Isabelle Chevret

Author Archives: Isabelle Chevret

CMOs: the new business leaders

Globalization and virtualization have pushed the boundaries of the roles that have traditionally been given to the CMO. Marketing executives find themselves in the exciting position of being able to take on new responsibilities and becoming the leaders of digital transformation in the 21st century- by orchestrating all of the specialized skills required for its development. Increasingly sophisticated marketing specialties Marketing is becoming professionalized and is calling for various specializations as markets continue to expand and become more complex. •...

6 Tips For Successfully Organizing Your Offering.

Facing factors such as mergers & acquisitions, successive developments, and the addition of new markets, your offering will gradually grow into a complex and perhaps diverse selection of products. With market globalization and digitalization at work, your offering must be clear in order to be quickly understood. It must also be well-organized to offer relevant solutions that will make the difference for your customers. 1. Forget Product Catalogs. Your offering cannot be reduced to a long and often motley list...

6 Keys to Qualified And Relevant Marketing Messages.

Making your messages stand out among the many offerings and potential distribution channels that exist can often mean a headache for marketing professionals. Relevant storytelling is required, the kind that addresses your potential customers’ concerns, and communicates the benefits they can receive from your offering – emphasizing what makes you unique compared to your competitors. Aligning all your teams (as well as all of your marketing and communication initiatives) around consistent central marketing messages will create a true sounding board...

5 Characteristics of Web Marketing That Helps Your Business.

The importance of the internet – namely, websites and social networks – is indisputable. The generalization of mobile devices emphasizes the need for content that is simple to read and graphically adapted. However, to make your offering stand out among the many offerings out there, design is not enough. Engaging in direct and personalized interaction with your existing or potential customers, maintaining this interaction on a regular basis, and providing customers with relevant content is essential to creating a lasting relationship with...

7 Keys to Clear Marketing Positioning.

Before engaging resources in costly sales and marketing operations, it is important to address marketing positioning * issues. These answers will be used as the basis to shape effective messages, as well as to select the most appropriate (social and traditional) media that will be able to make all the difference. * : Marketing positioning is “the way by which marketers attempt to create a distinct impression in the customer’s mind” (Wikipedia) 1. Identify Your Core Target. You have the best...

Product Marketing Can Help You Reduce The Complexity of Your Offering And Increase Its Visibility.

You are working on a brand new offering, and focused on technological innovation. How to introduce it to your potential customers? With time and on going developments and acquisitions, your offering turned into an heterogeneous set of products. How to depict a clear vision of your strategy to your customers and prospects? In a competitive world, you have to make the difference with a large number of solutions. It means for product marketing to: design a consistent offering that is...

Market Positioning: Understand Where Your Priorities Are.

Market positioning means to make choices: in the universe of all possible options, the ability to quickly identify the best opportunities for your business is critical. Market positioning helps you understand where to effectively invest your time and energy to achieve valuable results. Truly Know Your Ecosystem. To make a difference, you need to be familiar with the existing players, and, more specifically, the competitors who operate in your market. This is the first benefit of market positioning: providing a simple and...

Operational Marketing: Lead Generation Over Time.

Marketing professionals have to implement effective marketing actions, that make sense for your customers. It means to encompass multiple perspectives: customer challenges new mechanisms of marketing communications local and cultural issues attached to international development Operational marketing teams have to build relevant content marketing pieces for your target audiences, and effective marketing initiatives. All marketing programs should be integrated into a global vision in order to tell a consistent story, allowing to create a direct and long relationship with your customers...

Seven Keys to Successful Business Development.

When facing high competitive pressure and ongoing economical uncertainties, resources must be optimized. Industrializing sales approaches and guaranteeing return on investments of marketing operations is absolutely essential to successful business development. To do this, you need to be precise: engaging marketing resources improperly can result in poor and counterproductive results. Brownian motion inside sales teams has also proven to be ineffective in terms of revenue generation and value creation. In order to achieve regular growth of your offering (products and...