Every few years, most businesses reach an inflection point. There are a variety of reasons this could happen to a company…
- Experiencing significant growth
- They are ready to pivot their product or offering towards larger organizations at a higher price point
- The introduction of a new product or service
- Expansion to new geographic locations
- Reaching a growth plateau
- A new disruption within their industry
- A change in leadership
When companies realize that they are at an inflection point, the common solution is to double down on a single marketing solution, such as, a rebranding exercise, generating more media coverage or building a new website. These options can be expensive, are often cosmetic and do not solve the underlying problem: “How do we address this challenge, identify our vision, align our team and develop a product, marketing and sales strategy that supports the new direction of the company?”
It’s time to find your Northstar.
Your Northstar is the intersection of where your business is, where you want your business to be, what your business is, and how your business fits in your industry.
Where you business is and where you want it to be are relatively straightforward, but what your business is, and how it fits into a given industry are deceptively elusive. Businesses usually think they have a handle on the latter two, but many don’t. The problem is you can’t find your way from where you are to where you want to be without truly understanding what you are, how you operate and where/how you fit.
This is what the Mission Control Marketing Northstar exercise discovers.
Our Northstar exercise addresses the foundational challenges of a business with an eye toward mapping marketing to sales. Your challenge could be operational. It could be an internal communications breakdown that results in inconsistent external communications, including the sales calls your team is making. It could be a structural issue that creates a disconnect between different departments.
We created the Northstar exercise to help brands identify real business challenges and growth opportunities while amplifying their strengths and creating alignment across an organization. This isn’t a feel-good, touchy-feely process. It’s a roll-up-your-sleeves, nuts-and-bolts evaluation that results in a clear marketing strategy, empowering your company to be the company it almost is.