Category Archives: Strategy
The Value Chain: why and what
Posted on 30/11/2022
Introduction to the value chain The objective of this post is for you to get acquainted with what a value chain is, how we can price each of the steps of the value chain, and how this is a tool you should have in your toolbox for negotiations. What is a Value Chain? We will […]
Winning the export game
Posted on 24/11/2022
Introduction to exports Not winning in the export game? You are not alone. Why do so many companies fail at exports? A lot of companies fail at it because they have a “moving boxes” mentality and not a transparent export model. Is there an export model that is preferable to another? Not really, but the […]
Optimizing the route to market strategy
Posted on 20/11/2022
Introduction to the route to market strategy The route to market approach is a crucial piece of the strategic puzzle of any company. For companies that have a wide range of products and services, it’s essential to understand how the firm will sell each product. This is especially true if the company can sell a […]
What is product-led growth?
Posted on 05/09/2022
Introduction to PLG Product-led growth (PLG) is a strategy that uses your product to reach and sell new customers, intending to grow without relying on sales or marketing teams. PLG is built around three pillars: 1) Product-led growth (PLG) is a company’s successful use of its product to drive growth without relying on sales or […]
What is product marketing?
Posted on 25/08/2022
Introduction to Product Marketing Product marketing is creating, communicating, and delivering value to target customers by focusing on the product or service (or the category of products/portfolio of services). It is an essential component of sales and marketing that helps organizations to develop demand for their product or service. Essentially, it’s a strategy for boosting […]
The Future of KAM and the Origami Model
Posted on 30/05/2022
What is KAM? Sale is an overarching process across all industries. KAM or Key Account Management is specific to B2B companies with multiple offerings and long-term repetitive engagement. KAM requires a thorough understanding of the customer’s domain, situation, and challenge before crafting a solution. In sales, one would be offering an existing product line. Key […]
Blur and Blurring Boundaries
Posted on 27/05/2022
What are Blurring Boundaries? In research that Marco Bevolo and I conducted in 2007, we posited the “Blur” between work and urban leisure as two polarities on a continuum. Where behaviors, activities, and categories overlap and complement each other. In this new world of “collage consumption,” business categories as we know them will cease. They will increasingly blur into […]
The Future of Category Management
Posted on 23/05/2022
What is Category Management in Fast Moving Consumers Goods Fast-moving consumer goods (FMCG) companies constantly change their products and services to stay competitive. They also face challenges such as limited shelf space and high competition from other brands. These companies need to manage their inventory efficiently to maximize profits. Fast-moving consumer goods companies constantly update […]
The emergence of The Helix
Posted on 28/02/2022
Background: Agility, Flexibility, and Empowerment So many trends have emerged in the last few years. New technologies are changing how we work, shop, and consumer products and brands. The rapidity with whom they appear is unprecedented in history. Technology is also responsible for blurring category boundaries and the edges of work and leisure. Companies face […]