The Trajectory workshop
At the hands-on Trajectory workshop for The Dvizh residents, we worked out how to connect business goals with marketing actions and KPIs.
The Trajectory workshop was about making marketing clear to the business.
First, define what the business wants to achieve: more sales, a higher average order value, more repeat purchases or entry into a new market. Only then ask, “What should we launch — ads, TikTok or influencers?”
Next, participants analyzed their customers and looked for exactly where the business loses money or people: customers don’t know the product, don’t trust it, don’t see its value or simply never get as far as buying.
Finally, all of this was turned into a concrete plan: what we do, for whom, why, how much it costs and which numbers will show that marketing has worked.
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