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Your Business Priorities

 

Sales

Marketing

Most websites tell you about the company's products. We'd prefer to ask you about your priorities instead. Then we can give you just the information you need to know.

The issues here are all ones that we have significant experience in addressing. Please choose a subject tab, then a business priority from the drop down list above, and we'll give you a few insights into the issue and how we can help.

Of course, if you'd rather see what we do first, you can review our core programmes on the main menu, or you can explore our Capability Building® System under "Design Your Solution" above.

Fresh, creative thinking

The Challenge

iss tomatoMarketers have to be able to cope with the careful detail of their day-to-day work and still be able to bring fresh, creative thinking to bear on the challenges they face.

This is difficult, and in the busy, noisy rhythm of everyday work thinking can become superficial, narrow, or uninspiring.

Typical solutions

Embedding creativity requires skill-building, but also cultural reinforcement. Managers need to encourage their teams to push their thinking, and to create the time, space and motivation to do so. 

We typically work with companies to design a simple but powerful change process to drive fresh, creative thinking, based on a few selected modules from our Capability Building® System. This is used to reinforce our fresh thinking programmes, which provide techniques to allow marketers to tackle problems in new, different ways. In these programmes, marketers work on a live business challenge which needs a fresh approach and try a series of creative techniques, focusing in on the approach that works best for them.

We also look at the habits of the best creative people and how they 'keep their edge'. We address the challenges to creative thinking in organisations as well as exploring sources for creative inspiration. Managers are provided an online toolkit and coaching to help them make the learning 'STICK' and bring it back into the workplace.

Next steps

  • Use the Design Your Solution part of this website to think through how you might use our Capability Building® System to support the building of a fresh thinking capability in your marketing organisation,  then download a customised PowerPoint presentation that you can use as a thought-starter with your team.
  • Explore the Creative Thinking programme in our Marketing curriculum.
  • Alternatively, contact us to ask a specific question, or to talk to our experts about our experience in building organisational creativity and creating breakthrough ideas. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Data segmentation and targeting

The challenge

iss targetThe digital era has led to many rich new sources of data about customers. The challenge for many marketers is no longer how to acquire data, but how to make best use of the plethora of information sources available to them to best target customers. The ability to find value in data, whether it be indicating changing customer behaviours, or suggesting the best target market for a new proposition, is a significant competitive advantage for those companies who build the capability to do it well.

Typical solutions

Driving value from customer data is a challenge and opportunity for all marketing organisations. Our programmes are customised to reflect the processes, skill levels and ambitions of each client. These programmes include:

Next steps

  • Explore our marketing curriculum in more detail.
  • Use the Design Your Solution section part of this website to decide how to embed these new skills (you can then download a customised PowerPoint presentation to use in internal discussions). 
  • Contact us to ask specific questions, or to speak to an expert about our work in data segmentation and targeting.   Imparta employs a number of leading thinkers in this area, and even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Customer behaviours and insight

iss cameraThe challenge

Companies that meet their customer's needs in new or better ways perform better than those who don't. These companies typically put the customer squarely at the heart of their decision making. Yet many marketing departments fail to connect fully with their customers and still try to differentiate on their product and services alone. These marketers may even rely on their channel partners and agencies for feedback on customers, and in time will fall behind their more connected, insightful competitors.

Typical solutions

Imparta offers a suite of insight programmes and support services to ensure marketers appreciate the importance of, and are skilled in developing, a deep understanding of their customers.

  • Our Customers at the Heart of Your Brand programme is hugely popular with our clients. The two day programme gives marketers the opportunity to work on a live business opportunity while applying our CLICK™ insight process. Marketers are provided with extensive customer information, behavioural data, and interview customers as they drive actionable insights from their findings. 
  • Our Managing Market Research programme exposes marketers to up-to-date research techniques, helps them decide the on most appropriate approaches, and builds their skills in managing cost effective productive research projects. 
  • Our Data Driven Insight programme gives marketers practical experience of driving valuable customer insights from multiple and linked data sources.
Finally, Imparta's comprehensive Capability Building® System provides the 'engine' that will help all these new skills to stick.

Next steps

  • Explore our marketing curriculum in more detail.
  • Read our White Paper on Behavioural Economics, which can provide significant insight into customer behaviour.
  • Use the Design Your Solution section part of this website to design a change programme to embed these new skills (or reinforce training you have already done). You can then download a customised PowerPoint presentation to use in internal discussions.
  • Contact us to ask specific questions, or to find out more about our work in putting customers and customer insight at the heart of your organisation. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Developing winning propositions

iss rocketThe challenge

Launching or reinvigorating a new product or service poses many challenges for marketing teams. One of these is making sure that the proposition targets and makes the most of a properly scoped, rather than assumed, customer need. Another is ensuring all elements of the proposition and marketing communications are aligned to their maximum effect.

Typical solutions

If you believe your propositions may be missing their mark, or customers are not responding as you hoped, then these Imparta programmes should help:

  • Customised versions of our Developing Winning Propositions programme focused specifically on your planned propositions. This programme provides a robust and creative process for the development of new propositions. The process demonstrates how marketers can identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition, and how they can begin to plan for its development and execution.    
  • Our Customers at the Heart of Your Brand programme is hugely popular with our clients. The two day programme gives marketers the opportunity to work on a live business opportunity while applying our CLICK™ insight process. Marketers are provided with extensive customer information, behavioural data, and interview customers as they drive actionable insights from their findings. These insights can then from the basis of ideas for new customer centric propositions. 
Finally, Imparta's comprehensive Capability Building® Systemprovides the 'engine' (assessments, tools, coaching and measurement) to embed these skills over the long term.

