Specialty Chemicals · 7B USD
[Result]
One strategic marketing process for seven divisions
A 7B USD specialty chemicals company with seven divisions, from automotive to personal care, wanted one common way to plan.
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How we help
A common commercial process and toolbox
We install one strategic marketing and commercial process, with linked tools, across business units and regions. Plans become comparable, good practice travels and new people get up to speed faster.
How it works
01
Map today
How each unit plans and sells now.
02
Agree the process
Four stages, one language.
03
Customize tools
Your terms, templates and examples.
04
Embed
Reviews, onboarding and licensing.
Problems it solves
Click a problem to see its signs, causes and the evidence from client work.
Marketing Capability & Commercial Excellence
Engineers in commercial roles
“Our market development managers are engineers. They need a commercial language.”
Read more →Marketing Capability & Commercial Excellence
No common process
“Every business unit plans and sells differently.”
Read more →AI & Commercial Teams
Tools without a plan
“Everyone is experimenting with AI. Nobody has a plan.”
Read more →AI & Commercial Teams
Risk with client data
“We have no clear rules for what can go into AI tools.”
Read more →Situations where we use it
"I've just taken over marketing, and we don't have standard tools."
Building or rebuilding a marketing function
A new marketing leader in a lean organization needs a team, a process and early results, fast.
How we help →"Our market development managers are all engineers."
Giving technical teams a commercial language
Brilliant technical people now own markets and customers, without a shared commercial toolkit.
How we help →What we hear
“Our business units use the tools differently, so nothing is comparable across them.”
Tools we use
Market MapA Market Map breaks a market into cells, usually applications against technologies or competitors, and shows the size, growth rate and competitive share of each cell.Competitive AssessmentA Competitive Assessment scores your offer and competitors' offers on the purchase criteria that matter to a segment, weighted by importance.Value MapA Value Map plots perceived performance against price for you and your competitors.
Programs and services
Client results
All case studies →Chemicals & Materials · Polymers
Recent work · 2019–2026
Seven years of tools, training and support
A specialty polymers company has used Market Edge tools across its strategic marketing team since 2019.
Read the case →Further reading
Articles by Market Edge consultants on mkt-edge.com.
Questions clients ask
Do all units have to use every tool?
No. The process is common; each unit uses the tools its market needs.
How do you keep it going?
With planning reviews that use the same templates, onboarding for new people, and annual toolbox updates.
Often combined with
How we help
Company marketing academy
A company-branded academy gives the whole commercial team one language, process and toolbox, applied to real markets.
How it works →How we help
Marketing headcount and operating model benchmarks
We compare your marketing roles, headcount and structure with similar B2B business units by size, profit, R&D and growth.
How it works →How we help
Capability assessment
We assess individuals and teams against the marketing, sales and finance capabilities your strategy needs, compare them with industry best in class and link the gaps to business results.
How it works →Is this the right place to start?
Book a 20–30 minute sounding board conversation with a senior consultant who has sat in your seat. No cost, no commitment.