Onsavii Partners, Level 14/5 Martin Place, Sydney (2026)

03/05/2023

In today’s world, marketing organizations are expected to do more with less. Budgets are carefully scrutinized, teams are leaner, and CEOs are looking to CMOs to drive the next wave of growth. While there is tension between growth and efficiency, they should not be thought of as mutually exclusive. To boost the impact of every dollar spent, organizations must create more personalized and meaningful connections with customers across every interaction. Leaders who successfully do so can drive a 10 to 30 percent increase in marketing spend efficiency and contribute two to three percent incremental enterprise revenue.

Delivering effective modern marketing remains the holy grail, but many organizations are still struggling to find the correct approach. Consistently delivering data- and value-driven marketing requires a customer-centric paradigm and the appropriate tools and capabilities to activate it at scale. Companies are falling short because their marketers are not trained to use the tools available to them, or to collaborate in truly impactful ways.
https://tinyurl.com/434sc2ft

To succeed, modern marketers must develop broad skillsets and prioritize collaboration.

01/05/2023

Most people will readily agree that the first responsibility of business leaders is to grow the long-term value of their companies. But that’s where the agreement ends and the debate begins: What is value, and how should it be measured and managed? Is a company’s value maximized by being shareholder-centric, customer-centric, employee-centric, or some-other-stakeholder-centric? In a complex system where every stakeholder influences other stakeholders’ outcomes—highly engaged employees improve customer satisfaction, which in turn helps accelerate profitable growth, and so on—are any stakeholders safe to neglect?

Hundreds of high-profile CEOs—including 181 who signed a 2019 Business Roundtable statement on the purpose of the corporation—are pledging to lead their companies for the benefit of all stakeholders: customers, employees, suppliers, communities, and shareholders. Few, however, have disclosed explicit strategies for how they will do that. Most seem to be relying on intuitive approaches, which are hard to scale up and sustain because they’re based on leaders’ gut feelings about what matters most rather than specific criteria that can be codified to make delegated decision-making consistent and aligned with leadership’s strategic intent. Worse, when leaders whose personal visions have guided their companies leave their organizations, they take their intuitive strategies and commitment with them.
https://tinyurl.com/yjfa5769

Lately companies have come to recognize the limitations of the view that they must create value only for shareholders. Recognizing that every stakeholder has an impact on other stakeholders—engaged employees improve customer satisfaction, which in turn spurs growth, and so on—many CEOs are pledg...

27/04/2023

Artificial Intelligence (AI) is revolutionising many industries, & especially marketing & communications. Large Language Models (LLMs) have been widely & quickly adopted as a means of producing copy rapidly & with research to substantiate points made. But the potential for AI goes far deeper. As a collective technology it has the potential to transform the way marketeers create, distribute, & evaluate content. It offers economies of scale, by creating & adapting marketing assets faster than a human; optimisation, by learning what assets, targeting, & messaging are most effective; & quicker insight, by bringing together research in scripts that are easy to understand & interrogate.

However, it is not without its downsides, downright faults, or risks. In this article, we explore its potential, & what marketers should consider before betting the farm on its potential to transform our working lives for the better…
https://tinyurl.com/2p9p73k4

AI can be a shortcut for copywriting and research, but brands still need the human touch of creativity and experience in their content.

25/04/2023

Although creativity is often considered a trait of the privileged few, any individual or team can become more creative—better able to generate the breakthroughs that stimulate growth and performance. In fact, our experience with hundreds of corporate teams, ranging from experienced C-level executives to entry-level customer service reps, suggests that companies can use relatively simple techniques to boost the creative output of employees at any level.

The key is to focus on perception, which leading neuroscientists, such as Emory University’s Gregory Berns, find is intrinsically linked to creativity in the human brain. To perceive things differently, Berns maintains, we must bombard our brains with things it has never encountered. This kind of novelty is vital because the brain has evolved for efficiency and routinely takes perceptual shortcuts to save energy; perceiving information in the usual way requires little of it. Only by forcing our brains to recategorize information and move beyond our habitual thinking patterns can we begin to imagine truly novel alternatives.
https://tinyurl.com/4yhtu3jx

Senior managers can apply practical insights from neuroscience to make themselves—and their teams—more creative.

