Top right introduction for partners master 130507

© Copyright 2012 TopRight, LLC. All Rights Reserved
Our Partner
Introduction to TopRight
May, 2013
Website: www.toprightpartners.com
Blog: www.toprightblog.com

About TopRight
TopRight is a strategic marketing and consulting services firm founded in 2006 by
consultants from top firms (McKinsey, Booz & Company, CSC Index), former Chief
Marketing Officers and senior practitioners in sales, marketing and applied
technologies
 Marketing & Branding Strategy
 Enterprise Marketing Management
 Marketing Transformation
 Analytics, Modeling & Insight
 Marketing Spend Effectiveness
 Consumer Experience
TopRight Partners is the key catalyst for the growth of our client’s businesses
through the art and science of marketing – helping our clients attain the TopRight
relative position in their industry – outperforming their competition and assuming a
leadership position.
History
Services
Our Vision
Locations
 Marketing Automation
 Align Strategy, Operations & IT
 Social Media
 Direct Marketing
 Creative Services
 Sports Sponsorship
2
Atlanta, GA
Headquarters
Washington, DC NY Metro Chicago, IL

TopRight Partners
Strategic Consulting Centered on Marketing
Traditional
Management
Consulting
Firms
Creativity
Analytics
Ad/
Marketing
Agencies
 We Help Our Clients by…
 Providing expert insight to create value by leveraging
extensive industry and marketing / sales expertise
 Bringing a mix of creativity & rigorous, fact-based problem
solving to develop pragmatic and implementable strategies
 Moving their business up and forward in their competitive
frame – to the TopRight
 We Provide Our Clients with…
 A marriage of strategy and execution to drive business results
 A new philosophy of marketing with an expanded view across
the enterprise to include all forms of interactions with
customers
 We Unlock the Potential of Our Client’s Businesses by…
 Building the capabilities to drive profitable growth by
increasing effectiveness to grow the top line while increasing
efficiencies to reduce costs
 Facilitating transformation to optimize process, organization,
culture, measurement, and technology
 Leveraging applied technologies to integrate and enable
critical business functions, cross-enterprise data, optimized
sales and marketing processes, and customer experiences
Combining creative strategy, innovative analytic techniques and enabling
technologies to yield actionable insights and dramatic business results
3

TopRight Partnership Advantages
 Complimentary services to provide a broader business
solution that leverages TopRight’s expertise and our
partner’s solution offerings
 Extend reach, knowledge and access for joint account
pursuits by leveraging TopRight and our partner’s brand,
sales coverage and solutions
 Engage the client at a strategic level to expand visibility, dialogue and impact
up and outside traditional IT to C-level and LOB executives and facilitate
client sponsor and stakeholder buy-in
 Serve as both a client and partner advocate linking business/marketing
strategy, goals and current business conditions to justify and position
downstream solutions
 Generate business justification by providing high-level benefit estimates for a
“Business Case for Action” and position how our partner’s solution can be
leveraged to create unique value
 Our partner and TopRight aligned together become a proven trusted partner
for the client to proceed with technology initiatives
4

TopRight Has Proven Approaches To Help Clients
Capture Opportunities and Meet Strategic Objectives
TopRight Expertise… TopRight’s Solution... TopRight Creates Value By…
Analytics &
Insights
TopRight’s Strategic Playbook is a
major intervention to shift the
fundamental competitiveness of your
business
 Driving opportunities to “reinvent” governance to increase focus and
discipline for generating results - an initiative that will allow the organization
to meet the strategic goals articulated by the CEO and/or CMO.
 Identifying growth areas and successfully expand a powerful brand into
new channels, geographies, and businesses to optimize a business
portfolio
Marketing &
Branding
Strategy
The Consumer BuyWay™ because
Brands are activated today through
multiple channels and touch points
 Deeply understanding customer insights, prioritizing audience segments
and purchase processes, to define and optimize the consumer experience
 Building a winning brand position by tailoring the message ,across multiple
channels and testing its effectiveness to drive customer acquisition and
retention, and increase profitability
Measure
& Optimize
TopRight’s Marketing Spend
Effectiveness (MSE) has been
designed to optimize your marketing
spend
 Evaluating performance of marketing spend categories through insightful
measurement and analysis
 Improving marketing spend effectiveness to drive increased revenue while
reducing marketing expense by facilitating shifts in spend allocations to
higher ROI marketing plan components
Go-To-Market
Transformation
TopRight’s Enterprise Marketing
Management (EMM) methodology
will transform your marketing to a
high performance part of your
business
 Facilitating transformation and integration of process, organization, culture,
measurement, and technology enablers
 Building the capabilities your business needs to drive profitable growth by
increasing effectiveness to grow the top line while increasing business
efficiencies to reduce costs
 Aligning across the organization to deliver consistent, integrated and timely
consumer experience
Enabling
Marketing
Technologies
TopRight Technology is focused
on best-in-class technology solutions
to seamlessly integrate and leverage
key processes, business functions
and data across the enterprise
 Applying technology to leverage optimized business processes across
sales, marketing and customer experiences, and enabling Marketing
Automation, CRM, ERP, SCM and eCommerce to maximize their potential
 Facilitating the linkages between strategy, business operations and
information technology to ensure optimal selection and effective
deployment of best-in-class technology solutions
5

