Page 127 - MYM 2016
P. 127
MarketiNg strategY
Measuring and Managing Market alignment risk
Marketing’s critical new role in creating Pro t and growth
One of the biggest risks a business faces is the loss of its customers, their reduced spending, and/or the inability to pro tably gain new customers. Marketing plays a crucial role in mitigating these risks. The degree to which a company’s culture is aligned with its customers and markets has been found to be one of the biggest controllable drivers of risk and sources of pro t opportunity. In this article we describe marketing’s role in generating pro t and growth by reducing the risk of organizational misalignment with its markets.
bY linden broWn & John S“TanhoPe
Most companies don’t
measure the risks that count
– market alignment risks. Nor do they measure their drivers and nancial impacts. here is a business tool for marketing that does.
– John Stanhope Chairman, Australia Post
OCTOBEr 2016 MINd YOUr MarkETING | 127