23/04/2023

HR outsourcing offers many benefits – namely, the opportunity to save money, time, and resources so you can focus on your long-term goals and business growth. But there are also plenty of drawbacks to shutting down (or forgoing) an in-house HR department and relying on an outside vendor to handle your company’s HR duties.

Talk to any veteran HR rep, and they’ll no doubt tell you how messy and complicated working with employees can be. A good HR person knows how to navigate the tricky waters of an organization and can steer around potential landmines toward calmer shores. While an offsite third party can handle many basic HR functions, the people-to-people communication may require someone embedded in the organization who can read situations and respond appropriately.
https://tinyurl.com/4kwmxeyw

If you're considering outsourcing your HR, keep these challenges in mind so you'll know what to look for in the right service.

18/04/2023

Research has shown that human capital development pays off for workers, with skills learned on the job accounting for almost half of the average person’s lifetime earnings. But does investing in people actually benefit companies? Most business leaders agree that it’s the right thing to do. But they are less clear on how those efforts relate to the bottom line—and why some organisations are so much more effective than others at turning human capital into a real competitive advantage.

Companies that adopt a more people-oriented focus along with a more challenging and empowering organisational culture have a lot to gain. In addition to boosting financial returns, they can improve their consistency, resilience, talent retention, employee loyalty, and reputation—and these are the hallmarks of companies that thrive over the long term.
https://tinyurl.com/bdar7k9r

In this article, we look at how the dual focus of developing people and managing human capital gives a select group of companies a long-term performance edge.

16/04/2023

Brand investment in creator-led marketing is growing in popularity. In the US, companies will have increased their spending on creator marketing by 65% over the last five years, to $4.6bn by the end of this year. Globally, it’s valued at a record $16.4bn.

And for good reason. According to Nielson, 92% of consumers trust influencer marketing over traditional advertising. Perhaps that’s why content published by influential creators delivers 11x the return on investment (ROI) than traditional marketing tactics.

That’s because creator-led marketing gives content creators a seat at the table, empowering them with innovative strategies that deliver key business outcomes. Brands are engaging in the creator economy by developing true partnerships with creators in order to reach consumers in authentic and engaging ways with activities tied directly to business outcomes.

Creator-led marketing is a force on its own that isn’t limited to a single channel. Brands across categories — from high-luxury to everyday brands — are successfully connecting deeply with consumers by partnering with passionate experts who not only live and breathe their area of interest but as a result, have developed profound bonds with their followers.
https://tinyurl.com/2p8nnnh4

By Conor Begley, chief strategy officer, CreatorIQ Brand investment in creator-led marketing is growing in popularity. In the US, companies will have increased their spending on creator marketing by 65% over the last five years, to $4.6bn by the end of this year. Globally, it’s valued at a record ...

13/04/2023

Managing an international business is no easy task. Alongside having to consider industry standards and regulations across multiple governments, international businesses also come with an elevated risk of falling victim to cyber-attacks. The more complex and far-reaching an organisation is, the easier it can be for cybercriminals to find weaknesses in your business network.

So how can international businesses protect themselves from the ever-looming threat of cyber-attacks? Here are just five security tips that international businesses across the globe are putting into practice.
https://tinyurl.com/3v2a9ucb

Managing an international business is no easy task. Alongside having to consider industry standards and regulations across multiple governments, international businesses also come with an elevated risk of falling victim to cyber-attacks. The more complex and far-reaching an organisation is, the easi...

10/04/2023

Without customers, your business can’t exist. At least not for long. That’s why marketers spend the bulk of their time drumming up ways to attract new leads.

However, they aren’t satisfied with drawing leads in, getting the sale and onboarding them as customers. While these are great short-term goals, real growth happens when a company keeps those newly acquired clients happy. It’s even better when those customers buy more and refer others. Word of mouth makes a marketer’s job easier, while loyalty increases customer lifetime value.