Enterprise Marketing Management (EMM)
Transformation that Drives Business Growth
“Marketing, which represents all the work between developing a new product and getting it sold, has been
searching for a structured set of processes that could fill the gap. Sutton and Klein deserve the credit for filling this
gap with their concept of Enterprise Marketing Management (EMM) that now can stand with ERP, CRM, and SCP
as the four platforms for running an efficient, effective and profitable business.“
- Dr. Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management, Northwestern University
TopRight’s EMM Process Is Designed Specifically To Address Challenges By:
 Facilitating transformation and integration of process, organization, culture, measurement, and
technology enablers
 Identifying effectiveness and efficiency changes that will have the biggest impact on your business
 Rolling out changes in manageable pieces, logically sequenced to ensure the most critical
transformation items happen successfully
 Integrating change management into the overall transformation plan
Classic Approach TopRight Approach
 Large funding outlays
 Teams know what they want
 No changes will be introduced during the development
process
 MRM solutions should be constructed complete & correct
 Benefits will be captured longer term
 Small funding outlays
 Significant changes will be introduced throughout the
development process as the operating model is fine-tuned
 MRM solutions need to be delivered in a series of quick
“releases” of value while staying on target to long-term solution
 Tangible benefits should be delivered quickly
6

Go-To-Market Engagement Model
7
Strategic
Targeting
Case for
Action
Positioning
Requirements
& Design
• Penetrate new
Accounts
• Expand Current
Accounts
• Dialogue with
New Contacts
• Business
Value vs.
Technology
Value
• Application
Focus vs.
IT Message
Deployment
Enablement
& Support
Prospect ImplementValue & Justify Drive Value
Implementation & User Enablement
Discover
Project Management & Client Advocacy Services
Strategic Marketing & Consulting Services
Pre-Sale Support Services
• Change
management
• User enablement
and adoption
• Transition Svcs
• Development &
planning of
marketing pgms
(campaigns,
initiatives &
tactics)
• Marketing
program
execution
• Extended
support services
• Enterprise
deployment and
rollout planning
• Methodologies
for QuickStart
and agile phasing
• Project Mgmt and
execution of
implementation
plans
• Prototyping
• Configuration
• Validation &
testing
• Develop
foundation for
implementation
• Functional &
Technical Reqs
• Requirements
definition,
prioritization,
user validation
• Addresses
processes &
workflows
• Solution Design
• Configuration
planning
• Position overall
solution including
product and
services
• Solution selection
and RFP advisory
services
• Provides client with
single source for
overall solution
and project mgmt
• Utilize strengths
of joint team and
shared resources
• Combine
complimentary
roles
• Create near-term
entry opportunity
• Tangible offering
focused on pre-sale
discovery
• Provides clarity for
client on value and
justification to
generate buy-in
and momentum
• Foundation for
solution selection
and positioning
• Low investment,
high value
• Accelerate the
decision process
and sales cycle
Solution

TopRight’s Technology Service Offerings are Focused
on Driving and Enabling Marketing Technologies
 Drive Value From The Technology Investment
 Attain Measurable Business Impact
 Achieve Client Satisfaction
• Change Management
• User Enablement
• Transition Services
• Utilization & Adoption
• Program Development &
Planning
• Program Execution
(Marketing Initiatives,
Campaigns, Tactics)
• Requirements Definition,
Prioritization, Validation
• Design & Implementation
• Prototyping
• Validation & Testing
• Enterprise Rollout
Planning & Execution
• Proven Methodologies for
QuickStart and Agile
Phasing
• Strategy & Planning
• Best Practices & Gap
Analysis
• Strategic Playbook
• Process & Workflows
• Technology Roadmap
• Evaluation and Selection
• Discovery & Requirements
Gathering
• Business Case for Action
(ROI, Justification)
Strategic Marketing
Project Management & Client Advocacy
TopRightTechnology
Services
8
Consulting Deployment
Enablement &
Support

TopRight Technology – Creating Technology Enabled
Marketing to Drive Business Performance
 TopRight brings world-class experience, a proven approach and the expert resources
needed to facilitate the linkages between strategy, business operations and information
technology
• Ensure optimal selection and effective deployment of best-in-class technology solutions
• Seamlessly integrate and leverage key processes, business functions and data across the enterprise
• Drive business effectiveness, efficiency, growth, and keep your customers engaged
• Enable sustained marketing process improvement by the effective use of tools, platforms, analytics and
intelligence that improve market engagement, customer experiences, rich media content creation, relevancy,
delivery, governance, workflow, partner collaboration, as well as campaign delivery, measurement, tracking
and lead provisioning
 Provide a comprehensive perspective across the enterprise to develop an integrated
technology roadmap to leverage and optimize marketing processes, sales effectiveness and
customer experiences
• Improve marketing performance and drive organic growth
• Understand what the customer truly wants and values
• Facilitate real-time adaptive marketing
• Faster response to market needs, opportunities and threats
• Facilitate consistent brand quality across all customer touch points
• Provide the best consumer experiences that are relevant, timely and consistent across all channels
• Target, Listen, Measure, Improve, Continuously
 From strategy to solution definition, to selection and deployment, to change management
and program execution, TopRight is your partner to provide the total solution, end-to-end
9
Technology is more than infrastructure – it is business capabilities

