sales and marketing · small and medium-sized businesses in canada 99.7% of canadian companies are...

Sales and MarketingStrategies to grow revenue

June 27 2019

Celso Oliveira

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We are the bank ofentrepreneurs

We’re the only bank devoted exclusively to entrepreneurs

We know their markets and understand their needs

We’re there at every stage of their business journey

1

2

3

BDC is the only bank devoted exclusively to entrepreneurs

2,200BDC employees

56,000entrepreneurs

123BDC business centres

We are where entrepreneurs need us to be

BDC Business Centres BDC Clients

resources

9%

We work with entrepreneurs in all industriesA snapshot of our clients’ industries

manufacturing

27%tourism

13%

construction

7%

other

12%commercial properties

5%

service industries

13%

wholesale and retail trade

14%

Small and medium-sized

businessesin Canada

99.7%

of Canadian companiesare SMEs

97.9%

1-99EMPLOYEES

1.8%

100-499EMPLOYEES

0.3%

500+EMPLOYEES

SOURCE: Key Small Business Statistics, June 2016, Innovation, Science and Economic Development Canada

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We take pride in the success

of our clients who:

15%

of our clients are exporters

$314Bin annual revenues

920,000Canadians

Employ Generate Export

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Making a difference

SOURCE: Statistics Canada.

NOTE: This chart shows the percentage point difference between growth among clients

and growth among non-clients with similar characteristics between 2009 and 2012.

BDC clients who accessed both financing and advisory services reported:

74.percentage points

Higher sales and employment

growth than non-clients

BDC – Integrated Sales and Marketing for revenue growth 9

Flexible financing Get a business loan that works for you.

We help entrepreneurs

succeed

Advisory services Run a better and more profitable business.

Smart capitalAccess specialized financing and investment solutions.

BDC – Integrated Sales and Marketing for revenue growth 10

Financing solutions for entrepreneursWhich project would you like to finance?

Access working capital

Buy a business

Invest in real estate

Purchase equipment

Start a business

Invest in technology

Transfer a business

Export to new markets

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Get up to $100,000 onlinein 5 business days or less

Small projects. Big ambitions.

www.bdc.ca/sbl

BDC – Integrated Sales and Marketing for revenue growth 12

BDC Capital: Fostering a healthy innovation ecosystem

Venture

Capital

Growth

Equity

Growth &

Transition Capital

Our experienced advisors help you

acquire the knowledge and

know-how to build a successful

business by providing practical

advice on a wide range

of subjects.

Advisory ServicesA bank that goes beyond financing

BDC – Integrated Sales and Marketing for revenue growth 14

Drive concrete resultManage more efficiently

Expert advice to help entrepreneurs overcome key challenges

Strategic planning

Financial management

Human resources management

Technology consulting

Leading change

Sales and marketing strategies

Digital strategies

International expansion

Operational efficiency

Certification (ISO, HACCP)

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Freebusiness adviceon bdc.ca

BDC – Integrated Sales and Marketing for revenue growth 16

Agenda

1

2

3

Sales 101

Future-proof your growth

Sales and marketing capabilities

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Sales 10101.

Offering

Product or Service Offering,

focus on benefits to customer

that features will provide

Extensive

organizational/product

knowledge = confidence

Believe it!

Value Prop

Benefits/Price = Value

Above and beyond

expectations = Value add

Exceptional service during

and after the sale

CustomerFocus on their needs,

identify, adapt and

connect ethically through

rapport & trust to create a

long term relationship

that is win-win!

SALESall about RELATIONSHIP

Foundation of

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Future-proof your growth Turbo-charge yourSales and Marketing

02.

20

BDC studyPowerful forces reshaping Canada’s economy

1,400 Canadian business leaders surveyed

Trends in

Sales and marketing

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Digital marketing

A key element of revenue growth

Companies saw significant improvements after adopting digital marketing technology

34% 49%

Improved customer experience

Boosted revenue growth

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E-commerce retail sales

are booming in Canada

SOURCE: www.eMarketer.com, www.statista.com and BDC calculations.

2014$25 billion

2020(f)$56 billion

18

million

28

million

Retail e-commerce sales

Number of

smartphone users

BDC – Integrated Sales and Marketing for revenue growth 23

The brand experience starts online

SOURCES: Google, Our mobile planet: Canada, understanding the mobile consumer. May 2012

Wordstream, Blob: Social Media Marketing Statistics.

Customers hold the power

Visit a website before contacting the business

90%

62%

57%

25%Of North Americans are on Facebook Of the buying process

is done online

Changed mind about purchase after reading online reviews

Raising the baron products and services

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The rise of the data economy uncovers important business insights

SOURCE: IHS Markit.

