Most of the time, I am facing the situation where I need to engage people in executing the strategy. Easy to say but probably the most difficult part of being a CMO (make it happen).
Interesting article from Roland Berger Consultants about Sales in a Digital World. Their thesis is that you need to master 3 Cs if you want to have a voice in this new world:
- Develop the Customer Base: It is definitely in line with what I am preaching. You should not only focus on acquisition but also on stimulation and retention. The CLV dimension of the Marketing Canvas is telling you how much you perform versus your ambition;
- Orchestrate the Channel: I also agree but I would extend this to Orchestrate the Customer Journey as it is much broader than channel and it is integrating elements like Brand experience, touch-points, emotions and wow moments.
- Manage the complexity: it is maybe fluffy as notion. We all know that we should manage the complexity, the question is how should I do that. One possible answer is in the article when they discussed centralisation. I think the key element there is to automate your processes (BPM, scripting, algorithms, ...) in order to reduce the chaos and uncertainty. but don't forget to keep the human part.
Source: Roland Berger, Think Act, The digital future of B2B sales
In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.
What is the best way to start defining the marketing strategy of your company, business or activity? My proposal is to start with a bold strategic question! Why?
When you work on your commercial strategy for your startup, you can facilitate this conversation with using the Marketing Canvas (more on the canvas here). Please find below 10 steps you should follow:
- What is your ambition? Big Idea? Define a question that will clarify your projected future like How can we achieve 1M€ after one year of operation? How can we generate 5% growth next year? How can we differentiate our brand in a digital world where predictive technologies driven by AI will become a standard?
- What is the problem you are trying to solve? Clarify the job to be done for your customers.
- Who is our buyer and user? Define your persona.
- If not you who else? Define the category where you are playing and what are the alternatives for your buyer.
- How do you want to be remembered? What people will say about you? Your BRAND
- What is your answer to the problem your buyer has? What is your value proposition? Do you have USP, ESP, Clear Pricing and Proofs?
- What experience people will have with you? Will it generate sales and engagement? JOURNEY
- How do you discuss with your buyer? Do you have conversations? Do you listen? Do you have content, stories, influencers? Which media do you use?
- Does it make any financial sense? What is your Marketing Budget and Revenue?
- If you don't think it all works, iterate one more time
Use the canvas and answer to these questions using all dimension while asking the same question:
Will my .... help me to achieve my ambition?
RED: Not at all: ORANGE: Somehow unlikely; YELLOW: Somehow likely; GREEN: Definitely
ORANGE and RED dimensions must be reviewed or mitigated because that are not helping you to achieve your ambition.
Interested in the Marketing Canvas, you can find more information here.
Bill Hartman proposes the MoSCoW mode for helping Designers to set creative priorities but it works for all new initiatives basically like requirements, new experiences or new products. MoSCoW is a technique for helping to understand priorities.
Interesting article from Mark Schaefer on Marketing and Love.
In a world of Infinite Segmentation where Brand building is out of control, all you need is love. People want to be acknowledged … and loved … more than anything. The vast technological opportunities at our doorstep are the way we can scale love.
The Marketing Canvas could help you navigating in this hyper-empowered consumer world! Don't know the canvas, discover it here.
One clear objective of the Marketing Canvas is to facilitate debate and discussion around a clear strategic challenge question. Most of the specialists of the leadership topic agree that one of the key reason why strategy is failing is because the decision that has to be made is unclear! When you do the strategic marketing exercise, you need to be crystal clear about which question you are trying to answer.
The tool has been designed for facilitating the discussion when designing your strategy.
High-level process is:
- You start from an ambition/question (like increase revenue by 5%, have more digital transactions, be more meaningful, ...)
- You discuss using the 28 dimensions asking:
- What's blocking you to achieve your ambition? (brakes)
- What's helping you (Accelerator)?
- You can support this rating using any information, knowledge you have but it works also if you only rely on qualitative information.
- Then you map your answer on the Canvas. Red are brakes; Green are accelerators.
- Then you try to analyse these brakes/accelerators and understands what cause them, what are the correlation.
- Then you start ideating (brain-writing, co-create, ...), find crazy or impossible ideas) on what you could do (magic diamond, do things better, do different things).
- Then you prioritise your ideas.
- If you can you test it.
- Then you have your action plan.
Excellent article from Andrew Stephen on Forbes about Artificial Intelligence and how it is changing Marketing. 4 main highlights (extracted from the article I invite you to read)
Long story short, you should as a marketing leader be mastering the budgeting exercise. I am saying Mastering on purpose because it has a tremendous impact on your professional daily life! Not easy! Scared! Don't know where to start. This article might help you.
Listening is the first and certainly the most important component of the Conversation in the Marketing Canvas. Before talking, you should first systematically listen to your customers and prospects? Are you doing it? Actively?
Technology does not quell creativity, in fact, there’s a great deal of evidence that suggests that technology enhances creativity. Certainly, we are expected to be more creative in our working lives than a generation ago. The truth is that by expanding possibilities and automating part of the creative process, we can all be more creative and productive.
L'intelligence artificielle redéfinit l'expérience client en magasin : telle est la conviction de Microsoft France qui présente quelques-unes des applications de l'IA sur le retail.
If you want to design the marketing strategy for your business, you should first start to analyse where you will play. What does it mean? It means that your product/service will be associated by consumers/buyers with other alternatives they have on the market (maybe no alternative exists which means that you creating a new category also referred as a blue ocean).