Case Study: Connecting A Consumer Communication Platform
A new customer
communication
platform enabled
rapid deployment of
dynamic consumer
marketing
interactions
including:
Centralized marketing
data capture
Closed loop reporting
to measure and
optimize investments
Improved targeting
capabilities
Dynamic marketing
experience based on
consumer behavior
Allconnect is a leading consumer services company based in Atlanta, Georgia
that helps consumers make wise, cost-effective decisions by explaining the
options, service plans and service providers available across a broad array of
home service including telephony, cable, satellite, high-speed
Internet and communication bundles. Allconnect allows consumers to order or
switch services with a single phone call or online transaction.
BACKGROUND
RESULT
 Marketing campaign capability is limited and requires significant effort to
deploy
 Set up and execution of Marketing Campaigns is arduous and requires long
lead times
 Campaign results track minimal information about marketing effectiveness
 Relevant data sources are neither consolidated nor accessible from a
centralized location
CHALLENGES
 Enable rapid deployment of dynamic consumer marketing interactions:
Capture and centralize marketing data
 Improve targeting capabilities
 Communicate via prospect’s preferred channel
 Create dynamic marketing experience based on consumer behavior
 Establish communication rules accelerate conversion / improve retention
 Develop closed-loop reporting to measure and optimize marketing investments
APPROACH
®
10

Case Study: Transforming Campaign Management
Consistent and timely
marketing messaging
through automated
campaigns increased
customer conversion and
improved reactivation of
old customers
A centralized marketing
platform to standardize
Sylvan’s marketing
processes globally
increased marketing
efficiency and marketing
visibility, while
reinforcing brand
consistency
One centralized
marketing database
directly integrated with
IMPACT that will
eventually contain ~6
million audience
members and reduce the
manual effort to pull lists
from multiple sources
Sylvan Learning is the leading provider of tutoring and supplemental
education services to students of all ages and skill levels
Over 1,100 company owned and franchised learning centers across the
U.S. and Canada
BACKGROUND
RESULT
Sylvan Learning is evolving to a “state based” marketing model that
focuses on customer conversion through specific stages of the “sales
funnel”. To support this strategy, Sylvan wanted to implement automated
marketing campaigns that target particular customer “states”.
CHALLENGES
 Implemented Aprimo Marketing Campaign Management 8.0.5
 Integrated with custom IMPACT Customer Relationship Management
Solution
 Integrated with ECHO marketing fulfillment partner
 Developed 4 “State Based” Marketing Campaigns
 Integrated Portal for Franchisees
 Created ~12 Corporate facing reports to track campaign activity,
conversion and other key performance metrics
APPROACH
®
11

Case Study: Optimizing Customer Touch Points
Optimized activity
spend to deliver
unparalleled
customer
experiences and
long term business
objectives through
consistently
informed tradeoff
decisions
Enabled new capability
to determine the
Return on
Investment
associated with
customer touch
points
Supported a global
change in business
operating process
and strategy
RESULT
Lilly currently invests >$400 million* in customer channels without consistent
qualitative nor quantitative, formal nor informal measures. *(excludes sales
force, samples, and DTC mass TV). Current financial tradeoffs are requiring
increasing sophistication for investment decision making. Lilly currently lacks
the foundational customer marketing data platforms, methodologies,
organizational structure, and required analytics & reporting capability to guide
investment decisions made by marketers and their management. Additionally,
Lilly currently lacks understanding into the magnitude of the infrastructure
required to track ongoing marketing activities and the ability to systematically
report on cross-channel touch point effectiveness.
CHALLENGES
 Define prioritized customer touch points via inventory
 Conduct data inventory and assessment to include relevant trusted data
sources
 Perform IT platform assessment to include platform interdependencies and
relevant data flows
 Assess organizational capacity to deliver improved Reporting and Analytics,
Closed-Loop Customer Feedback, and Lifecycle Marketing
 Pilot program with 3 customer “pathfinder” groups representing different
geographic markets, target customers, brands, multi-channel touch points
APPROACH
®
Lilly was founded in 1876, and is now the 10th largest pharmaceutical
company in the world. Across the globe, Lilly has developed productive
alliances and partnerships that advance the capacity to develop innovative
medicines at lower costs. Lilly makes medicines that help people live longer,
healthier, more active lives.
BACKGROUND
12

Case Study: Transforming Non-Profit Marketing
Deployed broad
range of multi-
channel marketing
capabilities to
enhance growth of
Financial Donations
and Humanitarian
Services
Assisted in ARC
achieving their
marketing goals in
support of donor
development
Improved cycle time
for marketing
response and
constituent
outreach in times of
disaster
The American Red Cross (ARC) is the nation's premier emergency
response organization aiding the victims of devastating natural disasters.
ARC also offers provides support for the Armed Services; the collection
and distribution of lifesaving blood and blood products; educational
programs that promote health and safety; and international relief and
development programs. As a non-profit, ARC depends heavily on
volunteers and financial donations from their generous constituents.
BACKGROUND
RESULTS
 Seek innovation in delivering constituent preferences and experiences
 Increase lead volume through awareness and positioning of programs
 Optimize lead acquisition efficiency and quality to increase donations
 Enhance lead management effectiveness and improve major donor
conversion and recurring contributions
 Improve post-donation experience to maximize recurring donations
CHALLENGES
 Gathered business requirements and facilitated the process for
evaluation and selection of an Integrated Marketing Management
platform
 Partnered with Brand and Creative, Field Marketing and Consumer
Marketing departments to define processes, performance measures and
management reporting needs and then configured solution accordingly
 Assisted with deployment and rollout of the solution across the
organization – leading the change management process and facilitating
user adoption
APPROACH
®
13

