Sales & Marketing Strategy
Speak to the right customers in the right way at the right time. The marketing landscape is changing more rapidly than at any time in the recent past, with digital, social and mobile technologies making traditional models of engagement obsolete. To develop marketing strategies that will direct your resources more effectively, we combine our commercial expertise in advanced data analytics with a game plan that gets your message in front of the audiences you need to reach. You’ll stimulate sales and strengthen your market positioning, thanks to a strategic view of the marketing mix that ties in more effectively with sales and product strategy.
Improve and accelerate sales performance by determining the right processes and enablers to maximize the commercial team’s effectiveness. To realize sales gains, sales and marketing processes need to align with the customer strategy and go-to-market model throughout the sales cycle. Sales enablers, such as compensation scheme for the team, key performance indicators, systems and tools, and training programs, must also be established to ensure that the sales team has the best support. We advise and support management teams on establishing the right infrastructure to root out sales productivity drains, align incentives and ultimately drive sales growth.
The marketing landscape has changed. Digital, social and mobile technologies have upended old models of engagement. Consumers are better-informed, more skeptical of brands and institutions, and more divided in their attention. And the growth of data and business analytics has heightened expectations for marketing to prove its effectiveness.
For marketing, the results of all this have been mixed. On the one hand, marketers must work more closely with other functions to accomplish their objectives, leading to broader adoption of a marketing mindset. On the other hand, many marketing organizations are now overwhelmed with administrative and short-term work, limiting their influence on the strategic, bottom-line issues that corporate boardrooms care about.
How we help
Done correctly, the right marketing strategy enables you speak to the right customers in the right way at the right time. We help executives bring the power of marketing to advance a company’s strategy. Among other things, we can:
- Create differentiation strategies based on price, products, service and other factors
- Define and prioritize customer segments for target marketing activities
- Design digital, offline and channel marketing programs to achieve well-defined results
- Model the financial results of marketing initiatives under a variety of scenarios
- Identify and evaluate marketing vendors
- Build rollout plans and ongoing governance frameworks for marketing initiatives
- Develop analytical solutions that show how marketing initiatives are performing