Consistently executing and adapting strategies and tactics 'in-market', at scale.
Effective activation and execution of strategy 'in-market' is clearly a source of differential advantage and growth but in fast-moving economic conditions maintaining alignment between strategic plans and tactical operations has never been more challenging or more important in delivering seamless customer experience.
To deliver on this growth agenda activation disciplines must be aligned and operate optimally. One of the first steps in achieving this is adopting a unification mind-set, seeing activation as more than marketing and advertising, channel and distribution management. Overcoming 'functional thinking' is now a strategic imperative for change, transformation and growth
Winning 'mind-share' and growth opportunity
There are many ways to invest in success, to spend money on channels, countries, product promotions and customer communities, selecting the right partners to 'go to market', improving briefs, campaigns, communications and content marketing. All of these are options, but what underpins successful activation 'in-market'. We believe there are two dominant factors: quickly winning 'mind-share' in target audiences and systematic execution of strategies and tactics focused on commercial and customer outcomes.
We see little difference between strategy and tactics, other than the time it takes to execute them. Our focus is on the disciplines that drive commercial and customer outcomes, revenue, cash flow, margin, intangible asset value and intellectual capital.
Winning 'mind share' and growth opportunity depends on prioritising delivery of economic and emotional value to customers to maximise differential and return This requires efficient, effective orchestration of all 'activation' disciplines like integrated communications and campaigns, content marketing targeted at specific audiences interacting through particular touch-points and streamlined operations that provide the right support, resource, process, technology and organisation to deliver seamless customer experiences.
Understanding the commercial efficiency and effectiveness of specific disciplines and the impact they collectively have on customer behaviours and decision making is a critical step toward more systematic capability building. This is a departure from percentage of sales based budgeting toward outcomes and growth based budgeting, allocating resource and investment to disciplines that drive most commercial and customer value.
Learn more about our tools, approaches and how we work with you.
New tools and road-maps to unify and improve commercial operations
Learn how clients are using our Unified Commercial Engine DNA models and its supporting tools to systematically re-engineer 'front end' operations and build new capability.
New approaches and packages to avoid the pitfalls of orthodox transformation
Discover how we are helping clients embrace change through modular packaged programmes delivered at a cadence that ensures teams can adapt to, and 'own' transformation.
How we work with you, our operating principles and leadership
Discover how we operate, why we think evidence and systematic approaches are important and how these approaches need to reflect the human aspects of change and transformation.