As mentioned in our first post, if a marketing excellence program is to have a sustained impact on an organization, it must have various interlocking components, each designed to address different challenges in getting rapid results while delivering long-term change. These components are: Design, Implementation, Inspiration, and Measurement. In this the second post, we will focus on Implementation.
[…]Sat Duggal
Recent Posts
Custom Marketing Framework
March 20, 2014
White Papers,
Custom Marketing Framework
March 14, 2014
March 14, 2014 / by Sat Duggal
Why do so many marketing excellence programs fail to deliver on their goals? Marketing is one of the few levers that companies can use to drive profitability in the short-term and sustained growth in the long-term, yet too many companies approach such programs one-dimensionally - through competency enhancement, marketing accountability, or marketing process development. Joining the flotsam of well-intentioned corporate programs, they get tepid adoption by the business teams who consider most of them a distraction or “extra work.”
[…]
Keywords: White Papers, Custom Marketing Framework
Custom Marketing Framework
February 18, 2014
February 18, 2014 / by Sat Duggal
When done right, marketing drives growth, which is why so many leading global companies have invested in the creation of marketing excellence programs. So, how does your program stack up? Here are a few questions that will help you assess the maturity of your company’s marketing excellence program.
[…]
Keywords: Custom Marketing Framework
Custom Marketing Framework
November 22, 2013
November 22, 2013 / by Sat Duggal
With year-end approaching, you’ve put together the pieces of your marketing plan and are thinking about how to grow your capabilities in 2014. Have you considered improving your curriculum to better train your marketers? Have no fear - we’ve pulled together some best practices for you.
[…]
Keywords: Custom Marketing Framework
Newsletter,
Market and Data Analysis
October 21, 2013
October 21, 2013 / by Sat Duggal
Here we are in the heat of the planning season. We thought this would be the perfect time to share our list of top mistakes made in marketing planning. In dealing with marketing leaders every day, we see the same mistakes across many organizations, and we’d be delighted to help you steer clear of them.
[…]Keywords: Newsletter, Market and Data Analysis
White Papers,
Value Based Pricing
October 15, 2013
October 15, 2013 / by Sat Duggal
Before you chase a low-cost services option … do you have the complete view?
Today’s equipment service provider should offer not only maintenance but also a path for achieving maximum value from increasingly interconnected hospital systems and devices.
Whether in a developed country such as the United States where consumers are demanding an enhanced experience from their hospital, or an emerging market such as India or China where the population’s access to advanced healthcare options is accelerating, every organization relies on a complex array of equipment to perform tests and serve patients. Yet, average industry utilization for equipment hovers at less than 50 percent—meaning that these expensive machines are being used at less than half of their real capacity.
Keywords: White Papers, Value Based Pricing
Newsletter,
Customer Experience Design
October 09, 2013
October 09, 2013 / by Sat Duggal
Apple is a popular example of customer driven innovation that wins the market. Nobody can argue with the company's exceptionally high market share, high profit margins, and deep customer loyalty. Nor do we think many would debate that Apple's focus on the customer is embedded throughout the company. It is a true marketing culture top to bottom.
[…]Keywords: Newsletter, Customer Experience Design
Go-To-Market,
Market and Data Analysis
September 30, 2013
September 30, 2013 / by Sat Duggal
Raise Your Organization's Level of Go-to-Market Capability
How good is your marketing?
You certainly know cost, you have some idea of the return, but do you really know how good your marketing is? The authors view is that marketing’s performance can and should be measured and it should be done at regular intervals to ensure improvements are achieved and opportunities are prioritized. Having a common measuring stick, the ability to gauge performance against peers and making the findings actionable are crucial.
[…]Keywords: Go-To-Market, Market and Data Analysis
Go-To-Market,
Custom Marketing Framework,
Market and Data Analysis
September 13, 2013
September 13, 2013 / by Sat Duggal
Measuring Go-to-Market Capabilities
To read part 1, click here.
To read part 2, click here.
Where an organization stands in terms of maturity can be determined by measuring overall marketing process linkage and five essential go-to-market capabilities: insights, market strategy, annual marketing planning, integrated marketing, and marketing performance metrics. Working with ANA (Association of National Advertisers), EMM has developed a methodology for both B2B and B2C companies that enables the characterization and measurement of the following:
[…]Keywords: Go-To-Market, Custom Marketing Framework, Market and Data Analysis
Go-To-Market,
Custom Marketing Framework,
Market and Data Analysis
September 13, 2013
September 13, 2013 / by Sat Duggal
The Levels of Marketing Maturity
To read part 1, click here.
In considering where your organization stands on marketing maturity, it’s important to understand what a maturity model is—and is not. It is not a rigid structure of prescribed processes. Rather, it has three dimensions. First, it describes the differences among typical marketing organizations, from the least mature to the most mature. Second, it provides a marketing framework that the people in the marketing organization can use to understand how and where their day-to-day work fits in the overall operation. Third, it offers an aspirational model, drawing the organization upward as well as a roadmap for getting from one level to the next. This is what it looks like in broad outline:
[…]Keywords: Go-To-Market, Custom Marketing Framework, Market and Data Analysis