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Founded in 1999 and headquartered in Austin, TX, VisionEdge Marketing, Inc. serves more than 100 customers, and counting. VisionEdge Marketing, Inc. is a data-driven and metrics-focused marketing firm that specializes in improving marketing performance and creating competitive advantage designed to attract, secure and retain profitable customers. Services include
Marketing performance management Marketing and sales alignment Product and strategic marketing Pipeline re-engineering Professional development
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Session Objectives
Understand the role of the marketing in a customercentric environment Explain the process for developing a customercentric marketing plan Review questions every marketing plan should answer Analyzing Your Situation
Competition
Customers Company
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. AMA Definition of Marketing
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Operational Plan
Bottoms up, fiscal year Focuses on the fiscal year ahead and addresses what all aspects of the organization must do to achieve the operational plans objectives
Marketing Plan
Explains the strategies around the target market, product, channel, price, and promotion and details the implementation of these strategies that will cost-effectively generate the organizations revenue goals and business outcomes.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Plan Flow
Executive Summary Company Overview
Positioning Strategy Strategy Rationale Positioning Statement Message Map Sales Trends Market Trends Customer Trends Competitive Analysis SWOT
Provides focus
Establishes priorities Provides the basis by which actual and expected performance can be compared
Marketing Objectives and Metrics Customer-Centric Strategies Tactical Implementation Plan Budget Appendix
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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A Marketing Plan
A process not a document Tells a story It identifies the place and time It identifies the characters the good and the bad It tells how the current situation came to be It defines what must happen to make for a good outcome It establishes the challenges and what they must do to over come them And it clarifies the outcome
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Customer Centricity
Why be Customer-Centric?
60% more profitable 2X as likely to exceed return on shareholder equity Twice as likely to exceed goals for pre-tax returns on Assets Sales growth Market share New product development
To be customer-centric, you must look at the world through the eyes of the customer, what they want from you, what they expect from you, what they can count on from you.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Why be Customer-Centric?
Creates loyal customers Loyal customers are 7-10 times more profitable 70% of defections have nothing to do with the product Rule of thumb: up to 10 times more expensive to acquire than retain Customer loyalty starts with being customercentric
1. Provides insights into how the target makes a purchase and decides to buy 2. Enables the development of tools designed to build an action that will motivate the target toward the next step in selecting your companys offer 3. Aligns marketing and sales around a common process and vocabulary 4. Provides a measurement process and tool
Use the Customer Satisfaction Index to understand and act on customer satisfaction and loyalty information. See page 10 of the worksheet for more information.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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2.
Marketing has the main responsibility for achieving profitable revenue growth. Phil Kotler
3.
1999 VisionEdge Marketing
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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2. 3. 4.
5.
Situation Analysis Current situation description SWOT Summary of main issues and opportunities List of assumptions Business Outcomes Mission Metrics Measurable Marketing Objectives Customer Centric Strategies Hammer out a strategy that addresses primary target market, buyers who ready, able and willing May require research Positioning clarify the reason why people should buy from YOU (WIFM) May require research Performance based Programs and Tactics Identify concrete actions, timeline, resources (people, time, money)
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Situational Analysis What We Need to Know Market Analysis Competitive Analysis Customer Analysis Self Analysis
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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HOW BIG IS THE INDUSTRY? WHERE IS THE INDUSTRY GOING? IS IT GROWING, STAYING FLAT, OR DECLINING? HOW MUCH AND HOW FAST? IF GROWING, IN WHAT KEY AREAS AND WHY? WHAT IS DRIVING THE GROWTH? ARE THERE ANY SPECIFIC COMPANIES/SEGMENTS
BENEFITING FROM THIS GROWTH?
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Add In Competition
Who is your competition? What do you know about them? What do you need to know you dont know? Why do your customers use/prefer them? How big are your competitors? What drives your competitors? What products or services do they offer? How do they differ from yours? How do they price their services? How are they positioned? What marketing activities do they use? How successful have they been? Why do they Win? Why do they Lose? What are their strengths and weaknesses? Where are they vulnerable? What are they doing/ can they do to out maneuver you? What actions could you take to out maneuver them? What will be their response?
Direct Same customer problem Same product category Same market/customer segment Indirect Same customer problem Different product category Same market/customer segment
Successful companies are customer-centric, they know their customers, what they want, and how theyll buy
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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WHY
1.
