A structured method to assess, design, and strengthen marketing strategy. Built on 24 strategic dimensions, 9 archetypes, and a 6-step process where every output feeds the next input.
"Marketing is the only core business function without a shared operating system. The Marketing Canvas Method provides one."
The Marketing Canvas Method (MCM) is a strategic framework created by Laurent Bouty. It was first used in executive education at Solvay Brussels School in 2014 and has since been applied by over 100 teams across industries. The method moves through 6 steps, each producing a specific output that serves as the input for the next.
The current marketing strategy across 24 dimensions, scored on a 6-point Likert scale from −3 (critical weakness) to +3 (genuine strength). No zero — every score forces a directional position.
One of 9 strategic archetypes determined by market context, growth curve, competitive strategy, and revenue goal — not by vote or intuition.
A prioritised action engine — identifying which dimensions to accelerate and which to unblock — and a Strategic Cycle Roadmap with timeline and budget logic.
Scope: The MCM applies to one company, one product category, and one geographical area at a time. Broader organisations run the method separately per segment or business unit.
The MCM moves beyond the 4P model by organising marketing strategy into 6 meta-categories. Each contains 4 dimensions, for a total of 24 scored dimensions. Every dimension is grounded in established marketing theory.
Each dimension is scored on a 6-point Likert scale: −3 (Completely disagree), −2 (Mostly disagree), −1 (Somewhat disagree), +1 (Somewhat agree), +2 (Mostly agree), +3 (Completely agree). There is no zero — every score forces a directional position. The scoring is based on a set of structured questions per dimension.
The archetype is not chosen — it is derived. The combination of market growth curve (M3), competitive strategy (M4), and the Step 2 revenue goal produces a single logical archetype. Each archetype defines 8 priority dimensions (the Vital 8) that must be addressed first.
Each archetype activates 8 priority dimensions (the Vital 8): 2 Fatal Brakes that must reach ≥+2 or block all progress, 2 Primary Accelerators (competitive moats), 2 Secondary Brakes, and 2 Secondary Accelerators — plus 2 Growth Drivers. The complete Vital 8 logic is documented in the book.
The MCM is not a canvas to fill in — it is a process to run. Each step produces a specific output that becomes the mandatory input for the next step. Skipping steps breaks the chain.
Three working tools, free to use. Inputs from M3 and M4 feed directly into Step 2. The combination of all three produces your Strategic Archetype.
Where is your category on the lifecycle curve? Introduction, Growth, Maturity, or Decline. Determines which archetypes are viable.
What is the nature of your value exchange? Commodity, Products, Services, or Experience. The second archetype-selection input.
Decompose your revenue into AOP × NT × ATV × 12. Model Year 0 baseline vs Year +1 scenario. Select your primary revenue option.
"The market's clock." Where is your category on the lifecycle curve? Select your stage.
M3 is assessed at the category level, not the company level. M3 combines with M4 (Economic Value) and your Revenue Option to determine your Strategic Archetype.
"The depth of the exchange." M4 is determined by how your Lead Segment perceives the exchange — not how you classify yourself. Select your level.
M4 is assessed from your Lead Segment's perspective. Most companies overestimate their level. M4 combines with M3 (Growth Curve) and your Revenue Option to determine your Strategic Archetype.
Year 0 is your real baseline. Year +1 is your scenario — drag the slider or type directly. Both stay in sync.
Select your primary revenue option
Select a revenue option above to activate the % sliders on the primary lever variables in Year +1.
One lever per cycle — full pull. Slider and number field are always in sync. BOP of Year +1 is locked to EOP of Year 0 — it is arithmetic, not a choice. % shown is the change relative to Year 0.
Start applying the MCM with free downloadable tools, or explore dimension-by-dimension articles written by Laurent Bouty at laurentbouty.com.
Laurent Bouty created the Marketing Canvas Method while directing the marketing programme at Solvay Brussels School, one of Belgium's leading business schools. The recurring problem he observed was not a lack of marketing knowledge — it was a lack of a shared language and structured process for translating that knowledge into decisions.
Every other core business function — finance, operations, HR, IT — had established frameworks, certifications, and operating systems. Marketing operated on intuition, precedent, and tribal knowledge. The MCM was built to close that gap: a rigorous, repeatable method that any team could run, regardless of marketing maturity level.
The method has been refined through over a decade of use in workshops, executive programmes, consulting mandates, and academic courses. The 20 case studies in the book represent real strategic situations — not textbook examples — where the MCM produced actionable output.
Full biography at laurentbouty.com →