The Momentum Roadmap: Clarity, Creativity, and Execution for Sustainable Growth

The Momentum Roadmap

This infographic distills how clarity in strategy, creative excellence, and disciplined execution come together to drive sustainable growth. It presents data-backed levers and their expected impact, offering a practical roadmap for teams aiming to improve long-term performance. Learn more about strategic planning for marketing or explore our marketing strategy services to build clarity, creativity, and execution into your growth plan.

The Momentum Roadmap infographic: Clarity, Creativity, and Execution for Sustainable Growth

Key takeaways

  • Share of Voice → Market Share: On average, 10 percentage points of Excess Share of Voice (ESOV) drives about +0.5 percentage points of market share growth over time.

  • Brand vs Activation Budget Split: For maximum long-term effectiveness, a 60% brand-building and 40% sales activation mix is recommended, with variation by category and context.

  • Creative Quality Multiplier: Highly awarded creative work is ~16x more efficient at driving market share than non-awarded work.

  • Strategy Execution Failure Range: Between 60% and 90% of strategic plans fail to deliver intended results, per multiple studies.

  • Well-Formulated Strategies Failing due to Poor Execution: Roughly 65–67% of well-formulated strategies fail primarily because of poor execution.

  • Marketing Teams Confident in Execution: Only 39% of marketing teams say they execute their strategy "very well."

  • Execution Confidence by Marketing Maturity: 92% of advanced teams are confident in executing "very well," versus 57% of less mature teams.

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Marketing Strategy Services

Work with us to develop strategic marketing frameworks that combine clarity, creativity, and execution to drive sustainable growth. Our Momentum Model helps teams build long-term performance.

Learn More →

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