The need for growth
Companies today are close to reaching the effective limits of cost restructuring yet remain under pressure to grow earnings. Marketing – and, perhaps more importantly, the marketing mind-set – is key to addressing this challenge. Unlocking growth potential requires a far greater integration of marketing into the company’s business strategies, functions and processes, and even outside the business with channel partners and suppliers; Companies need to drive this new level of integration by:
Infusing customer insights and market foresights into strategic planning
Generating customer insights has traditionally been the job of the market research unit, working mostly within the marketing group. Marketing research groups need to move beyond serving just the marketing group to providing value-added answers to key strategic questions, but they can’t drive business transformation alone. Marketing and other key departments like R&D, operations and sales need to get to look deep into the future and combine customer insights with market foresights.
Product Level Marketing Strategy Development and Implementation
Drawing on his expertise in pricing, branding, and channel management, using specific tactics and a rich understanding of emerging technologies he helps clients to create an implementable marketing strategy. By addressing branding and pricing opportunities at both a strategic and tactical level, he helps clients achieve significant and sustainable gains in profitability through superior pricing and brand management. He combines broad expertise in understanding complex business issues with the ability to design research that delivers a deep understanding of customer needs.
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