Marketingleiter HFP cheat sheet

Clarify the problem before choosing tactics.

Select segments using needs, access, economics, and capability fit.

Support positioning through the whole offer and customer experience.

Define implementation, measurement, assumptions, and review.

Define the intended response rather than equating every metric.

Connect benefit and credible evidence in the brief.

Adapt formats while preserving coherent meaning and brand linkage.

Manage facts, permissions, versions, response ownership, and evaluation.

Match intent, promise, page, and next action.

Define each metric and denominator before comparing results.

Distinguish attribution, incrementality, revenue, and profit.

Test data quality, access, privacy, and causal assumptions.

Let the decision and uncertainty guide the method.

Check population, selection, coverage, and source relevance.

Pretest neutral comparable questions and protect participants.

Separate observation, inference, uncertainty, and recommendation.

Compare complete channel value, cost, control, and capability.

Coordinate digital and physical access from the customer’s view.

Align stock, delivery, service, and promotional promises.

Sell against needs and measure profitable, well-supported outcomes.

Use current Swiss primary guidance and assess actual scope.

Distinguish consent, specific exceptions, transparency, and refusal.

Substantiate claims, price comparisons, rights, and commercial context.

Evaluate contribution, relevant costs, causal limits, and corrective action.

Functional strategy interacts with enterprise value and risk.

Decision labels need real authority, evidence and resources.

Capability includes people and process beyond technology installation.

Track realized outcomes and ownership after a change launches.