All companies want to stand out and be noticed in an increasingly competitive environment. However, few companies achieve the desired goals – the competitors are many, marketing budgets are limited and customers are overwhelmed with offers. So how do you formulate your marketing and sales strategy to increase return on investment and enable future growth.
A market strategy is defined by evaluating your market potential in terms of what products and services you can sell to what customer segments. With this knowledge you can then focus your resources where they create the most profit. The ability to take necessary actions, both in terms of investment and divestment, makes the difference between the market leader and the perpetual number two. Cupole has proven experience from defining and implementing marketing strategies in most industries.
Your sales strategy should ensure that you realize your sales targets and get the most out of your sales force. The development of a structured pricing model is central in your sales strategy, both to realize sales potentials as well as to ensure competitive advantages. Sales strategy also includes developing a model for getting the most out of your product and service portfolio. This includes cross-selling, up-selling and bundling to maximize the potential of your portfolio.An area that often is overlooked within the sales strategy is the potential within the aftermarket. Combining aftermarket services with your product can create attractive offerings, as the market seeks easy and convenient services.
Defining your Go-to-Market strategy involves deciding which customer engagement model you wish to approach the market with. Do you use own resources, a franchise model, affiliate partners, resellers or a combination? What is the mix of digital channels and physical channels, and how do they combine? All engagement models require a governance and performance model, which support the aggregated sales targets as well as overall company targets. Setting your governance model correct is the difference between swift proactive actions and slow reactive responses.