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Overview
Overview
The most robust marketing has zero separation with sales planning, ensuring decision making is strictly commercial whilst providing compound benefits. This critical intertwining is first and foremost pinned on product and brand differentiation. Is there a common understanding of the company DNA across the organisation? How often is this reviewed for mission creep, and with subsequent course correction? A precise company brand DNA is the foundation for efficient commercial marketing: where customer share of mind [latency] outweighs the need for market share of voice [spend].
Business need
Optimising commercial planning by ensuring sales and marketing have robust pathways for compound gains.
Solution
We can provide critical support to senior teams through any, or all, of the following:
Review and/or formalising of current company brand DNA, with market mapping
Grip analysis of separate sales and marketing plans, short term and longer horizon
Benchmarking of roles, processes, KPIs, and performance tracking
Marketing as 'Yield collection'
Marketing as 'Yield collection'
Well-cultivated land is optimised for maximum yield
Similarly, a well-cultivated brand is fertile company ground to extract natural yields
Company marketers are first and foremost yield collectors
With natural yield built into annual plans, company owners can challenge marketers to extract extra yields
Sample yield collection case studies
Sample yield collection case studies
After establishing itself as the largest of the original online travel sites in Europe, Expedia made a clear shift towards leading the category. This involved adapating the frame of reference to target tour operators (sizeable market), away from challenging other online travel agents (much smaller, growing market).
Expedia's dynamic travel tech 'de-packaged' the traditional packaged holiday product, with the company's 'Tailor-make and Save' messaging now an industry-generic term.
After 60 years in its original milk chocolate flavour Kit Kat successfully launched its first variant Orange in the UK, driving further extra-yield opportunities including the Chunky format to global status
45 years after the eponymous 'mint with the hole' was launched, the supremely defined brand could go beyond even extra-yielding new flavours to capture super-natural yields from controlled risk-taking
MORE details on yield collection including brand DNA
MORE details on yield collection including brand DNA
Yield Collector by DiligentOrg.pdfGoogle Sites
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