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Marketing
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Function Dynamics
The Marketing function is at a critical crossroad. For many organizations, the glory days of market-defining, bold new product successes have settled into quietly desperate battles to resist commoditization and preserve profitability. This market dynamic spotlights as never before the need for a Strategic Marketing orientation. The goal of Strategic Marketing is to establish a base for sustainable differentiation and integrate the necessary parts of the organization to implement it.
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Business Challenges
To provide their companies with more strategic leadership, Marketing groups need to develop new competencies and processes. Most companies do market research, yet relatively few have the capability to see in the data unmet customer needs and opportunities to own clearly defined market niches. As such market segmentation becomes more sophisticated, product portfolio management becomes a critical core process and competency. A balance must be struck between short and long term development risks, ensuring future growth while maximizing short term results.
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Our Depth of Knowledge
Success in today’s marketplace requires both great strategy and an integrated approach to its implementation. Over the last 20 years we have helped clients in a wide variety of industries address both the "what" of strategy and the "how" of implementation. Our engagements are intended to help clients develop competencies and implement Marketing systems that enable organizational performance aligned with strategy. And we help Marketing leaders build departments capable of delivering on their value proposition.
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