Case Study: Creating Market Entry Playbook
Assessed current
commercial efforts
and concluded that
significant
investment would
be required for
VSOC to achieve
business goals
Validated
management’s
hypothesis that
additional
investment in
commecialization of
VSOC was
unwarranted
Boeing, the world leader in aerospace, defense, and large-scale
integration, brings decades of innovation, experience, and talent to the
homeland security front. The Visual Security Operations Console
(VSOC) secures high-profile U.S. Government facilities and protects
international commercial installations from intrusion and terrorism.
Boeing believes there is a $billion-plus and growing global marketplace
for VSOC.
BACKGROUND
RESULT
VSOC team faces internal challenges from management to increase lead
generation and grow revenue. Traditional focus on large-scale
government procurements rather than commercial strategies for
segmenting and targeting the security market. Distribution of VSOC
through third-party channels has been unsuccessful. Management
requires validation of market entry strategy and “go-no go” decision on
further investment in commercialization of the product
CHALLENGES
 Conducted primary market research to identify, size and prioritize target
customer markets
 Developed marketing playbook to accelerate lead generation and drive
revenue growth to achieve business goals
 Evaluated current distribution channels and potential alternatives
 Performed market entry investment analysis and created marketing
budget and execution approach
 Delivered final recommendation to executives and concluded that
investment to condition the market for success was prohibitive
APPROACH
®

Case Study: Develop Go-To-Market Recommendations
Developed
recommendations
addressing market
segments and
prioritization,
productized
solutions,
partnerships and
microgrid
ecosystem
relationships,
streamlined time-to-
revenue, and
contracting
alternatives
Provided a series of
actionable next
steps to align SMM
business to current
market needs and
achieve both near-
term and longer-
term business goals
Boeing, the world leader in aerospace, defense, and large-scale
integration, brings decades of innovation, experience, and talent to the
energy surety and cyber security front. Their Secure Microgrid
Management (SMM) integrates technologies and systems to provide a
comprehensive solution to manage and protect microgrid energy
installations. Boeing believes there is an emerging $billion-plus global
marketplace for SMM.
BACKGROUND
RESULT
CHALLENGES
 Analyzed market data to identify, size and prioritize target customer
market segments
 Evaluated current state of SMM product and business unit to develop
SWOT analysis
 Assessed competitors to develop competitive summary, positioning and
differentiation
 Developed and delivered a series of recommendations and next-step
actions to executives and the SMM team
APPROACH
®
 SMM team faces internal concerns with historical culture of Government
contracting vs. commercial strategies for segmenting and targeting,
custom services vs. product, engineering and R&D vs. marketing
 Generating near-term revenue while building the business foundation for
long-term business growth
 Prioritization of segments to enter an immature yet emerging market with
a high-end solution that is ahead of broad market adoption

Case Study: Transforming the Business Around the Customer BuyWay
Evolution of a corporate value
proposition to increase focus
on customer demand
Ability to capture, manage
and integrate customer
demand data into systems
used to forecast, create,
market and support product
development
Improved customer retention
and customer service through
effective identification of and
response to customer
demand
Enhanced internal sales
processes and improved
forecasting capabilities by
enabling sales
representatives to share
customer information
Enhanced financial controls
through better management
of revenue targets, increased
process efficiencies and a
reduction in costs
Toshiba America, Inc. (TAI) is the holding company for one of the nation's
leading group of high technology companies, with a combined total of
approximately 8,000 employees in the U.S. Together, the U.S.-based companies
under TAI's umbrella manufacture and market a widely diversified range of
modern electronics, each conducting research and development, manufacturing,
sales and service in its field of expertise.
BACKGROUND
RESULT
In the hyper-competitive American PC industry, six leading vendors control nearly
60 percent of the market. Despite the formidable competition, Toshiba decided to
become a major player in the PC marketplace. Toshiba America's executives
understood the industry's growing move toward differentiation strategies and direct-
selling channels and resolved to compete head-on and make Toshiba a major
player in the changing PC arena.
CHALLENGES
A series of business-model diagrams were designed to illustrate Toshiba's
current and future business systems. This process gathered input from every
key constituency across the enterprise: Marketing, Sales, Manufacturing,
Finance, HR, etc.
Four themes emerged that became central to transforming the business:
The shift from product-focused to customer-first systems.
The introduction of a hybrid-direct approach to order fulfillment.
Organizational alignment with distinctly defined customer segments.
A new view of partners as participants in an extended customer-centric,
demand-driven enterprise.
APPROACH
®

Case Study: Powering Up A New Internal Agency
New internal
agency has been
launched and
branded (Direct
Antidote)
“To-be” state
defined and
endorsed by
management
Evaluating
technology
solutions to
automate work
flows
Canada’s premier customer loyalty program for over 100 sponsor
companies at over 14,000 retail and service locations
$600 Million business seeks to grow to over $1 billion within 3 years
More than 72% of Canadian households actively collect and enjoy the
benefits of the AIR MILES Reward Program, it is Canada’s most
successful coalition loyalty program.
BACKGROUND
RESULT
In order to meet growth objectives, Air Miles is launching several new
businesses including agency services to their sponsor companies.
New internal agency created - taking back services that had been
outsourced before and also attempting to serve new external clients
Need to develop agency operating model from ground up: strategy,
process, people and technology
CHALLENGES
Conduct marketing resource management diagnostic:
Understand current marketing business requirements
Define the “to-be” operating model for the agency and identify critical
process, organization and technology components
Evaluate technology solutions to support planning, budgeting, production
activities, performance management, asset management, etc.
Assess organization readiness and create change management protocols
Create overall roadmap for powering up the internal agency creating new
capabilities over time and introducing enabling technologies
APPROACH
®

