A Compelling Marketing Offer for PMO Consulting Company
My recent attempt at developing a compelling marketing offer for a PMO consultancy revealed that this process is not a one-time effort. It is a continuous improvement process that is truly an on-going project. In my role as Director Sales and Marketing I introduced the concept to the owner of the consulting company. We agreed that what we were really providing our customers was the ability to execute strategies. The things that customers hate about the industry that we want to eliminate are:
1. Lack of value at each step of the process.
2. Poor knowledge transfer.
3. Poor expectation setting- lack of clarity on where we are, where we’ve been and where we are going.
4. The “selling” consultants are not the same as the implementing consultants.
5. The consultants lack a passion for the client’s business and don’t seem to care about a client’s success.
I attempted to make a compelling marketing offer statement that addressed each of these points- i.e., how we address each of the “hate” areas. The bottom line of the statement said:
“By continuously setting and exceeding expectations about value, knowledge transfer, experience, and passion at each step of an assignment:
- Our client is satisfied, tells others about us, and wants to use us again;
- We are personally satisfied and more valuable; and
- We continuously improve our ability to gain our next customer.”
This is a work in progress. The next challenge is how to put selling and deployment processes together to guarantee overcoming the “hate” points and possibly redesigning the services to eliminate them. This is an example of the beginnings of the process of developing, and continuously improving, a compelling marketing offer. Note that it is not only customer oriented but can clearly result in better products and services that are a pleasure to sell, produce, and service.
Tags: collaboration, compelling, execute-strategy, executive, governance-board, innovation, investment, lean, marketing, marketing-offer, PMO, portfolio-management, project, project-management, project-management-office, project-portfolio-management, selling-projects, strategy, theory-of-constraints, value, value-sellingRelated Stories
POSTED IN: Best of the Best Practices, PMOs and Portfolio Management
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