Marketing & Sales
We intentionally call this practice area “marketing and sales” because marketing is the front-end of the sales process. Marketing is both an organizational function and a set of processes for creating, communicating and delivering value to customers and managing customer relationships in ways that benefit the company and its stakeholders. Marketing is also “the 4 Ps” – product, pricing, promotion , and people. Whether you’re an emerging growth company or a mature, 40-year-old manufacturing enterprise, no sales effort will produce the right outcomes if you don’t execute the 4Ps effectively. We admittedly have a very strong bias that marketing and sales, while inextricably tied, are separate disciplines that require their own focus.
“If you don’t like change, you’re going to like irrelevance even less.” This statement, attributed to a former Army Chief of Staff, could not be more pertinent to the topic of marketing and sales. Both disciplines are undergoing tremendous change, primarily due to the widespread adoption of technology and use of the Internet. Adapting to these changes is especially important in marketing and sales. Because technology changes the playing field, buyers have more choices and are more familiar with competitive options before they ever have a real conversation with a salesperson. And, because we have more sophisticated tools, particularly marketing automation and CRM tools, a shift is occurring from transaction management to relationship management. Marketing and sales (the disciplines and/or the departments) must sync up to survive. Marketing must become more customer-centric where the focus is not on the product, but on how the product is used. And, increasingly, buyers don’t want to talk to salespeople; they want to engage with business people. That means we all need more information, a system for organizing that information about our prospects and customers, and a method for executing our marketing and sales campaigns that can be measured and monitored. Sales people cannot simply rely on outgoing personalities or brute force tactics to be successful. Today, sales people have to earn a seat at the table of the decision-maker. That means educating themselves not just about their customers, but about their customers’ customers and the changing dynamics of their industry sectors. With information overload a real threat, the effective use of technology has become an imperative for today’s sales professional.
No matter what size of company you are responsible for, you need both an effective marketing plan and an effective sales plan.The BDS team will help you focus on the 3 Key Rules for Growth – 1. Don’t lose the customers you have and grow the ones that are most profitable; 2. Win over competitors’ customers where possible; 3. Develop new markets and new customers. Let us help you find, develop, keep and grow your best customers A sample of our services includes the following:
- Development of Marketing and Saless Plans that are tailored to your company’s current situation and its vision for growth.
- Sales & Operations Planning to ensure alignment of forecasts with production capabilities.
- Voice-of-the-Customer interviews and research analysis to develop actionable insights.
- Organization structure assessments and recommendations.
- CMO for hire engagements.
- Sales training and coaching.
- CRM (customer relationship management) implementation.