A new direct channel of distribution was underperforming, despite significant investment in infrastructure and resources and eager customers. We were asked why.

New products meant that this client could serve customers beyond their traditional markets. The question they asked us was: Where should we go . . . first?

Measuring the impact of marketing investments can be a challenge for any company. When it's two companies going to market jointly the challenge grows exponentially.

Measurements for marketing are both numerous and often irrelevant. Connecting measures to both strategy and tactics is required.

Poor marketing and sales productivity were dramatically impacting this client's ability to reach its full market potential. The questions they asked us: Why is productivity so low and how do we fix it?

Two large countries convinced they had unique challenges. Nearly 30 smaller countries struggling for visibility. Nearly 1,000 marketing, sales and service people often working at cross-purposes . . .

Defining necessary change, no matter how thoroughly, is less than half the battle. Commitment to implementation is essential.