Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
Technology Assessment International
Growth Strategies New Markets New Product Development Process
American Subsidiary Plan...
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What Marketing Does Your B2B Company Need ?

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Marketing is to Sales what mass production is to custom manufacturing: addressing Markets rather than individual customers brings economies of scale to the entire enterprise. This presentation shows where to start to achieve Marketing excellence and identifies the organizational symptoms of inadequate Marketing.

Published in: Marketing, Business, Technology
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What Marketing Does Your B2B Company Need ?

  1. 1. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Sales and Marketing How They Differ Why Marketing is Needed to Maximize Growth and Profits Jocelyne O. McGeever
  2. 2. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Sales and Marketing: How they Differ
  3. 3. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research  Sales is focusedon individual customers & prospects, one at a time  Marketing is focused on groups of similar customers and prospects (Markets) Marketing is about Markets
  4. 4. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Sales Determined by sales cycle and bonus timing Typically up to 1 year Motto: do it now! Marketing Determined by market, product development and manufacturing scale up cycles 3 to 10 years Motto: think it through! Time Horizons are Different!
  5. 5. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Sales Market-ready products Marketing • Market-ready products • Products under development, testing or scale up • Competitors products • Product concepts Working On Different Products…
  6. 6. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research What is the Value of Marketing?
  7. 7. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing is to Selling what standardized production is to custom manufacturing: it enables efficiencies in product design, manufacturing, promotion and other business processes.
  8. 8. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing enables: • Sales Efficiency: Sales professionals can sell, not do market research, product specification or develop their own communication • Standard Products, efficiently produced, competitively priced, suitable for multiple customers • Market focus: branding to prepare the ground for selling, efficient promotion and lead generation.
  9. 9. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Achieving Marketing Excellence Market Segmentation
  10. 10. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing is the matching of products and services to meet the needs of defined markets. Segmentation is defining the markets. Proper segmentation is the foundation to serving the market efficiently and profitably
  11. 11. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Segmentation Must Enable Standardization Members of a market segment must be similar in their needs and buying behavior with regards to your products Segments must have distinct needs and buying behaviors Hint: members of the same industry do not necessarily have the same needs and buying behaviors. Company size, for example, might be a better segmentation.
  12. 12. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Achieving Marketing Excellence Defining the Mission
  13. 13. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing’s Mission: Business Growth  Identify, investigate, evaluate opportunities for growth and their financial impact  Develop alignment of Executive Team  Develop business plan for opportunity  Implement the “Marketing” part of the plan
  14. 14. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Two Cases Company A Single Market Single Product Line Marketing is tactical and supports Sales. Company B Multiple Markets or Product Lines Marketing is strategic, focused on medium and long term business growth.
  15. 15. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Achieving Marketing Excellence Organizational Structure and Leadership
  16. 16. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Two Cases Company A Single Market Single Product Line Marketing skill set is communications Company B Multiple Markets or Product Lines Marketing is strategic and skill set also includes general business (business plans, financials…)
  17. 17. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research “With this evolution of the CMO role both within specific organizations and across industries, the skill set required to be a successful CMO has also changed. “Ten years ago, you had CMOs who were brilliant marketers,” said Pearce (CMO, Del Monte). “Now, financial acumen has become more important. The CMOs I interact with are great consumerists, great marketers, great leaders, and also have a general management and financial perspective that I don’t necessarily think existed a generation ago.”” Succeeding as an Organization's First Chief Marketing Officer , 2011, White Paper, Spencer Stuart
  18. 18. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing’s Mission: Business Growth  Identify, investigate, evaluate opportunities for growth and their financial impact  Develop alignment of Executive Team  Develop business plan for opportunity  Implement the “Marketing” part of the plan
  19. 19. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Two Cases Company A Single Market Single Product Line Company B Multiple Markets or Product Lines VP- Sales & Marketing Marketing Communications Sales President VP - Marketing VP - Sales
  20. 20. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Company A - First Single Market Single Product Line Company A - Next Stage Multiple Markets or Product Lines VP- Sales & Marketing Sales Marketing Communications President VP – Marketing Marketing Communications VP – Sales
  21. 21. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Hiring Criteria for Marketing Leader Option 1 Prioritize knowledge of industry or technology over Marketing strength Option 2 Prioritize Marketing strength over knowledge of industry or technology One Year Later Strong industry knowledge Weak Marketing Strong Marketing Adequate industry knowledge
  22. 22. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Achieving Marketing Excellence What Marketing? When and Why?
  23. 23. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Single Product Line Multiple Product Lines Multiple MarketsSingle Market 1. Marketing Communications 2. Competitive Analysis 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Product Management 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Market Management 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Market Management 5. Product Management Additional skills needed before expanding outside of current market and product line
  24. 24. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Definition of Marketing Terms
  25. 25. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Product Management  Accountable for business success of product lines  The Product Manager, as champion of a product line, insures that it continues to be competitive and profitable  Manages the “4 Ps”: Product, place, promotion and price  Product Manager is typically the entry point of technical employees into Marketing
  26. 26. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Market Management  Accountable for business success in specific markets  The Market Manager drives growth in the market by assembling compelling offerings  The Market Manager is typically someone with significant knowledge of the market, likely more experienced than a Product Manager.
  27. 27. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Market Research  Information gathering and analysis to assess if a new business venture is a good investment.  Should be undertaken before entering a new market or new geography, selecting sale or distribution channels, developing new products, entering partnerships and making an acquisition.
  28. 28. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Market Research: Who does it? Current Markets Current Product Lines ? ? ? ? ? No one knows No one’s responsibility New Ventures Lose Money
  29. 29. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Marketing Communications  Trade shows  Print and digital advertising  Traditional brochures and websites  Promotional mailing and email marketing  Papers, blogs, presentations  Visual branding through templates  PR
  30. 30. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Competitive Analysis  Identifying competitors  Understanding how they compete  Identifying how to compete successfully  Continuously monitoring for changes  Updating before entering a new market or new geography, selecting sale or distribution channels, developing new products, entering partnerships and making an acquisition.
  31. 31. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Single Product Line Multiple Product Lines Multiple MarketsSingle Market 1. Marketing Communications 2. Competitive Analysis 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Product Management 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Market Management 1. Marketing Communications 2. Competitive Analysis 3. Market Research 4. Market Management 5. Product Management Additional skills needed before expanding outside of current market and product line
  32. 32. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Conclusion Marketing: The Missing Link
  33. 33. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Signs that Marketing is Missing Revenue Flat or Shrinking Shrinking Margins Rapid Turn Over of Sales Professionals
  34. 34. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Signs that Marketing is Missing Company Lags in New Product Introductions Competition Company
  35. 35. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research Don’t Blame Sales! Identifies and vets growth opportunity Company alignment around growth opportunity Develop a plan for commercial success Company prepares for commercial success Sales team sprints to successful selling Marketing Time Sales
  36. 36. Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary PlanIncreasing Sales with Existing Resources Market Research www.TechnologyAssessment.com www.linkedin.com/in/jmcgeever/

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