Case Study: Winning With Social Marketing Strategy
The social
marketing strategy
served as key point
of difference in
HBF’s contract
wins at SLC, LAX
and ATL airports –
representing over
$85 million in new
revenues for the
company
Implementation of
the strategy has
driven enhance
passenger
satisfaction,
improved speed of
service and 15%
growth in same
store sales
Hojeij Branded Foods (“HBF”) is a boutique company specializing in
Airport Food & Beverage Concessions Development & Operations and
manages contracts at the nation’s top airports. The company has built a
reputation as one of the most respected Airport concession operators
based on a clear strategy of delivering quality, value and speed of service
BACKGROUND
RESULT
HBF needed to develop a point of difference for how they would use
social media and marketing tools to enhance the passenger experience
while increasing same store sales and profitability over time. Key
strategic questions included:
• How do our target passengers connect with each other, interact,
learn and make choices about dining experiences at the airport?
• How can we reach our target passengers with relevant, timely
offers; simplify ordering and payment; increase store sales and build
passenger loyalty?
• How do our target passengers rate their dining experiences with our
stores, with our competitors’ stores and in the context of their overall
airport experience?
CHALLENGES
Using TopRight’s BuyWay approach, an innovative, integrated social
marketing strategy was developed. With a phased implementation plan,
HBF built momentum and a following with passengers at their stores
through a series of successes - starting small and growing in complexity
and value. Closely tracking and monitoring the impact of social
marketing initiatives on passenger experience and store performance
enables us to quantify social marketing ROI, quickly refine our strategy
to optimize performance of HBF-operated stores, and share success
stories and best practices with the airport authorities
APPROACH
®

Case Study: Optimizing Raving Fans Loyalty Program
Determined the
impact (lift) of every
dollar spent on
marketing &
advertising (by
medium) on
product sales
Quantified the
impact of
seasonality,
macroeconomic
conditions, type of
store, Customer
service, weather,
etc on product
sales
Recommended
changes to the 2008
campaign to
optimize marketing
spend effectiveness
Chick-fil-A is a fast food chain with over $2 billion in sales and a major
presence in the southeast
Chick-fil-A runs a wide gamut of marketing/advertising campaigns at a
national and local level (e.g., TV, radio, out-of-home, sports
sponsorships, discounts & giveaways, community outreach events,
sampling)
BACKGROUND
RESULT
Chick-fil-A wanted to understand the impact of each
marketing/advertising medium on product sales (by unit type, product
type, geographical location and season) to better allocate their
marketing spend in the future for optimum impact on sales
CHALLENGES
Collected, cleansed and loaded into our database 300 million rows of
data on daily Chick-fil-A sales by product (item) and location for the
previous 5 years. Also loaded data on every single marketing campaign
that was run (TRP’s)
Ran the data through our proprietary spend effectiveness data to
measure and isolate the effect of each marketing and non-marketing
driver (e.g., type of location, macroeconomic conditions, season, time of
year, operator type, etc) on product sales
Determine SIR (sales to investment ratio) for every
marketing/advertising medium
APPROACH
®

Case Study: Enhancing Brand Experience for Growth
Upgraded Arby’s
brand experience
Developed
promotional strategy
aimed at target
segments
Developed
segmentation
approach and
defined target
Develop a plan to
increase national
advertising
Improved the in-store
experience
Shifted from product
development to
category and lifecycle
management
One of the leading fast food chain s in the US
Arby’s wanted to grow yearly revenue from 2.4% to 10% on line with
their competitors
Historic growth had been fueled by promotional activity including
coupons, bundle offers, and limited time offers
BACKGROUND
RESULT
Arby’s was struggling to create profitable demand at both the consumer
and franchisee levels. It had a “sleepy brand”
Historical Arby’s roast beef sandwich positioning hurt by general trend
away from beef to other perceived “healthier” or “fresher” products
Newer concepts such as Quizno’s and Subway were growing rapidly
CHALLENGES
Conducted qualitative and quantitative research to identity growth
opportunities
Evaluated list of growth options
• Potential economic market value
• Brand equity transfer potential
• Organizational capabilities
Developed growth strategies
APPROACH
®

Customer Service, Marketing, Operations
Case Study: Improving Customer Experience
Ability to focus
potential product
and service
offerings based on
target Customer
purchase attributes
Improved cost-
benefits analysis
related to large
capital expenditure
areas
Enhanced
Customer
experience and
improved
satisfaction ratings
RESULT
Delta was striving to improve the Customer experience from ticketing to
destination, with an emphasis on the in-flight experience
Delta was also working to regain their Customer service leadership in
the industry
CHALLENGES
Conducted a Customer satisfaction and brand experience assessment,
identifying key drivers of Customer satisfaction and Delta performance
on each driver
Evaluated opportunities to modify Customer service experience with
consideration of:
• Fit with Delta brand and target Customer segment purchase attributes
• Delta’s ability to differentiate service relative to competitive offerings
• Operational and organizational impact of potential offer
• Financial costs and potential returns on required investments
Developed strategies for enhancing Customer satisfaction that included:
• Streamlined online reservations
• In-cabin technology such as television, games, telephones, etc.
• Complaint and dispute management process
APPROACH
®
Delta Air Lines offers Customers service to more destinations than any
other global airline with Delta, its Northwest subsidiary, and Delta
Connection carriers service to 368 destinations in 66 countries. They
wanted to ensure a high industry standard of Customer satisfaction.
BACKGROUND

