Product Market Expansion Matrix

Tom Spencer

The product-market expansion matrix may prove useful in the consulting case interview and is relevant when considering growth strategies. Market development: A strategy to sell existing products to new markets which might include new regions, customer segments, or distribution channels.

The Five Pillars of Marketing Success

The More Clients Blog

Does the following give a pretty good picture of your current marketing activity? Now there’s nothing wrong with any of those marketing activities. Random marketing is just that; it’s all over the place. The Focused Marketing Paradigm is very different.

Special Discussion on Starting Consulting Services Organizations Within Product Companies

Steve Shu Consulting

These are companies that are essentially independent from product vendors. However, there are a number of companies that provide consulting or professional services as part of product companies (e.g., here’s the benefit and features of our product – its the best”).

The Perfect Marketing Formula

Joellyn Sargent

The perfect marketing formula. As a result of your efforts, you know the precise moment when it’s best to turn marketing qualified leads over to Sales, and they’re closing. In reality, your ideal marketing mix works for just a moment before the benefits begin to fade.

Less Marketing, More Consulting — How To Win Projects Within Your Network with Stuart Friedman: Podcast #19

Consulting Success

The greatest marketing tool you have is your network — here’s how to make it work for you. This Silicon Valley-based previous electrical engineer with a passion for theater studied at Carnegie Mellon, then started his career in product marketing and sales before becoming a VP General Manager.

5 Secrets for Improved Productivity

Tom Spencer

Making the most of each one will help you to become more productive and, ultimately, achieve your goals. There are many different ingredients that combine to determine your productivity including the time of day, physical environment, your level of motivation, as well as your innate ability to stay focused. Whatever your natural tendencies, there are a number of common sense strategies that can help you be as productive as possible. Silence can be productivity’s best friend.

Zero-based productivity—Marketing: Measure, allocate, and invest marketing dollars more effectively

McKinsey

Taking a zero-based budgeting approach to enterprise-wide marketing costs can uncover new opportunities and spur more-informed spending decisions. Insights on Operations

How to Successfully Meet the Three Biggest Marketing Challenges

The More Clients Blog

I like to think I’m a pretty good marketer of my professional services. After all, I’ve been at it for 34 years, read hundreds of marketing books, thousands of articles and studied with the very best marketing gurus. So, why is marketing so challenging?

How Much Does Marketing Cost?

Joellyn Sargent

I just reviewed an RFP for marketing services. Do you know how much marketing costs? What should you pay for good advice when it comes to your marketing strategy? Read on, and let me know what you think… How much is a marketing plan?

Entering a New Market

Tom Spencer

What is the size of the market? This is also a good time to explore details about the product and pricing. Finally, you determine whether to advise the client to enter the market and, if so, what is the best way to do so?

5 Classic Marketing Mediums That Still Work in 2017

Tom Spencer

Branded Products. There are an infinite number of product choices and designs you can use to advertise your company, so think carefully about the demographic of your customers and what items they are most likely to appreciate and utilise for many years.

Perspectives on “The 24-Hour Customer” (Strategy, Marketing, and Innovation Book) in Context of Marketing Segmentation

Steve Shu Consulting

In my mind, the book is excellent for executives, strategists, marketing, and innovators. One of the biggest laments I hear from marketing professors at various universities is with respect to how students and undergraduates look at marketing segmentation. Adrian C.

How to stay productive when facing a deadline

Tom Spencer

Most of us work pretty hard to ensure an even schedule throughout the working week: five or more days of calm, measured – if industrious – productivity. Leadership coffee creativity deadlines hydration peppermint productivity scheduling standing desk stretching unsalted butter work breaks

Crowdsourced Products Sell Better When They’re Marketed That Way

Harvard Business

Companies are increasingly using crowdsourcing to identify promising ideas that they can translate into winning new products. Our past research highlights the promise of this trend: In the case of a major baby products firm, for example, the best user-generated ideas identified were even more innovative and provided better benefits to the consumer than the best ideas generated by the firm’s designers. That seemed like a missed marketing opportunity.

5 Effective Content Marketing Tips for Consultants

Consulting Matters

Content marketing is not some marketing fad. Content marketing is essential for consultants because we are in the knowledge business. We don't sell a tangible product or service. Ready for more quick wins to enhance your marketing momentum?

The Most Important Marketing Question: Who Cares?

Joellyn Sargent

What’s the number one question in marketing? Who cares if your product lasts 20% longer than a competitor’s? ” you can align your sales and marketing efforts to attract and engage these people. Does your marketing message resonate with people who care?

Productivity, Robots, China, Growth

MishTalk

You are more productive than ever. Sitka Pacific is an asset management firm whose goal is strong performance and low volatility, regardless of market direction. Congratulations. Just don''t expect to be paid more for it. In reality, some machine is doing all that for you.

When Counterintuitive Marketing Works

Joellyn Sargent

Successful executives are always looking for the next great thing, pursuing new product innovation, fresh marketing channels and untapped opportunities. We’re in the digital age, so many marketers (and the executives they report to) eschew traditional marketing tactics. As more marketers have adopted the opinion that digital is the only way to go, direct mail rates have fallen drastically. All three are essential to any effective direct marketing campaign.

Lighten Up Your Marketing

Women in Consulting

As content marketing explodes, so too, does the volume of noise. What would your product or service say in completely absurd situations? Put your product or service into a past or future historical period. What would your product be in the future and how would it be used?

From product to customer experience: The new way to launch in pharma

McKinsey

In increasingly crowded drug markets, a strong clinical profile is no longer enough to ensure a distinctive launch. To be successful, pharma companies need to launch not only products but also experiences. Insights on Pharmaceuticals & Medical Products

Why the Right Mix of Products, Customers, and Markets Is an Overlooked Profits Lever

Strategy+Business

One overlooked growth lever, however, offers a path toward sustainable, profitable growth: Improving the mix of the products and services a company sells, the customers to whom it sells them, and the geographic markets in which it operates.

