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Enterprise Marketing Simplification Compass

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The first step in figuring out how to simplify and/or unify your marketing is to get altitude above all the interconnected components to gain a holistic view into what’s going on—or not going on, in your organization. This map helps give you an idea how to configure such a map.

This diagram is intended to help you start the right dialogs with your teams.

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Enterprise Marketing Simplification Compass

  1. 1. Brand Strategy Solutions Development Messaging Strategy Business Model Redesign !Partner & Customer Analysis Organizational Development & Culture Map Thought Leadership Value Proposition into Tribe Narrative Product Architecture (taxonomy) Business Model Evolution Business Plan Content StrategyEngagement Strategy User Experience Strategy Digital Strategy Brand Strategy Brand Architecture & Hierarchy Purpose, BrandVision & Mission Consultative Services Positioning Integrated Offering Narrative !Leadership Vision How to Start a Marketing Simplification Initiative !The first step in figuring out how to simplify and/or unify your marketing is to get altitude above all the interconnected components to gain a holistic view into what’s going on—or not going on in your organization. ! This diagram is intended to start a dialog with you. To see if there is an appetite to partner with Centerline and take advantage of our experience helping technology firms like IBM tie it all together. We bring several elements together that when seen holistically, can create new advantages. Applied Strategy Technology We developed this diagram (we actually “appropriated” it from somewhere and iterated significantly) so that we could show you how we look at it. Chances are good that while you see things differently, there are many significant constants in this triangle that will resonate with you and your organization. In any case, this intended to be a conversation-starter that sparks ideas and couples them into a framework in an effort to remove complexity from the marketing elements that help drive your company forward. ! It occurred to us that while we work with our client partners on several important simplification initiatives we often see how things could be more unified, rationalized and ultimately more valuable if only they could be viewed from a higher vantage point of the entire marketing ecosystem.

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