2019

272020

312021

362022

432023

512025

752024

622018

232017

202016

182015

15

Number of devices connected to the Internet to increase four-fold by 2025

Billion of devices

Too many unknowns to plan for growth!

Are customers

finding us online?

How much

should we spend

on marketing?

Are we

targeting the right

customer?

How can we align

our sales and

marketing teams?

Do we know

enough about our

customers?

Is our website

converting?

Is our brand

competitive?

BDC – Integrated Sales and Marketing for revenue growth 26

3 to 5 years

Business focused

Predicts financial results

Long-term execution

Static

Strategic plan

1 to 2 years

Customer focused

Generates financial results

Rapid execution

Adaptable

Sales plan

A sales plan is NOT a strategic plan

VS

“Anyone can make a plan – what I need are the financial results that prove the plan worked.”

Drive business development with a modern

Sales and marketing system

Sales & Marketing technology platform

Brand and

positioning

Marketing

processesCampaigns

and execution

Sales

management

Sales

processSales orientation

& enablement

Website user

experience

Social SEO

Marketing

Sales

Digital

Execute and track campaigns

Turbo-charge your sales and marketing

Planrevenue growth

Build upcapabilities

Digital

Sales

Marketing

Growrevenue

STEP 1

STEP 2

STEP 3Rapid revenue growth

Define roadmap

Identify market opportunities

Develop plan of attack

Focus areas

Market positioning

Brand identity

Online presence

Industry benchmarks

Competitive advantages

Customer journey

Roadmap

Prioritized resources

High-value opportunities

Organizational alignment

Required capabilities

GoalDevelop a roadmap

to help your business

drive maximum

revenue growth as

quickly as possible

planrevenue growth

Step 1

Focus areas

Brand content and image

Sales processes

Website development

SEO

Roadmap

Brand optimization

Sales team alignment

Digital strategy optimization

GoalEnhance the

sales and marketing

capabilities required

to drive revenue growth.

build upcapabilities

Step 2

Focus areas

Promotional campaigns

Result measurements

Customer targeting

Online activities

Drive growth

Impactful campaigns Improved capabilities Measured performance Increased sales

GoalUse your new sales

and marketing system

to execute and

track your revenue

growth

growrevenue

Step 3

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Sales and marketing capabilities

03.

Full spectrum of marketing solutionsand expertise

Network of experts, specialists and partners

across Canada

Resources Galore

Your one-stop shop

for sales and marketing

Sales impact Re-engineer your sales process for higher returns

Low sales

Lack of alignment

High turnover

Inaccurate forecasting

Missed opportunities

Sales process

Management plan

Objectives setting

Client / competitor profile

Performance measures

Manage your sales with better data and direction Higher sales return

Productive sales culture

Less turnover

Accurate forecasting

More customers

An optimized web experience

Website power Build a website that drives revenue

Weak web sales

Poor lead generation

Over reliance on external resource

Lack of visitors

No e-commerce

Poor search engine ranking

Build requirements

Client definition

Request for proposal

Vendor selection

Build supervision

Website analytics

Quality assurance

Higher web sales

Better lead generation

More control

Increased traffic

Better search engine ranking

Promotion results Align campaign activity to business goals

Increased sales

Better returns on ads

Confidence and focus

Informed decision making

Poor return from marketing and advertising efforts

Unsure how to budget or where to focus efforts

Low or unqualified leads in digital channels

Competitive scan

Customer personas

Customer journey

Prioritize channels

Budget allocation

Marketing plan

Implementation support

Measure results

Launch impactful campaigns

Brand influenceDefine a unique and consistent experience

Inconsistent messaging – Market– Employees

Static sales

Dated marketing materials

Low customer loyalty

Brand Workshop

Brand Manual & Definitions: – Target Market Segments – Vision – Value Proposition – Brand Position

Bringing Your Brand to Life Guide

Increase customer loyalty Customer

engagement through consistent experience

Focused foundation for sales and marketing strategies

Clear position in the market

Market intelligenceGather insight to plan your next business move

Uncertainty

Costly mistakes

Sluggish sales

Customer attrition

Ineffective marketing

Data gaps

Industry analysis

Customer feedback

Prospect identification

Increased confidence

Market opportunities

Stronger sales

Customer satisfaction

Results from marketing

Make informed decisions

BDC – Integrated Sales and Marketing for revenue growth 40

Access free resources and toolsbdc.ca/marketingstrategies

Questions?

bdc.ca1-888-INFO-BDC

BDC

BDC_ca

BDC Thank you.Celso Oliveira

Business Centre Manager

519-257-6807

Celso.Oliveira@bdc.ca