First Steps
Embracing profipoly marketing requires not just a shift in strategy but a fundamental transformation in a company’s approach to growth. Here’s how:
- Appoint a Chief Profipoly Officer (CPO): Before embarking on the ‘What’, businesses must address the ‘Who’. Anointing or hiring a CPO is crucial. This individual will be the anchor, ensuring the integration of the 12 innovations discussed earlier into the company’s ethos.
- Undertake a Comprehensive Business Audit: Begin by taking stock. An audit will gauge your current position and set the benchmark for growth. Key questions include:
- What’s the existing Earned Growth rate?
- How are the budgets apportioned between retaining existing customers and acquiring new ones?
- What percentage of the customer base can be directly communicated with through identifiable means like mobile numbers or email addresses?
- Which of the 12 profipoly innovations have been implemented or are in the pipeline?
- How expansive and integrated is the current martech stack?
- Is data being collected at every customer touchpoint?
- Is there a robust system to identify the Best customers? If identified, how are experiences tailored for them?
- Choose a Tech Stack & Partner Wisely: Post the diagnostic phase, align with a tech stack and, if needed, a profipoly partner (potentially the same entity). This partner should possess the expertise and infrastructure to realise the innovations.
- Construct a Phased Implementation Plan: Draft a strategic blueprint detailing milestones over 15, 30, and 90 days. Start by convening a strategy session with all pivotal business stakeholders. Prioritise initial efforts on quick wins like Inbox Commerce complemented by Atomic Rewards and Action Ads, and AI-driven Catalog Enrichment. As momentum builds, progress to more extensive undertakings such as Digital Twins and Velvet Rope Marketing (VRM).
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Profipoly is marketing’s fourth and final frontier. It is a continuing journey. By taking an entrepreneurial approach, brands can push the profits bar higher and ensure that profitable growth is sticky and accelerating, a profits flywheel. Embracing profipoly marketing isn’t a one-time endeavour; it’s an ongoing expedition – mountains beyond mountains, always finding the blue oceans in the red oceans. In fact, the profipoly mindset is more than just profits or growth – it’s about exponential forever profitable growth, the best way to building an enduring, great business.
