ceo balance - webinar - 11-13-15 - marketing mo · 2016-10-10 · strategic marketing and sales in...
TRANSCRIPT
![Page 1: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/1.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
CEO Balance
Presented by Nick Setchell and Jim [email protected]
![Page 2: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/2.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Introduction
Audience will be muted
You may submit questions via the
GoToWebinar console
If we don’t address your question during the
webinar, we will follow-up after via email
Webinar Housekeeping Items
![Page 3: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/3.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Speaker / Content Introduction
Jim Sagar Nick Setchell
CEO of Practice Strategies Pty Ltd, is the developer of the award-winning RealTime CEO Vistage workshop delivered in the United States,
Australia, UK, Canada and New Zealand.
Within the Vistage community, Nick has been recognized as one of the top 12 speakers from a worldwide pool in excess of 1,500 and has been awarded both Speaker of the Year and International Speaker of the Year.
CEO of Moderandi Inc., is a management consultant and entrepreneur focused on aligning strategic marketing and sales in the midsize
company.
His company’s marketing guidance at MarketingMO.com is used by over 50,000 people each month. Jim is also a co-founder and board member of Medelis, a biotech and pharmaceutical services company founded in 2003.
![Page 4: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/4.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
CEO Balance
Inherent in the main job responsibilities of a CEO
– Creating Value
– Mitigating Risk
“Balance” is hot topic today
Yet how do you really achieve it?
– Lots of talk, but few solutions
– Common “life/work” balance articles
![Page 5: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/5.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Balance
• Balance is not a “zero sum” – don’t have to reduce one to improve the other
– Don’t think of as a seesaw
• Think of as scaffolding going up. If one side goes up too fast, you fall down
![Page 6: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/6.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
What is the Balanced Skill Set for a CEO?
Leadership and Motivation
Tactical Understanding of Operations
Understanding of Finance
Strategy and Vision
CEO
![Page 7: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/7.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Common “Out of Balance” CEO Skills?
Leadership and Motivation
Tactical Understanding of Operations
Understanding of Finance
Strategy and Vision
CEO
![Page 8: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/8.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Imbalance in Business
§ Work / Life
§ Innovation / Marketing
§ Marketing Strategy / Sales Tactics
§ Decision Validation / Gut Feel
§ Culture / Hard Skills
§ Purpose / Product
§ Carrot / Stick
§ Accountability Management / Celebration Culture
§ Proactive Innovation / Reactive Innovation
§ Looking Forward / Looking Back
Here are examples ….
![Page 9: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/9.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Balance Within a Business
Topics for today
§ Marketing Strategy/Sales Tactics
§ Decision Validation/Gut Feel
![Page 10: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/10.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fortune 500 / SMEs
The #1 DIFFERENCE
How they approach the process of acquiring and maintaining customers
![Page 11: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/11.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Strategic vs. Tactical
THE FORTUNE 500 lead with
STRATEGICmarketing instead of
tactical sales
SMEs
lead with tactical
sales instead of
strategic marketing
![Page 12: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/12.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
What were going to do today is to give you a roadmap of how to correct that imbalance.
Marketing Sales
![Page 13: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/13.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
If you follow the roadmap, you will have a better chance of:
Beating your competition
Achieving sustainable and
profitable growth
Fulfilling the vision of your company
founders
![Page 14: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/14.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Change How You View “Marketing”
In the typical SME, the marketing function is one of the least valued and least understood business functions
It’s treated as an expense instead of
a strategic investment
It's driven by the VP of Sales
And it’s the first budget cut when times get tough
![Page 15: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/15.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Long ago Peter Drucker, the father of business consulting, made a very profound observation that has been lost in the sands of time:
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation.
MARKETING
IN N O VATIO N
![Page 16: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/16.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
MARKETING
IN N O VATIO N
“Marketing and innovation produce results; all the rest are costs.
