We partner with founders, CEO's and senior management because they determine and execute corporate strategy and, at its core, we feel passionately that marketing is strategy.
Our approach to marketing is fundamentally "outside in" rather than "inside out." We focus first on customers, stakeholders and the marketplace to determine what they need and want from you and your industry. We assess your business and the competition against those needs and make sure your positioning reflects a sustainable competitive edge.
And because the marketplace will often tell you things that R&D, Operations, Sales and other key functions need to know, we look first at implications for the overall business rather than operating strictly within the boundaries of "Marketing."
- A BottomLine partner leads every engagement and participates in every client meeting. The people you meet at the beginning are the same people who will work on your business. We find value in speaking directly with stakeholders and crunching the data ourselves, rather than farming out all the heavy lifting to staffers. We like to say "You get the A-Team all the time."
- Our inclusive work style means that strategy transitions flawlessly into execution because key stakeholders have been included and "pre-sold" along the way. It also means we'll suggest having more than your marketing people in the room for work sessions and briefings. Some clients find this uncomfortable at first, but we've tried it both ways and have seen what works best.
- Part of our mission is teaching & coaching businesses to think differently about their marketing function:
- We are relentlessly fact-driven in our recommendations and decisions. At the same time, we will recommend no research unless there is a clear action standard and ROI associated with it.
- We will help to identify key measures to track your efforts over time, and we are unapologetic about this need for measurement and analysis.
- We believe Marketing is a leadership function that should be transparent to and embrace other functions, especially Sales, Customer Service, Operations, R&D and Finance.
