Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of,...

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© Copyright The Craft Consulting 2016. All rights reserved. Thinking beyond… The physical merger… Unifying a complex story and maximising the market impact.

Transcript of Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of,...

Page 1: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

Thinking beyond…The physical merger…Unifying a complex story and maximising the market impact.

Page 2: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.

In 2014, the value of the global mergers and acquisitions industry was $901.3 billion.

Source: www.statista.com

Page 3: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

The highest value of underwritten M&A deals was noted in the Technology, Media and Telecommunications industries, which amounted to $168.2 billion. We see this trend continuing and being vital for competitive growth.

Source: www.statista.com © Copyright The Craft Consulting 2016. All rights reserved.

Page 4: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

We know that a merger & acquisition undertaken by our clients represents great strategic benefits but we equally know that beyond commercial risk there are two threats to success that need to be solved quickly to ensure the M&A delivers the expected return as soon as possible:

Source: www.statista.com

§ Uncertainty in the market (investors & customers) of what the new capabilities can deliver as a value

§ Uncertainty internally (sales & marketing) of what the proposition, portfolio and offer is to sell

Page 5: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

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In recent surveys, the percentage of companies failingto achieve against their goals for merger & acquisition reached 83%.

Making it critical that the new capabilities and strengths of the merger & acquisition are positioned correctly in the market so they are quickly and clearly understood and bought into.

Source: Comprehensive Guide to Mergers & Acquisitions, A: Managing the Critical Success Factors Across Every Stage of the M&A Process, Weber, Tarba, Oberg. FT Press.

Page 6: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

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Organizations thathave successfully created a differentiated competitive position post merger have grown at above average rates in their industry.

Making it something that is worth the time and investment to get right instead of ‘delivery as normal’ under delivering as a result.

Page 7: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

67% of buyers have taken key decisions prior to sales being invited into the process.

Making it imperative that your capabilities and proposition are understood and valued by decision-makers in their own right and are perceived as being a better fit and better solution than those of your competitors.

Page 8: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.© Copyright The Craft Consulting 2016. All rights reserved.

Our approach.

Page 9: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

Scope of M&A requirements.Three typical scenarios for approaching an M&A project.

Major M&A integration.

Consultancy led services to determine organizational market and brand strategy.

• Strategic market positioning• Capability definition• Brand strategy• Brand development• Strategic messaging• Stakeholder communications

Portfolio alignment pre & post M&A.

Analysis and creation of new capability portfolio and offering alignment.

• Definition of market context need• Definition of value propositions• Definition of market differentiators• Definition of capability hierarchy • Definition of capability set • Visualization of capability portfolio• Definition of key messaging matrix• Proof point collation

Asset integration& production.

Integration and development of new materials, tools and assets into brand guidelines.

• Brand application• Copy and content development• Design and redesign of assets• Sales enablement

Page 10: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

The power of perception.

§ We work closely with clients to help them explore and engineer their competitive position and story in the market within an M&A project

§ The key is to look in equal measure at the market, customer, competition and your organization to construct a robust and believable story that puts you at an advantage:– Are you showing that you understand the market better than others?– Are you directly demonstrating how and why you are different?– Are you telling a clear and logical story that is memorable?– Are you delivering challenging ideas?– Are you preempting their real concerns and showing you empathize with problems

– and can solve them?– Are you talking about how you benefit them as people and as a business, as

opposed to talking solutions?– Are you aligning with the market’s long-term and business level requirements?– Are you demonstrating that you can think ahead of, and innovate beyond, their

current technology needs?– Do you have the position, and proposition, and message, to deliver it at every level?

§ We help you to be certain and clear about how your proposition aside from and above your competitors will help the market prosper

Engineering the competitive position.

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Page 11: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

The Craft works in high-pressure, complex, multi-stakeholder situations to ensure our clients reach a clear position in the timescales they need to. We focus on five areas of expertise:

Competitive Positioning –Robust and analytical development of the marketing positioning against competitors to ensure market differentiation and value is recognized and aligned with new capabilities by your markets, investors and employees.

Rapid integration of assets –Transition and production of a large volume and scale of existing assets and tools into the your new brand collateral family in a predefined, short period of time (days/weeks).

Portfolio realignment –Architecture development to provide a new solution portfolio structure (top to bottom) that is logical and simple to navigate, understandand buy.

Brand consultancy –Exploration and development of brand identity and architecture or brand evolution and the creation of brand guidelines to support.

Businessmessaging –Repositioning ofgo-to-market messages to create engagement with key accounts, sectors and functional target roles to provide a winning differentiated emotional and rational sales argument.

Page 12: Thinking beyond… The physical merger… · – Are you demonstrating that you can think ahead of, and innovate beyond, their current technology needs? – Do you have the position,

© Copyright The Craft Consulting 2016. All rights reserved.

Contact us today.e: [email protected]: +44 (0)1608 819 420

Do you wantto make the competition irrelevant?