Zebra Technologies' co-creative approach

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In my last post I talked about the creation of Zebra’s global marketing organization, which is currently collaborating on refreshing Zebra’s brand and tightening the alignment of our numerous go-to-market initiatives across our many geographies. One of the key enablers to making this effort a success is our co-creative approach to research, analysis and strategic planning.

Zebra’s global market research initiatives are driven by a cross-functional committee comprised of staff members from our product, marketing, sales and strategy groups. In addition to setting research priorities and sharing regional market knowledge, the team carefully collaborates to ensure that, at a high level, our studies are designed to fuel the intelligence of our global marketing plan. This in turn drives the development of our regional marketing plans. 

Some of the quantitative and qualitative research we’ve executed in various global geographies includes market sizing/segmentation, emerging applications, competitive intelligence and voice-of-customer studies.

Our global team approach to research development, analysis and planning has proven very effective in ensuring we:

  • Execute an effective planning process with clear roles and esponsibilities, where both top-down and bottom-up communication is shared.
  • Determine the best markets to pursue and the activities to target those markets to increase Zebra’s revenue and profit.
  • Provide global and regional input about the markets to feed smart product development.
  • Open the communication stream to develop effective messaging to internal and external stakeholders.

Equally important, Zebra’s global market research initiative allows us to distinguish opportunity from distraction and, as we all know, strategic focus is critical to achieving short-term and long-term growth.

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