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Brand: Monitor Group

Content Type: Individual Course

Communication Method: AICC

 

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LeveragePoint for Marketing Strategy is an innovative online toolset for marketers that drives disproportionate growth and helps you get the most leverage out of your marketing spend.

Precision tools enable you to build powerful strategy by targeting those behaviors that will have the greatest impact…then connecting that strategy to day-do-day sales and marketing decisions that can be implemented and measured.

LeveragePoint for Marketing Strategy includes these eight tools, which work individually and together to create a marketing plan that is profitable to you and compelling to your customers:

Buying Process zeros in on important behaviors upstream and downstream from the actual purchase decision—behaviors that are the leverage points of your disproportionate advantage.
Action Segmentation® targets customers based on actionable behaviors you can change.
Customer Portrait® identifies drivers and barriers to key purchasing behaviors.
Competitor Assessment predicts competitor actions and reactions and how those might affect your new strategy.
Benefit Ladder points to what your customers actually want and think they need.
Whole Solution Comparison stacks up your offering and benefits against your competitors’.
Positioning Statement drives common understanding by succinctly articulating your value proposition in a way that is distinct, clear and compelling
Marketing Mix identifies a budget and metrics built on and aligned with the behaviors you want to change – it is your bridge between strategy and execution that changes the game

You can use the Tools immediately, or learn and practice supporting concepts before, during, or after using them. Choose from a varied menu of brief, animated introductions, interactive core concepts, challenging, life science simulations for practice, life science industry examples, filled-in sample Tools, & insights and tips for creating world class marketing plans.

Subject Area(s):
Marketing, Marketing Strategy, Marketing Planning

Performance Objectives:
Upon completion of the modules, participant will have the ability to:
• Build a successful, integrated and supported marketing strategy by using a specific process and series of tools to make actionable, meaningful choices for determining where to play and how to win in their chosen market.
• Use the process and tools to explicitly identify which levers will more optimally influence customer behavior for a specific product/offering, grounded in the company’s strengths (not just the market’s strengths)
• Identify choices in the overall process, and steps within the choices that lead to greatest impact
• Ask the right questions which lead to actionable, meaningful decisions
• Distinguish between bad, good, and best choices in controlled scenarios
• Use the process and tools at regular planning intervals to enable sustainable growth
• Use the process and tools to integrate market knowledge, gain support and agreement within the organization

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