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.™
CMO follows a process that prioritizes initiatives and maximizes investment. Our methodology includes:
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.
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.
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.
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.
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.