Marketing Management


Customer Lifecycle Management

Troika helps clients to maximize revenue and margin at every step along the consumer decision journey. We work with clients to analyze the behaviors and needs that characterize their most valuable customers, determine the right objectives (e.g., acquisition versus retention), and identify the best ways of reaching them (e.g., direct marketing and channel strategy). In practice, our work focuses on four primary activities:


Driving customer lifetime value through deep analytics

We help clients quickly integrate massive amounts of disparate and new sources of data, providing a 360-degree view of customers. We also offer new long-term solutions to deliver sustainable impact through analytic support from Troika's Consumer Marketing Analytical Center; outsourced solutions that build on Troika's Solution Center (e.g., help avoid large IT investments by hosting data); the right set of data and tools leveraging new IT-enabled Marketing & Sales capabilities.


Optimizing loyalty programs

Our team helps clients build integrated, cross-functional programs through an in-depth understanding of affinity and traction in relation to new and existing customers. We also help clients create and monetize loyalty programs and loyalty program data. Lastly, we help clients fine tune the program features to maximize returns going forward.


Implementing front-line transformational change

Based on the insights generated by customer data, we also work with clients to develop transformation programs that help those on the front lines change their behaviors. This stage is often where companies struggle because they strive for a level of analytic sophistication that is hard for the organization to absorb and act upon. We help strike the right balance between sophisticated data analysis and the practical front-line change.


Improving the customer experience

Optimizing the "customer experience" (CE) can create real and quantifiable value for companies—but only with a compelling and cost effective CE strategy linked to the broader strategy of the business. Troika helps clients think through the full set of points at which they interact with customers—from price to product to customer service—and determine the right level of CE to provide, based on a combination of customer expectations and the relative value of each customer segment. Good CE requires robust processes and technology, to be sure, but the most important factor is often culture—and that's where we focus many of our efforts.

Branding

Troika's branding group combines proven techniques (qualitative as well as quantitative methods) with deep experience (case studies, reference cases) to help clients create distinctive brands and lucid brand architectures. We serve the brands in five primary areas:

Digital technology has loosened control over brand messages by creating new media channels and social networks. Mergers and acquisitions create overlapping brands within brand portfolios. And the relationships between brands and their customers have now become more open-ended as online discussions extend the brand experience after purchase.

To help manage this complexity and power growth through digital advantage, we bring together deep data analysis and broad experience to take the uncertainty out of the branding process and help clients create great brands.


Making brands matter

We help companies define the benefits and experiences that make brands relevant, distinctive, and credible to customers, and develop strategies to differentiate brands through superior positioning relative to competitors. This frequently means repositioning established brands to better meet customer needs.


Optimizing brand portfolios and architectures

As marketers launch many new brands and sub-brands to address their customers' fragmented needs, we help define the roles and relationships of brand assets within a portfolio and consolidate brands to reduce complexity, overlap, and costs—all within a coherent brand architecture.


Delivering the brand promise at all touch points

It's never enough to simply conceive of a great brand. The brand promise must be delivered at all places of contact with the customer, both online and off. Our holistic understanding of business and the modern multichannel environment allows us to collaborate effectively with our clients in implementing brand strategies—and help specify what the organization must do to deliver a consistent brand experience to customers.


Building client capabilities

Developing world-class branding capabilities allows clients to own their brand strategies and brands. We work to structure and design roles and role descriptions, and use training academy designs to help employees learn by doing.


Tracking and sustaining impact

We help clients develop the metrics they need to understand where they started from (relative to peers and/or other industries) and to measure the impact of their efforts.

Digital Marketing

Digital marketing engagements are typically multifaceted, solving for specific digital marketing challenges while building ongoing client capabilities. In addition to defining new roles and responsibilities and helping develop employees' skills, we address technology infrastructure issues and identify potential partners. We work with clients primarily in three core areas:


Harnessing digital marketing to transform business effectiveness

We help clients drive higher sales productivity and other performance gains through digital marketing. This shift involves mastering multichannel to generate distinctive and practical insights from digital sources as a starting point for clients to develop new contact strategies, streamline planning and execution processes, and upgrade internal capabilities.


Optimizing the customer experience across channels

We work with clients to integrate the flow of the customer experience across channels (e.g., face-to-face, telephone), opening up new lead sources, supporting sales for smaller-value transactions, and creating new models for service. We continuously provide new and practical perspectives on the evolving Customer Decision Journey, and work with clients to make the deep, transformational changes needed to support new strategies and capability demands.


Developing and helping implement new growth models

We design appropriate business models and map development pathways for new opportunities by combining insights from digital with an integrated customer experience approach. These new sources of growth can be new products and services or new forms of media that better engage and convert existing online visitors. We also design radically new customer experiences that drive more demand for our clients' existing offerings.

Sales & Channel Management

Our approach extends from quick targeted interventions that unlock value (e.g., improving a client's key-account management program) to more holistic sales transformations focused on architecture, execution, and skill-building opportunities across the client's entire go-to-market model:


Optimize return on sales investments

Cutting sales costs without losing revenue is both art and science. Our collaborative approach helps companies gain transparency on the performance of their route-to-market mix while identifying potential improvement areas and concrete ways to achieve them, such as creating lean back-office sales operations.


Find and capture pockets of "granular growth"

Nearly every company with a dispersed customer base and a large number of sales transactions has considerable opportunity for organic growth if it looks at the right level of granularity. We help companies take a fine-grained view by geography, industry segment, and offerings to find the hidden pockets of growth—including often overlooked small and medium-sized business segments—and then tailor the strategies and approaches needed to capture them.


Align sales channels in a multichannel world

Customers are increasingly moving across all channels to get what they want. Some of them demand increased services for certain transactions while others prefer low-touch, 24/7 interactions. We help companies form effective selling strategies in all channels from key-account management to digital sales to indirect channel partners. Clients base these strategies on precise assessments of channel performance, channel economics, and customer preferences.


Building the high-performing sales force

Today's big company sales organizations often consist of thousands of people spread across vast geographies. To boost the effectiveness of these far-flung organizations, we help build necessary skills in the organization by providing innovative, hands-on programs that include performance dialogues, train-the-trainer capability building, and a "field and forum" approach for sales managers that combines classroom and on-the-job learning. This component is critical in achieving sustained improvement.