THE MARKETING EDGE IN ACTION

The process falls into six stages and the end result is an efficient, effective process. It starts with a detailed analysis by seasoned executives and leads to the development of two separate plans - marketing and revenue generation. It is a streamlined, self-contained process that delivers practical results not typically derived from traditional consulting methods.

1. Intake

This involves a one-to-one meeting with the CEO to enable Edge to understand the company’s existing goals, marketing strategy, positioning and challenges. At this meeting Edge will also identify the information it will need (products and services, customers, collateral materials, business cards, letterhead). Most of this can be obtained from junior sources within your organization without burdening senior management. The time spent by your team is limited to essentials, ensuring that the Marketing Edge process does not interfere with the effective running of the company.


2. Feedback

Following the Intake meeting, Edge will produce a document summarizing the information gleaned from the CEO. This document will contain a factual summary, an analysis as to whether your company has an internal or an external focus, observations on the company’s marketing strategy and goals, and ideas for discussion. It will form the basis for a follow up meeting with the CEO to challenge assumptions, brainstorm ideas and gain a better understanding of the ability of the culture to accept change.


3. Analysis and Information Gathering

The on-site work starts with an internal analysis of existing customers. It is often surprising how little companies actually know about their customers, who they are and why they really do business with them. A great deal of this information resides in the junior levels of most organizations, where people are interacting every day with customers or suppliers but where management may not be getting feedback because few organizations are set up to collect this kind of data.

Internal research is usually used to build a short survey questionnaire covering customer needs so as to build a database that has consistent answers to key questions. Depending upon the size of the customer base, the survey can usually be done by telephone within a two-week period.


4. Marketing Plan

Once the research has been gathered, Edge produces a draft Marketing Plan for discussion with the CEO at an action-based meeting, and the final plan is then produced. This is a strategic document that acts a road map for the revenue growth of the company.


5. Revenue Generation Plan

Once the Marketing Plan has been adopted, Edge works with Sales to develop the Revenue Generation Plan This is an action document that covers the revenue goals and the tactics needed to achieve them. It is in the form of an action timetable with dates and accountability.


6. Implementation

Edge remains involved and comes in monthly for six months to monitor progress under the plan and hold feet to the fire. With these steps, the Marketing Edge delivers practical results not always found in more traditional consulting engagements.