Why Market Activation Fails

- Why Market Activation Fails -

with Bob Lurie, PhD
-

Modern digital innovations have radically altered the ways customers research and buy products, making it more convenient and cost-effective for companies to engage with them at any stage of the buying process. It’s widely recognized that companies that ignore or dabble in digital engagement are far less able to connect with customers. Yet it’s equally costly when companies aggressively add digital methods into activation efforts built on conventional marketing wisdom. Because of a key blind spot, materials companies often fail to achieve growth, leaving commercial executives feeling that their marketing and sales efforts have been wasted.

Bob Lurie, PhD is the former Vice President of Strategy at Eastman Chemical and author of the AMA award-winning book The Organic Growth Playbook, which highlights the ideas and methods that helped companies in every market sector and continent generate growth rates 1.5-2X higher than expectations.

Bob and I discuss why companies fail to activate markets, whether launching new products or improving growth of existing franchises. We drill into the subtle yet crippling traps hidden within conventional market activation wisdom, including:

• over-focusing on technical needs
• neglecting customer behavior in the buying process
• failing to remove barriers to behavior change
• Why awareness of your product is not the barrier to revenue growth
• The consistent ROI on moving to a behavior based approach
• How to go about targeting behavior that materially impacts sales outcomes

We also discuss the proven methods Bob developed to generate growth, while at Monitor, and which he successfully implemented at Eastman.

 Who should attend?

• Commercial executives responsible for generating growth from new products, and new markets.
  
• CMO’s responsible for leading marketing transformations within their companies.
  
• Digital Marketing champions who want to tie their activities more tightly to growth.

Show Notes

• NEW! Slides used during the workshop
• NEW! Executive Summary of the Roundtable (2 min read)
• Bob’s LinkedIn Profile
• Kendall’s LinkedIn Profile

Bob Lurie, PhD
Guest Speaker

CEO, Chilmark Associates LLC

Bob Lurie, PhD is the former Vice President of Strategy at Eastman Chemical and author of The Organic Growth Playbook, Activate High Yield Behaviors to Achieve Extraordinary Results Every Time - which highlights methods he used to generate boosts in growth rates of 50-100% for clients by targeting the Customer Buying Process.

Bob is the former Vice President of Strategy at Eastman Chemical where for 6 years he implemented the methods he used to generate growth in a chemical industry context. Prior to joining Eastman, he was co-managing partner of Monitor Group and a senior partner at Monitor Deloitte following the firm’s acquisition by Deloitte Consulting in 2013. He founded Monitor's marketing and growth practice, known as M2C, and led it through more than a decade of double-digit growth. He was the architect of the innovative approach to organic growth that fueled M2C’s success and laid the groundwork for The Organic Growth Playbook.

During his two decades as a management consultant, Bob worked with CEOs and other leaders of Fortune 500 companies in nearly every sector and part of the world to help them accelerate growth.   He has helped numerous organizations embed these ideas through large-scale marketing transformations.

Bob earned his PhD in economics from Yale University.