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.

Dr. Marta Dapena Barón, the author of Big Picture Strategy, shows readers how limiting and focusing the strategic options available to company stakeholders can unlock previously inaccessible levels of productivity and growth.

In this presentation, Marta will discuss the key tools required for you to connect with your target audience, empowering them to seek change by collaborating with your brand.

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 Value Proposition Simulation: Surgical Robotics examines how Artificial Intelligence (AI) might impact the general surgery category.

As a marketing leader, you are responsible for a bundle of resources, and all are required to get the job done. Those resources obviously include human resources - your team - and also include financial resources in the form of a budget.

Customer loyalty is one of the most popular topics in marketing, but not all loyalty is created equal. Within the Big Picture methodology we have identified three types of loyalty, which we call Heart, Head, and Hand. While customers may exhibit different combinations of loyalty, one tends to dominate.

A business team recently asked whether I could help develop a value proposition for their supply-chain rationalization project. The project had been developed to save on inventory costs, but it was also tweaked to benefit customers. While rationalizing the supply chain is a worthwhile goal, it does not necessarily benefit customers; in fact, reducing product and distribution costs sometimes has the unintended consequence of disrupting customers’ brand experience.

When you lead a marketing team, people are going to look for direction about your marketing strategy. That includes your boss, your peers, and your team.

While working with my strategic pricing class this week, I was reviewing responses to price cuts by competitors, and discussing when and how to respond to price competition. The tools and framework presented by The Big Picture © provide important insights for determining how, when, and why a firm would respond to price competition.