Methodology and Guidelines

Utility Pricing: Finding the BEST Way to Price Products and Services

Guidelines for pricing offerings to maximize profitability, scale revenues, and competitively position yourself, based on economic value delivered to your customer

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Applying Segmentation to Marketing and Business Strategy

Framework for applying market segmentation analysis to make fundamental decisions about marketing and business strategy to maximize market opportunity

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Consulting Project Best Practices

Tips and tricks for managing and executing business strategy/marketing projects, designed to be useful for internal projects as well as external consultants

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Building a Market Opportunity Forecast

Guidance for building a financial spreadsheet forecast for new market opportunity, including key success factors

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Go to Market Rollout Plan

Strawman marketing activities, timelines, and budget to roll out a “typical” enterprise technology product

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Strategic Audit Methodology

A framework for identifying and assessing internal and external factors impacting a strategic business or marketing decision

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Messaging Development Process Framework

A guide to developing compelling company or product positioning, focusing on business value provided to your customers

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Applying the Customer Decision Making Process to Marketing Strategy

A guide to better understanding your customer’s purchase decision making process and applying it to your marketing strategy

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Marketing Plan Development Template

Guidelines for developing effective marketing plans to ensure you meet your business objectives. (PDF, 492k, 15 pages)

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White Paper: Effectively Using ROI as a Sales Tool

A guide for sales and marketing executives to maximize the use of ROI in the enterprise process

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Callan Consulting Strategic Planning Framework

Framework used to drive development of new corporate, product, or messaging strategy

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