Introduction to the Big Picture Strategy: The Six Choices that Transform Go-to-Market Strategy
Have you ever been part of a go-to-market strategy exercise? Did you find it challenging? Were you satisfied with the outcome? Developing go-to-market strategy is complex – it involves making choices considering lots of information, such as market trends, customers, competitors, suppliers, and the regulatory environment among others. Thankfully, the Big Picture Strategy approach helps you reduce complexity by focusing your team on the six foundational elements all go-to-market strategies must address: brand, business category, bodies, beliefs, behaviors, and benchmarks – the 6Bs.
The Big Picture is a toolset designed to improve business performance by lifting the marketing competency of the firm.
The framework changes the way managers approach, analyze and solve business problems driving efficiency and effectiveness.
Strategy driven from the core
The point of departure for sound strategic analysis is organizational alignment of key brands, core competences, and long-term goals.
Choose Your Customers and Competition
The framework approaches strategic marketing as a system where changes in one aspect of the strategic plan affect other aspects, and where strategic decisions have executional ramifications. This interrelatedness of the modules forces a discipline and unity of purpose that results in efficient decision making.
Articulate Value Compellingly
The Value Proposition modules are designed to help marketing managers link their customer insight generation and brand experience efforts to their strategic efforts.
Test Your Strategy
A key advantage of the Big Picture vis-à-vis traditional approaches to strategic marketing lies in the economies it brings to decision making: once the strategic decisions have been taken, executional decisions (products and services; pricing; distribution, and communications) flow out the framework. Implementation of this new disciplined approach to marketing strategy allows managers to continuously test hypotheses and learn from mistakes while replicating successes.
Learn From Success, Fix Failures
During a Big Picture implementation, we assemble Strategy-Integrated Metrics (SIMs) to take the strategic imperatives to the lowest levels of the organization. We research the customer experience as a roadmap to extrapolating from the customer to the internal functions involved in execution. We then redesign the customer experience to design new operational priorities and metrics.
We offer uniquely engaging learning experiences to raise the strategic commercial acumen of the companies with whom we partner.
We drive these priorities for our clients:
- Define and continuously improve their core competences
- Focus on building shared goals over solving individual functional problems
- Follow a long-term consistent approach to organizational, individual, and market development
- Emphasize measurement and dissemination of critical market information across the organization
And they obtain these outcomes:
- Substantially increase marketing investment efficiency
- Improve organizational learning from the firm’s strategy-to-execution efforts
- Drive customer retention and loyalty
- Differentiate their brands
The Big Picture Curriculum addresses fundamental marketing competency skills:
Core Elements:
- Auditing and defining core competences
- Conducting Source of Volume Analyses
- Improving Customer and Competitive intelligence
- Developing Effective Value Propositions
- Strategy-Execution Alignment
Functional Elements:
- Strategic Pricing
- Customer Insight Generation
- Research and Metrics
- Distribution Channel Alignment
- Integrated Communications
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Updates and Insights
Join Drew Boyd and his fellow LinkedIn Learning instructor, Marta Dapena Barón, to learn about the newly released version of the Marketing Foundations course.
