Customers, Products, and Markets (C-P-M™)—the Essential Components of Growth Strategy

After many years of working with SMMs and learning about Collins’ four types of manufacturers, I realized that Types 1–3 needed something tailored to their situations and distilled all this experience and material down to C-P-M—customer, products, and markets—because at the end of the day, SMMs must focus on these three items to grow. I consider C-P-M the DNA of growth strategy development. More specifically, manufacturers desiring to grow should determine the combination of C-P-M that will generate the most profit and cash flow. It is that simple.

Note: C-P-M is not to be confused with CPM, the critical path method or critical path analysis, developed in ...

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