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Marketing
Plan Development
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Demand
Generation Strategy
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- Goal
setting & clarification of needs of marketing's
stakeholders
- Assessment
and sizing of market opportunity
- Customer
research & needs analysis
- Match
of opportunity areas to delivery capabilities
of the business
- Segmentation
- Target
customer groups and market coverage strategy
- Positioning
and brand strategy
- Value
propositions and message development
- Channel
/ distribution strategy
- Marketing
campaign and implementation strategy
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- Goal
development / success criteria
- Competitive
situation analysis / review of basis of competition
- Differentiation
opportunity analysis
- Market
segment prioritisation
- Targeting
plans
- Channel
engagement plan
- Development
of market offer / proposition
- Call-to-action
plan
- Lead
management plans
- Integrated
marketing channels plan
- Marketing
communications plan
- Campaign
plans / timing of specific programs
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Customer
Profitability Review
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Customer
Experience Design
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- Analysis
of cost of serving existing customers
- Identification
of customer profitability profiles
- Tools
and methodologies to group customers into profitability
segments
- Strategies
for matching cost of customer relationship with
likely customer revenue streams
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- Review
of dealing with the business through customers'
eyes
- Gap
analysis of business' intent and actual customer
experience
- Identification
of customer experience segments
- Strategies
for profitably aligning the business with different
segments
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Marketing
Efficiency Review
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Customer
Relationship Systems Design
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- Development
of appropriate marketing metrics
- Availability
of data to measure success/ marketing roi
- Benchmarking
of past performance / history
- Accuracy
of defining and reaching target customer groups
- Precision
of marketing activities in not spilling over into
non-target areas
- Match
to the timing of customers' buying patterns
- Marketing
processes and systems used
- Techniques
for communication of results to stakeholders /
organisation
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- Identification
of key data needed to improve ROI on sales &
marketing
- Access
to data generated through normal business operations
- Marketing
database structure & data model design
- Processes
for maintaining, updating, and accessing marketing
database
- Compliance
with privacy and other legislation
- Implementation
plan
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Marketing
Team Design &
Marketing Budget Planning
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Customer
Franchise Improvement
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- Clarification
of needs of stakeholders in marketing
- Match
of current success criteria for marketing to organisations'
expectations
- Opportunity
areas for marketing (on overall success of business)
- Costing
of para-marketing resources and activities elsewhere
in business
- Development
of a marketing ROI plan
- Insource
/ outsource / para-marketing integration decision
framework
- Refining
and agreeing team accountabilities (with stakeholders)
- Identification
of marketing-dependent success metrics across
the business
- Building
a resource plan
- Strategies
for gaining agreement and endorsement from stakeholders
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- Value
expected by customers
- History
of delivering against brand promise
- Alternatives
available to customers
- Review
of competitive position
- Customer
history, cohorts, and segments
- Customer
Engagement model
- Channel
model
- Customer
communications, including advertising planning
- Strategies
for aligning total organisation to delivery of
brand promise
- Metrics
for continuous improvement of customer experience
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Marketing Workshops and Training
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- Refinement
/ definition of target customer groups
- Customer
engagement, channel & distribution strategy
- Value
proposition development
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- Segmentation
& Positioning
- Value
proposition development
- Media
planning / marcoms ROI
- Competitive
analysis
- Market
research management
- Marketing
program and event management
- Sales
coverage / planning
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Our preferred methodology is to collaborate closely with clients. An example of our approach to a marketing project is shown below (the project is help a service company by creating a market entry plan for a new line of business).
