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.