A Disciplined Approach to Marketing

Fact-based market intelligence can provide a more disciplined approach to doing the work of marketing. 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 ToolkitTM: 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

About the Author

Ronald E. SullivanRon Sullivan is a Senior Partner at Breakthrough Marketing Technology. He has worked with many businesses on innovation, new product development processes, strategy, building new business models, channels and distribution, and pricing optimization. He has significant expertise in study design, data analysis, and market intelligence.

One comment
  • Braden Bills
    Posted on September 20, 2016 at 9:26 AM

    I think it’s a good idea to be smart about your approach to market intelligence. If you run a business, you want to make sure that you find new, untapped markets to use! That’s why you would want to hire a professional to help you find them.


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