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Assessing Your Sales & Marketing Processes

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Presentation to The Alternative Board January 28, 2011

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Assessing Your Sales & Marketing Processes

  1. 1. Presentation to: The Alternative BoardAssessing Your Sales & Marketing Processes Presented by: Misty Khan Advena Artemis LLC 1/28/11
  2. 2. Presentation Outline• About Advena Artemis• 5 Functional Aspects of Sales & Marketing Teams – Overview• Why Targeted Marketing?• Determining Your Targeting Markets• Perception Is 50% of Reality – Objective/Quantitative Analysis – Group Exercise• Questions
  3. 3. About Advena Artemis• Started primarily as a CRM software company• Moved to business development consulting• Focuses: – Business Development Needs Assessment (Delphi Plan) – Business Development Consulting – Microsoft Outlook Coaching
  4. 4. 5 Functional Aspects of Sales & Marketing Teams• Company Mission, Core Values & Goals Alignment• Processes & Procedures• Target Market Analysis• Business Development Team Cohesion• Marketing / Branding Strategy
  5. 5. Why Targeted Marketing• Stretch Your < Fortune 500 Budget• Commodity Perception• Specialization Suggests Expertise• Concentrate Your Efforts• Higher Profitability
  6. 6. Determining Your Most Profitable Target Markets• For whom do you add the most value? – What differentiates your product/service? – What do you do well? (hint: from client’s perspective – does it agree with yours?) – Can you quantify your strengths and differentiators? (hint: “quality product” is not specific enough!)
  7. 7. Determining Your Target Markets• Which clients are most profitable? – The obvious: margins – Don’t let % revenue mislead you – Account for hidden costs (customer service, sales time, sales cycle, credit, late payment) – Prefer most profitable product mix – Value your differentiators
  8. 8. Determining Your Target Markets• Which markets fit your ideal profile? – Who stands to benefit most from your differentiators? – The more data you have, the easier it will be to see which markets meet your profile
  9. 9. Perception is 50% of Reality• Objective/Qualitative Analysis – Matrix Concept – Weight Strength/Profitability Factors – Assign Rating Categories – Use Objective Measures WF Factor 1 2 3 4 5 3 Avg. <100 101- 201- 301- >400 Volume 200 300 400 2 % <1 1–5 6 – 10 11 – >20 Revenue 20 5 Potential <200 201- 501- 1001- >2000 Volume 500 1000 2000 4 CS Calls >24 12 to 6 to <5 0 23 11
  10. 10. Group Exercise• Choose a strength (examples below) – High on time delivery rate – Low % returns – Low client turnover• Or a profitability factor (examples below) – Low # customer service calls – High profitability margin
  11. 11. Group Exercise• Weight your strength/profitability factor – Can use 1 – 5 ranking – Or % (where all factors add to 100%)• Assign rating categories – Set ranges for 5 ratings (1-5 or 0-4) – Must be objective ranges – Use examples where possible
  12. 12. Group Exercise• Fill in your matrix – see example WF Factor 1 2 3 4 5 5 Profit Margin % <5 6 – 10 11-15 16-20 >20 2 % of Revenue <1 1–3 4 – 10 10 – 15 >15 3 OTD Importance 1 2 3 4 5 or 4 & listed as goal Example: Market Segment A WF Factor 1 2 3 4 5 Score 5 Profit Margin % X 20 2 % of Revenue x 4 3 OTD Import. X 15 (5)(4) + (2)(2) + (3)(5) = 39
  13. 13. Questions Pilot Study Offer Advena Artemis LLCinfo@advenaartemis.com http://arrow-tips.com 713.267.7555

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