Strategic Frameworks-Shorten Your Time to Effective Execution

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Strategic Frameworks Strategies to improve marketing team effectiveness MARKETING STRATEGY SERIES #2 www.getpearson.com Share

Transcript of Strategic Frameworks-Shorten Your Time to Effective Execution

“ “ © 2012

There are many situations where people in organizations know what the best practices are, or have a very strong belief about what it’ll take

to make their organization as effective as possible. But there’s something about the

organization that makes it difficult, or impossible, to turn that knowledge into action.

“The Knowing-Doing Gap,” Jeffrey Pfeffer and Robert Sutton

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Build strategic value Strategic frameworks provide a foundation for growing the business by crystallizing and articulating guiding principles and packaging them in a way that the organization can execute and measure against.

VISUALIZE Envision desired end-state and change requirements

RATIONALIZE Align current, relevant

constructs

OPTIMIZE Test and iterate frameworks

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Map the mind frames Driving change is a complex challenge. Strategic frameworks create mental roadmaps that move people from where they are to where you want them to go. To shift mental models, you must first be aware of the frames that your target audience currently hold in their minds, whether you’re talking to customers, sales reps, partners, or employees. Then meet them where they are by mapping the new model to their point of view, and framing the benefits of the change in terms of what’s in it for them.

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Four flavors of strategic frameworks Planning frameworks facilitate ideation when developing corporate or marketing strategy. For instance, models that depict shifting market trends, changing customer needs, or boundaries of territories owned by competitors vs. white space that could be yours to claim.

Positioning frameworks shift perception of the brand’s relevance and value and explain, align, and embed a common view across the organization. Examples include storytelling constructs, value proposition pillars, and solution concept frameworks.

Selling frameworks connect to the business’s value chain and develop clear executable strategies to create a clear picture of desired behavior for the direct sales force or channel partners. Such frameworks may be expressed as value chains, engagement models, or sales plays.

Usage frameworks accelerate adoption of technology or new solutions and grow revenue by increasing usage. Solution blueprints, journey guides, or solution maturity models are just a few types of frameworks to drive adoption and usage.

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Shift happens It can be difficult to anticipate all the unintended consequences that a new model might generate. Take an iterative approach to help minimize the downside and maximize the impact. Start by developing a straw man for the new model, and then test with representative stakeholders to gauge which aspects are most or least understood and where support or resistance lies. Tweak accordingly, incorporating learnings into the model, and adjust your rollout strategy to remove mental roadblocks to change.

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Our approach is built on deep domain expertise in B2B selling and insight about current buying dynamics gained from hundreds of hours of interviews with successful enterprise sales leaders.

© 2012

Proven with B2B leaders

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We develop contextual selling tools and content marketing programs that are considered best in class, with messaging that sharpens differentiation, playbooks that improve sales performance, and content marketing programs that deliver results. We help companies harness sales leader knowledge and apply rich insight about customer drivers and market realities in tools and programs that drive measurable change, often in less than 90 days. www.getpearson.com Share