Catalyzing Demand


Customer-Aligned Marketing Orchestration

A customer-aligned marketing framework is the market position — or space in the market — which a company wishes to capture and own. Marketing then is about evidencing that the company understands and can satisfy the customer need better than competitors can. Positioning messages then must reinforce the results of this customer need fulfillment.

The marketing plan must be detailed and orchestrated to align with how different customers adopt and advocate.

It also leverages both architecture (i.e. solution) partners and marketecture (i.e. channel and influence) partners to build credibility.

  1. AIR COVER evidences (qualitatively and quantitatively) the existence of the market space. Air cover activities set the stage for the seller to uniquely set and meet the requirements to capture the space.
  2. SOLUTIONS MARKETING activities are developed and linked to associate the seller's specific solution with the customer need/problem. Solutions marketing programs are implemented at the customer segment level. There are typically three types of programs.
  3. CREATE DEMAND the economic impact of the different approaches to satisfy an unmet need. Demand creation activities are orchestrated to align with the problem definition and investigation stages of the customer process.
  4. ACCELERATE SOLUTION SELECTION. Highlight and reinforce the criteria for selection as associated with the economic results desired. The focus is primarily on the development and leverage of influencer relationships. These programs are choreographed with the evaluation/ selection and trial stages of the customer process.
  5. FACILITATE ADVOCACY. Closes the loop back to new demand creation with another customer segment. Here the seller should create and disseminate tools for customer adopters to show, tell and reference results to others. These tools and events are oriented to highlight customers' success, not the seller's.
  6. FIELD MARKETING activities support and accelerate the sales process. These activities are implemented at the individual customer level. There are typically four types of field marketing programs.
    Lead generation and qualification identifIes individuals already in the buying process for the solutions like those of the seller, or they entice individuals on the fence to enter the buying cycle. These activities usually involve a blended mix of consultative telemarketing and educational materials targeting a list of suspects.
  8. SALES SUPPORT focuses on the development of sales tools and demos for sales use. References, case studies, solution economics, usage information, RFP development tools, etc. are made available for customer self-service, or delivered as a marketing service to the customer.
  9. CLOSE SUPPORT focuses on coaching customers on different pricing or investment models, implementation approaches, usage guides, etc.
  10. GROUND COVER aligns and synchronizes the seller's partner network into all of the individual customer, customer segment and air cover marketing activities. Typically the evidence at the air cover level is completely mis-aligned and even contradictory to the knowledge and expertise at the field engagement level. This de-markets a company's solution and brand. MCG assesses the degree of alignment and then develops programs and activities that force alignment through orchestrated action.