 days as a customer look like.
• When and how expansion or referral becomes likely.​

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As you map this, note:

• Where the digital experience currently supports the journey.
• Where people drop off or need to be rescued manually.
• Which parts of the journey are invisible in reporting.​

Only then decide which assets and channels matter most:

• Which pages need to exist or be overhauled.
• What content is missing to support evaluation.
• Where automation or better instrumentation is required.​

This keeps you out of the “channel shopping” trap and anchored to how real people move through your ecosystem.​

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Step 3: Sequence the work into a realistic roadmap

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Most teams can see more opportunities than they can execute. The roadmap is where strategy meets capacity.​

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Here, the job is to:

• Group work into coherent themes (e.g. “fix evaluation experience”, “build nurture spine”, “clarify core product pages”).
• Prioritise by impact, risk and effort.
• Lay out 90‑day increments that your team can realistically deliver.​

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For each increment, define:

• The outcomes it supports from Step 1.
• The specific assets and changes to ship.
• Dependencies across teams, tools or partners.
• How you will measure progress (leading indicators as well as lagging ones).​

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This gives you a roadmap that you can:

• Use in planning conversations with leadership.
• Share with sales, product and CX to show where they fit.
• Hand to internal teams and external partners as the source of truth.​

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How this helps CMOs and lean teams in practice

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For senior marketers, a digital presence strategy and roadmap change the nature of the role.​

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Instead of:

• Reacting to ad‑hoc requests and one‑off ideas.
• Justifying every decision from scratch.
• Trying to remember why something is in the backlog at all.​

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You can:

• Point to a clear plan that connects growth targets to specific digital work.
• Have more grounded conversations about trade‑offs, scope and timing.
• Give your team a stable direction, even when priorities shift around the edges.​

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This is the kind of digital presence strategy work Lobos brings into marketing leadership teams: making the path from “here are the numbers” to “here is the roadmap” shorter, clearer and less dependent on heroics.​

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If your current plan lives in a mix of slide decks, notebooks and Slack threads, it may be time to give your digital presence the same level of structure you apply to your targets.

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