WHY
2.
WHY
3.
1.
WHERE DO
CUSTOMERS GATHER INFORMATION ABOUT YOUR PRODUCT OR SERVICE?
WHAT
ARE THE STEPS THE BUYER TAKES IN HIS OR HER BUYING PROCESS?
2.
3.
HOW
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Convert your Data - Pictures Worth a 1000 Words Help Us See Whats Important
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Target Market
Now you know where to aim and what to fire Clarify the target market
Internal
External
S W O T
Things the company does well. Things the company does well.
Things the company does not do well. Things the company does not do well. Conditions in the external environment Conditions in the external environment that favor strengths. that favor strengths. Conditions in the external environment Conditions in the external environment that do not relate to existing strengths that do not relate to existing strengths or favor areas of current weakness. South-Western College current or favor areas of Publishing weakness.
Target Market = The group of people toward whom the firm decides to direct its marketing efforts
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Lack of competition
Compatible technologies/systems
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Develop and implement the tactics to ensure that customers/prospects realize that you have this advantage
Answers the question - Why should customers buy from you instead of from your competitors?
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Competitive Differentiation
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Use M.O.S.T.
Mission and Metrics Outcomes and Objectives Strategies Tactics
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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MARKETING PLAN? (Y OR N)
Market share
Keep Customers
Revenue/sales
Customer power
Acquisition
Penetration
Monetization
Patent portfolio
Supplier power
Channel power
Market Share
Lifetime Value
TOTAL = 100
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Business Outcomes:
Market Share Category Ownership Lifetime Value Efficiency: Lead/Rep Lead Aging Campaign ROI Program: People Ratio Cost/Billing Dollar Program spend/headcount Program/Total Spend Awareness: Demand Ratio Marketing spend/revenue
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ActivityBased
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Counting:
Press Hits Trade show leads Click-Through Rates Download numbers Webinar participants
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Realistic Measurable Time specific Aligned and consistent with the organizations priorities
25% of existing customers will adopt new XYZ product within 6 months of launch at launch price $A Contribute 25% of the qualified new opportunities to the pipeline quarterly
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Present Product
New Product
Present Market
Market Penetration
Product Development
New Market
Market Development
Diversification
Asnoff Matrix
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Strategy Example
Outcome University want to increase revenues by $X within X timeframe Measurable Objectives: Increase Student Enrollment from X-Y Increase from Alumni Endowments from X-Y SWOT : Opportunity and threat related to off campus courses offered on demand Opportunity and threat related to caliber and recognition of teaching staff Strategy Distance Learning
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Strategy Example
Outcome An IT Services Provider want to increase revenues by $X within X timeframe Measurable Objectives: Increase Net New Customers from top 200 companies in the region from X-Y Increase Referrals for Tier 1 Customers from X-Y SWOT : Opportunity and threat related to experienced low-cost freelance IT people Opportunity and threat related to caliber and capabilities of IT technology and equipment Strategy 24/7 Remote IT Monitoring and Management Service
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Tactical Programs often involve product, placement, promotion and price TIP: Be willing to kill off tactics! All tactics should support a strategy and directly link to an objective and outcome
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Communication Tactics
PR use of third parties to endorse (testimonials, case studies, editors, bloggers, speaking engagements, editorial coverage, juried articles, etc) Advertising control of message and placement (traditional broadcast, direct marketing, event marketing, online media, collateral) Promotion efforts designed to stimulate purchase and increase immediate demand Personal Selling planned presentations, customer visits, telesales, consultations, proposals, etc.
awareness
interest/ inquiry
Advertising PR
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Program Plan
Programs and Tactics The specific activities needed to support strategy with performance targets
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Additional Resources
Learn More: 1. Read the Truth About Marketing Blog http://cisco.com/ciscotalk/marketing 2. Subscribe to FREE monthly newsletter, KeyPoint MPM 3. Check out - Gone Fishin For Marketing and Sales Alignment Ebook 4. Six Steps for Creating a Measurable Customer-Centric Marketing Plan, Second Edition - A Self-Paced Hands On Workbook All available at: www.visionedgemarketing.com
Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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Improve Your Probability for Success | www.visionedgemarketing.com | 1999-2009 VisionEdge Marketing. All rights reserved. Not for reproduction or redistribution without written permission.
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