Click Here to Read More about the DNA of Profitable Companies

Scores of independent research studies over the last decades establishes that there is a hidden DNA strand common to nearly all businesses that deliver superior performance year in and year out. That DNA is related to the business practices, or culture, of the leading companies.

We call it a Market Culture because these successful companies behave in such a way that they are:

• Externally Focused

• Understand the Market Better than Their Competitors

• Create Superior Value for Customers

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(7-10 mins)

Defining Market Culture

”Market Culture” is a relative term used to describe the attention an organization focuses on markets and the skills used to create value for customers.

Strong market culture firms believe the purpose of a business is to create superior customer value, profitably. Research shows that companies with a weak market culture deliver financial performance that is inferior to competitors with a strong market culture.

What Is Marketing’s Role?

Strong marketing skills are required for a strong market culture. Marketers with weak skills cannot deliver superior financial performance.

Marketing adds value by creating an understanding of the value that customers seek and influencing the company to create and communicate that value. Marketing skills are crucial to understanding customer needs and competitor offerings, and creating and communicating the firm’s superior offering.

How Good Is My Team?

It is easy to measure and benchmark your marketing department’s skills and your organization’s relative market culture. Our assessment tool will precisely measure strengths and weaknesses and benchmark your firm against a database of more than 40,000 business professionals from throughout the world. The results will allow you to identify options for creating a competitive advantage and delivering superior financial performance.