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?
© 2014 Andrew Horton
It depends on Warren Buffet’s #1 success driver
© 2014 Andrew Horton
Competitive advantage
© 2014 Andrew Horton
Most companies only have an internal lens on their competitive advantage
© 2014 Andrew Horton
Source: BusinessSetFree.com
How do you add a customer centric lens?
© 2014 Andrew Horton
Competitive EDGE Strategy
© 2014 Andrew Horton
Your Competitive EDGE
NPV [ your total value / your total cost ]
– NPV [ NBC* total value / NBC* total cost ]
* Next best competitor
© 2014 Andrew Horton
How do you know if you have Competitive EDGE?
Current profit premium
Future profit premium
© 2014 Andrew Horton
Your current profit premium
Average 5 year profit
NBC’s average 5 year profit
© 2014 Andrew Horton
Your future profit premium
Predict it with your Net EDGE Score (NES)
© 2014 Andrew Horton
“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
© 2014 Andrew Horton
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
© 2014 Andrew Horton
The 5 E’s of Competitive EDGE
1. Essential
2. Exceptional
3. Evidence
4. Experience
5. Evolution
© 2014 Andrew Horton
The Profit BoxTM
© 2014 Andrew Horton
The EDGE dashboard
© 2014 Andrew Horton
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
© 2014 Andrew Horton
The economics driving Competitive EDGE
© 2014 Andrew Horton
Why NPS isn’t enough
© 2014 Andrew Horton
The Competitive EDGE customer lifecycle
© 2014 Andrew Horton
The 4 stages of Competitive EDGE
© 2014 Andrew Horton
The Competitive EDGE Problem / Solution BoxTM
© 2014 Andrew Horton
The Competitive EDGE marketing mix
© 2014 Andrew Horton
Sparking Competitive EDGE
© 2014 Andrew Horton
Building Competitive EDGE
© 2014 Andrew Horton
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
© 2014 Andrew Horton
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
© 2014 Andrew Horton
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
© 2014 Andrew Horton
© 2014 Andrew Horton
www.NetEDGEScore.com
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