Strategic Insight Builder Link to Actionable Strategies
Designed for the Marketing Executive or General Manager who wants to get his team on the “same page” so they can focus more effectively on creating growth.
- Improve his team’s understanding of the market, clarify growth opportunities and organize the next steps to kick-start growth.
Who Participates? Sponsoring executive plus marketing, sales and product development teams – possibly even head of manufacturing – depending on the strategy issues
What you can expect to gain:
- Help your team understand and organize:
- The different markets you serve
- Which markets are a better fit for your products
- Which markets are the larger opportunity, more profitable opportunity
- How the needs of those markets are different
- How you might create different products to better fit their needs
- How you might use different marketing or sales methods to reach them
- How you might offer them different incentives to purchase
- Help your team clarify what needs to be addressed:
- A jump start to your most critical strategic issues to attack
- Speed your understanding of the opportunities and prioritize the critical work-streams
- Push you months ahead toward your goals by identifying data needed to make good decisions and new investments
- Learn a common language of market opportunity, segmentation and value that will help crystalize your internal discussions and reduce misunderstanding:
- All team members having a common understanding of the Path to Actionable Strategies
- Universal understanding of the tools needed to get you there
- A team of “believers” able to execute Actionable Strategies
- When the workshop is completed, your team will have a set of documents that will help guide your future planning and execution
What the program entails:
- Pre-planning – a day with QDI consultants to collect data about your business issues and fine tune the workshop for you
- Workshop homework to guarantee full attendee involvement and usefulness of the results
- QDI will develop planning assignments for your team – based on the pre-planning done with your management team
- Your staff will prepare materials for the workshop
- 1 Day workshop to bring together your planning materials with QDI’s proven market models and insight tools to support your management team’s efforts to assure that the segment strategies becomes actionable by linking the inputs from 20/20 Segmentation planning to the activities that assure market performance
- Workshop findings report including key findings, next steps and potential work streams, and review of this via conference call
Insight Builder Course Learning Objectives
- Learn how new insights can be created and the importance of challenging those insights so that they will become inputs to your decision making
- Understand the use of Structural Segmentation and how it can be used to assess your existing performance and potential growth opportunities
- Understand the concept of Behavioral Based Segmentation and how to use it to define a segment, value proposition and offering for each segment of a market
- Understand the concept of Sales Effectiveness Segmentation and how to create screening processes that target sales and marketing efforts for greater sales effectiveness and efficiency
Exercises in the workshop (Modified based on your needs)
Review QDI’s Value Management Processes and link to your internal decision-making to identify process gaps that impede development of new growth strategies
Assess the existing Structural Segmentation
- Your customers – competitors’ customers – no-one’s customers
- Market flow / channel analysis
- End–user analysis
- Porter Analysis of the Buyer’s / Channel’s businesses
- Create a Needs / Behavioral Segmentation
- Create and apply a Sales Effectiveness Segmentation
Insight Builder Agenda (Modified based on your needs)
Insight’s role in growth strategies
- The decision process
- Belief
QDI’s Value Management Processes to gain and apply insight
- Steps to creating a segment strategy
- Process to link market input into internal decisions and processes to Value Creation and Capture for any new segment strategy
Segmentation Overview
- Historic segmentation approaches
- QDI’s 3 Levels of Segmentation
- Structural – which markets to serve via QDI’s Market Effectiveness Model
- Needs / Behavior – what products and services to offer via QDI’s Life Cycle of Interactions Discovery Model
- Sales Effectiveness – how to target customers via QDI’s Sales Funnel Model
Case Study to link market understanding to segment strategy-Marine engine service
Needs / Behavioral Segmentation
- Discovery Research – learning cornerstone
- Life Cycle Assessment
- Expectations, Attitudes, and Beliefs Model
- Life cycle of product / service interactions
- Clusters / Buckets of Needs / Value / Behavioral Based Segments
- Tools
- Market Share Model (a structural and behavioral tool)
- Value Model
- Test of a Quality Segmentation / Review the Homework
- Market definition for the exercise
- Applying the tools to create customer groups
- Bucket / Cluster customer needs into segments
- Segmentation Quality Test
- Assessing the confidence in this segmentation
- Using the segmentation
- Value proposition by segment
- Aligning offer, sales, marketing by segment
- Organizational thoughts
Structural Segmentation
- Tools for deciding to play
- Customer exploration segmentation
- Segment changes relative to the Market Dynamics (Porter’s Five Forces)
- Our confidence in what we know
- Our performance – sources for growth
- Market Effectiveness as an assessment tool
- Review of homework – Exercise: to define a (or test the existing) Structural Segmentation
- Selection of a market / level for needs segmentation
Sales Effectiveness Segmentation
- How to use Sales Effectiveness Segmentation
- Review the homework – Exercise: Creating a Sales Effectiveness Segmentation to improve targeting
Summary
- Using the segmentations
- Using the tools to create segmentations that drive value creation and capture
- Next Steps