Operational Toolset

The Growth Glue that Brings It All Together

The last in a series of four articles on key factors in business growth.

So far, we have discussed Leadership Mindset and Organization Skillset. They are interdependent. An effective Leadership Mindset uncovers weaknesses in the Organizational Skillset by staying engaged and asking all the right questions. Often, leaders make judgments on less than robust data, resulting in wasted development time and inefficient use of scarce technical resources. We utilize an Operational Toolset that includes the Breakthrough Toolkit? to transform market data into insights that are the foundation of successful growth strategies.

The Operational Toolset

An effective operational toolset

  • Is determined by what the team needs to deliver and the company?s culture that defines how they do it, rather than by specific marketing research methodologies
  • Includes analytic tools that deliver market learning, value propositions, and the elements to generate business cases; leadership depends on this to allow project teams to enter into the development phase
  • Produces market intelligence that will lead to the appropriate actions

It is useful to think of these market learning projects as having two phases:

  1. The collection of the data – the quantitative inquiry
  2. The generation of the information to support the decisions that will deliver growth to the business

Approaches and methodologies are selected for both phases that allow for broad, robust and incisive collection of information. Emphasis is on the need for differentiating, reliable and quality information that builds to market insights that the competition has not uncovered.

The Power of the Breakthrough ToolkitTM

A powerful decision support toolset is the solid footing required for strategic and tactical marketplace decisions based on fact. The Breakthrough Toolkit? is exactly that. Growth teams and marketers use the analytic lenses within the toolkit to visualize the path to growth and business success by answering these and other critical questions:

  • How important are our product attributes to the market and how do the major competitors (including us) perform against those attributes?
  • What benefits (outcomes) do the specifying customers in the market want to achieve, and how do they perceive their primary suppliers performing relative to those outcomes?
  • How can we distinguish between what customers say is important and how they actually behave?
  • How do these attributes and outcomes vary by different segments of the market?
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