• Involve broad elements of marketing, sales, and general management for input as stakeholders.
• Develop fact-based diagnostics to guide solution development.
• Identify opportunities for improvement and for leverage, using technology as enabler.
• Optimize marketing effectiveness through strategic alignment, commitment to knowledge management, and clear role definition.

Process

• Identify internal stakeholders and team members.
• Develop Marketing Effectiveness Diagnostic (MED) survey, or interview guide.
• Generate indicated steps from findings analysis, and follow-on qualitative research as necessary.
• Develop action plans to implement required improvements to client marketing organization.

 

• Comprehensive presentation of key findings.
• “Stop/Start/Continue” action plans recommendation.
• Work plan, timeline, project management responsibility.
• Design and development of Intranet-based marketing knowledge system, and training on self-sustaining improvement process of it.

 

• Fact-based findings to support improvement initiatives.
• Reduce development cycle time across all marketing elements.
• Fully leverage knowledge assets.
• Accelerate learning and performance curve.
• Realize full extent of global opportunities FASTER!

 

• Improvement initiatives driven and owned by internal practitioners.
• Minimize functional, geographical, and business category walls.
• Achieve movement toward true learning organization.
• Utilize technology to leverage knowledge and success.

 

• Become an organization that is continuously improving its marketing effectiveness and results through involved participation.

Representative Case Study Engagement
eStrategicMarketing engagement for a global consumer food company.

Scope and Objectives
Identify leveragable strengths and vulnerabilities across geographic business units, and between global product category management, and between corporate management versus local organizations.  Develop recommended corrective measures and action plans across following subject areas:

• Brand and consumer communication
• New product development and introduction
• Marketing knowledge management
• Roles, responsibilities, and structure
• Competitive intelligence management

Project duration: 14 months

Results

• New product time to market reduced by better than 50%.
• Enhanced Intranet-based marketing knowledge system contributing to accelerated training with new/transitioning managers, greater consistency in product development and business planning, and clear communication of global, regional, and local strategies.
• Greater adaptation of successful local business strategies across other geographies.