Huawei's marketing system

In the era of VUCA, the competition between enterprises is becoming more and more fierce, and a deep understanding of customer needs, and continuous creation of value for them, and how to rationally use resources, is the magic weapon for enterprises to win. This article shares a marketing management framework, the MTL process framework, to help you change your thinking.

From Market to Lead (MTL) mainly describes the listed product to the customer's purchase intention.

The transformation of the entire MTL is not so much a process as a methodology, but a shift in mindset.

Especially in this era of VUCA, the competition between enterprises is becoming more and more cruel, and the company that can survive must be a company that deeply understands customer needs, continues to create value for customers, and is good at using resources.

Under normal circumstances, product launch needs to be connected with follow-up marketing activities as soon as possible, so that customers have purchase intentions or purchase leads.

For this reason, companies will carry out exhibitions, publicity, brand promotion and other marketing activities, but even if there is purchase intention and leads, customers may not buy.

Many companies have a limited understanding of marketing/marketing management, limiting marketing/marketing management to branding, advertising, channels, pricing, etc.

At the same time, the development of these activities is relatively fragmented, lack of unified planning, do not align with the final customer needs, and the actual results are not good.

In addition, many companies pay more attention to the management of the opportunity point stage and ignore the more important stage of the front end, that is, to continuously create value for the enterprise through marketing/marketing behavior (leads and opportunity points).

If the front-end work is not done well, the specific sales will become passive water, and it is difficult for the enterprise to develop sustainably.

MTL puts customers at the forefront of market selection:

• Through in-depth market insights, select market segments and plan products, services and solutions;
• Plan and execute marketing plans and end-to-end marketing activities;
• Co-innovate with customers to nurture markets, generate leads, and drive lead conversion to drive growth.

As an enterprise market for the majority of customers, it is necessary to continuously improve the brand among enterprise customers, increase and generate sales leads, so that more and more things are loaded in the pipeline, and sales are achieved through partners (or themselves).

In down-to-earth terms, it's about doing everything you can to show yourself, and create an atmosphere where you are very good, you are very reliable, I am what you want.

MTL's marketing model should be able to take the customer's purchase psychology as the main line and connect all marketing activities.

In the different stages of customer purchase psychology, different marketing activities should be carried out, and all marketing activities should be organically connected.

In terms of marketing materials, marketing materials used to be product-oriented, mainly claiming "what do I have" and "I can" to customers, but what problems have you solved for customers?

Marketing materials should also be changed from the original "I can" and "I can" basis to speak the customer's language, speak the language that the customer can understand, and speak the language that can bring value to the customer.

Enterprises need to generate leads through multiple directions and channels, and have a unified rule, unified system, and organized management of leads.

First, the process architecture of MTL

The MTL process consists of six modules: Market Insight, Market Management, Co-Innovation, Sales Enablement, Demand Generation, and Marketing Quality Management.

Second, the underlying logic of the MTL process

Based on the 4C marketing theory, enterprises need to build customer-oriented marketing systems and methods, that is, MTL processes.

The 4C marketing theory was proposed by American scholar Professor Robert Lauterborn in 1990.

The 4C marketing theory is guided by consumer needs and resets the four basic elements of the marketing mix to target consumer needs and expectations.

The 4Cs refer to:

(1) Customer

It mainly refers to the needs of customers.

Companies must first understand and study their customers and provide products based on their needs.

At the same time, enterprises provide not only products and services, but more importantly, customer value.

(2) Cost

Not only the production cost of the enterprise, but also the customer's purchase cost, but also means that the ideal situation of product pricing should be lower than the customer's psychological price, but also able to make the company profitable.

In addition, the customer's purchase cost includes not only his monetary expenditure, but also the time, physical and energy consumption of it, as well as the risk of purchase.

(3) Convenience

Provide customers with maximum shopping and use convenience.

4C marketing theory emphasizes that enterprises should consider the convenience of customers more when formulating distribution strategies, rather than the convenience of enterprises themselves.

It is necessary to use good pre-sale, in-sale and after-sales service to let customers enjoy convenience while shopping.

Convenience is an integral part of customer value.

(4) Communication

The 4C marketing theory believes that enterprises should establish a new type of enterprise/customer relationship based on common interests through active and effective two-way communication with customers.

This is no longer a one-way promotion and persuasion of customers, but a way to achieve their respective goals at the same time in the communication between both parties.

Enterprises exist to meet customer needs, therefore, we must be customer-centric, analyze customer pain points, design suitable solutions, and solve customer problems.

In this way, you can create a great product.

3. The main activities of the MTL process

1. Market Insights (MI)

The purpose of MI is to support market management by continuously carrying out market insight work, analyzing the market environment and customer needs.

It is mainly analyzed from two dimensions: market and customer:

• The market dimensions include: market segmentation, market trends, market size, market growth, competitive analysis and disruptive force analysis;
• Customer dimensions include: customer segmentation, customer behavior analysis, customer value analysis, customer voice research, customer experience measurement, social media analysis, etc.

