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Are you increasingly challenged to prove the effectiveness of your The StratoPlanner™ enables you to instantly translate sales reports
marketing choices? Are you expected to forecast the expected into marketing plans with correlated conclusions and actions, like
outcome of your proposed marketing plan? Is achieving optimal what actions to take, what message to send, when to send it, which
Return on Marketing Investment (ROMI) your primary criteria for channels to select and what sales key performance indicator best to
future budget allocations? affect.
For many decades marketing, accuracy and accountability were To good to be true? The StratoPlanner™ does exactly that. It is the
rarely mentioned in the same sentence. Today, all this has changed. first tool on the market that merges ‘sales’, ‘branding’ and
Accountability and measurability are the top challenges marketeers ‘marketing’ in one application. This has been achieved thanks to the
are facing. The StratoPlanner™ has been specifically developed to methodology running in the background of the StratoPlanner™,
help you face and answer these challenges and will for ever change Biotic Brand Cultivation® and more specifically the Brand Nourisher.
the way you will develop your marketing strategies.
In the next pages you will discover all the features that make the
Imagine asking your sales manager for the annual targeted turnover StratoPlanner™ so unique.
and the corresponding key performance indicators, in order to
develop a correlated marketing communication strategy. Imagine
that you not only manage to develop a strategy to stimulate sales, TOP 10 Challenges Facing Marketeers according to 2007 Marketing
but at the same time to increase long-term brand equity? Would this Outline Report
not be the kind of performance you want to be related with?
Marketeers look at measurement, improved efficiencies and customer
knowledge as top challenges.
In marketing literature and in many market inquiries marketing tools
are criticized and questioned because of their complexity and lack of 1. Quantify and measure the value of marketing programs and
ability to provide real control. investments
2. Improve the efficiency and effectiveness of the marketing
Marketeers like you are constantly bombarded with more data, organization
more variables and new parameters. Instead of acquiring more 3. Grow customer knowledge, insight and conversations
control, in reality one just feels that the probability of making 4. Improve the allocation and ROI of marketing spend
mistakes has increased exponentially. In the end, you are left to 5. Extract greater value and profitability from customer relationships
follow your gut feeling. Face it, having more options does not imply 6. Increase credibility, influence and perceived value with senior
quicker choices or better choices. management
7. Develop competencies, business knowledge and strategic
alignment of marketing functions and external assets
The StratoPlanner™ is a dashboard/planner that enables you to
8. Better capture, convey and deliver a clear value proposition to all
identify at a glance which strategic marketing and branding actions channels and audiences
will best stimulate sales. In fact, the StratoPlanner™ exposes the 9. Advance alignments and linkages with business groups, field sales
direct correlation between, sales, branding and marketing thanks to marketing and channel organizations
its integrated and holistic design. The StratoPlanner™ also ensures 10.Establish a global organizational structure that best delivers results,
that your marketing and branding actions will built long-term brand accountability and measurability
equity at the same time. All this is possible in a fraction of the time
conventional methods require to develop a strategy.
Marketing Outline Report 2007, issued by the CMO Council
( www.cmocouncil.org )
The top challenges and wants of Marketeers
43,8
38,7
33,7
0 13 25 38 50
Quantify and measure the value of marketing programs and investments
Improve the efficiency and effectiveness of the marketing organization
Improve the allocation and ROI of marketing spending
42,2
31,2
30
26,7
0 12,5 25 37,5 50
Marketing performance measurement dashboard
Customer relationship management
Customer intelligence and analytics
Sales and marketing integration tools
The StratoPlanner™ delivers unique benefits that answer the needs Relationship Scan (self-assessment or qualitative survey).
of today’s marketeers.
Complete
The StratoPlanner covers the full marketing, sales and branding
Instant Planning process.. It includes a manual to help you develop the right
Thanks to the matrix architecture, sales, branding and actions and send the right messages per Key Growth Enabler
marketing are correlated with each other, allowing instant that needs to be activated. Additionally, the StratoPlanner™
assessments and planning. Key findings and strategic choices includes a list of communication channels and tools, structured
can be extracted in no time. according to each Customer Contact Moment.
Accurate
The Key Performance Indicators as well as the Key Growth
Enablers are quantifiable. As a direct consequence the
StratoPlanner™ is very accurate in assessing and predicting
marketing performance. Cause and effect assessment are very
easy to make.
Measurable
Additionally to the sales Key Performance Indicators (who are
measurable by nature), the quality of brand relationship can be
measured thanks to 14 parameters of the Customer
Marketing in 3 dimensions. Providing marketeers new
perspective and unparalleled leverage.
The power of the StratoPlanner™ resides in the Biotic Brand The 9 KGE’s are:
Cultivation® process running inside. It is this process and Brand Conversion generates selection of a brand
methodology that attributes the StratoPlanner™ the capacity to Brand Leadership generates preference for a brand
correlate marketing and branding to sales. The StratoPlanner™ Brand Reassurance generates choice for a brand
covers the complete customer or brand life-cycle. By breaking down Brand Passion shortens the decision process for a brand
the complete sales process (sales), customer relationship (branding) Brand Talent affirms the choice for a brand
and contact moments (marketing) into a series of sequential Brand Inspiration generates up and cross selling
parameters, it is now possible to link each of these parameters with Brand Experience generates word of mouth communication
each other and assess or predict their impact. Brand Dialogue generates input to improve a brand
Brand Bonding generates advocacy for a brand.
The advantage of breaking down sales, marketing and branding into
sequential parameters is the possibility to identify why and when a These KGE are measured with the Customer Relationship Scanner.
process is underperforming, and why the set targets have not been A proprietary tool able to analyze the quality of your customer or
reached yet. This allows instant assessments of the full process and brand relationship. This is expressed in series of indexes.
immediate strategic adjustments.
Key Communication Enablers
The StratoPlanner™ works in 3 dimensions. The Key Growth The Key Communication Enablers allow you to identify why your sales
Enablers affect the Brand Equity, the Customer Contact Moments process is slowing down. This way you will know where the customer
affect Marketing and the Key Performance Indicators affect the relationship is strained and what aspect of the communication might
sales. have caused it.
Case 1: Conversion (CON) needs to be stimulated because it is Case 2: Cross-selling (CS) needs to be stimulated because it is
underperforming (red) underperforming (red)
Assessments: Assessments:
Vertical : Customer Contact Moments Vertical : Customer Contact Moments
More pre-sales one-to-one onsite and face-to-face inside sales More face-to-face inside sales, one-to-one and face-to-face after-
communication is needed in order to stimulate conversion. sales offsite communication is needed in order to stimulate cross-
selling.
The CCM table will show you which communication The CCM table will show you which communication
channels are most appropriate per CCM channels are most appropriate per CCM
You will discover in the Brand Nourisher manual what You will discover in the Brand Nourisher manual what
message and actions are most effective and message and actions are most effective and
recommended. recommended.
Technical Data
Features Standard
Matrix View •
Brand DNA integration
Ready to maximize your Return on Marketing
Investment like never before?
Gregor Küpper
COO Greenhouse | BBC Ltd.
g.kupper@greenhouse-bbc.com
www.greenhouse-bbc.com
(Tel) +32 2 268 68 54
(Fax) +32 2 262 23 37