We understand that your company has to select the best market opportunities, re-ignite struggling products, demonstrate credible differentiation, win in new and emerging markets, protect itself from disruption, compete effectively and more.
Jobs-To-Be-Done theory by Tony Ulwick and Customer
Alignment Lifecycle by Warren Schirtzinger, an evolution of the
Technology Adoption Lifecycle,
into practice to make innovation predictable.
We'll interview potential users of your product and members of your market segment infrastructure to provide you with objective information about their understanding, perspectives, biases, needs for information, and their sense of what is required for you to align your business + product and develop a focused growth strategy.
Infrastructure Identification + GoToMarket Strategy
Every market-segment has a
player infrastructure between your product and the
customer. 10% of the market players in the infrastructure
influence the other 90%. Understanding the market infrastructure forces and the top
10% influencers is critical to increasing Word-Of-Mouth to
diffuse your innovation and grow.
We'll define your segment marketing infrastructure, refresh your communication strategy and your GoToMarket system. Our goal is to build familiar distribution channels for your customers, shape your sales + marketing activities to stay aligned with your product's Decision-Making Unit and invigorate the Word-Of-Mouth communications to reduce customer acquisition costs, increase growth opportunities, and reduce sales cycles.
Marketing Infrastructure Framework
Product Innovation Partner
(*) Our whole product strategy is based on the Low Risk Receipe framework by Warren Schirtzinger.
The total or "whole" product concept has been largely refined
since 1983, when Theodore Levitt introduced it.
As products move through the technology-adoption process,
intangibles assume more importance.
Often, pioneering new products lose their initial prominence
because a new entrant is more successful in product
positioning based on a more effective mix of intangibles, even
if the second product is not technically superior.
We will apply the Low Risk Recipe™ by Warren Schirtzinger, the latest of the "whole" product refinements, as a framework to understanding what your customer needs depending on the technology-adoption stage of your innovation. It will guide us to build a differentiated offering to attract more customers and beat your competition.
Fractional Business Architect
As fractional leaders, we'll work with you and your top
leadership team to
advise and counsel how to align your business to the
customer's needs within the four alignment pillars: product
offering, GoToMarket (sales+marketing), competitive
positioning, and leadership skills.
We believe that the skills and experience we've gained working with top leadership teams to align their business disciplines may be of assistance to help your team build a high-performing business.
Whether you are the new kid in the block and are struggling to "Cross The Chasm", or you are an established business in need of a turnaround, business alignment, or transformation, will help you achieve your growth goals.
Growth Strategy Development
The sweetspot of our consulting services!
All our services delivered in a methodic way to develop and operationalize your unique winning strategy, dominate your market and ignite your revenue.
Our fresh way to help CEOs and founders succeed with your
innovations with a
high-value, low-cost, productized service.
We'll start with a micro-assessment to understand your market-alignment and strengths. After the assessment, we'll deliver high-level advice to help you achieve escape velocity and will set-up a two-hour bi-weekly call to problem-solve your issues as them arise. During our calls, we'll coach you in all the disciplines we serve: product offering, GoToMarket, competitive positioning, communications, product launch and leadership.
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