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
Opportunity Analyzer
Enables quality decisions as to what markets to pursue
Rapid Market Assessment
Delivers a qualitative basis for decisions on what marketing/product concepts to pursue into development
The Breakthrough Toolkit™
Quantitatively translates concepts into segment-based value propositions and, ultimately, into a business case that determines to resource development into a commercial offering
Concept definition and description
Translates growth ideas into concepts which can be effectively tested in the market
Industry structure and value-adding chain analysis
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 family of other useful tools that accelerate decisions and define actions
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
