How CMOs Should Use Service Innovation To Break Out In Saturated Markets


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There’s a joke I often hear from CEOs: there are three ways to lose money: gambling, divorce and innovation. For the latter, conventional wisdom says that expenditures allocated under the umbrella of innovation cost millions and almost always fail. But here’s the rub.
How do you increase revenues and profits in saturated markets?

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How CMOs Should Use Service Innovation To Break Out In Saturated Markets

  1. 1. Why CMOs Should Look To Service Innovation To Stand Out In Saturated Markets Dean Crutchfield Associates
  2. 2. CHANGE THE WORLD Dean Crutchfield Associates
  3. 3. 65% Dean Crutchfield Associates
  4. 4. 3 Ways To Lose Money: Gambling, Divorce & Innovation Dean Crutchfield Associates
  5. 5. INVENTION V SERVICE INNOVATION Dean Crutchfield Associates
  6. 6. Invention is the first occurance of the idea, product or process Service Innovation is the first attempt to carry it out, improve on or make a significant contribution to an existing product, process or service Dean Crutchfield Associates
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  10. 10. Innova&on'In'The'Organiza&on.'As'Well'As'Service'Product'&'Process' Innova&ons'' ' New'Distribu&on'Methods' '
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  13. 13. TextText ATM$ ATM$
  14. 14. Why Companies Win At Service Innovation Dean Crutchfield Associates
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  16. 16. How do you plan for new growth? Service Innovation determined by: Business doing what? Service Innovation to do what? Service Innovation like what? Service Innovation delivering what? Dean Crutchfield Associates
  17. 17. What resources are required: money, materials, methods, measures, machines, manpower tasks? What activities need to be undertaken to achieve the desire results? What internal factors are necessary and are in place? What external factors influence the Service Innovation outcomes? Dean Crutchfield Associates
  18. 18. OUTSIDE IN NOT INSIDE OUT Dean Crutchfield Associates
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  23. 23. Don’t Say Do The transformative power of Service Innovation not only transforms traditional industries, but also shapes emerging industries Dean Crutchfield Associates
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  26. 26. Assess the current potential for profitable service diversification Develop the Service Innovation process by setting up the research agenda, strategy, roadmaps and key deliverables Dean Crutchfield Associates
  27. 27. FAILURE Dean Crutchfield Associates
  28. 28. Service Innovation is an after thought Service Innovation remains a costly exercise in overhead damage control Service Innovation not creating new revenue streams let alone profit Dean Crutchfield Associates
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  30. 30. “If people aren’t telling you that your idea is crazy, then it is likely not a very good idea.”
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  33. 33. Service  Innova,on  enables   companies  to  focus  on   their  ul,mate  goals  with   cross  sell,  upsell  and   reten,on  at  appropriate   ,mes  to  build  deep   life,me  value
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  37. 37. DCA Help Clients Sell More Services Growing Clients New Business 101 Sales Training Presentation Skills Seize More Opportunity Brand & Content Innovation Business Activation Win More Business Finding The Right Brand & Innovation partners Pitch Doctoring Dean Crutchfield Associates
  38. 38. Our Mission Achieving growth For ambitious leaders who are driven to grow fast Creating new business Orchestrating and activating accelerated outreach programs Building efficiencies Rapidly sourcing the best talent for the business Improving margins Rallying teams behind the brand and go-to-market strategy Boosting win rates Delivering your best case and winning face forward Dean Crutchfield Associates
  39. 39. Working with DCA Finding the right partners and catalyzing top line growth for clients is what we thrive on: delivering your best case and winning face, encourage your people to move the needle north and sharpen the product offering. DCA achieve growth for clients by tailoring brand-led techniques that are uniquely participant centered. We guarantee results. Whether it’s a better pitch, winning new mandates, a better team, partner or more fees, you will find our fee in your business within weeks. DCA programs have been thoroughly tested and proven with start-ups and the world’s greatest brands, uniquely adding immediate value. When you hire DCA, you get results. If you’re not satisfied or not seeing results by the agreed time frame, we will coach and advise you free until you do! Dean Crutchfield Associates
  40. 40. Global Client Experience Aviva* BP BT* BSkyB* Camper & Nicholson Carter’s Cellcom* CITI Comcast General Electric Kraft Fila Frito-Lay Littlewood’s* McDonald’s M50 McKinsey Metsä Serla* Nomura* PepsiCo PG&E Pitney Bowes RBS* Scanfinest* Shell Smirnoff Staples Sunglass Hut Target Tower of London* Warburg Pincus WGM “Dean always cuts to the core of what needs to be done and said. He helps bring clarity and provides value by being an outsider with no agenda, so he can help you stand back and see things from different perspectives. Dean helped us think through solutions and then form the best way to present those solutions in a persuasive and compelling way.” *References upon request * Overseas Project ! Dean Crutchfield Associates
  41. 41. LET’S GROW Dean Crutchfield Associates
  42. 42. Contact: +1 917 239 3303 333 East 34th Street, Ste 15A/B, New York, NY 10016 Dean Crutchfield Associates
  43. 43. Dean Crutchfield Associates Sell More, Seize More, Win More Growth Advisors Dean Crutchfield Associates