Disrupting the Disruptors – Phase One


The Marketing Transformation Challenge:

Defend and grow market share in Australia against new disruptive competitors.

The Marketing Transformation Solution:

  • A Hot House. incubation of the team for 2.5 days to identify the market opportunity and GTM strategy including:
  • Target audience definitions (customers, accountants, and the crossover of the two).
  • Value proposition development.
  • Qualitative research to test value propositions.
  • Full customer journey mapping for both target audiences and a content strategy.
  • Development of a campaign idea.

The Outputs and Benefits:

  • Market opportunity identified for local market and a test bed for global roll out.
  • Alignment across global, regional and local teams on the value proposition.
  • Significant cultural change and team building – first ever internal transfer of talent.
  • Business case signed off by Global CEO & CMO.

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