![Page 17: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/17.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
MARKETING
IN N O VATIO N
“Marketing is the distinguishing, unique function of the business.”
![Page 18: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/18.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Why is it so common for SMEs to devalue the marketing function?
![Page 19: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/19.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Little Strategic Marketing Experience in SMEs
People trained in strategic marketing work at big companies or agencies
1
2
3
Few SME business leaders have training in strategic marketing
Sales tactics generate visible activity and incremental results
![Page 20: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/20.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
What Does Strategic Marketing Look Like?
http://www.rackspace.com/en-us/about/history
![Page 21: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/21.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How the Non-Strategic Communicate
RCA H115 5GB MP3
RCA created the very slick RCA LYRA player in 1999. It came with a 32MB CF card, which was considered a lot of memory back in the day. The later RCA LYRA players came with a lot more memory.
![Page 22: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/22.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How the Strategic Communicate
iPod
1,000 songs in your pocket.
![Page 23: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/23.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Appeal to Human Emotions
Storage for 1GB of MP3S 1,000 songs in your pocket
VS
![Page 24: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/24.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Information Overload
“Every two days we create as much information as we did from the dawn of civilization up until 2003.”
Eric Schmidt, former CEO of Google, 8/4/2010
![Page 25: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/25.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Advertisement Stats
Average number of advertisement and brand exposures per day per person:
Average number of “ads only” exposures per day:
Average number of “ads only” noted per day:
Average number of “ads only” that we have some awareness of per day:
Average number of “ads only” that made an impression (engagement):
5,000+3621538612
![Page 26: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/26.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The average human attention span in 2000 was 12 seconds…
… but by 2013 it was only 8 seconds.
![Page 27: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/27.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The attention span of goldfish is….
9 seconds.
![Page 28: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/28.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Coping Mechanism
Create “ladders”in our mind
As a defense against information overload, the mind screens and rejects most of the information offered to it.
![Page 29: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/29.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The New Paradigm
People research online before buying
People no longer trust company-sponsored
advertisements
Internet is ubiquitous
Company’s don’t control the brand. The people do. Today is the age of the customer.
Owning a ladder in your customer’s mind is more important today than ever before.
![Page 30: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/30.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How to Balance Strategic Marketing and Tactical Sales
The purpose is to acquire and maintain a customer.“
Let’s examine how most SMEs do it.
”
![Page 31: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/31.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
MARKET
SALES TACTICS
![Page 32: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/32.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
MARKET
SALES TACTICS
Typical approach leading with sales tactics on a one-to-one basis.
![Page 33: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/33.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
SALES TACTICS
Incremental improvement by focusing on market segments, aka “buyer personas.” Some SMEs do this. Many do not.
SEGMENTS
![Page 34: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/34.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
SEGMENTS
Strategic Marketing
Balanced approach by leading with a unified brand experience with your tactics aligned to it. Few SMEs do this.
MARKETING & SALES TACTICS
![Page 35: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/35.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Designing Your Strategy
How do you build a unified brand experience?
What does a strategic marketing roadmap look like?
![Page 36: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/36.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
![Page 37: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/37.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The components of strategic marketing are not new intellectual property that we’ve invented. You’ve heard of some or many of these components before. Some have been being used by the big companies for 50 years.
What’s Unique?
What IS new is the roadmap that shows you how they fit together.
I’m going to address the top 10 components for you now.
![Page 38: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/38.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
STRATEGIC MARKETING IS ABOUT SELF DISCOVERY.It takes time.
To do it, first understand how to build the strategy.
Then tackle one element to start, taking things one step at a time.Don’t try to do everything at once.
Beginning the Process
![Page 39: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/39.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Strategic Marketing Starts With a Vision
TEDIdeas worth spreading
SIMON SINEKhttp://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action?language=en
![Page 40: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/40.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Every organization on the planet knows WHAT they do. These are products they sell or the services they offer.
Some organizations know HOW they do it. These are the things that make them special or set them apart from their competition.
