T2 helps clients define marketing strategies that maximize the long-term value of the business. The distinctive feature of our approach is a simultaneous focus on the customer value creation (marketing) and value capture (financial) aspects of business strategy.
Our core competency is assisting companies transition from a product- or technology-centric approach to their markets, towards one that is solution-centric and relationship-driven.
A More Complete Approach to Value Creation
We work with B2B companies with strong science, engineering or finance cultures who are “leaving money on the table” by framing their value proposition solely in terms of functional performance and price. Using our S.A.V.E framework, we identify the additional components of a compelling and sustainable value proposition to customers. Our AMP (Analysis of Market Premium) methodology establishes the scale of the value that can be unlocked through this change in focus, and provides an objective benchmark on value creation relative to peers and the industry sector.
Our work typically focuses on four issues:
- How does your company create value for customers? In what ways and for what types of customers can you deliver distinctive levels of value?
- How do you create a value proposition framework that allows each part of your company to communicate distinctive and specific value to their key audiences?
- What is the scale of the value that can be unlocked through strengthening your market presence and franchise?
- What are the business metrics on which progress can be monitored, and the impact on your business value be estimated?
WHAT WE DO
S.A.V.E – our distinctive approach to helping B2B companies evolve into solution-focused strategic partners – was profiled in Harvard Business Review’s January 2013 edition.
HOW WE THINK
We place heavy emphasis on being at the forefront of thinking on the topics most relevant to the business impact of branding. For a link to our published articles, click for more.