Sakshi Kathuria

“It should start with A for ATL and B for BTL..” That comment by Animesh Rola on my A–Z post didn’t just make me smile — it made me pause. Because he’s right. We throw around ATL, BTL, TTL so often in marketing circles… But step outside the room, and you’ll see: most students, and even early professionals, don’t fully know what these terms mean — let alone when and why to use them. So I decided to make it visual. Swipe through the carousel and ask yourself: Which line does your brand walk right now? And more importantly — is it the right one?

Over the past year, I’ve seen so many of my friends start incredible businesses. Amazing ideas. Solid teams. But when we sit down and talk strategy— I usually ask: “What’s your TAM, SAM, SOM?” And that’s where the room goes quiet. As a marketing professional, I’ve found that this one framework— which seems so simple on paper—is often misunderstood, skipped, or worse, overestimated. So I put this together. Because understanding your market size isn’t just about impressing investors. It’s about knowing where to start—and how not to burn out trying to sell to everyone. If you're building something (or planning to), I hope this helps bring clarity. 👉 Let me know in the comments: What do you think of this concept?

𝐈’𝐦 𝐡𝐮𝐦𝐛𝐥𝐞𝐝 𝐭𝐨 𝐬𝐡𝐚𝐫𝐞 𝐭𝐡𝐚𝐭 𝐈’𝐯𝐞 𝐛𝐞𝐞𝐧 𝐩𝐫𝐨𝐦𝐨𝐭𝐞𝐝 𝐭𝐨 𝐀𝐬𝐬𝐨𝐜𝐢𝐚𝐭𝐞 𝐏𝐫𝐨𝐟𝐞𝐬𝐬𝐨𝐫 at Fortune Institute of International Business. This journey began with my very first job after completing my PhD, and along the way I’ve realized something important — careers aren’t built by age, titles, or years alone. At FIIB, it’s the culture that matters: a culture where performance, effort, and intent are recognized. If you put in the work with sincerity, it always comes back to you in ways that surprise and humble you. I’ve been fortunate to be surrounded by people who believed in me at moments when I doubted myself, who encouraged me to think boldly, guided me with balance and empathy, and constantly reminded me of the bigger picture. ✨ Radhika Shrivastava ma’am who believed in me even when I doubted myself, and taught me how to manage people and teams with balance and empathy. ✨ Prof Kokil Jain ma’am who shaped my thought leadership, encouraged boldness, and always guided me on the right path. ✨ Sudhir Rana, PhD and Post Doctorate sir who introduced me to FIIB at the right moment, trusted me, and stood like an elder brother through this career journey. ✨ Ajay Manrai sir who entered my life during the mid journey and has since been a constant source of positivity and motivation. And above all, my students — every classroom interaction, every milestone we’ve shared — has been the most meaningful reminder of why I chose this path: to create impact, to keep learning while teaching, and to celebrate growth together. This promotion isn’t just mine. It belongs to everyone who has invested belief, trust, and energy in me. Here’s to continuing the journey of teaching, mentoring, and shaping the future of marketing with the same spirit of learning and giving back.