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Carl Cullotta - ArticlesCarl Cullotta, Vice President and Principal of Frank Lynn & Associates directs the firm’s building and construction practice group. He has managed numerous engagements with global companies during his 22 years with the firm.
Getting Stronger: How to Maximize Profits in Existing MarketsOne of the most common challenges for marketers is delivering profitable growth from existing markets. Often, corporate initiatives for this purpose meet with inconsistent success at best. Then the tendency is to try to "overpower" the initiatives with resources, resulting in growth at the expense of profit. Profitable Channel Management: What Questions Should you be Asking?These clients have realized they are managing a current channel strategy based on outdated channel programs. Often through benign neglect, these programs have failed to keep pace with both market evolution and changes in the manufacturer's channel strategy. When did you last review your channel programs? Successful Innovation Means Managing the LosersMost companies in the innovation game can proudly point to their winners--those new products/services that launched success fully and exceeded expectations for re venue/profit/market share. However, those same companies often express frustration/dissatisfaction with their overall return on innovation investment. Frank Lynn & Associates has worked with many companies that are considered innovators in their industries. This issue of the Client Communiqué shares some lessons learned from the firm's The PPH Formula: Do you Have an Effective Go-to-market Strategy?Historically, marketing and sales were considered more arts than sciences. Companies resisted applying hard measures because it was difficult to measure cause and effect. How could you isolate one marketing or sales initiative and attribute business success to it? As a result, the measurement of market strategy effectiveness was lost in the "Four P's" of marketing. Ten Tactics to Assure Success of your Go-to-market StrategyGiven the high number of "degrees of freedom" that exist across customers, markets, channels, and manufacturers' objectives, it is unreasonable to suggest there is only one success formula to assure optimum market presence and share. However, we find the issues discussed here are consistently addressed by market leaders in both the design and management of their channel strategies. Successful Innovation: How to Manage Product Misses to Maximize HitsMost companies in the innovation game can proudly point to their winners--those new products/services that launched successfully and exceeded expectations for revenue/profit/market share. However, those same companies often express frustration or dissatisfaction with their overall return on innovation investment.
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