January 19, 2016
January 19, 2016 / by Sat Duggal
Here we go again. The start of a shiny new year.
I’m sure you have much to accomplish in your marketing plans for 2016. There are probably products to be launched, campaigns to be designed, competitors to challenge, and customers to win. Before you dive in, consider this question: Do you know what success looks like and will you know it when you get there?
[…]December 29, 2015
December 29, 2015 / by Sat Duggal
With just a few days until the new year, we thought it would be valuable and interesting to take a look over our collective shoulder at the past year and what we’ve learned as an organization, how we’ve grown, and how that shapes what we expect from 2016.
December 17, 2015
December 08, 2015
December 08, 2015 / by Sat Duggal
Innovation is a catchphrase nearly every company uses at some point. Everyone wants to see themselves as innovative and cutting edge in their industry. But, even with the best of intentions, there are certain key principles that must be followed for an organization to successfully innovate consistently and programmatically in any meaningful way.
[…]Keywords: Custom Marketing Framework
June 25, 2015
June 25, 2015 / by Sat Duggal
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:
[…]Keywords: Custom Marketing Framework, Market and Data Analysis
June 12, 2015
June 12, 2015 / by Sat Duggal
Your marketing framework is a visual representation of how marketing gets done in your business, highlighting a logical flow in which all the various components making up your insights, strategy, plan, tactical execution and measures work together to bring that vision to reality. There are numerous templates available, covering “optimal” marketing deliverables of all shapes and sizes.
[…]Keywords: Go-To-Market, Value Based Pricing, Custom Marketing Framework, Customer Experience Design
June 04, 2015
June 04, 2015 / by Sat Duggal
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.
[…]Keywords: Value Based Pricing, Market and Data Analysis
May 07, 2015 / by Sat Duggal
Commoditization – the reduction of your product or service to something indistinguishable from your competition, except in price – is like a cancer eating away at your bottom line. To be realistic, there are a lot of products and services that are difficult to differentiate. But just because it’s not easy doesn’t mean you should give up and just lower your price to try to gain sales.
[…]Keywords: Value Based Pricing, Custom Marketing Framework, Customer Experience Design
May 01, 2015
May 01, 2015 / by Sat Duggal
For many B2B enterprises, achieving and sustaining profitable growth has never been more difficult. Customers have invested heavily in procurement organizations to extract aggressive price concessions from sellers. Global competitors are emerging with new business models, lower costs, and higher quality to undermine the value proposition of incumbents. Products are perceived to be increasingly commoditized, leading customers to demand lower prices for undifferentiated offers.
[…]Keywords: White Papers, Value Based Pricing
April 23, 2015
April 23, 2015 / by Sat Duggal
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.
[…]Keywords: Custom Marketing Framework, Market and Data Analysis
