• Influencing • Revenue
• Relationship • Qualification
• Gather Intelligence • Change Agent
• Strategic Direction
Executive Dialogue • Tactical
• Competitive Analysis
• Strategic Action • Short Term
• Product Definition
• Lead Generation • Medium Term
• Pricing Analysis
• Trade Shows
• Long Term
Client Value Proposition
Product / Service
Critical Success Factors
Know your limitation with regard to people, $$,
timelines, risks, assumptions
Focus & ownership
Timely communication on success / failure to
Determine how success will be measured
Refine, Refine, Refine
Key to Winning..
Ask for the business
Meet more, write less
Build relationships first
Get to the decision maker
Make your resources tangible
Don't sell to an unqualified lead
Don't play the game without preparing
In selling, bigger is not better…start small
Focus on issues, not products…start with the "heart of
Value Proposition / Differentiation
Why do your suspects / prospects see a need for
your solution in the market place?
What trends drive the current and future needs of
the targeted customers you want to serve?
What makes your solution so different or so special?
Why would anybody want to buy your solution, as
opposed to your competitor’s solution?
Industry / Vertical Segments
Why customers in this industry / vertical segments?
What characteristics are important to your firm?
What is the estimate size per segment and how will
they develop over time? Why?
What is the market potential ? What time-lines are
you talking off?
Business Model / Market Share
What products and services will your target customers pay for and
not pay for and how will it develop over time?
Will you be develop the market yourself, or will you use channel
What parts will be outsourced and who will be your key partners in
the region (country / state)?
Why and what elements do you see are opportunities for developing
partnerships in this field?
What is the role and responsibilities of your channel partner?
How will the partnerships be sourced, structured, monitored and
removed if they are underperforming?
Competition / Sustainable Advantage
What companies (competitors) do you know that offer
similar products / services to your target customers -
or are likely to step in to compete in your target
How strong is the competition in each segment, and
what makes you think that you will be are able to 'beat'
them with your solution / products?
How do you plan to build your 'sustainable competitive
advantage'? (example - creating entry barriers,
developing value adding functions over time, etc.)
Market Entry & Position
What risks / opportunities are you aware off?
What strategies will you build to defend your
market position? For example:
Speed to build your position in the region
Anticipated competitors (i.e. their present position,
lock-in effects of customers / channels etc.)
Investments into branding your product (seminars,
Resource squeezes (e.g. people, budget, ) and its
impact on your growth plans
Customers = As-Is ~ To-Be
How many customers at present are using your product?
How do you know that these customers are being served
successfully? What is the current satisfaction rating /
How many new customers do you need to target /
attract, in the next quarter and why?
What product / service elements, already generate
revenues, and how will this develop over time?
Channels = As-Is ~ To-Be
What marketing & distribution channels have
you targeted, and how are you going to build
them (milestones / timelines)?
Have you already signed agreements with
How do you hope to develop a brand?
What are your strategies for marketing , sales
Product / Service = As-Is ~ To-Be
What is the status of your product /
service and what milestones have you
planned for further development?
What strategy / strategies do you see for
your product development? (goals and
Organisation = As-Is ~ To-Be
What is the current and future status of
How do see your organisation grow?
What milestones are you working
towards with regard to acquisition and
training of your resources?
Infrastructure = As-Is ~ To-Be
What infrastructure do you need, to
support your activities for development,
delivery and service?
What resources will you outsource and /
or do you build ourselves? Why?
What (intermediary) goals and
milestones have you set?
Resource = As-Is ~ To-Be
What key-qualities should be represented in
your team to successfully market, develop,
produce and grow?
Who are on your team now, and what are their
core competencies, capabilities? (key skill sets
of your current and future team members).
In your opinion, what qualities are missing? And
how will you fill the gap?
Investments / Financial = As-Is ~ To-Be
What investments will you need to develop products / services
What costs will be incurred to build your organisation, develop
marketing etc. and when?
When do you foresee the next sales - and how will your sales
volume develop over time?
What resulting cash flows do you project (ranging from
optimistic to pessimistic)? What factors are the strongest
drivers for any changes in your forecasts?
In each scenario - what financial support would you need and
Conduct an analysis of the size and growth of your market (industry /
Ascertain the trends in your industry and how they affect your activities
Analyse the types of customer groups within your market
Analyse and determine which segments are most profitable
In the prioritised markets - outline key go-to market solution initiatives,
market maturity (propensity to buy and pay), plus SWOT analysis
Top ranked organisation within the prioritised markets and your go-to market
Channel partner landscape – now and future
Critical success factors (example - people, product, systems, recruitment,
training, investment, marketing, seminars etc)
Growth, Revenue, Profit Objectives
Outline the time plan to achieve the above objectives
Proposed revenues, cost structure for the above
Resource requirements – number, skills, location, service utilisation
Support cost – travel, equipment, overheads
Marketing plans & costs - events, types, where, when
Royalties to parent company
Salary cost - bonus and commissions
Proposed sales coverage, targets, KPIs, etc
Product/ Services – there is a market Promotion: Advertising (online and
traditional), PR, industry analysts,
seminars, trade show plans, and other
Sales: Internal and external sales promotional activities have been
teams trained and ready to sell. All established to ensure that existing and
required supporting materials are in new product / services are
place. communicated to all key stakeholders.
Market Planning: Product pricing, Channels/Partners: The required
product structure, and packaging have partners for current and future
been established. The launch plan product / service offering have been
ensures target markets will be reached identified. Each partner has been
through the launch activities. trained on the new product, and the
proper incentive plans / contracts have
Marketing Collateral: Product been created.
brochures, marketing materials,
Website materials, competitive Customer: Customer communications
analysis, and other sales tools are plans have been established. Upgrade
available to help ensure sales paths have been explained. Training
success. materials have been created and
training sessions arranged.
Support: User manuals are in place