March 31, 2015
March 31, 2015 / by Sat Duggal
Implementing a marketing excellence program is not a casual matter, or a task for the feint-of-heart. It requires time, commitment, and effort.
But the results are so valuable, it could be the best investment you’ve ever made in your business.
So how exactly is it done?
[…]Keywords: Go-To-Market, Customer Segmentation, Custom Marketing Framework
January 12, 2015
January 12, 2015 / by Sat Duggal
We recently completed a successful segmentation project with one of our major industrial B2B clients’ Chinese subsidiary, which was facing a highly complicated and quickly evolving marketplace. (Read the case study here). As we reflect on that experience, a few key lessons emerged that can be more broadly applied:
[…]Keywords: Go-To-Market, Customer Segmentation
November 13, 2014
November 13, 2014 / by Sat Duggal
One of the biggest threats to brands today is consumer indifference. With so much noise and clutter in the marketplace, how do you get your customer to pay attention? What creates brand loyalty strong enough to last for decades or perhaps even a lifetime?
[…]Keywords: Newsletter, Custom Marketing Framework
November 10, 2014
November 10, 2014 / by Sat Duggal
We were recently with the cross-functional team of a leading industrial manufacturer working on the go-to-market strategy for one of their new products. As we watched the team create their offering value proposition, we realized the extent to which the product features were driving the discussion, rather than the customer needs. Reflecting on this later, we identified what drives this all-too-common tendency. They were developing a value proposition for a product that was ready to be launched after several years and millions of dollars of NPI investments. At this stage in the product launch, they were not starting with customer needs. They were starting with what the product could do and working backwards to find customer needs that would match those abilities.
[…]Keywords: Go-To-Market, Value Based Pricing, Customer Experience Design
October 30, 2014
October 30, 2014 / by Sat Duggal
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.
[…]Keywords: Market and Data Analysis
September 30, 2014
September 30, 2014 / by Sat Duggal
Over the past decade, we’ve helped P&G, Unilever, General Mills, GE, DuPont, Eli Lilly and other world-class companies develop their marketing planning process.
[…]Keywords: Market and Data Analysis
September 15, 2014
September 15, 2014 / by Sat Duggal
The ritual of annual marketing planning can consume weeks, even months, with calculations, debates, and seemingly endless meetings. Yet many marketers have felt the disappointment of seeing their painstakingly developed plans collect dust on a shelf, rarely used. This naturally leads to the question, “Is it worth it?” Other than the fact that we have to plan, is there a compelling logic for developing annual marketing plans?
[…]Keywords: Customer Experience Design, Market and Data Analysis
September 02, 2014
September 02, 2014 / by Sat Duggal
A.G. Lafley’s recent bold announcement that P&G will dramatically reduce its number of brands came as big news to many in the business world and particularly in the consumer marketing space. However, we believe the B2B marketing and product management space should take heed as well.
Often, B2B marketers and product managers are so focused on day to day execution that they don’t take enough time to review their portfolio at a high level and answer some key questions:
[…]Keywords: Value Based Pricing, Custom Marketing Framework
August 28, 2014
August 28, 2014 / by Sat Duggal
Product Managers have traditionally focused on bringing new products to market, but their role is quickly becoming more complex. Our latest research suggests that the C-suite priority of driving profitable organic growth has begun to filter down into middle management. Heads of businesses and even product-line managers are being pressed for faster growth in revenues and even more growth in profitability. This margin leverage focus (i.e., profit margins growing at x% above revenue growth rate) is putting an end to “business as usual” and forcing many Product Managers to confront stark choices.
Here are some of the important shifts happening in product management today:
[…]Keywords: Newsletter, Custom Marketing Framework, Customer Experience Design
August 12, 2014
August 12, 2014 / by Sat Duggal
In our work with numerous world-class organizations, we have identified a few core areas of discipline that leaders of Product Management teams can focus on to drive functional excellence:
[…]Keywords: Custom Marketing Framework, Market and Data Analysis
