Marketing management and
planning

The Marketing Quotient framework was developed in 2019. It was recently revised ahead of its anniversary.

A human lens on commercial decision making

It is people who build products and deliver services — adding value. It is people who buy products and engage with providers — benefitting from it

B2B success begins and ends with the customer. Understanding their world — priorities, structure, and process — and mapping actions to each. Starting with the end in mind allows marketers to work back from outcomes and deliver meaningful impact.


Prioritise an ideal customer profile
Identify the inflection points in a business' lifecycle that cue when your brand is relevant. Triage effort towards leads with a 1:1, 1:Few, and 1:Many model.

ICP Strategy

Define buying motions
How does the customer's context dictate their attitudes toward a decision? Address the emotion and information hierarchy to capture interest and demonstrate relevance.

Buying Motions

Needstate duality (and the DMU)
Respond to personal and commercial drivers that motivate all members of the decision making unit (DMU). Coordinate outreach for effective multi-threaded engagement.

DMU Needstates

Power dynamics in a complex buying process

Decision making units take on different characteristics at each stage of a pursuit. Individuals and the roles performed change throughout

Tracking a commercial customer's journey through the decision making process is critical to define how, when, and with who you engage. Whether an individual member is in an active state (reviewing, gathering), or a passive state (observing, delegating) affects their reciprocity.

And understanding if the required inspiration and influence comes from inside or outside their firm determines the value exchange to create — direct, or value add.

DMU Power Dynamics