Customer Lifetime Value (CLV) is the fuel behind a company’s growth. The more a customer purchases, the more revenue a business earns. To boost lifetime value, marketers can encourage clients to buy more often or spend more at one time. Growth marketing strategies do this by continuing to nurture long-term customer relationships. Let’s take a closer look at how these methods impact the lifetime value.
https://tinyurl.com/5n9yrbnd

Average customer lifetime value says how much a client is worth. It can also show how well a company builds relationships and satisfies customers’ expectations. By strengthening client relationships, growth marketing strategies can improve CLV—and business revenue.

04/04/2023

For much of the 20th century, business strategy was usually developed by a small executive team that sat down to address “strategic issues”. Typically, this team was made up of the CEO and his direct reports. He analysed trends and changes, reviewed competitor activity, conducted financial investigations, and formulated solutions, which he incorporated into a strategic plan.

It is no longer possible to rely on this industrial age way of developing strategy. The Internet age has created highly informed, extremely well-connected user communities that have always had strong opinions about what businesses should do. The confluence of high-speed internet, social media, sophisticated search and mobile connectivity has given those users unprecedented access to knowledge, choice and influence. It’s no wonder that senior Procter & Gamble executives describe the old top-down approach to innovation and strategy design as a “broken model.”

So why do so many companies stick with it and how can they live in what can be described as the “age of partnership”?
https://tinyurl.com/yhmxxs6t

Traditional models of strategy making don’t take advantage of what the age of the internet makes possible in terms of sourcing innovative ideas. That’s partly because many executives take a narrow view of the process, fearing that if they open it up they will muddle decision-making. They may als...

02/04/2023

Ad agencies exist to seize opportunities for brands across the customer journey, online and off. Creating unique, integrated brand programs that can engage effectively in a wide range of forms and contexts is the role of creative advertising in our digitally connected world.

Digital media is where people interact with brands. The devices we use are the portals to our media consumption and shopping. Whether business to consumer (B2C) or business to business (B2B), the tactics and creative methods we use to attract customers require our expertise for storytelling as well as factoring in how a brand comes to life in the media and technologies in which its narrative exists.

Journey mapping, creating a kind of blueprint of customer touchpoints, can give us a picture of our prospect’s world and reveal ways for the advertiser to intersect with it.

Creative people need to consider time, place, mindset and behaviours. And they need to build a coherent narrative across a connected customer journey that addresses all those touchpoints.
These four basic standards address the customer journey online, and ultimately, they help creative marketers make successful campaigns.
https://tinyurl.com/m84re35z

These four basic standards address the customer journey online, and ultimately they help creative marketers make successful campaigns.

30/03/2023

Bad bookkeeping's been in the news a lot lately. Sam Bankman-Fried's FTX crypto empire came crashing down amid news that an $8 billion shortfall was being tracked in a sloppy Excel spreadsheet. The Brazilian retailer Americanas has been engulfed in crisis since it revealed a $3.8 billion accounting "irregularity": Its cash reserves had suddenly vanished. The former CEO of the German payments firm Wirecard is on trial for allegedly reporting $2.1 billion in non-existent revenues.

Why do companies fudge their figures, even at the risk of financial or legal disaster? One explanation is that bonuses and other financial rewards encourage senior executives to overstate performance and downplay losses: If good news buoys share prices substantially, they are in for a windfall.

Yet a piece of the financial misreporting puzzle is missing, and it's not hidden in the corner office. In a new working paper, Stanford Graduate School of Business professors Christopher Armstrong, John Kepler, and David Larcker, and Shawn Shi, Ph.D. '23, of the University of Washington's Foster School of Business, argue that manipulated numbers aren't the result of bosses alone—they also depend on the actions of rank-and-file employees and their financial incentives.
https://tinyurl.com/2p86tcud

Bad bookkeeping's been in the news a lot lately. Sam Bankman-Fried's FTX crypto empire came crashing down amid news that an $8 billion shortfall was being tracked in a sloppy Excel spreadsheet. The Brazilian retailer Americanas has been engulfed in crisis since it revealed a $3.8 billion accounting....

Onsavii Partners

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