Very few organizations know WHY they do what they do. WHY is not about making money. That’s a result. It’s a
purpose, cause or belief. It’s the very reason your organization exists.
What
How
Why
WHY
WHAT
HOW
How Most Communicate
![Page 41: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/41.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Leaders Create a Vision
“Good business leaders create a vision, articulate the vision, passionately own the vision, and relentlessly drive it to completion.”
Jack Welch
![Page 42: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/42.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
If Apple Communicated from the Outside In
We make great computers. They’re beautifully designed, simple to use and user-friendly. Want to buy one?
![Page 43: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/43.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Apple’s Actual Communication from the Inside Out
In everything we do, we believe in challenging the status quo. We believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?
![Page 44: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/44.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The goal is not to sell people what you have.
The goal is to sell to people who believe what you believe.
WHY
WHAT
HOW
![Page 45: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/45.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
1. Communicating from the “inside out” (from Simon Sinek’s Golden Circle). Start with "why."
2. After communicating your why, add how you do it.
3. End with what you do.
![Page 46: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/46.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Your organization’s reason for being. An effective purpose reflects people’s idealistic motivations for doing the company’s work. It doesn’t just describe the organization’s output or target customers; it captures the soul of the organization.
This is the main driver of your “why”. It’s timeless and should inspire your market and your team.
PURPOSE
![Page 47: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/47.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
“Visionary companies” who operated from a defined core ideology outperformed the market 15x over a 70-year period.
Jim Collins and Jerry Porras - Built to Last
![Page 48: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/48.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
YOUR PURPOSE SERVE AS YOUR GUIDING LIGHT, helping you to decide what to pursue, but also what not to pursue.
To make people away from home feel they are among friends and really wanted
To experience the emotion of competition, winning, and crushing competitors
To experience the joy of advancing and applying technology for the benefit of the public
To solve unsolved problems innovatively
To make people happy
![Page 49: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/49.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects people’s idealistic motivations and captures the soul of the organization.
![Page 50: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/50.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Core Values
Guiding principles that dictate behavior and action. Core values help people to know what is right from wrong; they can help companies to determine if they are on the right path and fulfilling their business goals.
CORE VALUES
![Page 51: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/51.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Core Values Alignment
Without this stake firmly in the ground, there can be no effective alignment.
First, you cannot “set” organizational values, you can only discover them. Nor can you “install” new core values into people. Core values are not something people “buy in” to. People must be predisposed to holding them. Executives often ask me, “How do we get people to share our core values?”
You don’t. Instead, the task is to find people who are already predisposed to sharing your core values. You must attract and then retain these people and let those who aren’t predisposed to sharing your core values go elsewhere.
![Page 52: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/52.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Core Values
Service to the customer above all elseHard work and individual productivityNever being satisfiedExcellence in reputation; being part of something special
![Page 53: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/53.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Core values help differentiate right from wrong and show people the path to fulfilling business goals.
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization.
![Page 54: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/54.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Buyer Personas
Semi-fictional representations of your typical customers. Describe each and include what inspires them.
When you’re valuable to a single persona, you’re valuable to everyone like him or her.
PERSONAS & THEIR INSPIRATION
![Page 55: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/55.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
“Marketing Mary”
![Page 56: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/56.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires the
![Page 57: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/57.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Differentiators that describe how you are definitively better than the other options available in the marketplace.
They’re your strengths that meet or are described using specific criteria.
COMPETITIVE ADVANTAGES
![Page 58: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/58.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
QUANTIFIABLE, not arbitrary
OBJECTIVE AND CREDIBLE – not subjective and vague
Not currently stated by your competitors
CONTRASTING
SELF-CENTERED
Criteria:
1
2
3
4
5
![Page 59: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/59.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
![Page 60: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/60.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
What you want the market, or a typical customer, to think of at the simplest and highest level. A single word or short phrase – it’s the impression you want to leave.