Next steps

Marketing planning

iss mazeThe challenge

The marketing plan is one of the most important outputs of the marketing process. A good marketing plan provides the direction for the brand and each of its product and service groups. The plan needs to align closely with the business's overall strategy and be clear on objectives, challenges, strategy, priorities, and budget. A poor plan, or a plan with inputs from inexperienced marketing planners, will sow the seeds for confusion, ineffective marketing investment, and missed opportunities.

Typical solutions

If you worry that your marketing plans are less than best in class, then Imparta's Marketing and Strategy Programmes will raise your marketers' planning skills. The programmes draw on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost the understanding of the issues shaping their marketing plans, and drive value innovation in their markets. We can also help to embed planning capabilities for the long term.

Next steps

  • Use the Design Your Solution section part of this website to select the modules that will help you develop your team's Marketing team's planning skills. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Explore our Marketing Curriculum in more detail.
  • Contact us to ask specific questions, or to talk to our experts about how we can help strengthen your marketing planning skills and processes. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Effective Campaign Execution

iss megaThe challenge

Effective marketing campaigns target the right customers, with the right messages through the most relevant channels. All components of the campaign are planned together and form part of a coherent execution strategy that stays true to the original customer insight(s) and business objective. In practice this is difficult to do. Audiences are fragmented across multiple platforms, find their information in new and different ways, and are bombarded with marketing noise, much of it poorly crafted.

Typical solutions

If you are concerned that your Campaigns are missing the mark, then Imparta’s Campaign Execution Programmes will raise your marketers’ executional skills and knowledge. Whether your challenges lie in communications planning, digital marketing, social media, media planning, aligning campaigns with channels and sales forces, driving value through effective CRM or elsewhere we will deliver a high impact solution tailored to your specific opportunities and challenges

Next steps

  • Use the Design Your Solution section part of this website to select the modules that will help you embed new campaign execution skills. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Explore our Marketing Curriculum in more detail.
  • Contact us to ask specific questions, or to talk to our experts about how we can help strengthen your team's marketing campaign execution skills and processes. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Improving coordination across marketing functions

The challenge

Marketing is a fragmented subject, and specialisms abound.  Many otherwise skilled marketers have surprisingly little experience or knowledge of the disciplines that are adjacent to their own.

This is a challenge because marketing is far stronger when it is joined up...  from above the line to below the line, planning to execution, and insight to pricing.  A team that is focused solely on its functional specialisations will lose out to one with a more joined-up approach. 

To succeed, marketers need considerable knowledge across the discipline, so that they can successfully orchestrate projects and campaigns across the marketing functions.

Typical solutions

Companies that are serious about investing in the skills of their marketers should consider implementing an in-house Marketing Academy. A Marketing Academy provides the infrastructure to manage your marketers' skills development, both in the areas where they specialise and in the adjacent areas that allow them to collaborate and co-ordinate across the marketing functions. 

Imparta's Marketing Academies deliver best practice tools and approaches in each discipline, and incorporate highly participative customised workshops in which these tools and approaches are applied to live business issues. 

We can effectively outsource the whole Academy, or your internal team can use just one element of our Capability Building System to round out what they've already done… the choice is yours.

Next steps

  • Explore our Marketing Curriculum in more detail.
  • Use the Design Your Solution section part of this website to select the modules that will fit your needs. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Contact us to ask specific questions, or to talk to our experts about how we can help create a rounded, joined-up marketing team. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.

Creating a Marketing Academy

The Challenge

academyMany companies that invest in the capability of their marketeting team find that the training doesn't deliver results, because it is not retained by the learner. 

Our experience is that experiential learning is much more likely to be retained than traditional 'chalk and talk'.  However, if you want to make a permanent imrovement in the skills of your marketing team, a relatively small additional investment in follow-through pays huge dividends. 

A Marketing Academy is one of the best ways to make sure that follow-through becomes part of "the way we do things around here". However, trying to create one from scratch is a complex task.

Typical solutions

Imparta has a decade's experience in running some of the world's best regarded Academies, and our dedicated Client Impact team, working closely with our Client Directors and your own team, will make sure that you have the right infrastructure for your business - not too much, and not too little. Every Academy is different, but our modular Capability Building® System has all the tools, technology and processes you need to underpin anything from a single intervention to a global Marketing Academy. 

We can run the Academy for you (you'll need an internal Academy Head to own the internal vision for the Academy, manage stakeholders, etc., and one or two adminstrators to support them) or we can train and accredit your own L&D staff so that they can use the tools directly themselves.

Example case studies

Perhaps the best example of a world-class Marketing Academy that we have been instrumental in creating and running is the Telefonica O2 Marketing Academy

Next steps

  • Use the Design Your Solution section part of this website to select the modules that could form the basis for your Academy. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Contact us to ask specific questions, or to find out more about how we can help you build a world-class Marketing Academy. Even if we don't end up working together, we learn by discussing real-world issues, so we're happy to share our insights without obligation

Business Priority Contact

If you have an issue or business priority that’s not on the list above, please let us know what it is! If it’s in our sweet spot, we’ll aim to add a new page covering that issue, and if you like we can send you a link when we post it.

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Tools

  • Explore your priorities

    Explore Imparta’s thinking through the lens of your business priorities

  • Estimate the impact

    Estimate the impact of Sales training to help create a business case for change

  • Design your solution

    Scope out how you could make training stick, using our Capability Building® System

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    Clarify your decision criteria & download a customised spreadsheet