Customer Value Maximization Through ROMI

GC customer lifetime value (CLV) optimization sets out to define customer interaction strategies that power significant business growth, profitability and shareholder value. In order to achieve CLV optimization, our customer engagement strategies leverage leading-edge Customer Value Engineering and deep Global Market Analytics technology across structured and unstructured data sets spanning throughout the customer journey, enabling us to gain deep understanding of the customer needs and behaviours, determine the right customer objectives (acquisition, retention, client profitability, usage) and identify the best ways of reaching customers (marketing and channel strategy) in order to predicably measure and impact share price. 

The GC CMO Playbook serves as the ultimate CMO blueprint for executive Marketing strategy formulation, execution and Alpha realisation, with a comprehensive roadmap to achieve maximum ROMI and impact Share Price in a measurable and predictable manner. With the goal to empower the CMO to drive the boardroom’s primary agenda of maximising shareholder value, our GC CMO playbook outlines the battlegrounds of where to play, how to play and how to win across all dimensions of Customer Value, identifying the strategic and operational performance levers for augmented marketing performance, all geared towards enhanced Customer Value and ultimately Share Price, with bespoke journeys for functional effectiveness and efficiency.

With the aim to enhance the EVBM Growth Strategy through enhanced Customer Value improvement approaches, GC Brand Value Engineering places the customer at the heart to align the power and value of a Brand with Enterprise Value and Customer Value. By leveraging proprietary GC intelligence tools and technologies, coupled with financial accountability metrics backed by robust Financial Engineering, our unique approach to Brand Value Engineering translates Brand Value into its comparable components of Customer Value and shareholder value, enabling the development of bespoke Marketing and Communication strategies geared towards the maximization of Brand Value. 

In order to support the Marketing function to deliver ROMI, GC Marketing Target Operating Model (MTOM) focusses on embedding the operational mechanics and performance infrastructure, alongside the required Marketing ways of working, business partnership and value chain workflows to enable highest quality delivery when executing Marketing initiatives and campaigns. Leveraging GC Enterprise Engineering capability, we partner with executive Marketing leadership teams to define the ideal state Marketing ways of working for optimal efficiency and effectiveness that will allow for maximum value delivery against business strategy. Leveraging EPO principles for maximum efficiency and effectiveness, we seek to construct the optimal integrated sequence of effort between Marketing Capability and Business that will result in highest ROMI when executing marketing initiatives. By linking talent to value, People Effectivenessnand People Efficiency strategies are meticulously designed to ensure maximize value is derived from people in the operationalization of MTOM. To ensure the Marketing workforce is optimally deployed to respond to the changing dynamics of new ways of working, we translate the people efficiency principles into Organizational Design, Role Profiles and Competency Frameworks, Headcount prototyping, Workforce deployment frameworks and Service Models for optimal people performance. Understanding the significant impact of a MTOM Business Transformation initiative, GC Strategic Change Management practices are proactively deployed to manage the people and cultural change impact, placing extreme focus on People Experience across the change transformation journey. To ensure that the Marketing community is skilled and prepared to operate in newly defined ways of working, we develop bespoke learning journeys to close the future skills gap and accelerate the reskilling and upskilling of talent. 

Aligned to Marketing and Communication Engineering strategies of iterative marketing level of contact deployments, our GC Marketing Capital and Budget Allocation approach ensures that budgets are selectively and accurately allocated for optimal spending effectiveness that translates to tangible ROMI and financial accountability. With the aim to reduce wasteful expenditure related to inconsistent spending and unnecessary reworks, as well as increasing the accuracy of agency briefing, media planning and buying, we align budget allocation to MTOM principles of EPO, reinforcing marketing campaign performance accountability in the partnership between Marketing and Agency through tangible ROMI value demonstration. 

Understanding Marketings’ significant impact on Enterprise Value Creation, Marketing Business partnership becomes essential to engineer the interplay between Marketing, Sales and Product in order to have a compound effect in achieving Alpha. Aligned to GC MTOM, we set out to empower the Marketing community to strategically partner with the business to identify, evaluate, and pursue value opportunities for elevated business growth. Making use of immersive learning design and GC People Effectiveness strategies, we apply bespoke individual and team performance coaching, focussing on developing the intrapreneurial skills, behaviours and mindsets required from marketers to partner cross-functionally and immerse themselves within Business strategy and the end-to-end value chain of strategy execution. 

