Understanding the Customer: How Clarity Drives Growth


Situation: Our client is an automotive supplier for the largest automobile companies in the world, was experiencing limited financial success in its marketplace. Growth in this market for this $30 billion global company was stagnant. Even price changes didn’t garner a response from customers.

Core Strategy Group Group’s Approach: It was immediately apparent that the client’s marketing focus was too much on themselves and too little on their customers. They were selling products, not the benefits of those products. Further, they didn’t know which benefits of theirs were differentiating, which would drive the customer’s purchase behavior, or who to target to effectively drive sales. They needed growth and sales immediately. Using rigorous marketing and insights capabilities, we identified our client’s best target customers and what would motivate them to buy. In-depth business case analyses were conducted to determine the priority customers to pursue based on the greatest financial potential since resources were limited. This led to the development of a highly focused differentiated value proposition that was relevant to priority customers and helped them attract more business.

Results: We unlocked a $75 million opportunity for this automotive supplier by making clear what they should do and what they should say to their customers in order for them to grow. With a whole new discipline to align its strengths with customer purchase drivers, the organization now has a defined roadmap for targeted growth. Their focus is on a strategic approach that leverages their resources and creates new opportunities—all centered on an efficient go-to-market model: targeting the right customers with a motivating message, as well as products and services they’re actually motivated to buy. ”I wish all suppliers worked with us like this,” according to the automotive supplier’s customer.

The Core Strategy Group Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group Group combines traditional business-focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.