Transcript Marketing Led Sales Driven

Building a Customer Focused Business
Ajay K. Sirsi, PhD
[email protected]
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Source: Marketing: A Roadmap to Success by Ajay Sirsi
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The Research Is Crystal Clear
• Organizations that succeed do so because
– They develop superior business strategies
– They execute those strategies well
• They align different parts of the organization
– They are always testing their business models
Source: Nohria (2003), Sirsi (2005)
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Key Requirements
• A Focus on the fundamentals
– Strong strategies
• Marketing Plans
• Customer value propositions
– Solid execution
• Customer-focused Sales Plans
Source: Nohria (2003), Sirsi (2005)
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What Is “Superior Strategy”?
Financial & Market
Share Impact
Value Elements
•Effective management of uncertainty &
•volatility
•Anticipates change/ innovations
•Creates customer solutions/value
•Helps customer build a brand
•Adopts best practices
•Responds to failures &
•emergencies quickly
•Flexible culture
•On time deliveries
•Quality product
•Competitive on cost
Differentiate
Marketplace
Agility
Gain
Parity
Decay
Basic Care
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Tool 1
What Is A Product?
Potential Product
Augmented Product
Functional Product
Core Product
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Tool 2
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Tool 3
Competitor 1
Offerings
Customer Segment A
Needs
Competitor 2
Offerings
Competitor 3
Offerings
GAP 2
Customer Segment B
Needs
Customer Segment C
Needs
GAP 3
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Tool 4
Supplier
Customer
Customer’s
Customer
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Make marketing strategy the glue that binds
your organization together, resulting in
customer focus
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Marketing
Plan
Sales & Customer Plans
Manufacturing Plan
IT Plan
HR Plan
Strategic Plan
•3-5 Year Horizon
•High-level strategy
Resource Allocation
•Capital Allocation
•Budgets
Performance Measurement
•KPM (key performance
measures)
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External Analysis
Opportunities and Threats
Strengths and Weaknesses
Key Issues
Marketing Strategies and Tactics
Key Outcomes
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The Marketing Plan
• External analysis
– markets
– segments and customers
– competitors
• Internal analysis
– OTSW analysis
– Key issues to be addressed next year
• Key objectives to be achieved
• Key strategies
• Key tactics
• Key outcomes
• Control of marketing plan
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Aligning The Enterprise
Strategic Plan
On-going annual direction
MP Phase 1
Up to key issues. Date: April 1
Cross-functional meeting
Early June
MP Phase 2
September 1
Cross-functional meeting
Early October
Sales and Functional Plans
November
Budgets
November
Plans review
Sales meets monthly internally
and with Marketing + Functions
quarterly
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Marketing-Sales Partnership For Running A Successful Business
Strategic
Marketing
Plan
Sales
Review
Sales And
Customer
Plans
Sales
Implementation
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Sales Plan Template
• Look and feel similar to marketing plan
– Sections lifted from marketing plan
• Marketing language translated into
– Sales opportunities
– Sales objectives
– Sales resources required
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Customer (Key Account) Plan
• Has two sections
– Customer profile
– Customer sales plan
• Both sections updated yearly (or as required)
• Sales calls are opportunities
– Sales professionals should have a clear idea of
• why they are going out on most calls
• what they hope to find out
• which questions will give them the needed answers
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