STRATEGIC MARKETING ADVISOR

"My role as a strategic marketing advisor for innovative technology is defined through a negotiation with the client, based on their needs and requirements to maximize and capitalize upon profitable opportunities to develop a go-to-market strategy and then, implement that strategy".

1. The over-arching strategic goals are to define new market niche opportunities, develop a go-to-market strategy, through direct sales or channel sales, and then launch a program for pitching decision-makers to close referencable, revenue generating accounts.

There are two basic choices for new technology firms in either:
  (a) find new customers for existing applications or
  (b) find new customers for new applications.

In (b), we will identify new clients who already have a large existing client base with unmet needs, seeking innovations and productivity gains from innovative new technologies. We will then think of how our new technology can add value to existing applications, and evaluate how best to showcase the features of the demo of the existing application and develop a use-case scenario for adding it as a horizontal feature or add-on or enhancement of their existing platform or suite of technologies.

2. We will (a) research what are the new technology's supply and demand trends, pricing trends and growth trends are in the competitive matrix for existing applications and (b) define the parameters for growth opportunities for new applications or innovative integrations.

3. First we will develop the "Pitch".  Then we will contact the potential target from a high level.

4. We will then get the meeting, show the demo, discuss the value proposition and making the case for a high ROI. Based on the reaction, we may ask for a paid pilot or further testing with product development staff and get feedback from marketing staff about the potential for an enhanced or combined product.

5. Rolling out a comprehensive marketing strategy: Other services are mentioned below to follow up with a successful new product entry while new reference accounts prove there is a large and growing market opportunity so that a company can position itself as the market leader with a strong first mover advantage.

Specifically, as the strategic marketing consultant, the following services may be provided if required by the client and may include the following key areas:

1. Brand management: will work with client's Marketing and Communications Director and internal stakeholders regional advisors, country representatives, country partners and outside vendors to adapt the client's corporate brand to apply uniformly across the client's field network, design and produce key components of the partner network brand, provide brand training/coaching to  partners and staff, and provide ongoing oversight of the deployment and promotion of partners’ branding.

2.Communications and marketing - strategic planning: will be responsible to develop communications and marketing plans for the client's regional office, country representatives and partner organizations. This will involve reviewing existing collateral and marketing efforts of country representatives and partner organizations, identifying strengths and opportunities for each office, assess the marketing and communications channels available to the client and its partners (in each of the countries in which client operates) to determine optimal communications channels and timing.

3.Knowledge management, best practices and lessons learned: will be responsible for creating a process, developing and implementing strategies for client Operations’ knowledge management and information dissemination. The creation of a process by which client fields best practices and lessons learned can be identified, documented, validated, produced, disseminated and archived will be the first priority. Other responsibilities will include working with client's senior managers, regional team members, strategic partners and country officers in facilitating network discussions, generating and disseminating best practices and lessons learned to local implementation partners,strategic partners, assisting the above to utilize best practices and lessons learned to improve their organizational capacity, productivity and efficiency, and product innovation and diversification.

4.Organizational development and capacity building. Organizational development and capacity building: will offer consultative and training services to various internal and external operating entities who have critical organizational development needs. The methodology for this organizational development and capacity building support may take many forms, including but not limited to creating diagnostic assessments, offering program-level consulting and/or workshops, or providing online coaching and feedback.

5.Project and vendor management: will be responsible to prioritize, manage design and production, and oversee distribution of the communications and marketing materials for the regional office, country representatives and partner organizations. This will involve working with external vendors such as graphic designers, photographers, printers, videographers, and web designers.

6.Writing and editing:  provide basic writing and editing expertise for  communications and marketing. Outside writers may be used for larger projects on an exception basis.