Marketing

Modern Marketing and Sales Consulting Services

How Do You Maximize Customer Lifetime Value in a Multi-Channel Environment?

You maximize customer lifetime value by aligning marketing investment to the customer segments most likely to drive profitable growth, then engaging those buyers consistently across physical and digital channels.

Buyer expectations have changed: 98% of buyers now expect seamless physical and digital interactions, according to Alexander Group research. Over half of marketing executives now lead the deployment of Product, Sales and Service resources across the customer journey. Our Marketing Profitability & Investments research supports this claim, with 58% of marketing executives surveyed investing in customer journey architect capabilities.

The question most companies face isn’t whether to invest in marketing. It’s where.

Alexander Group helps leading companies target marketing investments to drive revenue growth and adapt to ongoing marketplace changes.

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How We Help

  • What is Customer Research, and Why Does It Matter for Marketing Strategy? Customer research identifies which strategic markets and buying groups are worth pursuing before you commit a budget to them. We use it to determine which segments carry the highest potential for accelerating revenue growth, so marketing investment goes toward customers who are worth winning.
  • What are Personas and Value Drivers, and How Do They Shape Marketing Messages? Personas and value drivers define what each customer segment cares about in their own terms. We use them to differentiate your message by segment and connect it to the outcomes each buying group values most.
  • How Do You Prioritize Customer Segments for Growth? We prioritize segments by their revenue potential. We help you identify the highest-potential new and expansion revenue inside each segment, so your team spends its time on the accounts most likely to convert and grow.
  • What is a Revenue Marketing Motion? A revenue marketing motion is the specific combination of activities and channels that reliably turns marketing effort into pipeline for your business. We help you determine which motions and channels drive profitable revenue growth for your organization, rather than which ones simply generate activity.
  • What Marketing Data, Tools and Processes Does a Modern Marketing Organization Need? A modern marketing organization needs the data, tools and processes that let it operate across markets at scale, not just within one team’s workflow. We evaluate what you have against what your growth strategy requires, then close the gap.
  • How Should a Marketing Organization Structure Its Team and Jobs? A marketing organization should structure its jobs around the markets it needs to enter, the competitors it needs to beat and the products it needs to launch, rather than around legacy reporting lines. We help you determine how to deploy valuable marketing resources against those specific goals.
There is a significant disconnect between central marketing and BU marketing often resulting in duplicative efforts or missed opportunities from lack of communication. – Manufacturing VP of Marketing
There’s often a disconnect between marketing and sales that results in a cap on transformational and outside the box thinking. – Life Sciences SVP, Sales & Marketing
With the systems we have in place it feels impossible to get an accurate understanding of marketing’s true ROI to the bottom line. – Healthcare Chief Marketing Officer

Related Insights

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  • What does a modern marketing operating model look like?

    A modern marketing operating model connects segmentation, messaging, channel strategy and measurement into one system rather than treating them as separate workstreams. It’s built around the customer segments most likely to drive profitable growth, staffed with jobs mapped to those goals, and supported by data and tools that let leaders see what’s working.

  • How do you measure marketing return on investment (ROI) and prove marketing’s contribution to revenue?

    We measure marketing ROI by comparing your campaigns, channels and the data and tools behind them to the revenue they generate. Alexander Group creates an actionable plan based on this assessment so that marketing leaders can demonstrate the return on their investment.

  • What is revenue marketing, and how is it different from traditional marketing?

    Revenue marketing is data-driven marketing that’s measured around its direct contribution to pipeline and closed revenue, rather than brand or awareness metrics alone. Traditional marketing often stops at generating interest, while revenue marketing tracks that interest all the way through conversion and ties investment decisions to what converts.

  • What marketing capabilities do B2B companies most often lack?

    B2B companies most often lack a clear connection between their marketing data and tools and their go-to-market strategies, along with a marketing organization structured around growth objectives rather than legacy functions. At first glance, this looks like an inability to prove ROI or a marketing team that can’t move fast enough to support new market entry.

  • What is voice-of-customer research, and why does it matter for marketing strategy?

    Voice-of-customer research captures what your buyers value, in their language, rather than what your organization assumes they value. It matters because personas and messaging built on assumptions miss the value drivers that move a purchase decision, while personas built on customer input are more likely to convert.

  • How is AI changing marketing and sales functions?

    AI is changing marketing by automating routine analysis and content work, which frees marketing teams to spend more time on strategy, segmentation and customer insight. Most companies have already bought into that idea. 80% of CROs have formally invested in AI for their marketing teams, but only 1 in 5 marketing teams are currently using it to support outreach or planning, according to Alexander Group’s Artificial Intelligence in Marketing research. What’s missing is integrating AI into specific tasks, like first-draft content, reporting or campaign analysis.

How Does Your Marketing Organization Compare to the Industry?

Let the sales and marketing consulting experts at Alexander Group help your organization.