Our Process

STEP BY STEP

In our opinion a marketing department is akin to a living organism. Like individuals, they need holistic medicine and preventative treatments rather than drugs that mask the route cause of the problem. Our proven “marketing transformation” methodology provide a uniquely powerful way to unleash the potential locked away in many marketing departments.

  • 01 REDEFINE

    Garner support and shape a new direction for marketing

  • 02 REDESIGN

    Redesigning the way the marketing department operates

  • 03 REINVENT

    Examining markets, channels and technology and how they can be reinvented to support the business

  • 04 REAFFIRM

    Putting in place the necessary reward and knowledge management systems

Helping Focus Marketing On What is Important

The steps in our 4R process can stand on their own or are brought together to seamlessly to create a transformation process and program for today’s modern marketing organisation

  • 01 REDEFINE

    • Achieve mobilisation
    • Prepare marketing for change
    • Define actionable first steps
    • Create a shared vision
    • Develop strategic marketing intent
    • Prioritise expectations amongst stakeholders and constituents
    • Establish / confirm values
    • Build the measurement systems
    • Develop top level measures (KPIs) and targets
    • Define connections and dependencies across top level targets
    • Construct bottom up business case for change
    • Connect bottom up and top down measures

  • 02 REDESIGN

    • Construct marketing value chain model
    • Define high level marketing chain for each marketing team
    • Define how and where value is added
    • Critically review value chain in terms of costs and benefits to the organisation and the customer
    • Configure physical architecture
    • Formulate marketing operations strategy
    • Review partner and sourcing strategy
    • Align marketing teams and facilities
    • Create ‘chief marketing technologist’ role
    • Restructure operational marketing architecture
    • Align processes individually for quick wins
    • Align roles and responsibilities
    • Ensure learning loops and knowledge exchange process exists
    • Formalise marketing knowledge management system

  • 03 REINVENT

    • Realise market focus
    • Develop value propositions / offers / treatments
    • Segment the customer by benefits and value
    • Install and extend marketing channels
    • Initialise more integrated communication approach
    • Define dialog strategies for different types of market segments, products and services
    • Build rigorous test and learn strategies
    • Change the rules for information technology
    • Define roadmap for marketing management, customer analytics and customer engagement
    • Deploy technology for localised efficiency and effectiveness improvements
    • Promote technology-enabled-marketing
    • Redefine the scope of marketing through technology
    • Deploy technology aligned to marketing objectives

  • 04 REAFFIRM

    • Develop marketing reward system
    • Align reward system to the goals and measures of the marketing department
    • Build individual ‘marketer’ learning programme (MLP)
    • Identify critical skills and design education strategy
    • Complete training needs analysis and identify gap in skills and form action plans to close
    • Develop the marketing organisation
    • Design the marketing organisation
    • Use marketing teams as the driver for organisational adaption
    • Create global learning and marketing knowledge programme

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