FIVE STEPS TO GREATER SALESAND MARKETING SUCCESSB2B OPPORTUNITY INTELLIGENCE & ACTION SOLUTIONS:INSPIRING, GUIDING & ALIGN...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Currently Lost Sales Opportunities    S...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Opportunity Intelligence-Action Process...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Opportunity Intelligence-Action Process...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Opportunity Intelligence-Action Process...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Find: New Opportunity Intelligence     ...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Find: New Opportunity Intelligence    S...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Find: New Opportunity IntelligenceApril...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Find: New Opportunity IntelligenceApril...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Implementing a FACTS Process           ...
B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s    Summary    ►        Earning a greater s...
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Five Steps to Greater Sales and Marketing Success

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This is an overview of a 5-step process to effectively increase sales and profit in B2B markets. The general process encompasses opportunity intelligence and action processes to, first, accurately uncover new sales opportunities and, then, inspire, guide and coordinate precisely targeted actions for each opportunity from sales, marketing, customer service and other internal groups.

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Five Steps to Greater Sales and Marketing Success

  1. 1. FIVE STEPS TO GREATER SALESAND MARKETING SUCCESSB2B OPPORTUNITY INTELLIGENCE & ACTION SOLUTIONS:INSPIRING, GUIDING & ALIGNING EFFECTIVE BUSINESS GROWTH ACTIVITI ESCopyright 2011. Demand Facts Inc. All rights reserved.
  2. 2. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Currently Lost Sales Opportunities Some lost business opportunities are readily recognized, such as lost proposals and customer defections, but many remain hidden until sufficient attention and expertise are devoted to their discovery, especially active buyers who never contact you for a variety of possible reasons. # lost opportunities due to # lost opportunities with # lost opportunities offer or product-related prospects who consider to retain current limitations? your offerings? customers? Current revenue and profits = Current share of total business opportunities # lost opportunities due to # lost opportunities to # lost opportunities limited knowledge of your gain consideration from to increase business offerings by prospects? aware prospects? from customers?April 2011 2
  3. 3. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Opportunity Intelligence-Action Process Lost Business Opportunities Problem Needed Ongoing Opportunity Intelligence & Action Process Solution Receive a ongoing stream of actionable intelligence that Desired trigger, precisely guide and synchronize your company’s Outcome decisions and actions to earn a larger share of the total sales and profit opportunities which exist in your marketsApril 2011 3
  4. 4. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Opportunity Intelligence-Action Process To earn a significantly greater share of the business opportunities in your markets, a formalized across-group process similar to our five-step FACTS℠ process is needed to uncover and take full advantage of your previously- hidden (and lost) new sales and profit opportunities and insights. Find Activate Coordinate Target Seize FACTSSM Opportunity Intelligence & Action Process Five Steps Major Activities Key Elements Uncover, describe and report desirable new • Segment, group or individual-level FIND sales and profit opportunities • To attract, win, retain or cross-sell Alert, engage and enable the right actors to • Executives, managers, reps, others ACTIVATE respond to each new opportunity • In Sales, Marketing, Service, others Fully synchronize the actions and actors for • Decisions, plans & creation (if needed) COORDINATE each new opportunity • Preparation, execution & follow-up Closely align all actions with the specific details • Who, why (purpose) & what (offer etc) TARGET detected for each new opportunity • When (timing) & where (method) Quickly and strongly execute the actions • Marketing campaigns, processes … SEIZE needed to capture each new opportunity • Sales/account/service calls, visits …April 2011 4
  5. 5. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Opportunity Intelligence-Action Process Expertly designed and managed opportunity intelligence-action processes inspire, guide and align Sales, Marketing and Customer Service teams to make decisions and implement actions that … ► More effectively and efficiently: – Attract more prospects – Win more new customers – Retain more customers – Win-back more lost customers – Cross-sell more customers ► Plus … – More fully capitalize on the data assets that have already been paid for – Create stronger competitive advantages – Free-up front-line reps so they can do more of what they do best – Improve the quality and value of sales, marketing & customer databasesApril 2011 5
  6. 6. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Find: New Opportunity Intelligence Goal = Accurately uncover a large quantity and variety of previously-hidden new sales & profit opportunities and insights to progressively trigger, guide and synchronize precisely-targeted prospect and customer actions. ► For each major “leak” stage of your new business opportunity pipeline ► For broad, segment and individual- level prospect and customer actions ► Related to the indicated and other marketing, sales and service actions ► PLUS uncover new potential ways to safely reduce costs, efforts and risksApril 2011 6
  7. 7. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Find: New Opportunity Intelligence Several specialized opportunity-intelligence processes and programs are available to meet a variety of current and future new business priorities. Integrated processes include the right mix of the listed specialized database analysis, marketing research and pre- sales research methods … whichever are needed to create the best total solution for your company. Each process should be fine- tuned to fit your specific intelligence needs and practical constraints.April 2011 7
  8. 8. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Find: New Opportunity IntelligenceApril 2011 8
  9. 9. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Find: New Opportunity IntelligenceApril 2011 9
  10. 10. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Implementing a FACTS Process SM • Specific new business outcome(s) desired? Phase 0: Process • Opportunity-intelligence process design and methods? Design & Approval • Unique process requirements to include? • Who should participate? Phase 1: Internal • Scheduling, method, recording, who does what, etc? Assessment • What to ask each participant? • Specific requirements for intelligence sub-processes/tasks? Phase 2: Process • Specific requirements for action sub-processes/tasks? Development • Who does what when for each specific development? • Which specific intelligence and action sub-processes/tasks? Phase 3: Process • What time frame and sub-set of data, actors, actions, etc? Pilot Testing • Results/feedback , revisions and next-step approvals? • Information, training and other support needed? Phase 4: Process • Set-up and start-up requirements for sub-processes/tasks? Implementation • Who does what when for sub-processes/tasks? • Who does what when for intelligence sub-processes/tasks? Phase 5: Process • Who does what when for action sub-processes/tasks? Execution • Who does what when for tracking & compliance tasks? • What results/feedback/etc to gather, analyze and report? Phase 6: Process • Who does what when for initial review/revise period? Review, Revise, Renew • Who does what when for subsequent review/revise periods?April 2011 10
  11. 11. B 2 B O p p or t u n i t y I n t e l l i g e n c e & A c t i on S ol u t i on s Summary ► Earning a greater share of the total business opportunities in their markets is a top priority for most B2B companies (i.e., plug major pipeline “leaks”). ► To effectively achieve that goal for your company, put in place a first-rate opportunity intelligence & action process to inspire, precisely-guide, synchronize, and track the sales impact of actions across all your groups. $$$ Edward B Goodwin | Managing Partner | Demand Facts Inc 978.589.0940 | egoodwin@demandfacts.com | www.DemandFacts.com Copyright 2011.Demand Facts Inc. All rights reserved. Demand Facts® and FACTSSM are service marks of Demand Facts IncApril 2011 11

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