CMO on Demand



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 with a holistic approach rather than adhoc and knee-jerk manner like many SMEs do. 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 with a holistic approach rather than adhoc and knee-jerk manner like many SMEs do. 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 toplines, bottom lines and ROI.


Digital Marketing Strategy


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 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 at scale, speed with a strategic approach to acquire and retain customers at every stage of their journey.


Digital Marketing Strategy


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 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 at scale, speed with a strategic approach to acquire and retain customers at every stage of their journey.


Marketing Programs


Communicate the right story, to the right audience at the right time. 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. You will create a clear positioning in the market and stimulate your sales.


Developing a New Offering


Through the insights we gather from the customers and the industry, Aaroh will help you create new offerings. Aaroh helps you identify 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 your revenues while seeking potential opportunities in an untapped market through a customer centric approach.


Developing a New Offering


Through the insights we gather from the customers and the industry, Aaroh will help you create new offerings. Aaroh helps you identify 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 your revenues while seeking potential opportunities in an untapped market through a customer centric approach.


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


Aaroh builds an investor brand for mid-sized SMEs maximising their opportunity to deliver value to the company when you go Public through an IPO. We help you develop 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, willing to go public. To maximise the chances of success to effectively tap the public markets, Aaroh identifies the gaps between the market expectations and the present to further strategise and make the SMEs ‘market ready’.


Preparing for IPO


Aaroh builds an investor brand for mid-sized SMEs maximising their opportunity to deliver value to the company when you go Public through an IPO. We help you develop 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, willing to go public. To maximise the chances of success to effectively tap the public markets, Aaroh identifies the gaps between the market expectations and the present to further strategise and make the SMEs ‘market ready’.


Commercial Excellence


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 Marketing Consulting firm that helps SMEs develop their Brand strategy and Route to Commercial excellence.


QUICK LINKS


ABOUT US
Aaroh is a Marketing Consulting firm that helps SMEs develop their Brand strategy and Route to Commercial excellence.


QUICK LINKS



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