DESIRED MINDSHARE
![Page 61: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/61.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
“What space in the mind of your
customer do you currently own?”
![Page 62: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/62.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
“What space in the mind of your
customer do you wish to own in the
future?”
![Page 63: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/63.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Volvo has long hung its hat on safety, and this focus continues to pay off. In the minds of consumers, there is a single, clear choice. The Swedish brand increased its lead this year, potentially aided by public awareness of advanced safety features in general, and Volvo’s continued efforts to remain on the forefront of safety technology.
Mindshare Owned – Safe Cars?
![Page 64: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/64.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer, to think of
your brand at the simplest and highest level.
![Page 65: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/65.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The story behind your brand that captures the imagination of your founders, your purpose and makes an emotional connection with your market.
BRAND STORY
![Page 66: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/66.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
![Page 67: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/67.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer,
to think of your brand at the simplest and
highest level.
Allows you to share your passion, differentiate, connect with your audience and be known for that certain something.
![Page 68: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/68.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Brand Vision
“THE POWER OF THE BHAG IS THAT IT GETS YOU OUT OF THINKING TOO SMALL. A GREAT BHAG CHANGES THE TIME FRAME AND SIMULTANEOUSLY CREATES A SENSE OF URGENCY.
… a really good BHAG probably has a minimum length of about a decade, and many take longer than that. Two decades. Three decades. So time frames extend to where you are no longer managing for the quarter but for the quarter century.
On the other hand, because it’s so big and so audacious and so hairy it increases the sense of urgency. You look at it and say, “Oh my goodness, if we’re going to bring the world into the jet age or transform education or put a computer on every desk, then we have to get to work today with a level of intensity that is unrelenting.
Jim Collins
![Page 69: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/69.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Brand Vision
WHAT IS THE DIFFERENCE BETWEEN A BAD BHAG AND A GOOD BHAG?
Bad BHAGs are set with bravado; good BHAGs are set with understanding. Indeed, when you combine quiet understanding of the three circles with the audacity of a BHAG you get a powerful, almost magical mix.
Five criteria of a good BHAG:1. Are set with understanding, not bravado.2. Fit squarely in the three circles of your Hedgehog
Concept.3. Have a long time frame—10 to 30 years.4. Are clear, compelling and easy to grasp.5. Directly reflect your core values and core purpose.
Jim Collins
![Page 70: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/70.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Brand Vision / BHAGs
Enable human exploration and settlement of Mars.
![Page 71: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/71.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer,
to think of your brand at the simplest and
highest level.
Allows you to share your
passion, differentiate,
connect with your audience
and be known for that
certain something.
Your audacious 10-year
goal that will inspire your
team and market and
force them to take
notice.
![Page 72: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/72.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
It's what most ambitious agencies and clients strive for when developing their communications platforms.
BIG IDEA
![Page 73: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/73.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The Most Interesting Man in the World
![Page 74: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/74.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer,
to think of your brand at the simplest and
highest level.
Allows you to share your
passion, differentiate,
connect with your audience
and be known for that
certain something.
Your audacious 10-year
goal that will inspire your
team and market and
force them to take notice.
A unique positioning
concept that sets you
apart and is the central
focus of your
communications platform.
![Page 75: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/75.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
The experience your customer should have with your brand at each interaction. This is what you’re striving to deliver each time.
BRAND EXPERIENCE
![Page 76: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/76.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Brand Story
Brand Visual Imagery
Endorsements
Brand Messaging
Expectations
Product / Service
Interaction
Brand Name
Logo & Identity
Brand Experience
![Page 77: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/77.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer,
to think of your brand at the simplest and
highest level.
Allows you to share your
passion, differentiate,
connect with your audience
and be known for that
certain something.
Your audacious 10-year
goal that will inspire your
team and market and
force them to take notice.
A unique positioning
concept that sets you apart
and is the central focus of
your communications
platform.
The experience your buyer should have with your brand
at each interaction.
