assessing your sales & marketing processes
DESCRIPTION
Presentation to The Alternative Board January 28, 2011TRANSCRIPT
Presentation to:The Alternative Board
Assessing Your Sales & Marketing Processes
Presented by: Misty Khan
Advena Artemis LLC
1/28/11
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
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
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
Why Targeted Marketing
• Stretch Your < Fortune 500 Budget• Commodity Perception• Specialization Suggests Expertise• Concentrate Your Efforts• Higher Profitability
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!)
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
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
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. Volume
<100 101- 200
201- 300
301- 400
>400
2 % Revenue
<1 1 – 5 6 – 10 11 – 20
>20
5 Potential Volume
<200 201-500
501- 1000
1001- 2000
>2000
4 CS Calls >24 12 to 23
6 to 11
< 5 0
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
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
Group Exercise
• Fill in your matrix – see example
(5)(4) + (2)(2) + (3)(5) = 39
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
