Helping CMOs make and implement strategic decisions that drive growth
CMOs define the strategy for growth. They need a structured way to translate the strategy into clear operating instructions for teams to execute against in a synchronised fashion. Siloed operations inhibit performance and jeopardise Marketing's credibility to drive meaningful business results. The declining tenure of Chief Marketing Officers relative to his/her peers in the C-suite is symptomatic of the reality that Marketing is losing control. Some Corporations are even scrapping the role of CMO all together.
There are thousands of MarTech/AdTech vendors in market but they tend to address specific functions which inevitably re-enforce specialism and silos. To date, CMOs had no tools to help them validate and proactively manage marketing's contribution to business performance at the highest level.
Our proprietary NorthStar Management Framework is born out of our desire to help address this challenge - we give CMOs tools and necessary lexicon to influence the conversations at the Board level. It gives an enterprise level view, designed to enable organisations to measure the effectiveness of marketing on their business performance. It helps Executives codify a unified growth strategy into measurable objectives that can be understood at all levels within the organisation. Leaders are empowered to proactively manage their delivery of and their performance against the company’s strategic agenda via a stable set of KPIs and instructions that align people, processes, tools and data.
CMOs gain business intelligence through transparency to influence their C-Suite counterparts - to management teams, on what he or she needs from them to drive growth.. Management has near real-time insights and benchmarks to make smart decisions on resourcing, workflow, capability development, go-to-market planning and can set clear activity-level objectives for their teams.
Marketing is now transformed. No longer perceived as merely an execution function and a cost centre, it becomes a recognised force in the C-suites as it forms the essential core of the growth engine that delivers long-term business viability.
There are few things as rewarding as a successful collaboration that solves a challenge. Our team of professional business consultants use their years of experience and knowledge to create rewarding relationships and great business results.