2016 TopRight Capability Overview

© Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 1
TopRight
Capability Overview

About TopRight
TopRight practices Transformational Marketing to
help companies successfully move to the TopRight
corner of the market, engage customers and drive
measurable results.
• Marketing Strategy
• Customer Experience
• Marketing Analytics
• Direct Marketing
• Marketing Automation
• Social Media
• Headquartered in Atlanta
• Regional Offices in DC, NYC, BOS, CHI, SF, PDX
TopRight is a strategic marketing consulting firm founded in 2006 by consultants from top firms (Mckinsey,
Booz & Company) and former Chief Marketing Officers and senior marketing practitioners.
Methodology and Services
Locations
Analytics
Creativity
Traditional
Management
Consulting Firms
Ad/ Marketing
Agencies

What is Transformational Marketing?
“Transformational Marketing literally transforms how your
customer experiences you, understands you, and interacts
with you. It is a change in mindset as well as methodology.
No longer is the story simply about you and what you offer.
Your brand, your products, your services are not really the
hero. The power and impact of your brand, your product,
your services and your story comes from making the
customer the hero, and you, the marketer, serving as the
guide on their buying journey.”
No one wants to be interrupted. Or ‘talked at.’ Or ‘sold to.’ We seek
authentic. We expect relevant. And we want it only when we are good and
ready for it. This calls for marketing to make a change: A change in how
customers understand you, engage with you, experience you. This is called
Transformational Marketing. This is how you Move TopRight.
The power and impact of your
brand comes from making
the customer the hero.
- Transformational Marketing: Moving to the TopRight

It all starts with why you do
what you do – and how that
empowers your audience, which
shapes and defines everything
about you – and your position in
the market.
Once you have your story, you
need to make sure it connects
with your audience –in formats
that they consume, through
messages they seek and at each
stage of their journey.
The Right Story The Right Strategy
Strategies are only successful if
supported by an effective tactical
execution. We help you define
and align the people, processes
and technologies needed to
operationalize the strategy and
measure the outcome.
The Right Systems
We do this through customized 3S Playbooks to discover and craft the right
story, the right strategy, and the right systems.
TopRight Practices Transformational Marketing

• Expanding a powerful brand into new channels, geographies,
and businesses yields incremental revenue growth of 25%
• Optimizing a brand portfolio increases earnings growth by 10%
• Establishing a strong brand generates 5% higher market
valuation
The Right Story
The Right Strategy
The Right Systems
Transformation Drives Results
Generates Client Value By:
GET THE RESULTS

• Increasing customer acquisition by an average of 25%
• Boosting profit by 25% by retaining 5% more of existing
customers
• Rationalizing customer base to focus on the 30% generating
120% of profit
• Launching new products that contribute 80% of the total
revenue in 2 years
• Clearing the way for the company to gross margins greater
than 75%
• Enabling the business to double their market capitalization in
5 years
• Increasing price by 1% drives a 7% plus boost in operating
profit
The Right Story
The Right Strategy
The Right Systems
GET THE RESULTS

• Rationalizing marketing & sales people and processes reduces
costs and improve effectiveness by 12%.
• Improving marketing spend effectiveness increases revenue
by 15%
• Implementing marketing operations technologies reduces
marketing turnaround time by 25% and reduces spend by
15%
• Implementing marketing automation drives revenue growth
of 8%
• Implementing multi-channel campaign management solution
results in 30% increase in sales conversion rate
The Right Story
The Right Strategy
The Right Systems
GET THE RESULTS

• Start with the end in mind: Define the brand destination
• Analyze the truth about today
• Define the time frame and project scope
• Craft the brand story and Value Proposition
• Identify the key milestones for success
The 3S Playbook Model
1.
Destination
2.
Architecture
3.
Planning
4.
Implementation
5.
Optimization
Where Do We
Want to Go
Structure and
Positioning
Requirements
for Action
Focused
Execution
Metrics, Enablement,
Delivery
STORY STRATEGY SYSTEMS

• Create inside-out brand strategy and execution based on Brand Story
• Identify the sub-sets or target audiences for new campaign efforts
• Define the narrative across all constituents
• Develop the brand architecture
• Create/refine the brand identity and brand standards guideline
1.
Destination
2.
Architecture
3.
Planning
4.
Implementation
5.
Optimization
Where Do We
Want to Go
Structure and
Positioning
Requirements
for Action
Focused
Execution
Delivery