2. Market Management (MM)

The main tasks completed in the MM phase include:

• According to the conclusions of market insight, based on market attractiveness and own capabilities, select and prioritize market segments, and complete the portfolio of market segments;
• According to the needs and pain points of customers, identify performance gaps in market segments and propose improvements, plan and develop products and solutions;
• Develop a market plan for the target market segment and manage the performance of the segment.

3. Joint Innovation (JI)

JI refers to joint innovation with customers, exploring customers' real usage scenarios, ensuring a true understanding of customer needs, continuous innovation, and turning innovation work into business opportunities.

4. Sales Enablement (SCE)

SCE is based on different roles, organizing enabling activities, providing different enabling content, improving the skills of salespeople, is the salesperson to show a unified customer image in front of customers, and through dialogue with customers, the company's strategy into sales opportunities.

Key issues include:

• Empower whom? Role-based empowerment, including: account manager, pre-sales support, solution manager, front-line salesperson, marketing manager, marketing specialist, etc.;
• Who will empower? Different content sources, including: sales enablers, segment managers, marketing campaign specialists, product management, etc.;
• What empowers? Different data types are carried, including: organizing enabling data by sales journey; Data can not only empower sales but also communicate directly with customers, enabling various forms of materials, such as main films, white papers, soft texts, successful cases, videos, etc.;
• How to empower? Diverse delivery channels, including: training websites, mobile applications, organizing meetings, exams, etc.

5. Marketing Campaign (DG)

DG generates leads and marketing initiatives for the company's products, services or solutions by planning and executing a series of marketing activities to motivate customers to buy.

Includes five sub-scenarios:

1. Strategic dialogue and matching to enhance thought leadership;
2. Expand industrial space, lead generation and market cultivation;
3. Marketing guides customer planning, lead generation and incubation;
4. Used marketing activities to support sales project expansion and enhance brand at the same time;
5. Support pervasive customer relationships and collect customer pain points.

Fourth, the relationship between MTL and other processes

Enterprise resources are limited, how do we quickly find the right market segment, and intervene in the right market segment at the right time to find the right customer?

How to create more leads and opportunity points and even contracts with limited resources?

This requires a series of prescribed actions, and these prescribed actions are solidified to form a process.

• LTC carries people and property;
• IPD is to make the product;
• The MTL process does not carry capital flow, does not carry logistics, which step does not affect the operation, and it does not output such an entity as a product.

The MTL process does not exist in isolation, it is a bridge between sales and R&D.

Through the MTL process, input product and solution ideas into the R&D process, and communicate with R&D to achieve solution delivery through R&D Through the MTL process, cultivate the market, generate high-value leads, and support sales to achieve performance targets.

In MTL, the market segments are divided into 3 categories, namely H1, H2, and H3, and different strategies will be adopted for these three market segments:

• H1 mature market, mainly for the core business, mainly market performance management. The focus is on sales empowerment through SCE to promote product sales;
• H2 growth market, marketing is the key work, through marketing to expand the influence of products in the market segment;
• H3 explores the market, focusing on investment, through market insights, joint innovation with customers, production solutions, and then through marketing activities, replication at scale.

Fifth, MTL changes the marketing system

MTL makes the marketing system more combative:

1. Combat formation

(1) Business forward

The entire marketing business moves forward, reaching out directly to customers and markets in order to get information, rather than sitting in the office editing materials.

(2) Establish three centers

Relying on MTL, three centers have been established on the front line (regional, representative office):

1. The first is called the strategy center of the market, which executes MI and MM;
2. The second is called the marketing campaign center;
3. The third center is called the Sales Empowerment Center.

2. Combat mode: changes in combat formations

Mobile units with combat effectiveness were created, around business processes, mobile units for solutions were created.

It is necessary to do a good job in typical scenario solutions, but also to support the front line at any time and do a good job in customized solution marketing.

3. Core competencies

(1) See further

Have the ability to see farther than customers, and be able to think about more valuable insights from the perspective of customers and consumers;

(2) Do better

Be able to solve the actual pain points and problems of customers, adapt solutions, and drive product development in the market;

(3) Presentation value

Let customers feel that they can't refuse some value, to do some value proposition design, marketing planning, execution ability.

MI and MM are not the tasks of the marketing department itself, it is the completion of bringing together the front-line information and strength including marketing, sales, delivery, finance, etc.

Many companies' marketing system only sells products, enterprises do not have a process and management mechanism to solve how to obtain customer needs, manage customer needs and how to manage product planning, the combination of MTL and IPD can solve such problems.

refer：

• Huawei Marketing Iron Army by Lan Tao Zhang Hongyi
• Huawei Saturation Attack Marketing Method by Meng Qingxiang
• Sango College of Commerce
• Disclosure of information, etc

Columnist

Wei Peng, public number: product people Wei Peng, everyone is a product manager columnist. Focus on the field of intelligent hardware, good at market analysis, product design and development, production management, etc., like reading and climbing mountains.

This article was originally published by Everyone is a Product Manager, and reproduction is prohibited without the permission of the author.

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