Translated from MTOM, GC Mar Tech optimization makes use of GC Digital practices to align Marketing and Enterprise IT strategies, optimizing the use of technology along the Marketing value chain and simplifying the complexities associated with multiple system integrations. Leveraging GC Digital Eco-system Architecture, as well as Platform Engineering capabilities, we identify, develop and implement bespoke fit-for-purpose Mar tech, alongside the value discovery methodologies to define, articulate and translate value contribution of the Mar Tech investment through tangible ROMI and RODI demonstration.

Integrated with the MTOM, GC Marketing Funnel Optimization takes on an integrated approach between the Marketing and Sales funnels, linking financial metrics to customer metrics in way that allows for orchestration of communication that predictably and measuredly impacts the Share Price of the organization. Leveraging GC Financial Engineering, Growth Engineering and Behaviour Dynamics Capability, in conjunction with proprietary GC Marketing funnel optimization tools and technology, iterative marketing level of contact strategies are deployed to optimize marketing messaging, capability and creative, linking customer behaviour and buying power in a way that results in quantifiable ROMI and Marketings’ direct contribution to Share Price. 

Aligned to the Enterprise Investor Strategy, GC Investor Communication Engineering takes on an investor centric approach to develop and implement communication strategies and marketing levels of contact that focuses on attracting the right investors and unlocking the maximum value from Investor Strategies and partnerships across all asset classes, sectors and industries, for both public and private market capital. As a key pillar to the Investor Management Office’s (IMO) Investor strategy roadmap, we seek to accelerate the Enterprise’s Investor Strategy with bespoke messaging aimed at enhancing investor trust, increasing investor confidence, providing risk assurance and shareholder value growth certainty.

Taking on a people-centred approach towards culture transformation, GC Internal Communication Engineering partners with GC Culture Strategy and GC Strategic Change Management capability to create personalized, authentic, and motivating employee experiences that embed quality-of-workplace relationships and instil a sense of belonging and purpose to strengthen Brand connection. By engineering internal communication aligned to Enterprise People strategy, we focus on developing communication strategies that can create internal energy, mobilize influencers, and engage the workforce to create widely shared feelings of well-being and cohesion across the workforce. 

GC Marketing Emergency Action is a critical turn around intervention that is deployed either when a Black Swan event occurs, or in anticipation and avoidance of a Black Swan event occurrence. Considering the profound impact these events may have on individuals, organizations, and society as a whole, rapid and decisive action is required to mitigate the effects, which may lead to significant changes in how organizations approach risk and decision-making. In the event that GC Marketing Emergency Action is required, either in the midst of a crisis, or in anticipation of major risk, the GC Marketing Alpha Team, in conjunction with GC Financial Engineering, GC Enterprise Risk Management and Marketing Intelligence capability is deployed to respond quickly and effectively to the changing circumstances, with the aim to protect Enterprise value, Brand strength, customer relations and business operations. 

In the event that immediate proactivity action is required to reverse an organizations’ declining Share Price, sales, market share, profitability, or ability to create economic surplus value, GC Marketing Turn-around strategy is deployed as a critical intervention to implement changes to the organization’s marketing approach and develop comprehensive plans to address the root cause challenges of declining organizational performance. Leveraging GC Marketing Intelligence Capability, robust diagnostic discovery interventions are implemented to identify the root cause of the organizational performance and gain deeper understanding and insights to macro, micro, geo-political context, market trends, competitor landscape, changing demographics, firmographics and psychographics, product or service positioning, as well as customer behaviours and needs. Based on these insights, we leverage the specialist skillsets of the Marketing Alpha team, deploying the capability of GC Communication Engineering, GC Business Transformationand Strategic Change Management to develop comprehensive Marketing turn-around interventions geared towards addressing the business, people and operational challenges in a way that results in maximum value creation for the Enterprise. 

The GC Marketing Alpha Team forms part of the primary leading team in GC that is focussed on achieving Alpha returns for shareholders through precision Sales, Growth, Marketing and Financial Engineering interventions. Typically deployed as an elite execution arm of the CMO and executive leadership, the GC Marketing Alpha Team is mandated to achieve rapid business results in high pressured situations, empowered to operate independently and with a high degree of autonomy. The team comprises of highly elite and specialized individuals with exceptional skill and precision, working collaboratively to operate under extremely challenging conditions and tasked with carrying out high-risk and high-rewards projects. Having a high degree of risk tolerance and a willingness to operate in unpredictable environments, the team is typically deployed as a rapid-response unit to emergent situations, or to prevent/mitigate threats before they escalate. Being responsible for high-priority or confidential projects, the team is equipped with proprietary GC technology and equipment that is designed to enhance their performance in challenging environments.