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It's Important!
The February 2007 Harvard Business Review contains an article entitled, "How managers' everyday decisions create - or destroy - your company's strategy".
This thought is at the heart of the
Our focus is on "hard skills". These are the skills associated with managing the business as opposed to managing people - though we recognise that the two are inextricably intertwined - in fact, the need to take an holistic perspective is one of the recurring themes of our courses.
HappyAtom works with organisations in a number of ways. Our Services page provides more detail. Briefly, we provide training - development of materials, train-the-trainer, delivery - and consulting services.
Marketing Strategy Training
From marketing strategy training through to finance and problem solving, HappyAtom offers a unique approach to gaining sustainable competitive advantage.
It is our belief - and there is strong evidence to support this - that organisations that practise the "marketing concept" are more successful. This requires an acknowledgement that marketing is the responsibility of everyone in the organisation - and marketing strategy is the responsibility of all senior managers. Marketing strategy training should be on the curriculum of all managers.
As Regis McKenna said:
"Marketing is becoming an integrated part of the whole organization, rather than a specific function. Who's responsible for setting the direction of a business? Who sets the marketing direction for Cisco? For Apple? For Microsoft? More and more, it's the CEO who's becoming the chief marketer."
Follow this link to our marketing training courses page. Or have a look at an overview of a typical marketing strategy training course.
HappyAtom offers a range of services to help companies become market-led:
- marketing training
- marketing consultancy
- marketing coaching
- marketing projects
One of the foundations of the market-led approach is the marketing plan and HappyAtom can assist at each stage of the marketing strategy process. Our input varies from undertaking stand-alone projects such as a marketing audit to establish your current position (internally and externally) through to consultancy to help evaluate potential new markets and products. A common approach is for us to run a number of training sessions to provide managers with a thorough grounding in key marketing strategy topics such as:
- branding
- differentiation
- market segmentation
- forecasting
- pricing
From here we can provide on-going support through consultancy or by working with individual managers.
Or you can outsource the creation of the marketing plan to us. (We don't go away to a darkened room to write it - you and your team will be heavily involved throughout; however, we will manage the process and the production of the final document.)
marketing strategy training - marketing skills are not enough
Effective marketing plans require more than conventional marketing skills. First we have to ensure that the plan will actually increase the value of the firm. This does not simply mean, "Will we generate a profit this year"; many profitable firms are actually declining in value. "Value" looks beyond the traditional financial statements, P&L and Balance Sheet, and considers the assets that do not appear on either of these and yet are the most important assets in the business - the intangibles:
- brand
- customer and supplier relationships
- skills, knowledge, experience and attitudes
- etc
The financial aspects of the marketing plan must incorporate these elements - otherwise the firm becomes trapped in short-term-ism, shying away from the required investments to gain long-term sustainable competitive advantage. HappyAtom has considerable expertise in this area - visit our finance pages for more information. We can even provide training or consultancy to help build Excel models to support your marketing planning activities.
