Maximizing Your Marketing Investment - Presentation at the GE HF Leadership Symposium.
Provides a strategic view at marketing, along with several pragmatic tools to help you maximize your marketing spend, competitiveness and differentiation. Leverages case studies from several industries to easily communicate framework objectives.
To network, contact me at www.RamiroRoman.com.
3. “ Every
battle is won
BEFORE
it is fought ”
Sun Tzu
Source: Google Images
4. Die
Quickly
Thrive
Die
Slowly
Survive
Strategy (¢)
Doing the wrong things
Strategy (¢)
Doing the right things
Tactics ($$$)
Doing things well
Tactics ($$$)
Doing things poorly
5. Source: CEB : Marketing Leadership Roundtable Research
5
7. Leverage market intelligence to set strategy
1. Decipher external trends and influences
2. Define and/or understand your industry
3. Analyze competitors
7
Market
Source: GE
8. 8
Market
Suppliers
Industry
Rivalry
Substitutes
Buyers
Entrants
Magnitude of Effect
0% 100%
Likelihood of Occurrence
Low High
Source: GE Source: 5 Forces Model
9. 9
Market
Direct Indirect Complementors
Actual
Potential
Source: GE
10. 10
Market
Source: Google Images
For (target customer)
who (statement of the need or
opportunity),
the (product name) is a (product
category)
that (statement of key benefit – that is,
compelling reason to buy).
Unlike (primary competitive
alternative), our product (statement of
primary differentiation)
Source: Crossing the Chasm
12. Group customers by needs and profitability
1. Study target customer perception & behaviors
2. Understand unstated and future needs
3. Select and prioritize segments
12
Segment
Source: GE
14. 14
TRANSA
CTIONAL
Evaluate
High
Risk Tolerance
TRANSACTIONAL
Opportunistic
Business Model
EXTEND
Develop
CORE
Expand
ADJECENT
Innovate
Low
External Internal
Segment
Source: GE
15. Segment The strategic
objective for the
downstream
business… is to
influence how
consumers perceive
the relative
importance of various
purchase criteria and
introduce new criteria
Source: HBR What is Your Strategy? Source: HBR When Marketing is Strategy
15
16. 16
Segment
HBR Case Study
1998
New Mkt
90%Mg
2001
Only
$1.5B
2003
Competitor
Me2
2003+
3rd entrant
New VP
2012
3rd entrant
#1 $5B Mkt
Source: HBR, Google Images, Pfizer Ad, Lilly/Icos Ad
18. Innovate to optimize customer & company value
1. Define relevant positioning
2. Innovate upstream and downstream
3. Align business model
18
Value
Prop
Source: GE
19. Target
Perceptions
Competitors
Value Prop
Your
Value Prop
19
Value
Prop
What would you do?
1. Advantage, opportunity to expand
2. At par, execute flawlessly
3. Disadvantaged, make trade offs
4. Irrelevant, wasted resources
Source: GE
22. 22
Core Markets
10%
7%
5%
2%
Market Growth (5YRS)
NIBP
Adjacent Opportunities
White Space
Value
Prop
Source: GE
23. “ Competitive strategy is about
being different
It means deliberately choosing a
different set of activities to deliver
a unique mix of value
Strategy is the creation of a unique
and valuable proposition, involving
a different set of activities
The essence of strategy is choosing
what not to do
Among all other influences, the
desire to grow has perhaps the
most perverse effect on strategy “
Michael Porter 23
Value
Prop
24. Influence decision-makers and stakeholders
1. Identify personas & influencers in buyer journey
2. Differentiate, differentiate, differentiate
3. Launch programs throughout buying cycle
24
Brand
Source: GE
27. Source: Vanguard
27
Brand
Source: HBR What is Strategy?
“Owning, protecting and nurturing the brand is one of most important jobs of a CEO" …
“Every decision I make must support the long-term health of our brand“
J. Immelt, GE, Sept. 5, 2014
29. Title or Job Number | XX Month 201X 29
Brand
EDUCATION
SALES STRATEGY
Loosening
Status Quo
CONTENT STRATEGY
Awareness of
the problem
Committing
to Change
Align w/
business
issues/urgency
BUILD CREDIBILITY
• 3rd party leverage
• 3rd : white papers
• 3rd : education guides
• 3rd : benchmark
• 3rd : webinar
• 3rd : podcasts
SOLUTION
Explore
Possible
Solutions
Help buyer ID
benefits for
solving issue
Commit to
Solution
Align Sol’n w/
specific set of
business needs
INFLUENCE SOLUTIONS
• Switching case studies
• Company white papers
• Customer communities
• Company webinar
• Needs template
• Solution comparisons
SELECTION
Justifying
Decision
Demonstrate
benefits/ROI
Making
Selection
Validate
choice
DEMONSTRATE PROOF
• ROI/TCO calculators
• Live events
• Customer events
• Data sheets
• Configurators
• References
Source: SiriusDecisions