Your 2019 BVFLS Practice Development Marketing Plan

Rod Burkert

Effective marketing isn’t easy … but the secret sauce behind any successful marking plan is showing up. Also, a successful marketing plan isn’t just about doing one thing … it’s about doing several things. If you purchase my marketing plan (for $20.19 – get it?),

The Goldilocks Theory of Product Success

Harvard Business

Almost 50% of market pioneers fail, and later entrants or organizations that don’t enter a market first often end up being more successful. Being optimally distinct—and marketing yourself as such.

Using buzz analytics to gain a product and marketing edge

McKinsey

By capturing and analyzing social-media conversations, companies can improve their offerings and margins. Our Insights

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How battery storage can help charge the electric-vehicle market

McKinsey

Insights on Sustainability & Resource ProductivityPeople are reluctant to buy electric vehicles because of concerns about charging. But public, fast-charging infrastructure is not yet widely available or profitable. There is a way to resolve that conundrum.

“What Part of My Marketing Works?”

Joellyn Sargent

She sheepishly asked me, “How do I know which of my marketing activities are working?” ” Not realizing that this was a question even the most seasoned marketers struggle with, my new friend was feeling like she didn’t have the right answers, but should have.

Asia on the move: Five trends shaping the Asia biopharmaceutical market

McKinsey

Enthusiasm for the biopharmaceutical sector in Asia has been flat, due in part to China’s market-access blockade, Japan’s spending controls, and deceleration in India and Southeast Asia. Insights on Pharmaceuticals & Medical Products

Frameworks for the Case Interview (Part I: Market Study Framework)

Tom Spencer

Having said that, we will now begin by exploring the framework which is most widely applicable in case interviews: the Market Study Framework. The Market Study Framework, some others may call it the “market entry” or “business situation” framework, is a means of understanding how attractive a new or existing market is. The Market Study Framework has four parts starting with macro factors and then moving on micro factors. Chart 1 – Market Study Framework.

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How to turn marketing efficiency into growth

McKinsey

At Western Union, fueling growth starts with taking a hard look at how effective current marketing programs are. Chief Strategy, Product and Marketing Officer Libby Chambers explains how it’s done.

Passion Versus Profession – Are Management Consulting and Music Production Really That Different?

Tom Spencer

It’s rather that they don’t have the time or personnel to work out solutions, since they have to keep everyday operations running; they don’t always have the necessary experience in the desired area or market; and most of all they need a fresh outside perspective to avoid thinking in familiar patterns. It seems as if management consulting and music production aren’t really that different after all and I can guarantee you that a similar logic apply to your passion and profession.

Change in the Japanese pharmaceutical market: Cradle of innovation or grave of corporate profits?

McKinsey

Understanding structural shifts in the market can help pharma stakeholders innovate and, ultimately, deliver benefits for patients. Insights on Pharmaceuticals & Medical Products

How to Build Great Data Products

Harvard Business

Products fueled by data and machine learning can be a powerful way to solve users’ needs. Classic examples include Google search and Amazon product recommendations, both of which improve as more users engage. But the opportunity extends far beyond the tech giants: companies of a range of sizes and across sectors are investing in their own data-powered products. Data products are a team sport. Develop the data-savvy of product and business groups.

How financial products can attract infrastructure capital from institutional investors

McKinsey

By mitigating key risks of investing in major infrastructure projects in emerging markets, banks, governments, and international financial institutions can close the funding gap in developing Asia.

The Marketer's Dilemma

Strategy+Business

Today's marketer has more options to reach her target audience than ever before. This is the essence of the "marketer's dilemma." Strategy& conducted in-depth interviews with CMOs and senior marketing executives from a range of sectors. These conversations have made it clear that solving the marketer's dilemma will require marketers, media publishers and marketing service providers to reshape their capabilities.

Your New Hit Product Might Be Underpriced

Harvard Business

The odds are stacked against new products or services. We have diagnosed thousands of product failures over the last 30 years, and have found recurring patterns. Often new products are over-engineered with too many features, usually at too high a price.

Productivity Remains Weak; Spotlight on Retail Store and Trucking; Are Productivity Measurements Accurate?

MishTalk

Economists expected bounce in productivity, and got one, but it was a bit weaker than than the Bloomberg Consensus Estimate of 1.6%. A bounce back for output gave first-quarter productivity a lift, up a quarter-to-quarter 1.3 The above comments on productivity are incredibly funny.

Big Data in Marketing – It Is Here To Stay

Tom Spencer

This is especially important for marketers whose job is to connect consumers and products. In some ways, the use of Big Data in marketing is only continuing and extending a trend that has been going on for many years already: market-oriented marketing.

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25 Essential Questions to Ask Your Marketing Agency

Joellyn Sargent

How can you get the most value from your marketing partners? recently reported new research showing that 50% of CMO’s digital marketing is outsourced. Digital Marketing Spending Survey, 2013) This represents a significant investment in outside resources. With average marketing spend sitting at just over 10% of revenues and marketing budgets forecast to increase 6% in 2013, agencies – especially digital agencies – represent a huge investment.

The Digital Marketing Value Loop

Strategy+Business

Social media platforms and other new digital tools have given marketers access to an unprecedented amount of data about their customers.

Mass production and mass media

Seth Godin Blog

We invented televisions so marketers would have a way to run TV ads. We have magazines so marketers can run magazine ads. Make no mistake: mass media exists because it permits mass marketers to do their job. Fifty years ago, producers and marketers got smart.

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