![Page 78: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/78.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
PERSONA-Represents a market segment
INSPIRATION-What inspires them
PERSONA-Represents a market segment
INSPIRATION-What inspires them
1. Communicating from the
“inside out” (from Simon Sinek’s
Golden Circle). Start with "why."
2. After communicating your
why, add how you do it.
3. End with what you do.
Your reason for being. Reflects
people’s idealistic motivations
and captures the soul of the
organization. Core values help
differentiate right from
wrong and show people the
path to fulfilling business
goals.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
How you are
definitively better
than your buyers'
other options in
the marketplace.
PERSONA-Represents a market segment
INSPIRATION-What inspires them
What you want the market, or a typical buyer,
to think of your brand at the simplest and
highest level.
Allows you to share your
passion, differentiate,
connect with your audience
and be known for that
certain something.
Your audacious 10-year
goal that will inspire your
team and market and
force them to take notice.
A unique positioning
concept that sets you apart
and is the central focus of
your communications
platform.
The experience your buyer should have
with your brand at each interaction.
The 3 human
personality traits
of your brand.
The 3 things that
your brand
should mean to
your buyer.
For marketing and sales departmentFor marketing and sales department
For marketing and sales department
For marketing and sales departmentFor marketing and sales departmentFor marketing and sales department
25-word
statement that
positions your
brand.
![Page 79: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/79.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Completing the puzzle of your strategic marketing roadmap is different for every company.
![Page 80: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/80.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
If you do one of these well
If you do a few of them well
If you do all of them well
It’s a journey, not a destination.
you’re probably ahead of your competition.
you’re beating your competition.
you have a strong chance at winning your market.
![Page 81: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/81.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
SalesMarketing
![Page 82: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/82.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
QUESTIONS?
![Page 83: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/83.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Decision Validation
Gut Feel
![Page 84: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/84.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Balanced Measurement – “Fiscal Focus”
“Everything that can be counted does not necessarily count;
everything that counts cannot necessarily be
counted.” Albert Einstein.
![Page 85: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/85.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Traditional Measurement • Traditional financial accounting uses
“double entry bookkeeping” to prepare and present:• Income statement• Balance sheet
• Frequently executives focus on revenue and profit to assess their business health
• RealTime CEO measurement module is “Fiscal Focus®:• translates “Accountanese” into plain
English• breaks away from the restraints of GAAP accounting• develops the conversation beyond the numbers to a conversation that results in progressive ACTIONS.
![Page 86: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/86.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Go Beyond Traditional GAAP Accounting
Traditional Income Statement
Revenueless COGSGross Profit
less OverheadsNet Profit
Operational Income StatementOperating Revenueless Direct Operating CostsContribution Marginless Indirect Operating CostsReal Operating ProfitLess interestLess owners distribution over commercial salaryNet Profit
![Page 87: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/87.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Go Beyond Traditional GAAP Accounting
Traditional Income Statement
Revenueless COGSGross Profit
less OverheadsNet Profit
Traditional Balance Sheet
Assets
less Liabilities
Owners Equity
Operational Income StatementOperating Revenueless Direct Operating CostsContribution Marginless Indirect Operating CostsReal Operating ProfitLess interestLess owners distribution over commercial salaryNet Profit
Operational Balance SheetFunding
Own money - Equity Others money - Debt
OperatingAccounts Receivable
Inventory(Accounts Payable)Fixed Assets
Misc Op. assets and (liabs)HOW MUCH INVESTMENT(Pot of Gold)
HOW WE USE the INVESTMENT=
![Page 88: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/88.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How Much is Invested in Your Business?Assets:Cash 10,000Receivables 500,000Inventory 400,000Fixed Assets 200,000Misc Op Assets 15,000Total Assets 1,125,000
