OVER TO YOU
The toolkit for growth
The tools to guide design, enable execution and demonstrate impact.
Resources to accompany chapter 4 of Make Marketing Matter: Change perceptions. Drive performance. Architect growth.
Definitions in this chapter
the ecosystem toolkit system.
The interconnected principles, tools, measures and practices that equip the marketing ecosystem to architect growth.
the five ecosystem principles enabler.
The five interconnected disciplines that make marketing matter by earning audience attention, driving business outcomes and delivering growth strategy.
define, deliver, demonstrate tool.
The three-stage approach to defining what a principle means, delivering it consistently, and demonstrating the impact, outcomes and revenue
flipping ROI on its head tool.
A reframe that replaces return on investment (ROI) with IOR: Impact that leads to Outcomes, Outcomes that deliver Revenue.
impact measure.
The audience engagement signals that indicate marketing is building the conditions for commercial outcomes.
outcome measure.
The commercial results owned by others that confirm audience attention is converting into action.
revenue measure.
The financial returns that demonstrate that outcomes have connected audience attention to business growth.