MANAGING in the

NEW WORLD

Marketing

For long, the established pattern has been to outsource one’s marketing to specialized agencies. However, several companies are now debating whether to insource this. This is due to the slow transformation,discrepancies regarding cost transparency or even incomplete digital skills on offer. A study by the Association of National Advertisers, found pout that about three-fifths of those surveyed have now insourced their marketing operations. While most have mainly brought digital marketing inhouse, others like Pepsi, Unilever and Chobani have even brought back creative functions and strategy in. Some of the major ways in which in-housing seems to be benefiting some companies is the reduced cost, quicker execution and specific segmented targeting. Another massive advantage today is that beyond the one-time marketing, if inhouse, the company will actually own the data warehousing. This will allow it to leverage the customer relationship for a long-term. It frees up the organizational clutter allowing the company to develop internal capabilities. There are undoubtedly some risks such as the challenges in recruiting the right talent. So the company needs to decide thoughtfully on the pros and cons.

Source:https://www.bcg.com/publications/2018/time-to-bring-more-your-marketing-in-house.aspx?linkId=55100356&redir=true

Uploaded Date:25 August 2018

Traditionally companies took up their marketing strategies based around the intrinsic value of their products on offer, the convenience of the processes and functions. However, some pioneering companies have now designed the same around the customer experience. The right metrics have also been put in place to capture the required business intelligence. These metrics capture data on various stakeholders such as – customers, performers, operations, compliance and the economics of the processes. Thanks to the provision of agile software now, this is feasible. Such agile methods are ideal for fostering innovation. The entire customer journey needs to be mapped and defined by a series of specific taxonomy. The talent recruitment must be such that teams reflect cross-functional capabilities. Clear goals need be established with an effective feedback loop attached. If needed, the operating model may be tweaked in the middle to enable upscaling.

Source:http://www.bain.com/publications/articles/experience-is-the-new-product-heres-how-to-manage-it.aspx

Uploaded Date:18 July 2018

Wrong pricing strategies are often a reason for reduced profit margins. An internal study by a manufacturing concern revealed that for long their sales staff were incentivized to sell newer models, so they would get away by quoting the minimum price possible. B2B firms especially are hit hard through such margin adjustments. A study was conducted by Bain and Company to understand what makes certain companies the pricing leaders. Three aspects were best understood that gave them an edge. One such practice is the incentives on offer for sales staff is geared towards prudent pricing. Best returns are assured on customer and product levels. The salesforce is also equipped with the most up-to-date tools for using business analytics and their data-driven approach. Pricing around the mean is always a dangerous trend. There must be adequate corporate training provided to sales personnel towards following the right pricing strategy. Forums also exist where they may further discuss any such on-the-job issues.

Source:http://www.bain.com/publications/articles/is-pricing-killing-your-profits.aspx

Uploaded Date:18 July 2018

The best performing B2B companies outperform their peers in price setting using three key initiatives. This was deduced from a study conducted by Bain and Company, involving 1,700 companies across forty-two pricing parameters. First of all, the pricing strategy ensures client returns get maximized. The salesforce is empowered with appropriate data warehousing capabilities and the tools to make use of this. The incentives are set such that prudent pricing gets encouraged. Tailored pricing standards ensures that it reflects the product levels. Among the companies that have solved these three, nearly four-fifths are the top performers.

Source:http://www.bain.com/publications/articles/three-ways-the-best-b2b-companies-set-and-get-the-right-price-snap-chart.aspx

Uploaded Date:27 June 2018

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