Blueprint - boldfacemarketing.net€¦ · 6. Provides a prioritised, recommended marketing...

BlueprintA programme for marketing capability transformation

Why it’s time to change

Delivering strategic marketing that directly and measurably drives business performance is the single greatest challenge for any marketing director or CMO.

And here’s the scale of the challenge: Your set of choices for delivering

greater marketing impact is overwhelming:

> Team development and skills investment.

> New marketing technologies.

> New marketing tactics.

> Marketing strategy shifts.

> Organisational and structural shifts.

> Stakeholder alignment.

Get it right and you’re a hero. Make the wrong choices and you’ll struggle to demonstrate the value that is expected.

B2BMarketing.net/blueprint 3B2BMarketing.net/blueprint2


Taking your team with you

In B2B organisations, making transformational choices and driving change is often a tough call.

You want to see your marketing team become a recognised

engine of growth for your business.

But to get there you need a focused strategy for driving

rapid change. One that targets the right choices and

changes for delivering measureable, business

goal-aligned results.

That’s how you’ll make a meaningful impact and

leave a legacy of success.

Which is right where we come in.

Here’s where you start

Our mission is to help you transform the impact marketing has within your business.

That’s why we developed the B2B Marketing Blueprint programme.

It’s a thoroughly researched, structured approach for

creating accelerated marketing change and effectiveness

in your organisation.

Through a proven, step-by-step process of analysis,

diagnostics, enablement and review, we’ll help you

rapidly develop a best-in class team of marketers.

We’ll empower you to reinvent your marketing team as

an engine of business growth and long-term success.

We’ll help you put digital into the DNA of your team.

And we’ll help you maximise your ROI.

In short – we’ll show you where to go, and deliver a roadmap to take you there.


“Revenue growth of companies with advanced marketing capabilities is 30% greater.”McKinsey & Co benchmarking study 2015

Market-beating marketing

There is a proven and compelling correlation between the marketing capabilities of large organisations and their growth numbers.

A recent McKinsey survey of 140 leading global businesses found the revenue growth of

companies with more advanced marketing capabilities to be around 30 per cent greater

than that of the average company in the same sector.

So investing smartly in strategic marketing capability development is set to deliver you some outstanding returns.

Marketbeaters

Abovemarket

4x

Co

mp

anie

s p

erfo

rman

ce(r

even

ue-g

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ultip

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Companies marketing and salescapabilities score (on a scale of 1 to 5)

1x

−3x2.6 3.4 4.2

Belowmarket

Source: McKinsey & Co


What high performance marketing looks like

Before developing the Blueprint programme we commissioned extensive research to identify the key marketing success factors consistent across the most successful B2B organisations.

The findings from our research form the basis of a detailed, pragmatic

model for B2B marketing success. Developed as a capability

framework for your business, it will deliver:

> A road map for transformational marketing change.

> Recommendations for a highly effective marketing team structure.

> A business goal-aligned plan and programme for rapidly

developing key marketing roles and skills.

“40% of marketing professionals want to reinvent their role as a marketer, but only 14% know how to.”Adobe

Market Validation

• Marketing Scope• Function Maturity• Skills• Team Structure

MarketingCapabilities Audit

• Marketing Scope• Function Maturity• Skills Assessment• Team Structure

Report

• Findings• Industry Benchmarking• Recommendations

Implementation

• Skills Training• Structural• Measurement• Etc

6 Month ProgressReview


How the Blueprint transformation programme works

Our team of industry experts (each one a practitioner who’s been in your shoes – not a theoretical consultant) will spend five days working in and on your business, to produce a marketing capabilities assessment that:

1. Explores and identifies your key business challenges and objectives

2. Identifies and prioritises the marketing capabilities required to meet your business needs

3. Assesses your organisation’s current marketing capabilities, performance and results

4. Identifies gaps in competencies, results, marketing structure and skills

5. Provides a detailed set of diagnostics and recommendations

6. Provides a prioritised, recommended marketing capability development programme

7. Recommends a goal-aligned, customer-centric marketing team structure

8. Delivers a six month review to monitor progress

Our proven, structured approach for creating accelerated marketing change and effectiveness.

Blueprint programme roadmap

“The team at B2B Marketing are always incredibly responsive and helpful. They have a great ability to appreciate what I need and make recommendations and proposals that really do answer the issues we’re facing. They’ve already changed the course of our marketing team for the better.” Marketing director, Xaar


The depth of our skills assessment process

Content marketingCopywriting and creative

Customer relationship

Data analytics

Data and data protection

Digital marketing

Email marketing

Multichannel marketing

Search marketing

Social media marketing

Strategy and planning

Website optimisation

Commercial judgementTime and focus managementMeeting deadlines and

communication skills (written...)

Personal appearance and image

Creativity

Problem solving and decision-making

Team working

Energy and determination

Steadiness under pressure

Delegation skills

Adaptability and flexibility

MS office

Social mediaOther tools

Running effectivemeetings

TOOL SKILLS

MARKETINGSKILLS

PERSONAL PROFESSIONALISM

SOFT SKILLS

The return on your investment

One of the pivotal success factors in the B2B Marketing Blueprint programme is our focus on identifying the changes that will deliver measurable results for your business.

We rigorously target and develop the marketing

capabilities that will impact most on your business.

The Blueprint programme is proven to help marketing

leaders in larger scale businesses make and

demonstrate meaningful impact and ROI, quickly.

And because we don’t only deliver you a roadmap,

but help you deliver it too, we are on hand and on

call to make sure the time and budget invested

provides the outcome and results you need.


“We chose to work with B2B Marketing because it was clear they could help us achieve fast ROI through our team development.Working with them has helped us change the game.”Paul De’Ath, Head of field marketing, Access Group

“Our relationship with B2B Marketing has been really fruitful: great training, brilliant B2B Leaders forum and a proactive, slick team.”Director of commercial marketing & research, ITV


Why B2B Marketing?

For over 10 years we’ve been the leading, trusted voice at the centre of the B2B marketing community.

Everyday we work hard to play a central and transformative role in driving excellence in

B2B marketing, empowering marketers and businesses to be their best.

Our suite of products and services includes:

> The B2B Marketing online platform.

> Industry research, analysis and benchmarking reports.

> Strategy and best practice guides.

> Face to face and on-demand training.

> Certified training.

> Large scale and niche events.

> Leaders programme.

> The Blueprint marketing transformation programme.

> Award-winning magazine.

With a commitment to developing skills, best practice and collaboration across the industry, we’ve

built a hugely successful international business and respected brand, based on our core mission:

To show you what marketing can really do for business, and show you how to do it.

B2BMarketing.net/blueprint18

To discover more about how our Blueprint

transformation programme can provide

a blueprint for success in your business:

Call us on +44 (0)207 014 4920

Email us at [email protected]

Visit b2bmarketing.net/blueprint

B2B Marketing Clover House

147–149 Farringdon Rd

London

EC1R 3HN

b2bmarketing.net

Just some of the big B2B brands we work with on team development and transformation solutions.

Blueprint - boldfacemarketing.net€¦ · 6. Provides a prioritised, recommended marketing...

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