Being Realistic is the only SuperPower you need to Preempt Business Failures.

Build Conscious Teams

People sensitive and human centered minds that are empowered to be autonomous and experimentative.

Marketing teams especially consist of interdependent members working on a shared goal operating to avoid cognitive biases and heuristics in their decision making.

Developing Diversity, Alignment, Deliberation, Optionality, Inventiveness, Execution and Improvement in teams to deliver continuous value.

It all begins with the values of communication as much as creation.

Workplace Role Boundaries

Identifying and setting accountability for outcomes in Acquisition, Retention and Referral Marketing Initiatives must be well defined

Work Overlap is an integral and essential part of workplace design. Sometimes, the intentional job design for coverage leads to conflicts.

It is also found to lead to dereliction of duties as different roles assume and genuinely believe that it is taken care of by others involved.

This kind of confusion is so common as it is the common thread binding an organization with significant overlaps not only within the marketing function but also the larger organization

Marketing Agency Partnerships

Marketing includes a vast swathe of activities. While it is important for a business, startup to own it, it is impossible to perform the full spectrum without Subject Matter Experts from expert marketing agencies,

Bringing onboard ondemand specialists to spearhead organic and inorganic growth.

Identifying Research and Execution tools for owned and paid media performance.

Leverage instrumentation and data to track and attribute metrics to channels, traffic, models and engagement.

Capitalizing on trends and delivering differentiated campaigns to ensure we are top of recall for both near and long term demand

Influential Advisory Board

It’s not an exaggeration to say that marketing is present in 80% of all business initiatives.

Bibliographies of best practices aside, marketing is all about differentiable experiments that deliver superior results.

We need experienced operators to guide, coach and mentor leaders.

Building an expert panel is more about building a network of connected people that have the potential to exponentially alter our net worth purely by virtue of spreading the word.

Amalgamate customers, independent directors, subject matter experts into an elite evangelical panel.

Ideal Customer Profile

Exploring detailed characteristics of our potential audience, prospects and consumers to define decision making unit persona.

While a scaling business must expand its total available market to include more and more potential need groups, it all begins with a well defined obtainable market that we know intimately.

If the giant black hole is the overall opportunity, the tiny star espouses our Ideal Customers.

Profiling them requires a data-informed classification over a period of time to include a lot of traits including behavior, ethnographics, business characteristics, roles etc.

Unique Value Proposition

Grasping the pain, problem, jobs, roles, benefits, solutions must follow a systematic approach to bring out the nuances.

A value proposition is a contextual promise of benefits propagated to audiences in order to influence them into buying journeys.

Whether it is inbound or outbound marketing, the foremost job of the high performance marketing team is to craft a compelling statement of value.

A unique value proposition blends emotional and rational benefits leveraging qualitative and quantitative indicators.

Fundamentally, a differentiated value proposition should overpower the mental resistance and anxiety of buyers with favorable perceptions of switching

Unit Economics Analysis

Every Product and Service has a unique supply chain and costs associated with it.

Developed products typically have a high value research, risk, creation, acquisition, retention and customer success costs.

Sourced products typically have a high supply chain, distribution and value realization costs.

A lot of unit economics is tied to the relative business model selected for a successful go to market strategy.

Even more, each function in a business will have it’s own unit economics as well.

Clustering all in a single bucket and applying an average cost approach is a recipe for disaster.

Targeted Growth Marketing

Whether it is 0 to 1 or 1 to n, acquiring customers happens in small iterations until we hit the point of exponential trajectory.

A scalable and robust flywheel growth happens when customer acquisition, retention and consequential referrals enters an auto pilot mode.

Targets a startup, enterprise or company sets up for itself needs to be aligned with the reality that growth is a function of not just customer loyalty but patronage.

Being Laser focused on customer delight is essential to deliver authentic and memorable experiences.

Magic Formula of Growth have got a lot do with emotional attachment

Contextual Marketing Mix

A business must leverage both owned and paid channels to reach it’s audience.

Any startup must utilize organic and inorganic methods in proportion to enhance the velocity and volume of it’s visibility.

Whether it is Audience Building, Content Development, Intent Discovery, SEO, SEM, SMM, Influencer Marketing, Affiliate Marketing, Sales Strategy, Sales Promotions, Pay per Click PPC Advertising, Google Ads etc.,

the idea is to blend the use of organic and inorganic Channels to create a distinctive marketing model.

Lead Management System

Whether it is inbound or outbound, offline or online, teams must have a process to attract, qualify, analyze, nurture, convert, retain and leverage consumer interest every step of the way.

When it comes to demand generation workflow, teams typically think in terms of automation and software to do the job.

Even the most advanced SaaS cannot fill the lacuna in human creativity, innovation and discipline of execution.

It is important to create a consistent pattern of work that is habitual and routine. It is also important to prioritize this cadence for importance, urgency and outcome measurement.

Convertible Lead Pipelines

Social Marketing Tools

Easily Creating and Managing Social Media Campaigns requires planning, designing, copywriting, publishing, and tracking content published.

For Digital Marketing to Succeed automation is necessary. 100’s of tools are available and new tools keep getting created. When Digital Channel Tools blend with marketing strategy marketers' productivity improves.

Omnichannel brands use media tools for chat, email, mobile, phone automation, Cross-channel advertising, Content and Unified Reporting.

While startups and small businesses tend to levitate towards popular tools like Discoverly, BuzzSumo, Rafflecopter,Little Bird, Hootsuite, Mention etc, selecting the right tools decide the speed of success.

Digital Media Metrics

Email Click Through, Brand awareness, Website traffic, Returning visitors, Online Conversion rates, Brand Recall etc are typical metrics tracked.

Given the Plethora of channels like search, influencer, social channels and media formats like text, image, video, audio it is important to study and understand the opportunities, investment and competition driving the real outcomes

In addition, the variation in Marketing Analytics for each channel and media is a forcing function for the selection and deployment of tactics.

integrating them through top-down or bottom-up funnel is the only way to make full sense. A tough job for digital marketing teams.