The practice of Marketing

There is a method for composing marketing success. It is hard work and common sense, formula and fundamental, patience and perseverance, number-crunching and creativity. As your CMO, our role is to provide the methodology, drive the process expeditiously forward and to ensure precise execution. We employ time-tested methodologies armed with the latest technologies. Every step is designed with the end in mind, to help our clients Achieve More.™

1. Discovery & Assessment

First, we work to develop an insider’s understanding with an outsider’s perspective. We gather information in four broad categories:

• your organization
• your market and competition
• your products and services
• your goals and objectives

We study your business; its strengths, weaknesses, opportunities and threats. CMO brings to the table the objectivity, experience and expertise necessary to uncover and interpret the right information, and then uses this information as the foundation for subsequent recommendations, decisions and actions.

2. Branding

Through the research and investigation process, compelling differentiators quickly come to light. In this phase, CMO’s objective is to develop a market-driven set of key messages. This message set becomes the guiding language upon which all marketing communications are based. It also forms a common language that provides consistency in the way you communicate about your organization. If needed, new visual elements are also created.

3. Core Marketing Materials

Once a Brand Evaluation is complete,  an assessment of your core foundation marketing materials should be thoroughly evaluated  to determine whether they truly convey your brand. Oftentimes, after a brand evaluation — and especially after the development of a new brand — it is necessary to update your core marketing materials to reflect “the new you.”  This update can include development of a new website, collateral, sales enablement tools and other necessary templates.

4. Marketing Strategy and Plan

The marketing strategy, which is aligned with the overall business plan, identifies a broad set of principles that unify the recommendations generated from the previous phases. We then expand on the principles to ensure that the end goal is achieved. Key contingencies are also identified so that appropriate actions can be taken in advance. This process yields a detailed roadmap for phased implementation.

5. Program Execution and Management

At this stage, CMO orchestrates the many parts of the marketing plan. We assemble specialists who are determined to be the best fit for a client and project. CMO is your single point of contact and accountability. We direct all activities necessary to research, estimate, implement, maintain, track and report on marketing program elements. CMO ensures adherence to deadlines, budget and quality of the end product.

6. Optimization

Marketing is a process that is both art and science. Ongoing, experience-based learning is invaluable. We depend heavily on qualitative and quantitative measurement and learning in order to guide future strategy and implementation. This phase focuses on how campaigns perform and helps to optimize marketing spending. We continuously refine the marketing plan accordingly.