Case Study: Developing Retail Expansion Strategy
Identified target
consumer segments
and occasions
Determined that one
of brands was not well
suited to Japanese
market
Developed “own the
zone “ apparel
category to focus on
Category focus
strategy was extended
globally
Established store
expansion strategy to
add 150 stores and
grow revenues to $500
million in 4 years
RESULT
US apparel manufacturer wanted to develop entry and expansion strategy
for Japanese market
Needed to include differentiated approaches for GAP, Banana Republic and
Old Navy brands
CHALLENGES
Conducted comprehensive market research related to Japanese consumers,
competitors and potential geographic markets
Conducted focus groups, quantitative research and competitive analysis
Recommended apparel categories where GAP could “own the zone” within the
Japanese market
Visited high potential geographic markets to assess consumer traffic, competitor
locations and benchmark retail sales productivity
Developed specific strategies for market entry and expansion that included:
• Target customer segments and apparel occasions
• Brand positioning relative to international and domestic apparel brands
• Retail store locations by brand within key markets
• Product design and target specifications regarding color, quality, etc.
• Desired print advertising vehicles and key message content
• Multi-year retail expansion strategy by brand
• Pro-forma financial statements
APPROACH
®
Gap Inc. is one of the world's largest specialty retailers, with more than 3,100 stores and
fiscal 2008 revenues of $14.5 billion. Gap has stores throughout the United States, as
well as in Canada, the United Kingdom, France, Ireland and Japan and world
headquarters based in the San Francisco. More than 150,000 employees around the
world support Gap.
BACKGROUND

Case Study: Moving From A House Of Brands To A Household Brand
Increased focus on
direct sourcing and
proprietary brands led to
improved quality,
shortened lead times,
and reduced product
costs
Focus on retail stores
led to increased sale
closure rate and higher
average tickets
Focus on expansion
within existing
geographies allowed
targeting of fast-growing
markets with
established brand name
Improved
marketing,
targeting and
positioning led to
increased quality
of traffic
Founded in 1885, Havertys is a full-service home furnishings retailer
with over 120 showrooms in 17 states in the Southern and
Midwestern regions of the U.S. providing its customers with a wide
selection of quality merchandise in middle to upper-middle price
ranges.
BACKGROUND
RESULT
• Furniture industry is fiercely competitive with many competitors
closing, consolidating, or refocusing.
• Industry wide gross margins had dropped more than 6% over 10
years
• Retail furniture sales were growing at roughly half the rate of
overall residential furniture sales through all channels
• To remain competitive, Havertys needed to refocus and redefine its
competitive strategy
CHALLENGES
 Defined nine major strategic areas to reposition Havertys in the
marketplace:
 Strengthen retail store as primary sales channel & grow share and
sales productivity by realigning store operations around the customer
 Increase gross margins by improving product mix and pricing
 Leverage existing infrastructure to reduce SG&A costs
 Develop specific strategies for key markets like Atlanta and Dallas
 Strengthen Havertys as a value-oriented brand within existing
product categories
 Create a direct sourcing capability
 Deliver store growth with a focus on existing geographies
 Improve marketing & advertizing to increase quality of traffic
 Reevaluate target consumer, marketing and brand positioning
APPROACH
®

Case Study: Transforming Marketing In The Retail Industry
Consolidated
information across
all production jobs
into one central
repository
Gained organization-
wide reporting
capabilities across
all programs and
initiatives
Facilitated the
delivery & collection
of review materials &
approvals to outside
agencies
Tracked the
production and
delivery of loyalty
items to gain
lifecycle-oriented
views into program
execution
RESULT
• No centralized management of the thousands of marketing and
promotional items produced each year
• Inability to effectively collaborate and share production materials with
outside vendors (agencies, printers, etc)
• Immediate problem: a new customer loyalty program was targeted to
be launched without any supporting (or enabling) information systems
• Inability to track production of reward-based promotional items over
time and therefore no “lifecycle-oriented” reports regarding program
execution
CHALLENGES
• Define Program and Job Jackets to manage all production efforts
• Leverage Workflow Manager to enforce structured processes for the
production of all marketing items across all types of materials
• Ensure that all production materials are properly categorized into a
hierarchical structure to facilitate alignment to Programs, Objectives &
Strategies
• Provide outside vendors with secure access to relevant job, milestone
and review-related information
• Use Digital Asset Manager to manage the release and availability of
published marketing and promotional items
APPROACH
®
Established in 1962, Kohl's has quickly become one of the nation’s largest
retailers. Based in Menomonee Falls, Wisconsin, Kohl's is a family-focused,
value-oriented, specialty department store offering quality exclusive and national
brand merchandise to the customer in an environment that is convenient, friendly
and exciting.
BACKGROUND

