Documentation: Guidebook

Description



Details
Format
Requirements

Current trends, best practices, 2005 program metrics (cost, conversion, project planning) and step-by-step guidance for creating and evaluating marketing strategies. For use in feasibility studies, go-to-market planning, strategic marketing planning, fiscal budgeting, and integrated marketing analysis.
72 pages, 11 illustrations, 6 tables; Version 2.03 (2005).
PDF viewable and printable. Hardcopy optional.
Adobe Acrobat Reader 4.0 or greater (free from Adobe.com).

Chapter 1 Marketing Strategy Overview
1.1 The Key Forces Shaping Marketing Strategy
1.2 Expert Perspectives: 3 Elements of Successful Strategy
1.3 The 8 Questions that Effective Marketing Strategy Must Address
1.4 A Framework for Marketing Strategy Development

Chapter 2 Identifying Key Threats and Opportunities
2.1 Setting Strategy Scope
2.2 Step-by-Step: Detailed Threat and Opportunity Assessment
      Management Assessment
      Solution Lifecycle Analysis
      Customer / Value Transfer Analysis
      Market, Competitor, Partner Research
2.2 Prioritization of Threats and Opportunities
      Modified SWOT Analysis

Chapter 3 Designing the Effective Marketing Mix
3.1 The Prioritized Marketing Mix
3.2 Defining a Balanced and Effective Marketing Mix
      Metrics - cost, conversions; high/low range, avg.; business &
      consumer markets:

3.3 Step-by-Step: Creating the Prioritized Marketing Mix
3.4 Using the Marketing Strategy Analysis Software

Chapter 4 Completing the Strategy
4.1 Final Articulation of the Marketing Strategy
4.2 Building Consensus and Support for the Strategy
4.3 Keys Success Factors - Deployment

Glossary

References

Appendix 1 Marketing Research Fact Sheets
Application notes, proven surveys and discussion guides, planning and implementation guidelines for common marketing strategy research projects:
      Online Survey: Target Market
      Mail Survey: Target Market
      Management Assessment
      Focus Group: Target Market
      Depth Interview: Target Market
      Competitive Intelligence


Appendix 2 Marketing Program Fact Sheets
Trends, lessons learned, planning metrics for new or rapidly evolving marketing program activities:
      Advertising: Search Engine Marketing (Cost Per Click)
      Email
      Exhibits, Seminars and Events
      Media Relations (PR)
      Newsletters
      Telemarketing
      Online Meetings, Seminars (Webinars)
      Website, Microsites
      Whitepaper Programs

Software Module: Market and Competitive Research

Description



Contents

Format
Requirements

Proven methodologies for identification and assessment of market threats and opportunities. This module streamlines research design, fieldwork and analysis. Delivers question sequences and techniques recommended by top authorities to maximize response and pinpoint key areas of vulnerability and growth.
Discussion Guide, Survey, Management Assessment Guide, 3rd Party & Partner Guide and Competitive Intelligence Methodologies.
Editable rtf (rich text format). Hardcopy optional.
Any word processor (MS Word, Textpad, WordPerfect, etc.).

Target Market Discussion Guide
For exploratory interview and focus group work. Screening tools, question sequences and subject activities that reveal current issues and evolving trends with:

• Core needs and buying motivations
• Profile of influence and purchase process
• Opportunities for improved lifetime value
• Loyalty and retention characteristics
• Competitive threats and opportunities
  
  
  

Competitive Profiling
Summary of proven, legal techniques that reveal key competitive threats and vulnerabilities. Comprehensive list of resources (on and offline) that help identify:

• Sales and marketing strategy shifts
• Customer switching/de-positioning opportunities
• Future product releases and business initiatives
• Customer prospecting and sourcing strategies
  
  
  

Target Market Survey
For mail, phone or online deployment. Quantify the findings of exploratory work and detect trends in customer values and behaviors. Carefully crafted and proven question sequences help you develop statistically significant assessments of:

• Customer needs prioritization
• Satisfaction and repurchase plans
• Up selling and cross selling opportunities
• Price sensitivity: qualitative demand elasticity
• Purchase process and influences
  
  
  

Management, Partner Assessment Guides
Gather valuable insight and leverage the knowledge of key stakeholders and other marketing managers shaping behavior of your target market. Discover:

• New/more efficient "routes to market"
• Alliances that grow value and competitive advantage
• Emerging or underserved customer needs
• Bottlenecks in the value capture processes

Software Module:  Demand Forecasting

Description



Details

Format
Requirements

Basic modeling and analysis of integration marketing programs. Quickly plan resource requirements, customer/prospect pipelines, revenue, and profitability for integrated marketing programs. Results available as chart output (12 pre-defined types) and tabular data. User tutorial and example analysis.
Spreadsheet based application modules. All Excel features, tools available to extend analysis or modeling to suit individual needs & preferences.
XLT/XLS (Microsoft Excel).
Excel 97 or higher

Demand Forecasting and Financial Analysis
To use this tool, simply define the phases of customer progress through your purchase process and then specify programs that move customers through different phases of the process.

Quickly compare results from different combinations of programs or different program performance levels. Analyze customer acquisition, retention, and revenue transaction activities.

Identify the best level and timing of program activities. Assess synergy across marketing activities. Achieve the right level of risk and return. Balance investment across different phases of customer value transfer process. Prioritize marketing program investments intelligently.

Create a convincing fact base for strategy decisions. Answer the tough questions about program selection, timing, and financial performance with complete confidence. Build a strong and effective plan.