How High the Effect of Intangible Assets in the Market
January 15th, 2010
The capacity to calculate the profitability of the investment constitutes a fundamental reference in the implementation of the strategies of customers, marketing and sales, because it allows quantify the impact of each of the stock. The results indicators are an effective tool as a complement to the financial ratios traditional. The metric of customers should focus on measuring the ability to attract, meet and retain customers as generators of benefits for the company of the economy is doing this question every quarter in a permanent search for the efficiency and the optimization.
There are to promote some tension disruptive within the organization, able to keep ‘open the door’ to innovation. A deep analysis of the needs of customers we reveal interesting opportunities for improvement of the advantages of a product or service. The virtuous circle of sustainability for the future lies in a corporate management integral to the customer. The exchange of returns or swap generates additional returns that impact directly on the account of results.
The reality often leaves in a bad place to the goodwill when it comes time to measure the results of these investments in Marketing. What are the most reliable indicators to measure the results? Can you measure the impact on the benefits of a strategy for specific customers? What actions can be implemented to increase the benefits? How is calculated the profitability per customer segments? Ultimately, how can overcome the mistrust of the financial more suspicious?
This skepticism contrasts with the importance that the organizations give the intangible, starting with the value of the client or the mark. In fact, recent studies show that 50% of the value of a company consists essentially of intangible assets, compared barely 20% of 40 years ago and are precisely the intangible has largely responsible for the market capitalization of a company, crediting to its generating capacity of sales and cash flows, which in turn driving the price of shares.
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Categories: Marketing Strategy
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