Mais conteúdo relacionado Semelhante a Competitive EDGE Strategy (20) Competitive EDGE Strategy1. How to gauge your future profit
with your Net EDGE Score (NES)
www.NetEDGEScore.com
© 2014 Andrew Horton
3. It depends on Warren
Buffet’s #1 success driver
© 2014 Andrew Horton
5. Most companies
only have an
internal lens on
their competitive
advantage
© 2014 Andrew Horton
Source: BusinessSetFree.com
6. How do you add a
customer centric lens?
© 2014 Andrew Horton
8. Your Competitive EDGE
NPV [ your total value / your total cost ]
– NPV [ NBC* total value / NBC* total cost ]
* Next best competitor
© 2014 Andrew Horton
9. How do you know if you
have Competitive EDGE?
Current profit premium
Future profit premium
© 2014 Andrew Horton
10. Your current profit premium
Average 5 year profit
NBC’s average 5 year profit
© 2014 Andrew Horton
11. Your future profit premium
Predict it with your
Net EDGE Score (NES)
© 2014 Andrew Horton
12. Ask individuals one question
“On a scale from 0-10, to what extent
do you feel ABC Inc. provides better
overall value for cost than the next best
alternative?”
© 2014 Andrew Horton
13. How to calculate your NES Score
Building on the Net Promoter Score and popular Top 2
minus bottom 2 box polling:
% in 9-10 group - % in 0-5 group
© 2014 Andrew Horton
14. The 5 E’s of Competitive EDGE
1. Essential
2. Exceptional
3. Evidence
4. Experience
5. Evolution
© 2014 Andrew Horton
17. Mass
Marketing
Fixed message
from marketer
broadcast
through mass
ads and mass
media
Personalized
Marketing
Responsive
message pushed
and pulled from
marketer to
individuals (i.e.
PPC, Nurture)
1st Generation
One to Many
Community
Marketing
Variable message
controlled in real-time
social media,
not by marketer.
Push, pull and
combine. SOLOMO
(social, local,
mobile) and big-data
more relevant
than ever.
2nd Generation
One to One
3rd Generation
Many to Many
4th Generation
Many and One to One
Embedded
Marketing
Personalized,
community marketing
matching needs and
offers interaction by
interaction.
The next generation of marketing
© 2014 Andrew Horton
26. Competitive EDGE marketing best practices in 10 steps
1. Establish your Competitive EDGE
2. Set success metrics
3. Establish thought leadership topics and positions that align to your Competitive EDGE
4. Generate content that aligns to your thought leadership
5. Contribute to related influencer thought leadership discussions (reciprocity)
6. Make your content available for consumption and sharing and track engagements
7. Reengage through a nurture stream of content and people interactions relevant to stage in
buying cycle
8. Measure results
9. Optimize all elements 1-8
10. Convey results to broader leadership to reinforce Competitive EDGE
© 2014 Andrew Horton
27. Communicating Your Competitive EDGE
5 E’s Related Element of SUCCES
Essentials Simple
Exceptionals Unexpected
Evidence Credible and Concrete
Experience Emotional and Stories
Evolution
The Humphry Group Leadership ModelTM
Grabber Subject
Message
Structural Statement
Supporting Point 1
Supporting Point 2
Supporting Point 3
Related Message
Call to Action
Made-to-StickTM
© 2014 Andrew Horton
28. Measuring Success
With the C-Suite
• Enterprise funnel in $ (by stage)
• Revenue cycle length
• Net EDGE Score (NES)
• Net Promoter Score (NPS)
• Cross-sell rate
• Number of influencer mentions
• Retention rate
• Revenue per marketing dollar
invested
• New product take-up rate
With Sales
• Number of qualified leads
• Number of wins
• Revenue per win
• Cross-sell ratio
• Number of case studies and testimonials
For Marketing
• Number of qualified leads
• Cost per lead
• Conversion rate
• All of the C-Suite and Sales metrics
© 2014 Andrew Horton