The Stuff of Marketers Dreams
Build Customers—and Value—by Rethinking Go-to-Market Strategies
RELATED TOPICS : Go - to - Market Strategy in emerging markets, Sales & Channel Transformation, Marketing Efficiency & Effectiveness
Case Study : Iconic Brand
Customers are rapidly shifting how they learn about and buy products, in both developed and emerging markets. At the same time, a powerful arsenal of commercial data and tools is now available. Leading companies are transforming their marketing, sales, and revenue functions. With low risk and high returns, transforming how you go to market can generate great value for you and your customers.
Rather than using a one-size-fits-all approach, a quick assessment and tailored program using proprietary data can deliver real, meaningful results.
Rapid changes in the market are creating a wealth of opportunities. To succeed during this go-to-market revolution, businesses must transform their commercial functions. But where should companies focus first? VYAPT provides clarity, working closely with clients to sift through data and get to the right decision—and action—right away.
6 Primary Headaches
1. The Talent Shortage: As marketing strategies evolve—affected by digital disruptions, data analytics, and so on—our talent needs are so much more complicated than in the Mad Men-era days of traditional advertising campaigns in print and on television. This fact of modern life means two things. First, of course, we have to bring in the best new talent—folks who are up-to-date on the latest technologies, digital strategies, and social-media approaches. Right now, these tend to be the digitally native Millennials. But we also have to find ways to take care of the people we already have—those who are loyal to their company, experienced, and enmeshed in the brand—by continually updating their skills, retraining them, and finding ways to energize them as they adapt to new marketing realities.
2. Digital Demands: We hear about it all the time—no matter the industry or sector and no matter the goal. Undergoing a digital transformation is the key to staying in the race. For marketing, a central part of this effort means becoming increasingly sharp and fine-tuned about audience. Whether you’re B2B or B2C, you have to approach the work with a digital focus, figuring out how to enhance your ability to target, and win.
3. The Mysteries of Measuring: These days, companies invest a great deal in measurements, but in the end marketers have very few answers. It has never been easy to truly quantify the results of marketing efforts, but the digital revolution has added layers of complexity to the task. “With an unprecedented amount of data, tools, and analytics at their disposal, marketers are finding it more and more difficult to demonstrate the value that they create.
4. The Battle of Local Versus Global: Another issue that is top-of-mind for marketers these days is how to perfect the balancing act of expanding globally while staying true to an organization’s original, local mission. It’s important to ask the big questions. What do we stand for globally? What do we stand for at our home base? And where can we insist on overlap? Sometimes global success requires allowing for a certain freedom of expression in another part of the world that wouldn’t work back home—a fundamental pivot that has to take place in order to stay relevant. But marketers also have to know when to say no to a shift that dissipates the mission of the brand too drastically.
5. Marketing Technologies: As marketers try to navigate quickly evolving digital approaches, they also have to consider the impact that brand new technologies could have on their business. Part of today’s marketing conversation has to include the emergence of artificial intelligence, virtual reality, and augmented reality—with leaders beginning to understand how and when to invest in these tools.
6. Finding Purpose: Behind so much of each of the above topics—from talent troubles to the new world of artificial intelligence—is the central question for marketers of purpose. Where do we invest and where do we pull back? When do we let go of the past? Who are the people we need, and what impact are we trying to make? Behind the answer to each question is the higher-level spark—that which makes up our purpose and triggers our mission as marketers.