Competitive Strategy and Business Models
Too many mission statements are little more than a patchwork of platitudes and buzzwords. No energy, little insight, no real guidance on what to do or how to behave … they’re merely placeholders in lieu of a genuine strategy.
An effective competitive strategy describes the challenges facing your organization and the specific, tangible actions you’ll take to tackle them. Unfortunately, few companies can clearly articulate why anyone should want to be their customers. And that’s where Wayne excels.
Your strategy must be elegantly simple and compelling. It must clearly describe a need you exist to fill, the value with which you fill it, and your plan for delivering that value. It shifts the focus away from technologies and processes, and to the value that will win and keep customers long-term.
Wayne builds effective B2B business strategies for SME’s (small to medium-sized enterprises) that leverage your capabilities and resources, and align with your organizational culture.
Marketing and Branding
At least one strong brand is critical to a sustainable competitive advantage. Creating one is the sine qua non of real marketing. And Wayne is an exceptional brand developer.
A B2B brand that resonates with your customers becomes a point of reference and an anchor point in the clamor of competitive messages. Development of your brand is now especially important with Gen-Y’s and Millennials who rely on brands to make decisions quickly and well. Your brand is where your strategy takes visible form. It is what you do, how you do it differently than your competitors, who you do it for, and how you want customers to feel. The strongest brands are always about the customer, and include strong rational, emotional and competitive components.
Wayne gets you there by starting from a strong competitive strategy, capturing it in a customer-facing brand promise, and then developing your brand to engage the right customers.
Sales & Business Development
Business development can be a strong process — just as strong and reliable as any other process in your business. A business development process applies an engineering point of view to the work of selling products, services and solutions, in order to move a greater number of larger deals through the sales pipeline faster and more successfully.
No matter how powerful your B2B business strategy, going to market badly makes it much harder to sustain your competitive advantage. Wayne strengthens business development in three key areas: people, processes and systems.
An effective B2B business development process is tailored to your company and your customer segments. It is welded to brand development so that your brand investments drive sales growth. But a strong business development process also technology and platform to make the process stronger and stronger. And it requires investment the sales organization to use the process effectively.
Wayne helps you develop the tools you’ll need to select, coach and mentor effective sales people; build a robust and repeatable B2B business development process; and create systems to support the sales organization, through the entire customer lifecycle.
The Customer Experience
Steve Jobs said it best: “You’ve got to start with the customer experience and work back toward the technology — not the other way around.”
The experiences your customers have with you fulfill your brand promise and can turn them into raving fans. From the moment a customer becomes aware of your organization, her experience is shaped by every interaction she has with your services, people, processes and products.
Great experiences make B2B relationships sticky. Those relationships anchor and reinforce your competitive advantage. But great experiences happen by design. Not by luck, and certainly not by accident.
When it’s a key element of your business strategy — and expressed in your brand promise — the impact of an extraordinary customer experience builds loyalty, retention, and margins.
Wayne designs and develops robust and repeatable Customer Experience Processes that deliver on your Brand Promise. These processes take you beyond “customer service” and well beyond the routine and predictable.