Market Strategy
The critical role sales and marketing play in dramatically increasing profit becomes extremely clear when businesses link their functional performance to the marketplace dynamics in which they compete
Business Navigation Systems provides a two-step process optimization program that evaluates and improves the financial contribution of sales and marketing activities. The first step is a consultant-led market characterization and capabilities assessment, which includes a pre-formatted questionnaire for client data collection, specific market descriptors and functional process descriptions.
The second step involves process improvement, which encapsulates top consultant and academic expertise in the arenas of product development, sales management, branding and product portfolio management. The training is conducted in the functional areas prioritized in the evaluation report. The methodology is consistent with the DMAIC framework and shares core data sets with manufacturing and design for Six Sigma programs.
The optimization program identifies the financial impact of five sales and marketing arenas and calculates how improvement initiatives can increase ROI.
Value Management: Encompasses systematically gathering and interpreting customer and competitor information to establish pricing objectives, measure product capabilities, and define media and message objectives.
Communications Management: Encompasses development and deployment of high impact sales materials that effectively differentiate product and service offerings and to define media that systematically integrate with the sales process.
Growth Management: Covers defining sales territories, establishing revenue growth targets and validating market growth objectives..
Sales Coverage: Uses the Growth Management data set to define sales activities, set territory staffing levels, and establish review metrics.
Sales Effectiveness: Covers establishing and tracking optimal sales productivity metrics to determine sales pipeline objectives, set bid conversion goals and to drive productivity improvement.