Liabilities:Line of Credit 110,000Payables 300,000Lease payables 50,000Long term debt 500,000Misc Op Liabs 20,000Total Liabilities 980,000Equity:Share capital 100Retained Earnings 144,900Total Equity 145,000
Total Equity 1,125,000and Liability
![Page 89: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/89.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How Much is Invested in Your Business?Assets:Cash 10,000Receivables 500,000Inventory 400,000Fixed Assets 200,000Misc Op Assets 15,000Total Assets 1,125,000
Liabilities:Line of Credit 110,000Payables 300,000Lease payables 50,000Long term debt 500,000Misc Op Liabs 20,000Total Liabilities 980,000Equity:Share capital 100Retained Earnings 144,900Total Equity 145,000
Total Equity 1,125,000and Liability
F
F
F
F
F
FOO
O
O
OO
![Page 90: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/90.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
How Much is Invested in Your Business?Assets:Cash 10,000Receivables 500,000Inventory 400,000Fixed Assets 200,000Misc Op Assets 15,000Total Assets 1,125,000
Liabilities:Line of Credit 110,000Payables 300,000Lease payables 50,000Long term debt 500,000Misc Op Liabs 20,000Total Liabilities 980,000Equity:Share capital 100Retained Earnings 144,900Total Equity 145,000
Total Equity 1,125,000and Liability
F
F
F
F
F
FOO
O
O
OO
Operating Assets:Receivables 500,000Inventory 400,000Fixed Assets 200,000Misc Op Assets 15,000Total Op Assets 1,115,000
Operating Liabilities:Payables 300,000Misc Op Liabs 20,000Total Operating Liabs 320,000Net Operating Assets 795,000
Funding – Debt:Cash (10,000)Line of Credit 110,000Lease payables 50,000Long term debt 500,000Funding - Equity:Share capital 100Retained Earnings 144,900Total Funding 795,000
![Page 91: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/91.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Good Investment is Good Business
• Having quantified how much is invested in our business, lets start developing a narrative and asking some challenging questions:• How many dollars of revenue can I leverage from each dollar of
investment?• How profitable is my revenue?
• Which leads us to the 2 most critical questions every entrepreneur should ask (and be able to answer) are:• Is the return I am earning on my investment commensurate with
the risks I am taking?• Have I generated enough cash flow to survive, thrive and make
future strategic investments?
![Page 92: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/92.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fiscal Focus Pyramid2
Fiscal Focus Points:
4 Fiscal Focus Measures:ROO %
Operational Cash % Revenue Leverage Rating
Revenue Profitability Rating
8 Fiscal Focus Levers (At which we target practical ACTIONS):Revenue Collection (AR) Price Strategy Inventory Management Volume Strategy Supply Chain Management (AP) Direct Cost ControlFixed Asset Utilization Indirect Cost Control
Ability to create Revenue Reason for creating Revenueor Input Leverage or Output Leverage
Generate Return
Generate Cash Flow
![Page 93: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/93.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fiscal Focus Points - Cash Flow
• Cash flow is the lifeblood of the business• 3 different ways to assess the importance of cash flow:
1. If profit is food to a business, cash flow is oxygen2. Revenue is vanity, profit is sanity, cash flow is reality3. Bankers view: Profit is fantasy, cash flow is reality
![Page 94: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/94.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fiscal Focus Points - Cash Flow
Operational Cash Flow 2014Money InRevenue 15,000,000 Change in Accounts Receivable (Give more credit) / Give less Credit (1,200,000)
Total Money In 13,800,000 Direct Money OutDirect Costs (materials,labour and other DC but not non cash items) 10,500,000 Change in Inventory - Hold more inventory / (Hold less inventory) 700,000 Change in Accounts Payable (Take more credit) / Take less Credit (600,000)
Direct Money Out 10,600,000
Cash Contribution Margin 3,200,000
Operational Cash Flow (400,000) Operational Cash Percentage -2.67%
Indirect Money OutIndirect Costs (all indirect costs but not non cash items) 3,600,000 Miscellaneous spending (increase / decrease in Other Operating Assets and Liabilities) -
Income Tax Paid 250,000 Interest Paid 240,000 Dividend Paid 50,000 Net Cash Income (940,000)
![Page 95: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/95.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fiscal Focus Points – Return • Fiscal Focus uses Return on Operations (ROO),
a private company derivation of Return on Capital Employed (ROCE)
• ROCE is a highly valuable measure of business operational performance used by many of the world’s biggest public companies
ExxonMobil’s Annual Report:“The corporation has consistently applied its ROCE definition for many years and views it as the best measure of historical capital productivity in our capital intensive long term industry, both to evaluate management’s performance and to demonstrate to shareholders that capital has been used wisely over the long term.”
