When launching new products, we see many manufacturers utilize marketing strictly as the “announcement team,” brought in to tell the world about a new product through creative assets. But this narrow view misses an important truth that we’ve observed:...
An often-overlooked opportunity for companies selling large ticket products through a dealership distribution model lies in strategic initiatives to track and nurture customer repurchases — those that lead to an increased lifetime value. Many OEMs hold a myopic new...
If you are an OEM, your advertising strategy should have a “dealer-sized hole.” This means you’re leaving a gap for dealers to fill, where you as the OEM (corporate) and dealer have clear roles within your media’s ecosystem. Without clarity on what role the OEM or...
Let’s talk for a minute. How’s your marketing department? Do you have one in place, and dedicated resources and budget that they’re executing on? While you’re focused on new product launches, product development, and dealer programs, is your marketing as successful as...
Who owns the customer relationship: OEM or Dealer? What do you think your customers would say? Pause and think about that for a moment. You might be saying, “Well, it depends”, and I would agree with you. In reality, both OEMs and dealers are vying for a...
Entering a new market—whether it’s simply expanding into a new region, or you’re transitioning from a local to a regional or even national brand—is a massive step for any business. And like any other such inflection point, it’s a critical time to ensure that there’s...
If you don’t speak the same language going in, you won’t get a clear picture on the other side. Although it might seem like 101-level advice to have the key elements of your sales and marketing pipeline defined and shared, it’s remarkably common for sales and...
Your brand can’t be solely in the hands of your marketing department. Let’s talk about why. In our work with CEOs, we ask, “How often are you and your senior leadership team talking about your brand, your brand strategy, and how you want to be experienced in the...
We frequently talk about two types of “alignment.” One is ensuring your marketing activities—the day-to-day of your go-to-market—are connected to the goals and direction of the business as a whole. The second type is internal alignment of your team—and that kind of...
How to make your Performance Management Process not suck… The words “performance management” trigger all kinds of stress responses from employees and managers alike. The person on the receiving end of a performance review hates it just as much as the person who...
