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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.
Value-based marketing - marketing for value
From marketing planning training through to finance for non-finance managers, HappyAtom offers a unique approach to gaining sustainable competitive advantage.
Value-based marketing
Peter Doyle explains the reason why value-based marketing (or marketing for value) is so critical:
"Accounting profits encourage an excessively short-term view of business. They also encourage an under-investment in information-based assets - staff, brands, and customer and supplier relationships. In today's information age, the accounting focus only on tangible assets makes little sense now that these intangible assets are the overwhelming source of value creation.."
HappyAtom offers a range of services to help companies move toward value-based marketing:
- training
- consultancy
- coaching
- projects
How can we be sure that our marketing 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 for value thinking.
HappyAtom'ss value-based marketing (marketing for value) programmes can help firms to:
- value brands
- evaluate investment opportunities
- set advertising expenditure
- prepare long-term plans
- develop new products and markets
In particular, we can help marketing professionals to communicate their strategies and plans in a language that is intelligible to financial directors. In short, marketing is not restricted to justification in terms of "it will raise awareness" or "it will build brand value"; it can now be justified with "hard figures".
