Customer & market strategy practice - Driving your business forward | Brochure
From Corporate Strategy to Marketing: growing your business in a fast changing market environment
Is marketing just advertising or communication?
Sometimes, but limiting it to these notions only would restrain the power of marketing in an organisation as a growth catalyst.
Today, advertising and communication alone can less than ever define the marketing landscape. The landscape of an effective marketing organisation is comprised of strategies, people, processes, and capabilities seamlessly combined together to deliver the business results envisioned by the CEO.
Aligning corporate strategy and customer and market strategy
CEOs and senior executives say they are facing the strongest competitive pressures of their careers. Here comes marketing, and the importance of aligning corporate strategy and customer and market strategy to enable the achievement of effective results.
However the old strategies founded upon prices or product features do not work anymore. So how can companies grow? For many marketers, responding to the changing demands of today’s customers, with budgets under financial scrutiny, often seems like a mission impossible. And for good reasons.
Regardless of the activity or the size of your company, new challenges have emerged.
- How to deal with technology-empowered customers, better informed, comparing products and services and expecting a quick reactivity?
- How to capture new revenues in mature industries by penetrating new markets or segments?
- How to best mix the different distribution channels for an enhanced customer experience?
- What to do with the social media wave? And how?
- How to sell more when prices are lower? What is the customer willing to pay for?
- How to create loyalty towards my brand?
- How to generate more out of each Euro spent on marketing?
Generating returns on marketing expenditures
In this environment, the role of marketing as we see it has never been more instrumental to the execution of the corporate strategy. Marketing must be connected to the strategy, inventive and efficient.
Today, the effectiveness of management teams and their ability to grow the business is of utmost importance. And so is marketing. The growing role of marketing places a higher stress on its effectiveness.
It must be optimised in its process and organisation, supported by skilled people and equipped with adapted tools. Its effectiveness can be measured through tangible factors aligned with the business strategy, such as brand awareness, penetration or sales.
Where should you begin? Start by asking smart, focused questions, which are practical and detailed and which are designed to lay the ground for action. That’s what we do. And it works!
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