Overview <ul><li>Marketing Plan Development </li></ul><ul><li>Client Relationship  Management </li></ul><ul><li>New Busine...
<ul><li>Clear  - The plan should be an unambiguous outline of  exactly  what is to be done.    </li></ul><ul><li>Quantifia...
<ul><li>Portfolio planning -  Coordinated planning for the individual products and/or services contributes towards a balan...
Marketing Strategy Projections <ul><li>Sales analysis –  New and Existing businesses should track their sales results. </l...
Client Relationship Management  – ( CRM) <ul><li>CRM is both a  qualitative approach :  ( human interaction ) and a  quant...
Qualitative Approach <ul><li>Client leadership  – Become a trusted advisor to your client. </li></ul><ul><li>Relationship ...
Quantitative Approach <ul><li>Analytical CRM : Analyzes customer data for a variety of purposes such as:  designing and ex...
What is new business development about? <ul><li>Growth </li></ul><ul><li>New Verticals </li></ul><ul><li>New Revenue Strea...
How does new business development get done? <ul><li>Assessment of marketing opportunities and target markets = ( MPD ). </...
Contact   <ul><li>www.onpointcoachingservices.com </li></ul><ul><li>[email_address]   </li></ul><ul><li>http:// blog.onpoi...
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OnPoint Coaching - Essentials

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OnPoint Coaching - Essentials

  1. 1. Overview <ul><li>Marketing Plan Development </li></ul><ul><li>Client Relationship Management </li></ul><ul><li>New Business Development </li></ul>
  2. 2. <ul><li>Clear - The plan should be an unambiguous outline of exactly what is to be done.  </li></ul><ul><li>Quantifiable - Each activity should be quantified , therefore performance can be monitored.  </li></ul><ul><li>Focused - Apply the 80:20 rule ! </li></ul><ul><li>Realistic - Activities and/or goals should be achievable.  </li></ul><ul><li>Agreed – Staff and/or Departments who are to implement them should be committed to them, and agree that they are achievable. </li></ul>
  3. 3. <ul><li>Portfolio planning - Coordinated planning for the individual products and/or services contributes towards a balanced marketing plan portfolio. </li></ul><ul><li>80:20 Rule - The marketing plan needs to concentrate on the 20 percent of products and/or services, which will account for 80 percent of the profit.  </li></ul>
  4. 4. Marketing Strategy Projections <ul><li>Sales analysis – New and Existing businesses should track their sales results. </li></ul><ul><li>Market share analysis - Keep in mind when collecting data on market share analysis: overall market share , segment share – ( specific targeted segment ) and relative share - ( relation to the market leaders ). </li></ul><ul><li>Expense analysis - The key ratio is typically the marketing expense to sales ratio – (eg. ROI ). </li></ul>
  5. 5. Client Relationship Management – ( CRM) <ul><li>CRM is both a qualitative approach : ( human interaction ) and a quantitative approach : ( software application ), and plays an critical role in marketing plan development . </li></ul><ul><li>CRM is a combination of policies, processes, and strategies implemented by businesses to enhance customer interactions and provide a means to track customer information . </li></ul>
  6. 6. Qualitative Approach <ul><li>Client leadership – Become a trusted advisor to your client. </li></ul><ul><li>Relationship strategy – Determine what client opportunities you should pursue. </li></ul><ul><li>Quality Assurance – Ensure high quality work and service at all times. </li></ul><ul><li>80:20 rule – The top 20% of an organization’s clients should have a customized CRM approach. </li></ul>
  7. 7. Quantitative Approach <ul><li>Analytical CRM : Analyzes customer data for a variety of purposes such as: designing and executing campaigns , analyzing customer behavior and creating a management information system . </li></ul><ul><li>Sales Intelligence CRM : Is a direct sales tool, leveraged for acitvites such as: cross-selling / up-selling, sales performance and tracking customer trends . </li></ul>
  8. 8. What is new business development about? <ul><li>Growth </li></ul><ul><li>New Verticals </li></ul><ul><li>New Revenue Streams </li></ul><ul><li>Innovation and Creativity </li></ul><ul><li>Leveraging Technology </li></ul><ul><li>Collaborative Partnerships </li></ul><ul><li>Go Global! </li></ul>
  9. 9. How does new business development get done? <ul><li>Assessment of marketing opportunities and target markets = ( MPD ). </li></ul><ul><li>Intelligence gathering on customers and competitors = ( CRM ). </li></ul><ul><li>Generating leads for potential sales = ( CRM ). </li></ul><ul><li>Proposal and presentation management = ( CRM ). </li></ul>
  10. 10. Contact <ul><li>www.onpointcoachingservices.com </li></ul><ul><li>[email_address] </li></ul><ul><li>http:// blog.onpointcoachingservices.com </li></ul><ul><li>C. 617.359.0099 | F. 617.507.7710 </li></ul>
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