CMO on Demand



CMO on Demand


Marketing has evolved every quarter during this pandemic where many marketing channels have closed but others have opened up. However, SMEs are getting poor ROI from their marketing initiatives and giving up too early, unable to deal with the complexity and jargon filled approach of their partners. In this age of martech, algorithms, tools and jargons, a CMO ensures that marketing spends yield stronger ROI.

Reviewing existing brand awareness, understanding competition, and planning digital transformation enables SMEs to create strong marketing approaches. Brand strategy, marketing infrastructure and the actual campaigns – CMO on Demand enables SMEs to create efficient marketing plans. Tracking campaigns, brand outreach plans, creating strategic opportunities for leaders, customer acquisition in a predictable manner, commercial excellence to reduce cost of sales – these are some of the functions of a CMO which helps SMEs to create efficient connections with its customers. CMO on Demand makes it affordable for SMEs to access expertise from Fortune 100 and Big 5 Consulting firms to improve the impact of your marketing initiatives.

Go to Market


Go-to-market strategy is the plan of an organisation, utilising their inside and outside resources (e.g. goodwill, brand recall, sales force, distributors, partners, funds availability, etc.), to deliver a unique value proposition to customers and achieve competitive advantage. It helps a company decide on their future course of action in the market with a holistic approach rather than adhoc and knee-jerk manner like many SMEs do. Go to Market Strategy takes into consideration the entire landscape for the company, all possibilities and pros and cons of each route taken. Some questions that a GTM will answer are:

  • Where are we now?
  • Where do we want to go?
  • How do we get there?

Challenges, gaps, competitors – their positioning and market segment, positioning of our offerings in the customer segment.

Vision for the company, scalability and approach, desired segment for our offering, desired market positioning.

Core value proposition and offerings, short, medium and long term plan, approach to scale and profitable growth.

Go to Market Strategy


Go-to-market strategy is the plan of an organisation, utilising their inside and outside resources (e.g. goodwill, brand recall, sales force, distributors, partners, funds availability, etc.), to deliver a unique value proposition to customers and achieve competitive advantage. It helps a company decide on their future course of action in the market with a holistic approach rather than adhoc and knee-jerk manner like many SMEs do. Go to Market Strategy takes into consideration the entire landscape for the company, all possibilities and pros and cons of each route taken. Some questions that a GTM will answer are:

  • Where are we now?
  • Where do we want to go?
  • How do we get there?

Challenges, gaps, competitors – their positioning and market segment, positioning of our offerings in the customer segment

Vision for the company, Scalability and approach, desired segment for our offering, desired market positioning

Core Value proposition and offerings, Short, medium and long term plan, Approach to scale and profitable growth

Brand Identity & Brand Strategy


Create, develop and invest in your brand identity to differentiate from others competing for the same space. Aaroh helps you sharply define your audience and take your offerings to them. With our research and deep insights into buyer behaviour, your business will have a sharply defined positioning in the market and clear alignment from the segment of audience to whom you cater to. Doing this translates to better top-lines, bottom-lines and ROI. Research over many decades have shown that a valuable brand enhances trust and therefore the ability of companies to command a higher price than competition. Brand also reduces risk and creates demand. SMEs have traditionally focused more on sales and immediate returns than running a marathon and create a valuable long term business that can scale. Scalability requires trust for the brand and the company. Focusing on Brand creates a pull for the company’s products and therefore creates a scalable business by reducing the sales cycle and ability to charge a premium. Small companies, Startups who became mega sized companies within 2 decades or so have all invested in brands. The examples are all there for SMEs to emulate.

Digital Marketing Strategy


The fast-changing digital ecosystem is complex and needs a structured methodology to navigate through it. There are ‘essential’ steps to take in the right order so that businesses can realise their full revenue potential.

Aaroh’s digital marketing strategy enables clients to overcome the challenges they face to optimise the right mix of digital channels. We develop, implement and track the digital infrastructure and performance of the campaigns to maximise the quality traffic, leads, conversions and ROI. The strategic approach adopted is aligned to the business goals of the organisation seeking to build a framework for success. From creative campaigns to content, we communicate marketing messages with a strategic approach to acquire and retain customers at every stage of their journey. 

