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Do the right things right
Tallman Insights, Inc. draws upon best-practices and techniques that leverage our combined experience with over 50 technology companies. Our engagements are usually completed in 45 to 90 days time, and progress through three key phases that include:
- Discovery analysis - The team combines analysis of existing plans and materials, internal interviews and work sessions with the management team, and external research and one-on-one interviews with customers, prospects, channel partners and industry analysts. This provides a customer-driven view of the competitive landscape and market opportunity.
- Opportunity insights - Our unique talent is to synthesize thousands of pages of detail into a concise set of insights, message themes, marketing strategies and promotion ideas. Through a set of interim milestone work sessions, we share our discovery findings, review and agree upon positioning and marketing strategies and work with the management team to ensure that the work meets their criteria for success.
- Strategic deliverables - Final targeting strategies, positioning and messaging platforms and other core deliverables are presented in their entirety. All reflect a comprehensive understanding of the customer and market, and the perspective, contribution and requirements of the management team.
Our strategic partners and we bring the means and method to move quickly and accurately and accelerate time-to-execution. This includes:- Precision account targeting - We draw upon those techniques that are most appropriate to the stage of market and competitive situation. This includes using data analytics that profile best customer to find look-alike account opportunities, leveraging existing research data, or fielding and analyzing a proprietary demand-side research study.
- Integrated program planning - The team develops and translates well-defined marketing goals down into a detailed and fully integrated set of marketing programs and tactics. Each has a defined purpose and objective within the strategic framework. This gives our client management teams the ability to drive and oversee all marketing program execution.
- Strategy-driven budgeting - Our capabilities include the ability to audit existing marketing budgets and analyze the way funds are currently aligned to drive revenue. Given these insights, we are able to align marketing budgets against an overall go-to-market strategy that are appropriately balanced to drive, accelerate and support the sales process.
- Positioning and messaging - We develop positioning platforms that emphasize the key capabilities our clients bring to their customers over the "benefit-speak" that has become overused to the point of meaninglessness in the technology industry. Platform components define what your company or product does, what makes you unique and why your customers should care. This clearly defined platform allows the creative process to focus on being creative, and ensures consistency of message across a wide-variety of deliverables - from advertising to the web.
- Primary research - The team draws upon innovative techniques for market research, including tele-web focus groups that allow end-customer executives to participate via a moderated conference call while viewing positioning platforms, creative concepts or product demos through the web. This allows us to reach better qualified and more senior-level customers because of its convenience. We put tremendous scrutiny on the criteria used to recruit participants to ensure that we are able to ask the right questions of the most appropriate targets.
- Integrated marketing measurements - We take advantage of the speed and cost-efficiencies of web-based surveys with both existing customer and targeted prospects, and leverage more traditional techniques to conduct research on a global-scale. The measurements we take are carefully aligned to provide a complete picture of market standing and marketing impact over time, from brand awareness and perception to sales conversion rates and depth of account penetration.
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