Art of the Possible: Complexity is the Refuge of the Unsure
—who mesmerize an audience on the right approach, the right foundation and navigation to build a world-class brand. Of course, the quiddity of CMO leadership is the resultant market grade inclusive to achieved product forecasts, market share, price elasticity and above-the-line profit attainment—all while revenue forecasts, catalyzed by a CEO's hope and aspiration for competitive market push, spotlight the bogey for CFO measurement.
Opportunity in the pecuniary language of overachieving product pull makes it very real, very measurable, at the last three feet of the sale in brick or click retail aisles. And yet, through this entire process, pre and post to brand/product investments, we ask one simple question to amplify and accelerate competitive advantage: "What is the most impactful and profitable way to influence a consumer's purchase decision—their brand loyalty?"
Whether you are in sales, marketing or engineering, the right answer to this most important question may, sadly, be your company's wrong answer. Perhaps some believe accelerating market opportunity is heavily based upon potent social media engagements. Others believe accelerating and uniting CRM and SCRM data for one-to-one marketing will ensure hunted results. Many believe targeted broadcast, narrowcast and microcast ambient marketing programs is Job One, to ensure the most profitable congress to fuel purchase decisions and brand loyalty. Some even profess products must be overburdened with robust, perhaps complex, features to ensure competitive advantage and consumer preference.