Case Study: Transforming Marketing In The Retail Industry
Gained real-time
visibility into the
300+ packaging
jobs being
executed at any
given time
Gained visibility
into compliance
and audit trail data
on vendor
adherence to brand
standards
Formalized a
structured
packaging process
that reduced rush
jobs and
streamlined the
packaging
processes
RESULT
• Inconsistent delivery and management of brand and packaging standards to 900+
vendors worldwide, particularly in the pacific rim
• Increasing volume and complexity of packaging activities
• Little visibility across all packaging jobs for status and resource management
• No way to centrally manage work-in-progress packaging materials
CHALLENGES
• Leverage Workflow Manager to enforce a structured process for the distribution of
marketing materials to vendors and the collection and approval of packaging layouts
from vendors
• Create a compliance mechanism to ensure vendors adhere to stated guidelines
• Use the Digital Asset Manager to manage a library of packaging materials,
including both work-in-progress and finished documents
• Define Job Jackets to define and manage all Jobs in the packaging group
APPROACH
®
With fiscal year 2008 sales of $48.2 billion, Lowe's Companies, Inc. is a
FORTUNE® 50 company that serves approximately 14 million customers a
week at more than 1,700 home improvement stores in the United States and
Canada. Founded in 1946 and based in Mooresville, N.C., Lowe's is the
second-largest home improvement retailer in the world.
BACKGROUND

Case Study: Creating A High Performance Organization
Hired first class
marketing talent
into critical roles
Developed internal
capabilities to
conduct market
research, develop
brand positioning
and create robust
marketing
strategies
Creating consumer
loyalty programs
aimed at increasing
frequency, driving
c-store traffic and
growing revenue
and profit
RESULT
• To drive convenience store growth, RaceTrac needed to develop
internal marketing skills that they lacked.
• Capabilities to build the brand, drive traffic to the store and
enhance the customer experience were particularly important to
continued growth and success
CHALLENGES
TopRight worked with senior management to develop a high
performance marketing organization:
• Assessed client strategic marketing competencies across brand
management, category management, merchandising,
promotions, local marketing, consumer insights and analytics
capabilities
• Performed a gap analysis and then designed new strategic
marketing processes, developed consumer insights and analytics
strategy, designed a performance management system,
identified key technology enablers, and restructured the
organization to close critical gaps
• Assisted the senior executive team in identifying, screening,
interviewing and selecting prospective employees to fill strategic
marketing, merchandising and analytics positions in the new
organization
APPROACH
®
RaceTrac had grown from a small family gas station operator to a
multi-billion company with 525 gasoline convenience stores in 12
states. While gas had initially been the primary source of revenue and
profit, convenience store sales had become increasingly important.
Company wanted to develop capability to market and operate world-
class retail stores
BACKGROUND

Case Study: Developing Consumer Insights
Client gained detailed
understand of areas
critical to driving
expansion strategy,
including:
Bijoux Terner’s five
primary consumer
segments and which
ones should be their
primary and secondary
targets
Key drivers of
shopping behavior for
each segment
Differences between
domestic and
international shoppers
Differences in
shopping behavior
between airports,
casinos, and outlets
Bijoux Terner is a specialty boutique specializing in women’s and
men's fashion accessories at the $10 U.S. or €12 price point
Operates more than 550 boutiques in travel destinations including
hotel and casino resorts, cruise ships, airports, and train stations in
over 60 countries on 6 continents
BACKGROUND
RESULT
Bijoux Terner needed to gain a better understanding of their customers,
including:
• Who are they? What are their attitudes toward shopping and
accessories?
• Where do they shop? Which type of Bijoux Terner store? Who else are
they shopping?
• How often do they shop?
• How do they shop?
• What are they buying and why are they buying it?
• Are the buying for themselves or for others?
CHALLENGES
Defined and profiled Bijoux Terner’s customer segments including:
demographics, geographics, uses, shopping occasions & behaviors,
preferences & attitudes, reaction to different pricing strategies,
prioritization of concepts and attributes, and other general consumer
attributes
Defined consumer brand perceptions for Bijoux Terner and its
competitors
Synthesized findings & implications for U.S. market expansion strategy
APPROACH
®

Case Study: Building A Brand From The Ground Up
Opened store on
time as promised.
Successfully
launched
ecommerce site on
time as promised.
Store exceeded 1st
quarter sales
targets by 35%.
TopRight developed the SharpMart brand and assisted with the launch of the
pilot store in Louisville, KY:
BACKGROUND
RESULT
• Build the Brand & Store Marketing Infrastructure
• Develop brand-level marketing materials & standards
• Generate local awareness of the concept store opening (in Louisville, KY)
• Launch the New Store & Execute on Grand Opening Drive traffic to new store
for its grand opening. Create buzz and "happening" surrounding the new store
opening
• Press media & content standards
• Press release content
• Local media stories (e.g. informational pieces regarding the upcoming brand and
store)
• Announcements (e.g. to local organizations)
• Community outreach materials
• Sponsorships and relationship materials for local organizations
• Store Associate marketing materials and training kits (regarding marketing
standards and messaging)
• Signage artwork, standards and templates
• Brand brochures, in-store display templates, promo/deal call-out templates
• Direct Marketing procedures, protocols, training guides and templates
• FSI templates
• Radio strategy and deployment plan
• Website Development: Website design and development (including static,
dynamic and simple data collection capabilities)
APPROACH
®

