Many
companies are motivated by financial metrics while others hone their operations.
Most who claim to be marketing driven only
focus on marketing assisted selling tactics.
Marketing masters consistently implement their plan while expertly
navigating a sea of uncontrollable markets, customers, partners, competitors, cultures,
economies, technologies and regulations. Their radar is constantly searching
for cues to fine tune the tactical plan while scanning the horizon for
opportunities and threats that compel a strategic change. Rather than perceiving their essence to be membership
in a product category that competes on price, they are skilled at inspiring
change in persona behavior based on their unique value proposition. They also leverage change to unify their
company internally. Senior management
participation is reinforced by the business benefits that are produced.
If
your company subscribes to the basic keys to success
that apply to any marketing
competency and have achieved novice, apprentice
and practitioner
competencies, you may aspire to join the guild whose masterpiece is marketing
excellence.
Marketing Masters Optimize Customer
Experience
Marketing masters oversee their company’s genuine conversations with
customers and prospects through their preferred media. They identify each customer based on their
traits and history, which allows them to tailor relationship tactics. During prospecting they learn what, how often
and how much they buy, their buying triggers, their preferred channel and what
post sale support they expect. They
educate and mentor new customers and develop the right ones into clients
through collaboration, coaching and tailored roles for nurturing growth. They act on real time information that indicates
when a customer or prospect is ready for the next step. Adding measurable value develops loyalty, helps
to predict and reduce churn, increases customer GP and earns referrals.
Marketing Masters Always Innovate
Products, Services and Processes
Marketing
masters encourage smart risks, but insist on learning from mistakes. They wisely design strategic campaigns that
have a high potential for becoming part of the marketing fabric. They study analytics before making
decisions. Tailored processes make it
easy for customers to do business with their company and they consistently
deliver the brand promise at each touch
point. They manage capabilities
portfolios like an asset. By understanding
how customers use their products and services they innovate by modifying and
adding to the portfolio and building complementary partnerships to fulfill total
solution needs. Custom solutions
synergize the customer experience and client profitability.
Marketing
Masters Manage Customer Portfolios
Like an Asset
Marketing masters reward portfolio managers for increasing the
value of this asset. They find new ways to serve existing markets and implement
account-based marketing programs that differentiate key accounts from second
tier customers [STCs] with the goal of either developing STCs into key accounts
or efficiently retaining them. They
measure customer lifetime value [LTV].
LTV inflows include one time and recurring GP, GP from referrals, association
with their brand prestige and collaboration in designing new products and
processes. LTV outflows include
acquisition cost and other customer specific costs incurred during the
relationship.
Strategic Philanthropy is a Door Opener for Marketing Masters
Marketing masters leverage their competency as a
vehicle to meet
decision makers who want an excellent marketing process of their own and would otherwise
be blocked from introduction.
Marketing Masters Outperform Others
Marketing
masters build competitive advantages, deliver measurable value and achieve
KPIs, goals and objectives. They
integrate marketing automation tools with back office systems to drive
efficiency and consistency.
The primary KPI
for a marketing master is to
achieve a grade of excellence
in sales ready lead
generation
that
positively impacts GP and marketing ROI.
