Becoming a Market Shaper

Presented by Impact Planning Group, LLCMary Abbazia & Tom Spitale90 Grove Street. #206, Ridgefield, CT 06877(203) 854.1011 www.impactplan.com

Becoming A Market Shaper™The New Strategic Marketing Skills The New Strategic Marketing Skills Companies Need To Have To WinCompanies Need To Have To Win

COPYRIGHT © 2015 IMPACT PLANNING GROUP. ALL RIGHTS RESERVED. (001) 203-854-10112

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


The Biggest Strategic Marketing Challenges Uncovered & the huge impact on results

OVERWHELMED CUSTOMERS: Customers struggle to keep up with industry changes. They can’t -- or won’t -- 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”

Impl

icat

ions


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


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


Common Ways Clients Attempt To Be Different

Uninspiring Customer Dialogue – “Let’s talk to more customers …and talk more to customers”

The Innovation Treadmill – “Locking People In a Room”

Shout Louder, Sell Harder, Buy More Companies


A New Way – Market Shapers™ move far beyond…Opportunities emerge that competitors would never even broach

Masters of Customer Dialogue

“Intrapreneurial” Provocateurs

Leaders of Thought

Comfortable being uncomfortable in talking to customers about issues that may seem outside of their company’s 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 propositions…one foot in the current horizon and one foot in the next horizon.


We Realized That We Also Had To Change…

Faster? Cheaper?


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-leadership

“FAST 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 TO“WHAT GOOD LOOKS

LIKE”

MORE PRODUCTIVITY

To D

rive


Becoming a Market Shaper™ Provides…

More Successful Launches

Anticipating Customer Needs

Selling More At Healthier Margins

Faster Organic Growth

Increased Brand Equity

“Thought Leadership” Reputation

Alignment throughout the organization

Speed to Differentiation


Available on

Amazon

http://theaccidentalmarketer.com/

Great Resource

http://theaccidentalmarketer.com/


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, Covidien

Tom 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


Mary Abbazia, Co-Author & Managing Director Impact Planning Group

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

Tom SpitaleTom [email protected]

+1 (813) 926-8633+1 (813) 926-8633

http://www.impactplan.com/

mailto:[email protected]




Becoming a Market Shaper

Marketing

Transcript of Becoming a Market Shaper