In a scenario of complex and ever changing digital platforms, Aaroh helps SMEs bring in some sanity to the entire exercise and ensures that we help you do what is necessary for your business and not what is the latest fad. We are focussed on real outcomes and not vanity metrics like “likes” “shares” “viral”, etc.

Digital Marketing Strategy


The fast-changing digital ecosystem is complex and needs a structured methodology to navigate through it. There are ‘essential’ steps to take in the right order so that businesses can realise their full revenue potential.

Aaroh’s digital marketing strategy enables clients to overcome the challenges they face to optimise the right mix of digital channels. We develop, implement and track the digital infrastructure and performance of the campaigns to maximise the quality traffic, leads, conversions and ROI. The strategic approach adopted is aligned to the business goals of the organisation seeking to build a framework for success. From creative campaigns to content, we communicate marketing messages with a strategic approach to acquire and retain customers at every stage of their journey. 

In a scenario of complex and ever changing digital platforms, Aaroh helps SMEs bring in some sanity to the entire exercise and ensures that we help you do what is necessary for your business and not what is the latest fad. We are focussed on real outcomes and not vanity metrics like “likes” “shares” “viral”, etc.

Marketing Campaign Planning


Communicate the right story, to the right audience at the right time. Get the desired response from your audience. Aaroh helps you reach out to your audience with right messages and engage them as per their preference for consumption of information. We do in-depth research to ensure that your business is utilizing the right marketing channels to their maximum potential in order to reach a wider audience and get more conversions. You will optimise your spends and maximise your returns to increase the width of your audience and depth of engagement. 

Aaroh helps SMEs to plan campaigns through the year as per the goals and objectives of the business and the results of previous results.

Developing a New Offering


Through the insights we gather from the customers and the industry, Aaroh helps clients in creating new offerings which are more relevant. Aaroh helps narrow down new opportunities in the market or new segments to serve. We do this by understanding the needs of a customer – both known and unknown – from your own offerings or that of a competitor. You will reduce the risk of investing in products which may never take off and you will increase the relevance of your offering to tap new markets through a customer centric approach. Along with CFO on Demand, we also help develop the entire proposition of launching a new offering.

Developing a New Offering


Through the insights we gather from the customers and the industry, Aaroh helps clients in creating new offerings which are more relevant. Aaroh helps narrow down new opportunities in the market or new segments to serve. We do this by understanding the needs of a customer – both known and unknown – from your own offerings or that of a competitor. You will reduce the risk of investing in products which may never take off and you will increase the relevance of your offering to tap new markets through a customer centric approach. Along with CFO on Demand, we also help develop the entire proposition of launching a new offering.

Marketing Research and Strategy


Where required to develop a marketing Strategy, Aaroh conducts market research to enabling clients to understand their market better and gain an edge over their competitors in the business. The team leverages in-depth analytics for customers tracking critical parameters that define the market. Insights from qualitative and quantitative data is used to understand the driving force behind a customer’s purchase decision. We also help in assessing the brand image, satisfaction of employees or reception of a new product before its launch, thereby helping customers save money and generate a calculable ROI.

Preparing for IPO


Given the active stock markets in India, several SMEs are considering going the IPO route to fund their future expansion plans. In addition to aligning the SMEs to SEBI Guidelines, Aaroh helps build an investor brand for mid-sized SMEs maximising their value to the company when you go Public through an IPO. IPO build up is a 2-3 years long activity. This helps you build salience in the market and attract the right kind of investors to help you enter the market strongly and then sustain market presence. We help you develop key messages and a strategic marketing plan for the investors by communicating a consistent story, showcasing longevity and shareholder value. A multi-channel robust presence is developed to project the strength of the brand, future prospects of the company and relevance of the solutions in the current scenario. To maximise the chances of success to effectively tap the public markets, Aaroh identifies the gaps between the market perception and the company strengths to make the SMEs ‘market ready’.

