A listing of the components that are involved in the Crossroad Review process

1. Crossroad Review SM Components
Special Sauce (Competitive Advantage): What are the ingredients in your company, product or
service that are tangible, measurable and real that will answer the question “Why would someone
buy from you?” All too often what a company’s executive and sales team may believe are their
Competitive Advantages are not the same as their customers. The review process will drill down
and systematically discover the true attributes of your organization’s Competitive Advantage.
This is a process that should be repeated at scheduled intervals because competition, customers
and environments are constantly changing? Yesterday’s news won’t sell today’s newspaper.
Success Benchmarks: How do you and the industry that you compete within measure success?
What are the specific benchmarks that you can track, measure and effect? Sales and marketing
is a game of numbers and outcomes. Are the results you are looking for indicative of your
efforts? The review process will develop specific goals and objectives that are attainable,
meaningful and attributable to the outcome of the opportunity.
Resource Dynamics: What effect will this opportunity have on the resources and results of other
departments, personnel, efforts or products of your organization? The review will evaluate,
determine and provide a process to track and measure what effect the opportunity will have on
the company’s resources and recommend what actions to take.
Expected Landing: What do you expect from this opportunity and why should you expect that
result? Is it worth the effort when compared to other opportunities? The review will provide a
process to develop the expected landing based upon the goals and visions of your company.
Key Matters of Focus: Of all of the actions, tasks and efforts it will take to land this opportunity
which ones are key to focus upon and when should you do that? A juggler concentrates on
catching the next ball in the air or risks dropping all of them.
Escape Route: Not everything that may go wrong can be undone but what can you recover and
when should you start the escape process. In other words how much pain are you willing to take.
This approach encompasses a specific interview and collection process of relevant information
combined with a concise analysis and the requisite intelligence to deliver a thoughtful assessment
and a focused plan of actionable items.
Considering the potential exposure . . . employing the Crossroad Review SM is an intelligent
investment and valuable guiding principle to apply to your business strategy.
Look Before You Leap!
Email: jkolassa@bizdevmgmtassoc.com Phone: 404.384.5748