2016 TopRight Capability Overview

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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.


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2016 TopRight Capability Overview

  1. 1. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 1 TopRight Capability Overview
  2. 2. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 2 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
  3. 3. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 3 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
  4. 4. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 4 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
  5. 5. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 5 • 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 © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 5 Transformation Drives Results Generates Client Value By: GET THE RESULTS
  6. 6. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 • 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 © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 The Right Story The Right Strategy The Right Systems Generates Client Value By: Transformation Drives Results GET THE RESULTS
  7. 7. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 7 • 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 © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 7 The Right Story The Right Strategy The Right Systems Generates Client Value By: Transformation Drives Results GET THE RESULTS
  8. 8. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 8 • 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
  9. 9. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 9 • 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 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
  10. 10. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 10 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 The 3S Playbook Model 1. Destination 2. Architecture 3. Planning 5. Optimization Where Do We Want to Go Structure and Positioning Requirements for Action Focused Execution Metrics, Enablement, Delivery Customer BuyWay® STORY STRATEGY SYSTEMS
  11. 11. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 11 • 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 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
  12. 12. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 12 • 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 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
  13. 13. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 13 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
  14. 14. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 14 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
  15. 15. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 15 “““““ 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 © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 6 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
  16. 16. © Copyright 2016 TopRight® LLC All Rights Reserved www.toprightpartners.com 16 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 |

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