Becoming a Market Shaper

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Transcript of Becoming a Market Shaper

  • Presented by Impact Planning Group, LLCMary Abbazia & Tom Spitale90 Grove Street. #206, Ridgefield, CT 06877(203) 854.1011 www.impactplan.comBecoming A Market ShaperThe New Strategic Marketing Skills Companies Need To Have To Win

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Faced with the reality of the changing world, we uncovered marketing challenges more significant than we originally thought - as we surveyed our Fortune 500 Clients

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    The Biggest Strategic Marketing Challenges Uncovered & the huge impact on resultsOVERWHELMED CUSTOMERS: Customers struggle to keep up with industry changes. They cant -- or wont -- tell you what they want. COMPETITION FROM EVERYWHERE: Low barriers to entry. Customers see very little difference between competitors and lots of choices.

    LESS CONTROL OF BRAND: Social media and new technologies have placed control of brand dialogue largely into the hands of customers.

    INNOVATION MISFIRES

    CUSTOMERS OVER-FOCUS ON PRICE

    EROSION OF BRAND EQUITY

    Implications

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    The Crux Of It - B2Bs Are Not Different(iated)Which drive down growth & profits

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Being Different Delivers Results - ExampleHelping customers make sense of the future creates differentiation & the kind of brand equity that allows you to grow while charging a higher price than competitors

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Common Ways Clients Attempt To Be DifferentUninspiring Customer Dialogue Lets talk to more customers and talk more to customersThe Innovation Treadmill Locking People In a Room

    Shout Louder, Sell Harder, Buy More Companies

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    A New Way Market Shapers move far beyondOpportunities emerge that competitors would never even broachComfortable being uncomfortable in talking to customers about issues that may seem outside of their companys solution set. Understand the new reality of branding: helping customers become better informed buyers (vs. plugging products). Using new rules of marketing - constantly conceiving & developing content & building a trusted environment for dialogue.Embrace the uncertainty of constant change, partnering with customers, internal functions and tools to connect emerging customer needs with viable value propositionsone foot in the current horizon and one foot in the next horizon.

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    We Realized That We Also Had To ChangeFaster?Cheaper?

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    New Ways We Are Enabling Market Shapers NEW TOOLS & NEW USES: Use trend tools to predict customers current & future needs, use more innovative tools to drive creativity, tools to drive thought-leadershipFAST START to iSTP: Key marketing skills take time to develop so we provide a hypothesis for insights, segmentation, targeting, positioning to advance differentiation strategies MORE VIRTUAL: A combination of virtual, on-demand and live sessions to ensure a proper foundation for plans rather than a all-at-once approach

    DIFFERENTIATION NOW & FUTURE

    QUICKLY GET TOWHAT GOOD LOOKS LIKE

    MORE PRODUCTIVITY

    To Drive

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Becoming a Market Shaper ProvidesMore Successful Launches

    Anticipating Customer Needs

    Selling More At Healthier Margins

    Faster Organic Growth

    Increased Brand Equity

    Thought Leadership

    ReputationAlignment throughout the organization

    Speed to Differentiation

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Available on Amazonhttp://theaccidentalmarketer.com/Great Resource

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Clients includePfizer, Ford, GE, Nestle, Sun Microsystems, Wyeth, Boise Cascade, Rockwell Automation, Pfizer, SAP, Oracle, Symantec, Lenox, Edgen, AMD, New York Life, Radisson Cruises, AAA Colorado, Kimberly Clarke, Houston Chronicle, Syngenta, Smith & Nephew, Bentley Software, Troon Golf Resort, Fujitsu, Salomon Smith Barney, Arthur Andersen, HSBC, Canadian Tire Corp., MHIA, Creative Memories , Johnson & Johnson, CovidienTom Spitale has spent the last 20 years studying and unlocking the mysteries of marketing success. As a speaker, consultant and trainer he has launched thousands of strategic initiatives and plans in the Americas, Europe and Asia for Fortune 500 companies and for lesser-known organizations in highly-specialized markets. Tom creates tools and frameworks that his clients use in workshop settings, helping them uncover the keys to differentiating their products and services in as little as 2 days. His goal is to help elevate the role of marketers in the modern organization to be the orchestrators of company strategy.Prior to his consulting career, Tom held a variety of marketing, pricing and actuarial positions for Wal-Mart, General Electric and Great American Insurance Company. He is a husband, father, entrepreneur, investor, musician, golfer, sports fan, spiritualist and cook. His hobbies expose him to successful practitioners in many different areas, which he finds extremely helpful in his work as a marketer. Tom SpitaleCo- Author & Principal, Impact Planning Group

    COPYRIGHT 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-1011*

    Mary Abbazia, Co-Author & Managing Director Impact Planning GroupMary Abbazia is Managing Director of Impact Planning Group and Co-Author of The Accidental Marketer. She is known for her ability to infuse enthusiasm for the discipline of marketing. She is a strategic marketer who helps Fortune 1000 clients (such as GE, Pfizer, UTC and Marriott) grow their business by developing marketing skills and dynamic market strategies. She also teaches marketing to executives at Columbia University and at California Institute of Technology.Mary is originally from the California where she started her career at Intel, and later joined The BASES Group, as a Vice President forecasting new products & services. Over the past 25 years, her vision to galvanize professionals has resulted in successful marketing strategies across a variety of sectors and markets. She is a renowned speaker, an executive educator and business coach. Her practical approach and proven frameworks enable clients to transform their business challenges into innovative marketing strategies.Mary earned a Bachelor of Science in managerial economics from the University of California at Davis and received an MBA from Golden Gate University in San Francisco, CA. She loves to travel and explore different cultures. Mary now resides in Connecticut with her husband and two children. Clients includeAT&T , Bayer, Bristol-Myers Squibb, BASF, Cablevision, Black & Decker, Bloomberg Tradebook, Bloomin Brands (Outback Steakhouse), Compaq, Chubb, Dow Chemical, Elanco, Ethicon, Federal Reserve Bank, General Electric, Freescale Semiconductors, HP, Houston Industries, IDEXX, Intel, Intuit, Johnson & Johnson, Marriott, Medtronic, Monsanto, Netafim, PepsiCo, Pfizer Corp., Pfizer Animal Health/Zoetis, Philips, Pitney Bowes, Praxair, Prudential, Shell Oil Co, Smith & Nephew, Sony, Sprint PCS, Syngenta, Takeda Pharmaceuticals, Tyco/Covidien, Unilever, USAA, UTC/Carrier , Walt Disney, Whirlpool, Wyeth/Nestle

  • Impact Planning Group90 Grove Street. #206, Ridgefield, CT 06877(203) 854-1011 www.impactplan.com

    Mary [email protected]+1 (203)722-0908 Mobile

    Tom [email protected]+1 (813) 926-8633