At ViewForward we believe that improvements to marketing are fundamentally improvements to the entire business.
"Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise."
- Peter Drucker
If we operationalize marketing so that marketing activity encompasses the entire business, so that it is the entire business from the point of view of the customer, then improvements to marketing will naturally be improvements to the business and will be reflected in the performance and value of the business.
Some of the issues we address in this practice area include:
- How improved marketing assets lead to improved market performance and enhanced cash flow.
- How increased customer value leads to increased customer equity and company value.
- How stronger market orientation leads to increased business effectiveness, revenue, growth rate, market share, and profitability.
- How improved marketing resources and capabilities lead to improved strategy development and execution, positional advantages, market performance, and financial performance.
- How improving the fit between business strategy and marketing organizational structure and behaviors leads to better overall business performance.
- How improved integration of marketing capabilities and strategy lead to improved market effectiveness, market share growth, sales growth, and cash flow.
- How improving the fit between strategy and organizational culture leads to improved strategy implementation, customer satisfaction, and financial performance.