Business Strategy & Strategic Marketing
Business strategy:
We help you to capture business opportunities (where to play) and understand requirements for success (how to win).
Together we assess and define aspirations and goals of your organization and develop strategic options which will be assessed and prioritized based on the projected business impact and the effort required to make it happen. After aligning on the most appropriate strategic option with internal stakeholders, we develop an activation roadmap which is key to ensure effective resource allocation and to bring the strategy to life.
Customer segmentation:
We help you to identify and effectively attract most profitable customer segments.
Segmentation enables you to profile distinct target groups based on their common traits, needs or behaviour and allows you to target them most effectively. A good and actionable segmentation will help you to profitably serve customers, identify new growth opportunities, effectively position the brand and modify channel deployment to best reach relevant segments.
Portfolio Strategy:
We help you maximize the value of your portfolio and focus on winning value propositions and offerings in your key markets.
In order to define the right portfolio of products or services in your relevant markets we identify internal and external key drivers. External factors such as market realities (growth areas, margin comparison, competitive set) and customer realities (needs, drivers, behaviours) allow us to uncover new growth opportunities while factors such as capabilities and current assets (current strengths of the portfolio) indicate where we have to invest and develop resources.
Value Proposition:
We help you to develop relevant value propositions that address the needs of your key segments and define why customers should buy from you.
Customer oriented value propositions provide various benefits; it helps the organization go to market with a consistent story, it clearly defines key benefits your products and services provide and it forces the organization to understand real customer needs, drivers and behaviors. Ultimately, value propositions enable you to effectively communicate with your customers and clients and help you increase their loyalty.
Brand Positioning:
We help you to develop a relevant, differentiating and inspiring positioning that captures the hearts and minds of relevant consumers.
With a mix of quantitative and qualitative research methods we develop a fact base to gain deep understanding of your customers’ needs, your brand realities as well as your competitive set. The fact base allows us to develop relevant and unique positioning platforms that are validated and evaluated with key stakeholders. A winning brand positioning is more than a nice marketing claim. It guides the entire marketing mix and needs to be activated consistently and implemented across your organization in order to create the desired impact.
Brand architecture:
We help you develop a brand architecture that leverages individual brand equities and optimizes the business impact of your whole brand portfolio.
Together we define the roles and relationships of your brands based on your internal business perspective (ambition, resources, existing brand equity, value propositions) and the external impact of the brands (customers, competitors). Brand Architecture options lie between the extreme options “single master brand” and a “diverse house of brands”.
Customer experience strategy:
We help you translate the brand strategy into a compelling customer experience across all relevant touchpoints in order to attract new and increase loyalty of current customers.
Managing touchpoints consistently and creating a holistic customer experience is the core means to deliver the brand promise. We help you identify the most important touchpoints of the customer journey based on customer needs and develop signature touchpoints that allow you to provide a differentiating experience.
People & Organization
Employee value proposition:
We help you to define a relevant, differentiating and inspiring corporate EVP which allows you to attract and retain business critical talent.
Our ambition is to create winning EVPs to build a consistent, compelling and differentiating positioning of your company in relevant job markets for future and existing talents. When developing your EVP we assess the strength and weaknesses of your organization as en employer, the needs of the relevant talents and the promises your competitors make.
Capability assessment and development:
We help you to align your marketing and sales organization with your strategic priorities.
Based on your strategic intentions and objectives we define the required capabilities of your marketing and sales organization and measure them against the current state. We then identify capability gaps and prioritize capability development areas to improve the impact of your marketing and sales organization. Detailed implementation roadmaps will help you close current gaps and further build and leverage the strengths of your organization.
Internal strategy/brand activation:
We help you successfully implement your business or brand strategy and make your employees true advocates for your business or brand strategy.
In internal engagement projects we first identify and prioritize internal stakeholder groups and define their role in bringing a strategy to live. A comprehensive engagement plan for each stakeholder group will help you roll out the strategy across your company. Employee engagement with any strategy consists of the three phases hearing, understanding and living.
Sales Force set-up:
We help you to focus your sales resources on relevant clients and optimize their impact.
Starting with an assessment of your clients, we define their relevance for your business and derive the appropriate sales approach for different client groups. We then develop relevant tools and capabilities the sales force needs to get equipped with. To ensure continuous improvement of your sales team we develop relevant sales KPI’s and install a sales measurement and reporting system.