Market Focus and Position – Accenture report
High Performance Business High-level Overview
Accenture, positioning itself as the experts on "High Performance", have some interesting findings in their research into this subject that every marketer should read. This bit from their exec summary:
And how do high performers achieve these feats? Our research has identified the "how" as the building blocks of high performance:
Market Focus and Position results in better decisions. (my bolding - dk)
Distinctive Capabilities results in better practices.
Performance Anatomy results in better mindsets.
Market Focus and Positioning. I just wonder how much time and money companies invest in "market focus" and "positioning".
If this is one of the key ingredients of "High performance" does that make this the most important contribution "Marketing" can make to the organisation?
How many Marketing people have this as their leading performance indicator?
Does your company, or your client invest in this area? Do they have it as a goal in their business or marketing plan? And how is it is measured and improved upon? If we put Market Focus and Position at the top of the contributing factors to "high performance"? What is invested in this area of the business?
I would argue that if this report it right, the role of marketing in most companies needs to be reviewed.
