What Will People Say About You in 5 Years?
Future Business HistorySM is part of a process designed to lead a company/business through developing a vision and an aggressive growth strategy. The approach is based on a highly interactive framework that transforms the Future State vision into
- A strategic intent
- Core strategic architecture with operating strategies
- Key actions required to get started
- An organizational model linked to the strategic intent
The set of targeted actions (on a timeline) and success measures comprise the Future Business History.
The process to make strategic product and marketing decisions starts with your internal vision and adds insights into what markets will value to grow your business. We characterize the behavioral and emotional responses customers do and will have to products, services, and individuals – as appropriate. In so doing, marketers receive the information they need to generate the compelling benefits, value propositions, and positionings that go beyond functional appeals. So, communications and offering design are more targeted and impactful, because they address the unique triggers necessary to establish preferences and the desired customer behaviors.
Does Your Organization Have the Expertise to Implement Your Marketing Strategy?
The MRD identifies the skills required for successful strategy execution:
- Where are the critical skill gaps in our organization?
- What is the exact nature of these readiness gaps?
- Are there common issues across the organization?
- Which gaps are the most important to address?
- Which marketing plans are at risk? Which ones can we implement?
- Is there a shared view of key marketing practices and gaps?
- Are our skill development plans sufficient to address the gaps?
- How do we compare to internal and external benchmarks?
To address these questions, the MRD
- Focuses on the five most critical marketing practices for each individual
- Determines these practices based on job family, level in the organization, responsibility, and market stage of development
- Describes in behavioral terms the critical marketing practices required
- Asks participants and their managers to select to what degree they adhere to the marketing practices being assessed