Training is one of the key foundational requirements for building a successful, sustainable marketing excellence program. One which continuously improves and adds increasing value to the business. Without quality training, even your hardest working marketers – and marketing organizations - will be behind the curve and struggling to catch up. Equally important training reduces turnover by showing employees the organization cares and is willing to invest.[…]
In our line of work we have encountered many members of corporate functions, particularly in corporate marketing roles. Many such roles are designed, profiled, staffed and measured on building marketing capabilities across their organization. The ones that end up having a substantial and sustained impact on their business tend to view and approach their role differently than just capability development. They tend to apply the principles and approach of product management to create, launch, manage and renew their marketing excellence product.
Here are some of the key differences in using a product management versus capability development approach:[…]
While nearly all customers would likely describe themselves as “cost-conscious,” it’s generally more accurate to call them “value conscious.” Cost is really only a means of quantifying value, after all, and customer trends consistently prove that – all other factors being equal – savvy customers will choose the product or service with the higher perceived value, even if it’s not the least expensive.[…]
It’s often necessary to reorganize the Marketing department in order to maintain productivity, increase efficiencies, and generally stay on top of an ever-evolving discipline. But there’s a right and a wrong way to go about it, and we’ve seen a number of mistakes made as we’ve studied this process.[…]
April 16, 2015
Today’s customer is no longer satisfied with “good enough.” If you’re going to earn their attention, their time, their money, or anything else they value, you’re going to have to be the best. There’s simply too much competition to strive for anything less. And being the best is, in many ways, the responsibility of the marketing department.[…]
The world of marketing is forever evolving. And with that evolution, the skill sets needed for marketing practitioners to continue adding value to an organization’s marketing program continue to change as well.[…]
March 26, 2015
In our last post, we discussed why customer experience is such a vital part of your marketing mix.
To take it a step further, let’s now consider some best practices that you can start applying right now to create a powerful customer experience in your own company.[…]
How to Balance the Need for Local Customization with the Need for Scale and Efficiency
Our last post defined and discussed the challenge faced by companies applying segmentation to an expanding global market. Companies are faced with the following questions: How can we balance our needs for scale and efficiency globally with the specific and differentiated needs of the local market? EMM has led global segmentation projects for several multi-national clients, and we offer the following specific steps for how this can be accomplished.[…]
October 30, 2014
You did it! You finally finished your marketing plan for next year. You know exactly how you’re going to turn heads and really get those sales going. Now you just have to activate and communicate the plan across hundreds, if not thousands, of people in your complex organization. But that’s okay because you set up your strategies around only those tactics you know will be adopted by the team.[…]