This could be someone who years ago whitened their teeth,

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but who has started noticing signs of aging and realized a generalized interest in maintaining a youthful appearance. Bright teeth go along with that. So she purchased the 30 Second Whitening Touch-Up Stick for Latest Mailing Database even though she didn't come to the store with any intent in this area. The product won because it was an obvious fit, even with a non-predetermined need. IMPACT: Your competitive foundation is a clear value proposition, supported by placement and promotion. It is subject to discretionary income levels and competitive programs. How should a CMO respond? CMO ACTION: The O-Factor spans Quadrants 1 and 2. The need was not clear, yet the solution was very clear AND was an obvious fit, compelling an impulse purchase.

So the customer went from Awareness to Transact, with little to no Evaluation Stage. To capture this revenue going forward the company should focus on marketing on explaining that the latent need does exist and must be met (to bring it into Quadrant 1, above a rating of 5). The product must be simple and should not over-deliver with extra features, complexity or cost since it's an impulse buy that we're triggering. For each O-Factor (placement on the chart), there's a different mandate for messaging, targeting and creative. Screen Shot 2017-02-17 at 5.04. 02 AM For Quadrant #3, where neither the need nor solution is obvious, we do not recommend investing marketing dollars.

This may be a new solution searching for a problem to solve. This highlights the need to have very well defined, and prioritized, target customer segments. I suggest this be based on what the customer group wants to accomplish (also called the job-to-be-done).Once this is known, a company can ask each segment how obvious the fit is of the solution and the need (the O-Factor), and can revise marketing spend, messaging, targeting accordingly. Screen Shot 2017-02-17 at 5.09. 11 AM Marcy Strauss Axelrod is a Strategy Management Consultant focused on helping companies grow.