DemandCon Outlook on 2012 Research Findings

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  • 1. ontarget consulting + research Summary of Findings • A majority of business leaders believe their organizations are responding well This is a summary of the to the business challenges they are facing. Over 60 percent of survey respon- “Outlook on 2012” dents reported being encouraged by how their organizations responded tosurvey conducted by Heinz the business challenges faced in 2011. Marketing, OnTarget • Survey respondents generally believed that their organizations did a good jobConsulting & Research and of keeping existing customers in 2011. Over 80 percent of respondents gave DemandCon. Nearly 500 their organization a grade of “A” or “B” for keeping existing customers. Less business leaders and than 20 percent reported a grade of “C” or lower. marketing executives from • Survey respondents reported being less satisfied with getting new customersthroughout North America in 2011 as compared to keeping existing customers during the year. Over 35 percent of respondents reported a grade of “C” or lower for their organiza- reported on how well they tion’s ability to get new customers compared to less than 20 percent giving a believed their company or grade of “C” or lower for keeping existing customers. organization performed in • Nearly 80 percent of respondents reported that their organizations made 2011 as well as their changes to their sales and marketing strategies in 2011 and nearly 80 percent outlook for 2012. of those respondents who made changes were optimistic that that changes made in 2011 would be successful in 2012. Many reported that these changes focused on placing more discipline on all stages of the sales process and in- creasing emphasis on better serving and caring for existing customers. • Looking ahead to 2012, respondents reported several actions that they would be taking in 2012 to increase customer loyalty. Many actions taken focused on the following areas: – Improve communication through all stages of the customer life-cycle – Free sales and customer service teams to spend more time with customers – Personalize service at every point of customer contact – Increase service focus following the sale • Looking ahead to 2012, respondents reported several actions that their organization needed to focus on to maximize business success. Many actions centered on the following areas: – Successfully execute our plans – New product introductions must be successful – Better connect with our customers Heinz Marketing – Build a sustained pipeline of prospects 8201 164th Ave. NE, Suite 200 – Become a leader in the industry, not a follower Redmond WA 98052 Ph. 877.291.0006 – Increase employee training focus www.heinzmarketing.com OnTarget Consulting & Research 16840 Bothell Way NE, Suite B Lake Forest Park, WA 98155 Ph. 206.353.2041 www.ontargetnow.com Continued
  • 2. ontarget consulting + research Detailed Findings Q1. Thinking back to 2011, were you generally encouraged or discouraged by your company’s ability to adapt and respond to the various business challenges and/or opportunities faced during the year? All Executive Senior Manager/ Leader/Owner Leader Supervisor Encouraged 61.6% 67.8% 59.9% 59.2% Discouraged 16.7% 11.0% 20.4% 20.4% Neither encouraged or discouraged 20.4% 20.3% 19.0% 19.1% Q2. Given the business environment that your company faced in 2011, what grade would you give it on its effectiveness in serving and keeping existing customers during the year? All Executive Senior Manager/ Leader/Owner Leader Supervisor A 30.7% 37.9% 29.3% 27.4% B 51.3% 47.5% 51.0% 54.8% C 14.0% 11.9% 15.6% 14.6% D 2.9% 2.5% 4.1% 1.9% F 1.0% .8% —% 1.3% Q3. Given the business environment that your company faced in 2011, what grade would you give it on its effectiveness in winning new customers during the year? All Executive Senior Manager/ Leader/Owner Leader Supervisor A 22.5% 18.6% 25.9% 19.1% B 41.4% 40.7% 37.4% 48.4% C 26.0% 26.3% 27.2% 25.5% D 9.1% 13.6% 8.2% 6.4% F 1.0% .8% 1.4% .6% Q4. Did your company refine or modify any parts of your sales and marketing strategies in the past year? All Executive Senior Manager/ Heinz Marketing Leader/Owner Leader Supervisor 8201 164th Ave. NE, Suite 200 Yes 79.0% 85.6% 81.0% 74.5% Redmond WA 98052 No 15.3% 13.6% 17.0% 16.6% Ph. 877.291.0006 Don’t know/not sure 5.8% .8% 2.0% 8.9% www.heinzmarketing.comOnTarget Consulting & Research 16840 Bothell Way NE, Suite B Lake Forest Park, WA 98155 Ph. 206.353.2041 www.ontargetnow.com Continued
  • 3. ontarget consulting + research Q5. Do you believe your company has done a good job of implementing the changes it has made to its sales and marketing strategies? All Executive Senior Manager/ Leader/Owner Leader Supervisor Yes 68.9% 71.3% 71.4% 69.2% No 12.5% 10.9% 10.1% 14.5% Don’t know/not sure 18.5% 17.8% 18.5% 16.2% Q6a. What is the main reason that you believe your company has done a good job of implementing the changes you have made to your sales and marketing strategies? All Executive Senior Manager/ Leader/Owner Leader Supervisor We are becoming more effective in 52.3% 54.2% 50.6% 54.3% prospecting and winning new business Our sales and/or marketing teams 51.1% 43.1% 49.4% 54.3% are focused and motivated We are keeping our current customers 45.5% 50.0% 48.2% 35.8% We are becoming much more effective 36.7% 41.7% 34.1% 33.3% in meeting and exceeding our sales goals Q6b. What is the main reason that you believe your company has not done a good job of implementing the changes you have made to your sales and marketing strategies? All Executive Senior Manager/ Leader/Owner Leader Supervisor We are not becoming more effective 60.4% 45.5% 83.3% 35.3% in prospecting and winning new business Our sales and/or marketing teams 33.3% 36.4% 16.7% 47.1% are not focused and motivated We are not effective in meeting 25.0% 45.5% 25.0% 17.6% our sales goals We are losing customers 14.6% —% 16.7% 17.6% Q7. Thinking about 2012, are you generally optimistic or pessimistic about all the Heinz Marketing actions your company has or is taking to be successful? 8201 164th Ave. NE, Suite 200 Redmond WA 98052 All Executive Senior Manager/ Ph. 877.291.0006 Leader/Owner Leader Supervisor www.heinzmarketing.com Optimistic 77.3% 87.3% 75.5% 73.9%OnTarget Consulting & Research Pessimistic 4.5% 1.7% 5.4% 5.7% 16840 Bothell Way NE, Suite B Neither optimistic or pessimistic 15.3% 10.2% 17.0% 17.2% Lake Forest Park, WA 98155 Not sure/don’t know 2.9% .8% 2.0% 3.2% Ph. 206.353.2041 www.ontargetnow.com Continued
  • 4. ontarget consulting + research Profile of Survey Respondents—Position Executive Leadership/Owner 24.3% Senior Leadership 30.3% Manager/Supervisor 32.4% Other 13.0% Profile of Survey Respondents—Size of Organization 1–99 employees 43.7% 100–1000 employees 28.2% 1001–9999 employees 15.7% 10,000+ employees 12.4% Want to learn more about this survey, or discuss your own organization’s outlook and readiness for 2012? Contact us atsurvey@heinzmarketing.com or via the contact information below. Heinz Marketing 8201 164th Ave. NE, Suite 200 Redmond WA 98052 Ph. 877.291.0006 www.heinzmarketing.com OnTarget Consulting & Research 16840 Bothell Way NE, Suite B Lake Forest Park, WA 98155 Ph. 206.353.2041 www.ontargetnow.com