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This is an overview of a 5-step process to effectively increase sales and profit in B2B markets. The general process encompasses opportunity intelligence and action processes to, first, accurately uncover new sales opportunities and, then, inspire, guide and coordinate precisely targeted actions for each opportunity from sales, marketing, customer service and other internal groups.
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B2B OPPORTUNITY INTELLIGENCE & ACTION SOLUTIONS:
INSPIRING, GUIDING & ALIGNING EFFECTIVE BUSINESS GROWTH ACTIVITI ES
FIVE STEPS TO GREATER SALESAND MARKETING SUCCESS
Copyright 2011. Demand Facts Inc. All rights reserved.
B2B Opportunity Intel l igence & Action Solutions
Currently Lost Sales Opportunities
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# lost opportunitiesto increase business
from customers?
# lost opportunitiesto retain current
customers?
# lost opportunities togain consideration from
aware prospects?
# lost opportunities due to limited knowledge of your
offerings by prospects?
# lost opportunities withprospects who consider
your offerings?
# lost opportunities due tooffer or product-related
limitations?
Current revenue and profits =
Current share of total business
opportunities
Some lost business opportunities are readily recognized, such as lost proposals and customer defections, but many remain hidden until sufficient attention and expertise are devoted to their discovery, especially active buyers who never contact you for a variety of possible reasons.
April 2011
B2B Opportunity Intel l igence & Action Solutions
Opportunity Intelligence-Action Process
Receive a ongoing stream of actionable intelligence that
trigger, precisely guide and synchronize your company’sdecisions and actions to earn a larger share of the total
sales and profit opportunities which exist in your markets
Lost BusinessOpportunities
Problem
NeededSolution
Desired Outcome
Ongoing Opportunity Intelligence & Action Process
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B2B Opportunity Intel l igence & Action Solutions
Opportunity Intelligence-Action Process
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To earn a significantly greater share of the business opportunities in your markets, a formalized across-group process similar to our five-step FACTS℠process is needed to uncover and take full advantage of your previously-hidden (and lost) new sales and profit opportunities and insights.
FACTSSM Opportunity Intelligence & Action ProcessFive Steps Major Activities Key Elements
FIND Uncover, describe and report desirable new sales and profit opportunities
• Segment, group or individual-level• To attract, win, retain or cross-sell
ACTIVATEAlert, engage and enable the right actors to respond to each new opportunity
• Executives, managers, reps, others• In Sales, Marketing, Service, others
COORDINATEFully synchronize the actions and actors foreach new opportunity
• Decisions, plans & creation (if needed)
• Preparation, execution & follow-up
TARGETClosely align all actions with the specific details detected for each new opportunity
• Who, why (purpose) & what (offer etc)
• When (timing) & where (method)
SEIZEQuickly and strongly execute the actions needed to capture each new opportunity
• Marketing campaigns, processes …• Sales/account/service calls, visits …
Find Activate Coordinate SeizeTarget
April 2011
B2B Opportunity Intel l igence & Action Solutions
Opportunity Intelligence-Action Process
5
Expertly designed and managed opportunity intelligence-action processes inspire, guide and align Sales, Marketing and Customer Service teams to make decisions and implement actions that …
► More effectively and efficiently:
– Attract more prospects
– Win more new customers
– Retain more customers
– Win-back more lost customers
– Cross-sell more customers
► Plus …
– More fully capitalize on the data assets that have already been paid for
– Create stronger competitive advantages
– Free-up front-line reps so they can do more of what they do best
– Improve the quality and value of sales, marketing & customer databases
April 2011
B2B Opportunity Intel l igence & Action Solutions
Find: New Opportunity Intelligence
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► For each major “leak” stage of your new business opportunity pipeline
► For broad, segment and individual-level prospect and customer actions
► Related to the indicated and other marketing, sales and service actions
► PLUS uncover new potential ways to safely reduce costs, efforts and risks
Goal = Accurately uncover a large quantity and variety of previously-hidden new sales & profit opportunities and insights to progressively trigger, guide and synchronize precisely-targeted prospect and customer actions.
April 2011
B2B Opportunity Intel l igence & Action Solutions
Find: New Opportunity Intelligence
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Several specialized opportunity-intelligence processes and programs are available to meet a variety of current and futurenew business priorities.
Integrated processes includethe right mix of the listed specialized database analysis,marketing research and pre-sales research methods … whichever are needed to create the best total solution for your company.
Each process should be fine-tuned to fit your specific intelligence needs and practical constraints.
April 2011
B2B Opportunity Intel l igence & Action Solutions
Find: New Opportunity Intelligence
8April 2011
B2B Opportunity Intel l igence & Action Solutions
Find: New Opportunity Intelligence
9April 2011
B2B Opportunity Intel l igence & Action Solutions
Implementing a FACTSSM Process
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Phase 0: Process Design & Approval
Phase 1: Internal Assessment
Phase 2: Process Development
Phase 3: ProcessPilot Testing
Phase 4: ProcessImplementation
Phase 5: Process Execution
Phase 6: Process Review, Revise, Renew
• Specific new business outcome(s) desired?• Opportunity-intelligence process design and methods?• Unique process requirements to include?
• Who should participate?• Scheduling, method, recording, who does what, etc?• What to ask each participant?
• Specific requirements for intelligence sub-processes/tasks? • Specific requirements for action sub-processes/tasks?• Who does what when for each specific development?
• Which specific intelligence and action sub-processes/tasks?• What time frame and sub-set of data, actors, actions, etc?• Results/feedback , revisions and next-step approvals?
• Who does what when for intelligence sub-processes/tasks?• Who does what when for action sub-processes/tasks?• Who does what when for tracking & compliance tasks?
• What results/feedback/etc to gather, analyze and report?• Who does what when for initial review/revise period?• Who does what when for subsequent review/revise periods?
• Information, training and other support needed?• Set-up and start-up requirements for sub-processes/tasks?• Who does what when for sub-processes/tasks?
April 2011
B2B Opportunity Intel l igence & Action Solutions
Summary
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► Earning a greater share of the total business opportunities in their markets is a top priority for most B2B companies (i.e., plug major pipeline “leaks”).
► To effectively achieve that goal for your company, put in place a first-rate opportunity intelligence & action process to inspire, precisely-guide, synchronize, and track the sales impact of actions across all your groups.
E d w a r d B G o o d w i n | M a n a g i n g P a r t n e r | D e m a n d F a c t s I n c
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Copyright 2011.Demand Facts Inc. All rights reserved. Demand Facts® and FACTSSM are service marks of Demand Facts Inc
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