View and Print The Winkler Group Overview 

• Define, value, and manage your marketing assets.
• Align your marketing processes with financial metrics.
• Operationalize your brand.
• Run your marketing function like a business.

Through The Winkler Group’s unique model and set of 40+ best practice and optimizer tools, you are able to free up 12 to 15%+ of your marketing budget and substantially increase brand equity, enhance cash flows, and improve your marketing ROI.

Common Marketing Challenges

• What am I really getting for my marketing spend?
• Am I doing the right things?  Making the right program and campaign choices?
• Do I have streamlined, integrated processes to get the programs and    campaigns out the door?
• Is my organization aligned with the brand strategy?
• What is my organization learning that can help us with future decisions?
• Can I trap and reuse the learning in a systematic and disciplined way?

Marketers are under considerable pressure to answer, “What am I really getting for my marketing spend?”  This is not easy, especially when dealing with programs and campaigns.  These have many variables that are completely out of marketers’ control.  As a result, the task of answering the question becomes so daunting that it is often ignored altogether.

As companies expand their products, brand portfolios and geographic reach, they increasingly spend a larger % of their dollars, as much as 50% of their budgets, on getting marketing programs out the door.  By focusing attention on this part of the marketing function, the part that has more variables under the marketers’ control, companies can significantly improve their marketing ROI quickly while the state-of-the-art of campaign analytics evolves.

The Winkler Group Helps Marketers Shift Focus and Address Challenges

Marketing Promotions Marketing Operations
Most often marketing departments focus on programs and promotions as the core of the management task.  By shifting the focus from promotions to marketing operations, not only is there a financial gain, but quality and effectiveness of programs are also improved.                                                      

Attitudinal Metrics Behavioral Financial Metrics
Metrics are not part of the discipline of marketing in many organizations.   When metrics exist, they may not always measure the right thing.  Much of the marketing metrics centers on attitudinal data.  By shifting to financial and behavioral metrics, marketers get better analytics, better decision support, and the ability to measure marketing ROI.                                                                                  

Brand Event Driven Brand Process / Alignment Driven
Branding is often treated as a series of marketing events such as advertising campaigns, product launches and brand audits. By shifting focus to a brand alignment of all customer facing communications and behaviors, significantly more value can be created.

The Winkler Group Helps Clients Unlock Hidden Value

With its unique consulting model and 40+ best practice, optimizer, and measurement tools, The Winkler Group helps you integrate metrics with the marketing processes leading directly to financial value.  The Winkler Group empowers your organization with the tools and the skill sets to improve your ROI.  These include disciplined methodologies for information gathering and analysis, communication of change, decision support, monitoring, and payback analysis for the highest leverage elements of global marketing.  Some examples of these tools are:

• Marketing Resource Management (MRM) Dashboards that tie to financial  metrics. Brand Alignment Dashboards which lead to increasing brand equity. Weak Links Identifiers used as diagnostic tools to pinpoint weaknesses in core processes. PeopleVoice alignment monitors to track progress on brand alignment.
• Milestone Planners to track progress on process improvements.

With its attention to people issues, as well as metrics, The Winkler Group model helps you create a strong sense of purpose for the worldwide marketing organization that results in lasting process improvements and financial rewards.

What's Unique?  Fast Lasting Results and Self-Sufficency

• Measurable results produced within 90 days of engagement. Accountability - ours and yours. Our compensation is tied to our ability to help you execute. Our fees are based on % of the value we help you create. A groundbreaking model, methodology, and set of 40+ tools for fast payback. Dashboards that tie processes to financial performance.
• A unique assemblage of consulting skills including experts recognized in best practices for branding, marketing, marketing operations, technology, change management, and general management on a global scale.

Copyright © The Winkler Group, 2004