A Disciplined Approach to Marketing
Fact-based market intelligence can provide a more disciplined approach to doing marketing work. This approach more effectively incorporates solid decision-making and the use of tools designed specifically for marketers to process information. These tools include
Enables quality decisions as to what markets to pursue
Delivers a qualitative basis for decisions on what marketing/product concepts to pursue into development
Quantitatively translates concepts into segment-based value propositions and, ultimately, into a business case that determines to resource development into a commercial offering
Translates growth ideas into concepts which can be effectively tested in the market
Generates a strategic understanding of the industry the business participates and options for participation including understanding of the forces acting on the industry and market trends that can impact performance
A few key mechanisms for renewed growth are
- Expanded value propositions to leverage existing capabilities to existing markets
- Finding new markets to sell existing and expanded value propositions
- Bringing the right new products to commercialization faster and more effectively
- Defining a new business model in markets currently served
- Increasing productivity through new work processes and organizational capacity improvements
