Get the rest of the company on the same page for your next marketing investment decisions.

CMOs, strapped for cash, are now in the hot seat. The challenge?
Getting sales and product teams on the same page about where
to funnel marketing dollars. It’s a tightrope walk between
leveraging in-house strengths and seizing market opportunities.
Here’s a case in point: Change Healthcare. They’re a healthcare
tech giant facing the classic dilemma – where to invest in
marketing amid a merger and an impending IPO? Their solution
was a Relative Targeting Framework.
This framework isn’t just smart, it’s strategic. It evaluates potential
markets and aligns them with your company’s capabilities. In a
nutshell, it’s about picking the battles you can actually win.
Change Healthcare’s marketing team rolled up their sleeves and
got down to business. They held cross-functional alignment
meetings, dissecting and categorizing their offerings:

  1. Active: All systems go with both internal and external stars
    aligned.
  2. Nurture: Awaiting external factors to catch up with solid
    internal readiness.
  3. Dormant, Internal Gaps: Market-ready, but needing some
    internal polishing.
  4. Dormant, Off the Radar: Lacking both internal and external
    appeal.
    Their strategy? Two-thirds of the budget was channeled to ‘active’
    segments, with the rest nurturing potential growth areas. And
    sales efforts on ‘dormant’ targets? They’re on their own.
    This approach wasn’t just about spending smarter; it was about
    internal improvement too – like ramping up sales training and fine-
    tuning product launches.
    Kevin Brooks from Change Healthcare puts it best: “This data-
    driven approach refined our investment focus and amped up our
    ROI confidence.” In a nutshell, they invested more wisely and
    silenced the chorus of demands across the board.
    If your team’s looking to ace this kind of cross-functional
    alignment on your annual budget and plan, here’s your playbook:
  5. Assess Your Current Alignment: Where’s everyone at
    now in terms of marketing investment?
  6. Unite Around a Consistent Process: Focus on what’s
    attractive externally and what you can deliver internally.
  7. Categorize Your Targets: Active, nurture, or dormant –
    where does each segment fall?
  8. Fill Your Internal Gaps: Before going all-in, make sure
    you’re ready to deliver.