This is a great time to be a marketing leader. Never has the opportunity been greater to make a real impact in the success of a company than in the "winner takes all" market of today.
— Mark Donnigan (@mdonnigan) February 8, 2020
Here is my latest LinkedIn article that build…https://t.co/1j9GxXnjXQ https://t.co/IYV2huWv2e
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By Mark Donnigan CMO: Design your category to drive the market
Lately I've been having a lot of talks about the role of marketing and how to structure a marketing group for optimum earnings effect. Business leaders are putting more pressure on marketing departments to provide real business results. With market risks running greater than innovation dangers for lots of startups, if the go-to-market approach isn't effectively built, revenue will be challenged, putting the entire company in danger.
But, turning the crank on the MBA marketing playbook won't work. I'm guessing it's why Head of Marketing roles are churning the fastest of the C-suite.
This is what is working, and the best market structure model I've discovered for a winner takes all Glengarry Glen Ross service environment. It's called category design.
Category design is a procedure where a company determines a problem and positions their service or product as the only obvious option to resolve it. By calling the classification, the enterprise ends up being connected with the issue, which gradually as the community begins to talk about the problem because of the company's service, positions them as the leader and default vendor. The spoils for a company INFO that ends up being the Category King are high.