The document discusses how gaining a deeper understanding of competitors, customers, and technology capabilities through comprehensive market strategy, customer segmentation, competitor analysis, and content development can provide benefits like understanding market needs, targeted selling, and strategic R&D. It provides examples of how Company X increased profitability by focusing on higher value customers and Company Y identified technology gaps worth millions to close.

1. Gain deeper insight
into your competitors,
customers and your
technology capabilities
Benefits include understanding of market needs, targeted selling to
desirable customer segments, and strategic R&D to close technology gaps
By Yekemi Otaru, Founder and Principal Strategist, YO! MarketingTM

2. Why do it?
◉ Company Alpha has a small sales team
operating globally
◉ The team try to go after every lead
without deep understanding of their
customer segments
◉ Assume they get a map that shows them
how to approach different customer
groups
◉ They know how and who to chase and
where to conserve resources
◉ They can lower costs and increase
profitability with targeted selling
Note: Company Alpha is a fictional company used for illustration purposes only.

3. The Big Idea
Combine your understanding of customers, competitors
and your technology capabilities to create the ultimate
competitive advantage for your organisation

4. Comprehensive market strategyCustomer segmentation
Technology capabilities
Competitor analysis
Content development strategy
© YO! Marketing Limited, 2016

5. Comprehensive market
strategy
◉Targeted customer value propositions
◉Market growth opportunities
◉Strategic R&D planning
◉Targeted sales efforts
◉Efficient utilisation of sales resources
◉Content aligned with market goals

6. How We Help
We deliver relevant marketing insights for competitive advantage

7. Case studies
Company X
◉ Increased profitability by focusing on
customers with higher lifetime value
and fewer support needs
◉ Added new revenue streams by
identifying other adjacent services
required already loyal customers
Company Y
◉ Identified technology gaps in
current capability
◉ Determined that technology gaps
was worth several millions if closed
◉ Revised R&D plans to support
revenue aspirations over three years
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Contact details info@yomarketing.co or telephone +44 1224 605 977 or follow on Twitter @SmartSceptic to learn
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