Competitive EDGE Strategy

How to gauge your future profit with your Net EDGE Score (NES)

www.NetEDGEScore.com

© 2014 Andrew Horton

Where will your profit be in 3-5 years?


It depends on Warren Buffet’s #1 success driver


Competitive advantage


Most companies only have an internal lens on their competitive advantage


Source: BusinessSetFree.com

How do you add a customer centric lens?


Competitive EDGE Strategy


Your Competitive EDGE

NPV [ your total value / your total cost ]

– NPV [ NBC* total value / NBC* total cost ]

* Next best competitor


How do you know if you have Competitive EDGE?

Current profit premium

Future profit premium


Your current profit premium

Average 5 year profit

NBC’s average 5 year profit


Your future profit premium

Predict it with your Net EDGE Score (NES)


“On a scale from 0-10, to what extent

do you feel ABC Inc. provides better

overall value for cost than the next best

alternative?”

Ask individuals one question


How to calculate your NES Score

Building on the Net Promoter Score and popular Top 2 minus bottom 2 box polling:

% in 9-10 group - % in 0-5 group


The 5 E’s of Competitive EDGE

1. Essential

2. Exceptional

3. Evidence

4. Experience

5. Evolution


The Profit BoxTM


The EDGE dashboard


Mass Marketing

Fixed message from marketer

broadcast through mass ads and mass

media

Personalized Marketing

Responsive message pushed and pulled from

marketer to individuals (i.e. PPC, Nurture)

1st GenerationOne to Many

Community Marketing

Variable message controlled in real-time social media, not by marketer.

Push, pull and combine. SOLOMO

(social, local, mobile) and big-

data more relevant than ever.

2nd GenerationOne to One

3rd GenerationMany to Many

Embedded Marketing

Personalized, community marketing matching needs and offers interaction by

interaction.

4th GenerationMany and One to One

The next generation of marketing


The economics driving Competitive EDGE


Why NPS isn’t enough


The Competitive EDGE customer lifecycle


The 4 stages of Competitive EDGE


The Competitive EDGE Problem / Solution BoxTM


The Competitive EDGE marketing mix


Sparking Competitive EDGE


Building Competitive EDGE


Competitive EDGE marketing best practices in 10 steps

1. Establish your Competitive EDGE

2. Set success metrics

3. Establish thought leadership topics and positions that align to your Competitive EDGE

4. Generate content that aligns to your thought leadership

5. Contribute to related influencer thought leadership discussions (reciprocity)

6. Make your content available for consumption and sharing and track engagements

7. Reengage through a nurture stream of content and people interactions relevant to stage in buying cycle

8. Measure results

9. Optimize all elements 1-8

10. Convey results to broader leadership to reinforce Competitive EDGE


Communicating Your Competitive EDGE

5 E’s Related Element of SUCCES

Essentials Simple

Exceptionals Unexpected

Evidence Credible and Concrete

Experience Emotional and Stories

Evolution

The Humphry Group Leadership ModelTM

Grabber Subject

Message

Structural Statement

Supporting Point 1

Supporting Point 2

Supporting Point 3

Related Message

Call to Action

Made-to-StickTM


Measuring Success

With the C-Suite

• Enterprise funnel in $ (by stage)

• Revenue cycle length

• Net EDGE Score (NES)

• Net Promoter Score (NPS)

• Cross-sell rate

• Number of influencer mentions

• Retention rate

• Revenue per marketing dollar invested

• New product take-up rate

With Sales

• Number of qualified leads

• Number of wins

• Revenue per win

• Cross-sell ratio

• Number of case studies and testimonials

For Marketing

• Number of qualified leads

• Cost per lead

• Conversion rate

• All of the C-Suite and Sales metrics



www.NetEDGEScore.com

Competitive EDGE Strategy

Marketing

Transcript of Competitive EDGE Strategy