4.
Implementation
• Develop the marketing and
communication mix considering
the Customer BuyWay®
• Create a plan to deliver the
messaging to the target audience
• Develop campaign strategy and
plan for execution
• Prepare budgets and timelines for
communication efforts
1.
Destination
2.
Architecture
3.
Planning
5.
Optimization
Where Do We
Want to Go
Structure and
Positioning
Requirements
for Action
Focused
Execution
Delivery
Customer BuyWay®

• Get the people, process and technology in place to implement the plan
• Implement end-to-end management of multi-channel marketing functions and
processes
• Develop all materials for marketing and sales enablement
• Implement sales enablement messaging and training
1.
Destination
2.
Architecture
3.
Planning
4.
Implementation
5.
Optimization
Where Do We
Want to Go
Structure and
Positioning
Requirements
for Action
Focused
Execution
Delivery

• Establish ROI metrics for marketing initiatives and sales benchmarks
• Identify actions required to close gaps and optimize results
• Optimize marketing and sales technology platforms and marketing automation tools
• Implement Monitoring and Measurement – Measure Everything
1.
Destination
2.
Architecture
3.
Planning
4.
Implementation
5.
Optimization
Where Do We
Want to Go
Structure and
Positioning
Requirements
for Action
Focused
Execution
Delivery

1. Does the company pass the test of Simplicity, Clarity and Alignment in its current marketing
strategy and messaging?
2. What is the “Destination” we want to arrive at as a company?
3. What is the 5 year news story headline we want written about what the company has
achieved and the impact they made?
4. What is the Marketing Strategy that will energize the organizations and enable them to
achieve its objectives and pass the Simplicity, Clarity and Alignment tests?
5. What are the required Marketing initiatives (“Plays”) to close key capability gaps and execute
the new strategy?
6. How should the organization be developed and aligned to flawlessly execute against the 3S’s
of Story/Strategy/Systems for marketing?
Strategic Questions to Transform your Marketing Efforts

The TopRight Difference
Partner-Level
Engagement
Hands-On
Experience
Strategic
Insight
Action-Oriented
Success
Our business model ensures that our Partners are core and active members of
the project team, giving you access to our most experienced marketing
experts and advanced thinking
We have extensive experience working in marketing practitioner roles across
many industries. Developing compelling brands, marketing and customer
acquisition strategies
Our ability to bring strategic marketing expertise gained form working with a
range of client sizes, from large global enterprises to small start-up operations
We work with your team to ensure we deliver a strategic plan that is
actionable and can be executed by your team and grow your business
Our high client retention comes from bottom line impact based on our
experience and proven strategic marketing capabilities

“““““
TopRight Client Testimonials
I would recommend that any government organization faced with challenging and audacious branding and marketing goals
hire TopRight. They are passionate about helping their clients meet and exceed their objectives.
- John Pulomena, Middlesex County, New Jersey Executive
TopRight exceeded our expectations. Whereas most marketing firms are viewed as outsiders, TopRight quickly became an
essential part of our team. The work, creativity and overall assistance they provided was an integral part in our success. I highly
recommend the team at TopRight and encourage any firm or company in need of a marketing/branding resource to contact
TopRight first.
- Hamilton Powell, Chairman, SharpMart
TopRight has been one of the best professional partners I could ever have asked for. PBS is smarter and stronger today because
of your contributions. Thanks for everything you do for all of us at PBS.
- Kelly Chmielewski, Former VP, PBS Creative Lab, PBS
TopRight provided the deep understanding of effective marketing, the real-world guidance and direction, and the sense of urgency
in directing a team that delivered the real value of the firm from my perspective as client and Head of Marketing and
Communications. They have all of the tools and attributes that clients look for, especially their effectiveness at getting things done.
- Tim McMahon, Former CMO, ConAgra Foods
GET THE RESULTS
TopRight was an outstanding partner in assisting our team with strategic, operational and tactical improvements to our
marketing programs and critical to achieving our sales enablement goals. I highly recommend TopRight!
- Michael Ziegler, SVP Sales and Marketing, Ameritox

Ready for transformation?
Learn how to bring simplicity, clarity and alignment to your story, strategy and systems
by downloading our new e-book, Transformational Marketing: Moving to the TopRight
LET’S TALK
ACCESS NOW
info@toprightpartners.com | 678-384-6700www.toprightpartners.com |

2016 TopRight Capability Overview

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