Consulting

Mezzanine has developed go-to-market plans for telecommunications, technology, healthcare, financial services, advanced manufacturing and numerous other organizations who are launching new products or services in the Canadian or US market. Our go-to-market services begin with market intelligence and incorporate collaborative planning and strategy development with the client. Mezzanine go-to-market strategies are based on rigorous market knowledge in order to ensure that marketing investments are aligned with opportunities, and enable clients to achieve stated objectives on clear time frames.

Why do a Go-To-Market Strategy?

• Gain customer insight to identify the most lucrative customers
• Ensure your marketing investments are allocated to high-reward customers and activities
• Ensure your sales and marketing activities are aligned to the buying process
• Understand realistic timelines and key success factors

The Mezzanine Group has spent the last decade refining and improving the Marketing Strategy and Planning process. The result is a step by step guide of which tactics to use, when to use them, how to measure them and why they will work for you. We start by benchmarking a company's marketing activities against comparable organizations to identify opportunities; we also audit the company's current marketing to identify how well the strategy is being translated to action. We then conduct an external assessment of customers and their buying behaviour as well as competitive forces.

The data and insight from these steps is used to define the marketing strategy – including goals, target market, positioning, competitive differentiation and messaging. From there we create a very detailed action plan that defines the tactics, timeline, budget and metrics.

The marketing strategy and planning process will help you build and execute a solid marketing plan that is fact-based and will prime your organization for growth. Mezzanine has worked with dozens of best-in-class marketers, and the marketing tools we choose are based on our experience of what works and what is aligned with your business goals.

Why do Marketing Strategy and Planning?

• Define your marketing strategy and tactical plan in order to better manage your marketing
• Use the tactics that best align with your business goals
• Measure the performance of your marketing investments

Over the past ten years Mezzanine has developed an effective and creative process for strategic planning. It combines business knowledge with our organizational expertise and best practices to generate a strategy that is sound and can be translated into tactics and metrics that are realistic and achievable. We are highly skilled in working with diverse stakeholders to create broad-based momentum within the organization.

Why do Strategic Planning?

• Address significant changes in the external environment
• Support the business in moving from one life cycle stage to another
• Prepare for major initiatives e.g. acquisitions or organizational changes
• Ensure strategic alignment between all elements of the organization in a complex environment

The Mezzanine Group has conducted hundreds of structured assessments that help organizations identify and understand opportunities. We specialize in complex assessments where our extensive professional networks, proprietary research sources and practical experience deliver powerful results.

A Market Assessment provides a full understanding of a market, whether it is an existing market or a new market in which you want to compete. Mezzanine uses practical and proven methodologies to identify key success factors, barriers to success, competitive forces and the overall market opportunity.

Why do a Market Assessment?

• Get a comprehensive market understanding
• Identify market segments and customer needs
• Assess competitors and their activities
• Clarify key success factors and potential obstacles
• Quantify opportunities

Competitive intelligence is a challenging but essential part of good strategy. Mezzanine's Competitive Intelligence process delivers the information that managers seek and helps them identify threats and opportunities. We specialize in complex B2B environments where our professional network, proprietary research sources and practical experience deliver powerful insights.

Mezzanine experts use practical and proven methodologies to evaluate competitor product and service offerings, understand their pricing, positioning, distribution and promotion, and evaluate their strategies as well as resources and investment levels. This information is vital for near-term and long-term growth strategy.

Why do Competitive Intelligence?

• Benchmark competitors' products and services
• Evaluate competitors' marketing and sales activities
• Assess competitors' pricing strategies and promotion tactics
• Determine customer views of competitors relative to others
• Identify opportunities and market gaps

A Buyer Behaviour Analysis delivers insight on how customers evaluate and make decisions about products and services. We specialize in complex B2B environments where our professional network, proprietary research sources and practical experience deliver powerful insights. Mezzanine uses a rigorous methodology to identify the process, criteria, participants, influences, priorities and timelines for purchasing decisions among different market segments. Our tools include executive interviewing, one-to-one interviewing, small group sessions, focus groups, telephone and online surveys. We get through to the buyers so your marketing and sales is aligned with market realities, not assumptions.

Why do a Buyer Behaviour Analysis?

• Understand customer motivations, buying process and criteria
• Determine customer pain points and triggers
• Identify unique market segments
• Reveal conscious and subconscious customer needs
• Align sales and marketing activities with actual customer behaviour