Colloquium Session on Marketing Strategies and Analysis: A Corporate Perspective

As part of the Colloquium series, Amrita School of Business, Amaravati hosted an engaging session ‘Marketing Strategies and Analysis: A Corporate Perspective’. The session provided a deep insight into the current marketing landscape and how professionals must adapt to changes. Venisha A, an Analyst Relations Associate at Zoho Manage Engine, shared valuable perspectives on how analyst relations should act as the “face of the brand.” The session covered essential aspects like marketing strategy execution, differentiation, stakeholder journey investments, business goal alignment, and career opportunities in marketing.

The guest had highlighted the importance of analyst relations in shaping brand perception. As analysts are trusted sources of information, they play a crucial role in bridging the gap between a company’s marketing strategy and how the external world perceives it. Being the ‘face of the brand’ means ensuring that the company’s vision, products, and services are accurately represented and communicated to stakeholders, including customers, investors, and industry experts. Additionally, Venisha highlighted a critical statistic: most marketers who report experiencing high levels of change are twice as likely to face burnout. This emphasizes the need for businesses to ensure a well-balanced work environment while driving marketing transformation.

One of the most insightful discussions was about identifying minor or nascent trends that could become significant in the future. Businesses must proactively analyze market shifts and ensure their goals align with these evolving trends. Venisha likened this approach to planning a journey – just as a traveller must have a destination in mind, businesses must set long-term goals and align them with emerging market trends.

She also explained the TAM-SAM-SOM framework that helps defining the market reach:

• Total Addressable Market (TAM): The overall demand for a product or service.
• Serviceable Available Market (SAM): The portion of the TAM that a business can realistically target.
• Serviceable Obtainable Market (SOM): The share of the SAM that a company can capture based on competition and resources.

This approach allows businesses to refine their market focus, ensuring they allocate resources efficiently. Additionally, frameworks like PESTEL (Political, Economic, Social, Technological, Environmental, and Legal) were discussed to help businesses analyze their target markets effectively.

Venisha emphasized that every business goal must be long-term, with a clear strategy on how the company will compete and win in the marketplace. It is essential to ensure that business functions contribute to achieving the company’s objectives. The key strategic planning steps include:

• Calibrating Strategy and Execution
• Cascading Goals and Continuous Alignment
• Developing Functional Plans

The importance of nurturing leads was discussed which helps in building trust in customer relationships before attempting to convert them into sales. However, it is vital to ensure that businesses do not spam potential leads, as this could harm brand perception.

Additionally, structuring advertisements effectively is crucial for lead generation. Platforms such as LinkedIn ads, third-party sites, YouTube display ads, and video presentations were recommended to optimize outreach and engagement.

Customer-facing teams play a pivotal role in shaping brand perception. Simple strategies like custom email signatures and providing free training slides can enhance engagement and build credibility.

Delivering differentiation remains a core marketing challenge. Businesses must adapt their USPs based on different stakeholders and product offerings. Today, bridging the gap between what the market demands and what businesses can deliver is critical. The future lies in anticipating customer needs and developing innovative solutions accordingly.  A striking statistic discussed during the session was that 84% of people believe a company’s identity must completely or significantly change over time to remain competitive. This underlines the importance of continuous innovation and evolution in marketing.

Venisha elaborated on the importance of prioritizing stakeholder relationships based on their influence and interest. The key classifications from this matrix were:

• Low Interest – Low Power: Monitor them with minimal effort.
• High Interest – Low Power: Keep them informed.
• Low Interest – High Power: Keep them satisfied.
• High Interest – High Power: Manage them closely.

The session covered three critical steps in marketing strategy execution:

• Ensuring alignment between strategic marketing goals and their operational execution by bridging the gap between marketing strategy and operations.
• Delivering differentiation by crafting a unique selling proposition (USP) that adapts to different stakeholders and products.
• Prioritizing Stakeholder Journey Investments by managing relationships with them based on their interest and power in the business ecosystem.

Venisha emphasized the importance of proof of work over mere certifications. In today’s digital world, consistently engaging on platforms like LinkedIn through insightful posts and discussions holds more value than multiple credentials. Additionally, businesses should not perceive AI as a barrier but rather as an enabler of efficiency and innovation.

The distinguished speaker highlighted the need to:

• Verify the business context: Stay updated with industry trends and have strong market acumen.
• Assess functional ability to deliver goals: Ensure teams are equipped to execute strategic initiatives.
• Manage functional budgets strategically: Allocate resources, knowledge, and time effectively.
• Measure progress: Find effective ways to communicate marketing value.
• Document strategies: Clearly outline plans for long-term reference.

The session concluded with a lively question-and-answer round where students posed queries about industry trends, career trajectories, and the future of consulting. The students got valuable insights into career opportunities in marketing, including roles such as:

• Content Writer
• Brand Manager
• Analyst Relations Specialist
• Public Relations Professional

Venisha also answered the question on the important skills to be acquired to secure a job in marketing by:

• Stay relevant and up to date.
• Maintain their unique voice.
• Be aware of market changes.
• Explore beyond traditional digital boundaries.

Overall, this session of colloquium on ‘Marketing Strategies and Analysis’ was an enriching experience that provided practical insights into modern marketing strategies. From leveraging analyst relations to prioritizing stakeholder investments, the session covered various aspects essential for marketing success. Businesses must adapt to changing trends, think radically, and strategically manage resources to remain competitive in the evolving landscape. The insights shared by Venisha serve as a valuable guide for our MBA students.