eXtreme Outbound Marketing (XOM)

XOM is a component of eXtreme Marketing which in turn is a technique used within Agile Marketing. XOM is relevant to any marketing promotion situation, although it is most appropriate for high growth businesses that encounter rapidly developing market opportunities. XOM provides a platform for rapidly developing and testing market promotion opportunities.

Built on metrics

Core to XOM is the ability to rapidly and accurately measure impact. To do this XOM relies on continuous market monitoring (CMM). Best practice CMM techniques involve setting up weekly execution of market surveys applied continuously and incorporated into the organization as standard practice. A core set of questions form the basis for the market survey and create a backbone of longitudinal information capable of showing trends and impacts.

Adjusted within this framework are a set of rotating questions that are incorporated as either a core candidate or are brought in situationally. Core candidates are questions that appear to be critical to longitudinal data gathering but have not proven themselves out. Situational questions are brought in to support specific short term knowledge goals or to support test programs, such as a new ad campaign.