Example Go-To-Market Initial Offering
29
 Create near-term joint entry opportunities at high levels within target clients
 Rapidly convert prospects to customers for our partner and create incremental
consulting work for TopRight
Offering
Objectives
 Strategic Opportunity Assessment Report (SOAR) - A short-term, low-cost
consulting engagement led by TopRight that generates a compelling case for
action, crystallizes the value proposition and accelerates the decision making
process
Outcomes
Client Value
Situation
Assessment &
Destination
Planning
Marketing
Process
& Data
Analysis
• Brand situation
assessment
• Alignment with
strategy and
destination
statement
• Marketing
performance
findings
• Improvement
opportunities
• Marketing process
findings &
recommendations
• Data gaps & sources
• Recommendations for
applied technologies
• Case for our partner’s
solution with supporting
evidence
• Summary of 3 phases
• Planning and
implementation
framework
• Strategic context
• Role of marketing
• Current business factors
• Desired goals & state
• Targeted “pain points”
• Client voice
• TopRight insights &
benchmarking
• Identifies precisely
where EMM can help
• Data integrity and
comprehensiveness
• Prioritized strategic
opportunities
• Solution addressing
pain points and linked
to strategy
• Estimated benefits
Marketing
Performance
Assessment
Phases
Case
for
Action

TopRight Leadership Team
Dave Sutton is a leading authority on how to plug 21st-century strategic marketing techniques and enabling technology into
businesses to drive performance. Dave delivers a truly unique package of credentials and expertise: blending the art of a
marketer with the science of an engineer and the business acumen of a former public company CEO.
Dave co-authored Enterprise Marketing Management: The New Science of Marketing. This ground-breaking book puts ROI
at the center of everything Marketing does by enabling companies to create sustained, profitable, organic growth.
Global 2000 organizations seek out Dave to help them develop compelling marketing and sales strategies to grow their
businesses. His clients have included organizations such as: Alstom Power, American Red Cross, Boeing, Coca-Cola, Delta
Airlines, Eli Lilly, Georgia-Pacific, Kimberly-Clark, Microsoft and Miller Brewing.
As a strategic marketing thought leader, Dave is a widely quoted authority on growth and marketing strategy, operating
strategy, marketing execution and marketing technologies. Dave appears regularly as a marketing expert on Fox Business
News, Fox and Friends and Neil Cavuto – Your World. Industry analysts such as Forrester Research, Gartner Group, AMR
Research, and mainstream publications such as Fortune, Forbes, Business 2.0, CEO, and The Advertiser regularly look to
Dave for strategic marketing insight
Guy Nielsen is a former Fortune 200 Chief Marketing Officer who brings high impact and practical marketing solutions to
help his clients drive business performance. He has a track record of transforming and revitalizing marketing and
communications for some of the world’s best known companies.
With significant international experience including long-term assignments in Europe and Latin America, Guy has the know-
how to successfully develop and deploy global marketing and communications strategies and rally large, diverse teams
around a common cause.
Guy is also forerunner when it comes to measuring marketing value, having implemented award winning dashboards and
scorecards to demonstrate marketing’s impact on business results, brand, and employee engagement.
Mark Landi is an insightful management consultant, sales and marketing executive and proven business leader. He has
more than 20 years of executive and leadership experience, serving in executive and senior-level roles with Fortune 100 and
other prestigious companies such as Booz-Allen & Hamilton, IBM, IBM Consulting Group, Oracle, and several
entrepreneurial and startup companies.
Mark has deep expertise in developing, leading and implementing business growth and efficiency strategies, through
marketing and sales strategies, go-to-market planning, and the effective application of enabling technologies for sales,
marketing and CRM initiatives. He delivers a unique package of experience and expertise, with the business acumen of a
senior executive in a public company, practical experience in building and executing sales and marketing initiatives, and
knowledge of the technology sector as a computer scientist..
30

Contact Us
31
TopRight, LLC
11921 Freedom Drive
Suite 500
Reston, VA 20190
Mark Landi
Managing Partner
Office: 678-384-6700
Mobile: 703-625-7421
Email: mlandi@toprightpartners.com

Contact Us
Dave Sutton
President & CEO
Office: 678-384-6701
Mobile: 404-229-0234
Email: dave@toprightpartners.com
33
TopRight, LLC TopRight, LLC
3290 Northside Parkway 11921 Freedom Drive
The Forum, Suite 150 Suite 500
Atlanta, GA 30327 Reston, VA 20190
Mark Landi
Managing Partner
Office: 678-384-6700
Mobile: 703-625-7421

Contact Us
Guy Nielsen
Managing Partner
Mobile: 703-462-3231
Email: gnielsen@toprightpartners.com
34
TopRight, LLC
11921 Freedom Drive
Suite 500
Reston, VA 20190
Mark Landi
Managing Partner
Mobile: 703-625-7421

Contact Us
Dave Sutton
President & CEO
678-384-6701
dave@toprightpartners.com
35
TopRight, LLC TopRight, LLC
3290 Northside Parkway 11921 Freedom Drive
The Forum, Suite 150 Suite 500
Atlanta, GA 30327 Reston, VA 20190
Guy Nielsen
Managing Partner
703-462-3231
gnielsen@toprightpartners.com
Mark Landi
Managing Partner
703-625-7421
mlandi@toprightpartners.com

Top right introduction for partners master 130507

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