M2C^® WorkSite

Breakthrough topline growth is what most companies strive for. However, today's marketers face an ever increasing number of demands on their time and mental energy such that real growth is more and more difficult to achieve. In a typical day they are asked to 'be customer focused', share and coordinate plans with others, respond rapidly to competitor moves, develop faster product launch plans, execute with 'more precision', reduce marketing spending, 'think globally but act locally', and on and on. For most companies, it is difficult to keep up with the growing demands of the external and internal marketplace as people, data, information, and other resources are difficult to coordinate and are often not readily available.

Today, successfully achieving topline growth requires a busy marketing organization to not only craft compelling marketing strategies but also to:

1. Share Growth Principles: Find a better way to think about the growth challenge and ensure that everyone is 'on board'
2. Develop Learnable and Repeatable 'Analytical' Processes: Determine a clear and shared process to systematically work through marketing problems and challenges-let's not re-invent the wheel around the world
3. Deploy Work, Educational, and Collaboration Tools: Use a set of support capabilities that are available to all such that discipline, consistency, and rapid response become embedded in the organization.

The M2C Marketing WorkSite focuses on the third of the requirements outlined above in that it is a web-enabled collection of tools and software that enable marketing organizations to work more effectively and efficiently. The M2C Marketing WorkSite is comprised of enterprise software applications that:

• Guide marketers through rich methodologies and analyses
• Collect and organize market and segment data
• Produce meaningful artifacts such as Customer Portrait^® framework, Consumer Portrait^® framework and Action Segmentation^® process
• Culminate in highly achievable and specific growth strategies
• Reinforce the policies and procedures around the world

Professional marketers are being asked to do more and to do it faster but are often not provided with new knowledge, training, and tools that will help them to do the job better. Seeing this gap many times over in client organizations, we started to think about a unique way of addressing this issue. M2C has partnered with world-class software and market research companies to build proprietary, browser-based tools that enable day-to-day work to be done from a marketer's desktop. Currently, we offer tools that enable a host of marketing activities including:

• Defining and Tracking Objectives of Your Marketing Campaign
• Defining Your Market
• Segmenting Your Market
• Understanding the Size of Opportunity by Customer Segment
• Managing Disparate Types of Customer Data
• Understanding Your Customers' Buying Process
• Profiling Customer Segments · Linking Product Attributes to Customer Needs
• Developing Positioning Statements
• Planning and Calculating Overall Marketing Spending
• Planning and Calculating Marketing Spending by Media Type
• Understanding and Tracking Your Brand's Health

Each of our web-based tools is supported by both data integration capabilities and online learning for all types of users. Furthermore, our services allow for links and sharing of information with our client organizations and with potential marketing execution providers such as market research firms or market share tracking firms.

M2C has developed a customer support organization to answer both technical and usage-related questions about the tools throughout the workweek. In addition, we have an in-house group of technical experts who will provide on-site software fixes and who will ensure that an installed WorkSite system is up and running at all times.

We will continue to refresh our tools and adapt our software to specific client requirements. We are committed to monitoring our clients on an ongoing basis in order to ensure that relevant enhancements are made without disrupting key work.

At the end of the day, we are confident that the WorkSite will help both to enhance our relationships with ongoing clients who utilize not only the WorkSite but also our core advisory services, and, to forge new relationships with clients whom we may not have worked with in the past. Regardless of the nature of the relationship or the client engagement we know that all of our clients will experience the same benefits:

• A better approach to marketing, more consistently applied, leading to better plans and greater conviction in the path forward
• Rigorous output—quantitative and qualitative—along with raised professionalism and thoughtfulness in smaller marketing units (business units, regions)
• Greater transparency for senior management into process and progress
• More productivity sooner
• Faster up-to-speed for new team members
• Broader access to the "bigger picture" of what's going on
• Built-in collaboration capabilities for teamwork

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