What we call Zero Based Strategy, is essential for getting the Consumer, Customer & Shopper at the heart of your marketing & sales activity
How consumers and shoppers connect and interact with brands has changed dramatically, especially since COVID. It will continue to change further as the cost of living crisis starts to bite and disposable incomes decline. In order for Sales and Marketing to stay effective in this newly evolved world, the marketing strategy and planning model must evolve and hence our development of Zero Based Strategy (ZBS).
Defining ZBS
We define ZBS as; stripping back all we know to zero, and building up our strategy, based on insights into consumer and shopper psychology and behaviour.
The methodology realises the insight and expertise of Sales and Marketing, and potentially external teams, enabling all the team members (internal and external) to contribute through the same methodology and tools and steps, in order to deliver executable, world class strategy and activities.
At its best, the Capability Bridge’s Zero Based Strategy methodology ensures optimal resourcing, integration and transparency. It delivers insightful strategy and ultimately, strong brands that are relevant, available and compelling to Consumers, Customers and Shoppers.
OUR 4 STAGE PROCESS TO DELIVER YOUR ZERO BASED STRATEGY
1. DISCOVER
Understanding and evaluating your current marketing and sales channel strategy — how you plan, develop and deliver an end-to-end strategy, with the current processes capabilities and future deliverables.
• Current strategy & execution effectiveness health check
• Stakeholder review via interviews
• Competitive audit, benchmarks and data analysis
• Data & capability gap assessment
• Consumer or Shopper behaviour change definition
2. DESIGN
We create or adapt process solutions to suit the teams in order to run effective and agile marketing strategy, driven with the consumer, customer and shopper at the heart.
• Strategy & Planning Process design
• Templates and toolkits design
• Organisational engagement approach definition
• Determine most effective mix of intervention e.g. workshops, e-learning, coaching etc
• Training & Capability overview plan
3. DEVELOP
We develop the solutions that suit the teams in order to run effective and agile marketing strategy, driven with the consumer, customer and shopper at the heart.
- Zero Based Strategy & Planning process and toolkit
- Templates and tools developed
- Training content created
- Pilot testing of Zero Based Strategy approach in one market or region
4. DELIVER
Embedding and integrating the new processes to ensure that they land well and are implemented thoroughly.
- Internal communication and launch plan
- Training & facilitating the key elements of the ZBS process
- Embedding the approach within existing routines & process
- Strategy evaluation methodologies
CREDENTIALS
Our consultants have worked in and led strategy and planning on the client and consultancy side across multiple businesses and across the globe, and have seen and experienced what works and what doesn’t work, in order to get to the most effective output.
Get in Touch
We would love to hear from you so we can show you how we can help drive improved Capability for your business.
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The Capability Bridge.