Brooks Automation case study - M/E Ratio, an investment in Marketing

Brooks Automation case study
repositioned Brooks for dynamic growth
Brooks grew by two orders of magnitude
$1.6 Billion market capitalization

The problem and my assignments
Process, methods, and tools
M/E Ratio™, an investment in Marketing
Results and payback
A role model for revivals and turnarounds
Communicate benefits delivered
About Brooks Automation

M/E Ratio™, an investment in Marketing

Brooks' new president, Bob Therrien, began investing heavily in the upstream marketing process, raising the Marketing/Engineering Investment Ratio™ (M/E Ratio™) from 0.05 to 1.1.

At a M/E Ratio™ of 0.05, Brooks was a failure. After Bob Therrien raised the M/E Ratio™ to 1.1, Brooks Automation became a role model of super success; see the success data.

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