OutMarket Engagement Overview

Definition

OutMarket is a marketing business team that combines marketing, business and management skills to enable companies to out source their marketing programs.

OutMarket sets marketing strategies and goals with its clients, and takes contractual accountability for the output and the results, integrating the work product of support vendors.

Clients who need world class marketing strategy and implementation can get it without building infrastructure that is not "core" to their business.

Why OutMarket?

At its most basic level, marketing is about creating a mutually beneficial relationship between a company and its customers and prospective customers that is compelling and profitable.

Marketing is not advertising, direct-mail, public relations, etc. These are tools. Marketing is a process. If managed from strategy development through all facets of the customer relationship, marketing accelerates value creation for shareholders.

OutMarket fits between the client and the world of available tools, as a process integrator and general contractor. Our philosophy is that OutMarket is a "tier I" business partner, able to take first-line accountability for a major business process.

About OutMarket

OutMarket has the experience and ability to turn the marketing process into a sustainable advantage for clients. Our client-tested marketing and business management professionals can create alignment between the external promise and the customer experience.

OutMarket professionals average 20+ years of experience with world class clients and brands. Our team includes people who have held director level strategic and operational roles in business development, brand management, product development and launch, research, communications (internal and external), sales management, and program management.

How we work

All client relationships formally begin with an initial client visit to confirm the scope of marketing opportunity, problem definition, work process and the desired economic framework for results. OutMarket's executive committee will create the client team that has relevant skills.

The OutMarket team then meets the client again to define the working relationship, success criteria, and deliverables. We like to have a roll-up-the-sleeves meeting to try on the relationship. If both sides agree, a proposal follows.

OutMarket professionals cut to the chase. We take time out of the process. We recognize the patterns and make the leap from the facts to compelling insight, strategy and implementation. Clients should not expect a lot of paperwork from OutMarket. We prefer to get things done.

Work product

An OutMarket engagement consists of two phases: (1) End State Definition and (2) Implementation.

End State Definition: This is a jointly-developed economic objective with a strategic and operational roadmap to reach that objective. The End State requirements may include acquisition strategies, product strategies, marketing and sales strategies, and internal change management. OutMarket works with the client not just to define the total solution, but determine all required resources.

Implementation: Implementation is changing strategies into action, driven to the goals of the End State economic framework. Both parties agree to the level of business accountability and control each will assume.

Compensation

Our aim is to create value for the client that is many times over total compensation.

Compensation structure normally includes three elements:

1. Consulting fees for the End State work product
2. Payment for management of agreed-upon marketing operations, payable weekly or monthly.
3. Assuming OutMarket takes responsibility for implementation, about half total compensation should be reserved as pay-for-performance, based on meeting mutually agreed goals in the time specified.

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