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ComEx insights maturity assessment: Implement consulting group

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Survey on Insights Selling performed among members of Implements Commercial Excellence Forum and presented at a meeting Friday 24 November 2017.

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ComEx insights maturity assessment: Implement consulting group

  1. 1. ComEx Forum on Insights Maturity Assessment Commercial Excellence Forum, November 24 , 2017
  2. 2. 3 We have a clear process in place for how to collect, test, update, and share new insights We have a clear structure for getting the right material on insights through the right channels We always have facts / quantifiable measures to back up our insights Survey results Non-existent ExcellentPoor Average Good Average: 2.3 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 1: Structured process for establishment and gathering of insights is in place 2.1 2.4 2.5
  3. 3. 4 Our insights are clearly organised around customer segments Our insights are clearly organised around stakeholder types Our insights are clearly organised around our offerings Survey results Non-existent ExcellentPoor Average Good Average: 2.8 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 2: Organising around customer segments / Insight area 2.5 2.8 2.1 2.7
  4. 4. 5 We have one central platform where all our insights are gathered and shared, which all in sales and marketing can access We make sure that the central platform is constantly update, and avoid that local and old versions of insights are being used by the sales force We share a common understanding of who uses and owns the platform for gathering and sharing insights Survey results Non-existent ExcellentPoor Average Good Average: 2.8 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 3: Centralised platform for gathering and sharing of insights 2.2 2.2 2.2 2.1
  5. 5. 6 We involve our customers to identify (the need for) new insights We involve our customers to test the content of our formulated insights We involve our customers when testing which format they prefer for receiving insights (verbally, in newsletters, in brochures etc.) Survey results Non-existent ExcellentPoor Average Good Average: We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 4: Involve the customers – prototype insights to make sure the most relevant ones are gathered/formulated 2.3 2.4 2.1 2.3
  6. 6. 7 Marketing participates in customer meetings, at least quarterly, to identify the need for new customer insights and “push for use” of existing ones Marketing constantly “push for use” of existing insights (present material they have developed, suggest channels for where to share etc.) Identification and prioritization of new insights is discussed on a recurrent basis (every quarter) in internal sales meetings with both sales and marketing participating Survey results Non-existent ExcellentPoor Average Good Driver # 5: Identify the need for new insights and “push for use” internally Average: 2.5 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results 2.4 2.5 2.5
  7. 7. 8 Our sales force proactively plans for which relevant and challenging insights to use in a sales meetings prior to the meeting (meeting preparation) Our sales force always use insights of relevance to the customers and their industry in sales meetings to start and develop conversations on new business opportunities for their business (meeting execution) Survey results Non-existent ExcellentPoor Average Good Driver # 6: Insights are part of Meeting Preparation / Account Planning Process Average: 2.8 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results 2.5 2.5 2.5
  8. 8. 9 Creating, sharing, and using insights is on the agenda of management meetings in Sales and Marketing Top management put effort and resources into making sure that insight selling is on the organisational agenda Top management emphasise the importance of insights selling through internal communication Survey results Non-existent ExcellentPoor Average Good Average: 2.8 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 7: Top management attention – insights as part of management meetings 2.7 2.8 2.6 2.6
  9. 9. 10 Our Sales organisation (both managers and sales reps) has been trained in how to use and succeed with insight selling Our Marketing organisation has been trained in how to support Sales in insight selling (how to create marketing material on insights, how to collect the correct information etc. ) Sales management has been trained in how they coach the sales force in the usage of insights towards customers Survey results Non-existent ExcellentPoor Average Good Average: 2.8 We have only little or none of this This is implemented and fully integrated in daily operations. We are one of the frontrunners in this area Planned but not yet implemented – only on an ad hoc basis Partly implemented We have this implemented in daily operations, but still without results Driver # 8: Focus on the training / roll out 2.42.4 2.3 2.4
  10. 10. Change with Impact.

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