• So what is ROO in plain English?
![Page 96: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/96.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
ROO% is your Business Interest Rate
What you put in What you get out
Input
Real Operating Profit
Output
Investment
vs
vs
vs
Annual Revenue
Investment
Real Operating Profit
Annual RevenueX
![Page 97: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/97.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Measures Ability to Generate Revenue
Real ProfitRevenue
XRevenueInvestment
ROO
MeasuresProfitability of Revenue
2 Key Questions to Understand ROO
Revenue Profitability Rating
Revenue Leverage Rating
How much real operating
profit is in each dollar of revenue?
For each dollar of investment
how much revenue is generated each year?
Quality of RevenueQuantity of Revenue
![Page 98: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/98.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Calculation of ROO%
INPUT $1• Revenue leverage rating
• How many dollars of revenue can be generated each year
• Influenced by:• Accounts receivable• Inventory
• Accounts payable
• Fixed assets• Balance Sheet Levers
• Revenue profitability rating
• How many cents of profit in each dollar of revenue
• Influenced by:
• Pricing strategy
• Volume strategy
• Direct cost control
• Indirect cost control
• Income Statement Levers
OUTPUT 24c
3 8%
$3 Revenue per Year
24%
![Page 99: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/99.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Fiscal Focus KPIs
Cash flow $ = Realization of Performance
Profit $ = Quantity of Output
ROO % = Quality of Performance
Look beyond the income statement to assess your true business operating performance with:
Look at more than half the picture:
But these measures are not just the 2 best KPIs they also help you make better decisions
![Page 100: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/100.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
KPIs and Better Decision Making
• The majority of mid market decisions are made relying on “gut feel” or “intuition”?
• Can you support your instinct with an effective framework and decision process using relevant data that answers the 2 key questions:
• “Should we do this?”
• “Can we do this?”
“An expert is someone who has succeeded in making decisions and judgements simpler through knowing what to
pay attention to and what to ignore.”Edward De Bono
![Page 101: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/101.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Decision Making Using “Should We? / Can We?”
Cash flow $ = Can We?Are we able to fund this decision without jeopardizing our future?
ROO% = Should We? Will our “reason for being” be improved?
Each decision in the business can be analyzed using a 2 question approach:
Should we do it? Can we do it?
Imagine the value of having a “crystal ball” that told you the impact of single or multi variable decisions.
![Page 102: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/102.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Decision “Crystal Ball”
Model changes to the 8 levers…
..and see the impact on the Focus Points. We should if “reason for being” improves and we can if we can fund the additional cash needed.
![Page 103: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/103.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Gut FeelDecision Validation
![Page 104: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/104.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
QUESTIONS?
![Page 105: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/105.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Email coming with slides, recording and tools
Contact Nick/Jim
Next Steps
![Page 106: CEO Balance - Webinar - 11-13-15 - Marketing MO · 2016-10-10 · strategic marketing and sales in the midsize company. His company’s marketing guidance at MarketingMO.com is used](https://reader033.vdocuments.mx/reader033/viewer/2022060411/5f10b7187e708231d44a779e/html5/thumbnails/106.jpg)
© Copyright – Practice Strategies & Moderandi - 2015
Thank You!
Nick Setchell Jim Sagar