Q. What is the difference between your approach and an agency approach?

A. I work from a strategic marketing perspective that defines and aligns the full spectrum of market-related plans, programs and actions.  This approach answers questions such as ‘Which target markets are most important?’ and ‘What marketing messages should be stressed?’ to provide a foundation that is enabling of and complementary to the creative work that agencies offer.

Q. Plans and projections never match results.  Why should a company spend time and energy on them?

A. Plans and projections document the key assumptions, intended/expected outcomes of strategy, tactics and actions. As such, they are important tools for evaluating what worked and what needs to be reworked.

Solid plans and planning processes help an organization to maintain focus on its goals, understand results, and respond to unexpectedly bad or good developments quickly – all critical when trying to outmaneuver competitors.  My training program, Business Planning as a Management Tool (pdf), addresses this issue in-depth.

Q. What do you mean by ‘market-oriented?’

A. Business success requires achievement in the marketplace.  Following a market-oriented approach puts market and customer considerations foremost providing a strong basis for focusing actions on strategic goals while enhancing appropriate tactical flexibility.  Market and competitive analyses are used to identify and evaluate opportunities.  Combining this knowledge with information about core capabilities, strengths and weaknesses, enables the company to allocate resources to high potential opportunities that fit it well.  Once decisions are made, market and competitive knowledge supports development and implementation of action plans, programs, and tactics.

Q. What is your industry focus?

A. Drawing on previous experience in diverse domains including elevators; local area networks; software; technology commercialization; and consumer products, Utgoff Consulting emphasizes functional expertise that cuts across industries.  In addition to providing different capabilities, this orientation provides three benefits to clients: healthy cross-pollination at strategic and tactical levels, ability to control competitive exposure, and different perspective from conventional wisdom.

Q. Are there free background resources you can recommend so that we can learn more?  What about getting information about our industry, competitors, or markets?

A. Check out the information on the Resources page. If you do not find what you need, please email and I will make some additional suggestions.  Of course, Utgoff Consulting will not share your contact information without your expressed permission.

Q. How do you charge for your services?

A. Projects that can be clearly defined via a proposal process are quoted as a fixed fee. General advice and on-going strategic counsel can be billed by the hour or on a retainer basis. Fees for standalone training are based on the level of customization and audience size. Initial meetings are always free of charge.

Q. Do you have a standard planning process that applies to all clients?

A. No, each situation is unique and warrants different combinations of methodologies and tools.  For example, a startup company with new technology but no customers and limited resources has very different needs from an established well-financed company with declining markets.

Each project proposal defines deliverables, schedule, and a process to meet the needs of the client based on assessment of the organization’s circumstances.

Do you have a question you would like to ask? Please call 413.253.7108 or email.