Leading Change in B2B Marketing—— Seek resilient growth at pressured market
Seeking Resilient Growth in a Pressured Market
In today's volatile, uncertain, complex, and ambiguous (VUCA) market, businesses must adapt to thrive. China, in particular, is navigating a determined recovery from the pandemic while undergoing structural economic reforms. The slowdown in the property sector, a significant economic contributor, exemplifies these changes. No business is immune to these macro-environmental shifts, and the accompanying pressures are palpable.
While multinational giants can buffer challenges through cost-cutting, diversifying revenue streams, and optimizing capital structures, many SMEs face intense pressures in finance, competition, operations, and human resources. Business leaders find themselves at a crossroads, needing to adopt new strategies.
As the adage goes, "the best defense is a strong offense." In this business context, “The best defense is resilient growth” in today's humble-growth economy and VUCA market.
Introducing Growth-Oriented B2B Marketing Management Service (GOMMS-B2B)
Our Growth-Oriented B2B Marketing Management Service (GOMMS-B2B) is designed to help SMEs in China navigate these challenges and achieve resilient growth. GOMMS-B2B is targeted at:
Hidden Champions in niche areas
Established businesses in China facing growth challenges
Companies transitioning from internal to external sales
Businesses without a sophisticated marketing team in China
Organizations considering change but uncertain about direction, approach, and outcomes
Start with Growth Seeking Diagnosis
GOMMS-B2B operates in an Agile mode rather than following a rigid formula. This approach allows us to effectively tailor the project to each unique business situation, avoiding blind investments in manpower and budget. The project scope of GOMMS-B2B can vary significantly based on individual business needs, typically starting with a “Growth Seeking Diagnosis.”
Based on the diagnosis results, we agree and decide on subsequent initiatives, ensuring efforts are smartly directed towards clarified goals and approaches. This method ensures that each step taken is purposeful and aligned with the specific needs and conditions of the business.
Unleashing Growth Potential Through Marketing Management
The pain points of traditional B2B marketing are as evident as the pressures businesses face today. Marketers often feel burdened with scattered "sales support" tasks, unable to engage in "serious" marketing. Sales teams, in turn, complain that marketing efforts often waste resources without significantly contributing to business outcomes. General managers are frequently puzzled about how to organize sales and marketing teams for maximum efficiency. Now might be the perfect time to solve this puzzle.
Sales and marketing are like two halves of a dynamic duo, each with unique strengths but a shared focus and goal: to derive value from customers who appreciate the company's offerings. In the past, during economic booms, many B2B businesses relied heavily on sales to generate revenue, with a less robust value flow in understanding, creating, communicating, and delivering value. A booming market often masked these deficiencies, but a challenging market exposes them. It’s like a short-legged runner feeling the pain when the road gets tough. While we can't flatten the road, we can adapt to a more balanced approach.
So, how do we achieve this? It requires shaking things up and stepping out of our comfort zones. Two major shifts have been identified as effective and helpful:
Shift from Tactics-Oriented Marketing to Growth-Oriented Marketing.
Shift from a Defined Working Approach to an Agile Approach.
In response to the need for leading change in B2B marketing, we have organized top-level expertise to design and launch the new service product, "Growth-Oriented B2B Marketing Management." Our aim is to support the resilient growth of SMEs in China. By embracing these strategic shifts, businesses can adapt to the evolving market landscape and achieve resilient growth, even in the face of significant challenges.