Preparing for IPO


Given the active stock markets in India, several SMEs are considering going the IPO route to fund their future expansion plans. In addition to aligning the SMEs to SEBI Guidelines, Aaroh helps build an investor brand for mid-sized SMEs maximising their value to the company when you go Public through an IPO. IPO build up is a 2-3 years long activity. This helps you build salience in the market and attract the right kind of investors to help you enter the market strongly and then sustain market presence. We help you develop key messages and a strategic marketing plan for the investors by communicating a consistent story, showcasing longevity and shareholder value. A multi-channel robust presence is developed to project the strength of the brand, future prospects of the company and relevance of the solutions in the current scenario. To maximise the chances of success to effectively tap the public markets, Aaroh identifies the gaps between the market perception and the company strengths to make the SMEs ‘market ready’.

Commercial Excellence


Commercial Excellence is a series of steps that an organization takes to plan the delivery of its value proposition to its audience, supported by excellent sales and marketing execution. This is essential for businesses that seek to relook at their existing presence in the market, redefine their image and on ground sales organisation.

Optimise your sales and marketing spend, optimise sales and rejuvenate revenue growth. You will target your customer better, deliver your offering to them in the most efficient way supported by excellent sales and marketing initiatives. Commercial excellence brings in significant financial benefits through revenue growth or through plugging the leaks and significant SG&A savings. Commercial excellence should be considered by organisations who seek a new go to market model or enter the market with new products or offerings in mature, competitive segments. Commercial excellence requires that you tackle the following:


  • Customer targeting and value proposition
  • Sales organisation
  • Sales force effectiveness
  • Channel Strategy
  • Loyalty programs
Customer targeting and value proposition

Segment your audience and define segment specific value propositions. Find the economics of serving a customer segment and map it with their willingness to pay. This is the most challenging element that SMEs struggle to do. Selecting and prioritising the customer segment for whom your offering aligns strongly to their pain points brings better ROI. One size no longer fits all and identifying the segments for which you have the right value proposition is critical to success. Our research on buying trends and customer behaviours across different demographics sharply identifies the segments where you can get maximum revenue and profit growth.

Sales organisation

A business aligned sales organisation with clear responsibilities and areas marked out will lead to clarity and distinct areas of operations improving the efficiency of your sales initiatives. New routes to the market may need to be created, existing routes may need to be better defined, incentive structures redefined, support organisations created, distribution landscape optimised. In depth understanding of nascent and mature markets, helps us in creating a go-to-market strategy and commercial models that will help you get the offering to prospects with minimum wastage of resources and create a space for yourself in the market.

Sales force effectiveness

A business aligned sales organisation with clear responsibilities and areas marked out will lead to clarity and distinct areas of operations improving the efficiency of your sales initiatives. New routes to the market may need to be created, existing routes may need to be better defined, incentive structures redefined, support organisations created, distribution landscape optimised. In depth understanding of nascent and mature markets, helps us in creating a go-to-market strategy and commercial models that will help you get the offering to prospects with minimum wastage of resources and create a space for yourself in the market.

Channel Strategy

Select the right channels and promote your brand the right way. Aaroh helps you implement a winning channel strategy through a clear characterisation of your prospective buyer journey. Understanding their needs, likes, dislikes and specific channel requirements, incentivising levers and cost to serve – all this improves reach at lower cost – converting into higher revenue and better profit margins.

Loyalty programs

Focus on delivering the experience which a customer wants and see their loyalty grow. You will understand your customer needs better and chart their interaction with your brand to define the customer experience they are expecting of you. Increased focus on addressing the pain points delivers a better experience, increases loyalty and improves returns on investment.




ABOUT US

Aaroh is a leading global consulting firm providing SMEs a broad range of services to redefine their approach to their business operations. We enable SMEs to derive scale using the growth triad of Marketing, Technology and Finance.



ABOUT US
Aaroh is a leading global consulting firm providing SMEs a broad range of services to redefine their approach to their business operations. We enable SMEs to derive scale using the growth triad of Marketing, Technology and Finance.



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