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Intro
We Work „Hands On‟ With You To Deliver Business Growth
Sales, Marketing, Communications, Integration
Our Process
Profiling / Assessment
Strategy
Action Plan
Test/Measure
Consulting
Implementation
Deep engagement – we roll up our sleeves and work with our clients to get results
The Foundation
“Because its purpose is to create a customer, a business
has only two functions: marketing and innovation.
Marketing and innovation produce results, everything
else is a cost.”
Peter Drucker (Management Guru & Business
Philosopher), “Innovation and Entrepreneurship”
INNOVATORS AND ENTREPRENEURS ARE
NOT ALWAYS MARKETING EXPERTS TOO
Marketing Planning
Product Development and
Process
Market Analysis
Product Validation
Competitive Analysis
Development Process
Sales Process
Finance Planning
Resource Planning
Funding
Asset Building Value Proposition
Brand Development
Pricing Strategy
Competitive Strategy / Competitiveness
Channel Strategy
Export Planning
Cash Flow / Sales Projections
Go To Market Sales and Marketing Strategy
Collateral – Presentations, White Papers, FAQ, Q&A
Sales Integration
Sales Forecasting
Sales Training
Channel Recruitment and Management
Pipeline Management
In Market – Working WITH You Project Management
Results Analysis
Feedback Loop
Business Operations & Processes
Organisational Development
Productivity
Marketing – Not Mumbo-Jumbo
· Understanding your customers
· Explaining how your products or services can meet their
need
· Implementing the right strategies and tactics
· Managing effectiveness through measuring and testing
Your Whole Business Should Be Designed Around Marketing
SO
DO NOT OUTSOURCE MARKETING STRATEGY
Vision, Goals
Profiling
Roadmap
Action Plan
Results-Focused Processes
Implementation
It‟s Never Too Early
Market Research / Networking – Confirm Potential
Reading / News
LinkedIn Network / Groups (Startup Republic Ireland)
Twitter, Facebook, etc
Networking Events
Newsletters / blogs
Web Site
USP and Value Proposition
Targets / Customer Profiles / Segments
Value / Value Add
Differentiators / USP
Competition
Pricing Models
Business Model Figures
Reactive / Ad hoc Structured Advanced Optimal
Process and Services
“Maturity Model”
•Mapped against peer companies
•Strategy, Sales, Marketing and Operations
•Tailored Processes and Services to Help Your Company Grow
A
S
S
E
S
S
M
E
N
T
Value Proposition
The foundation of everything you do
Incorporates USPs
Targeted at specific groups
Spin off Messaging and Positioning
This is then used for all activities – sales, direct mails,
telemarketing, scripts, advertising, etc
Elements of a Value
Proposition
Business Drivers: Increase sales, reduce cost, increase control, reduce risk
Metrics: Time, Cost, Size
Motivation: Should be strong enough to encourage customers to move to you. Remember your customers are busy and (hopefully) successful.
Short and memorable, communicated to everyone
I can provide you a Value Proposition guide – send me an email
Enhancing Your USP
Incentives
Endorsements
Free Stuff
Testimonials
Benefits vs Features
Implement a Sales Process
How would you handle different stages
Awareness of need / pain points
Appraisal / solutions research
Negotiation / objection handling
Purchase
Customer Service
Cross-Sell / Up-Sell
Referral
Two Things to Use:
Scripts
Role-play
Defining Your Sales Process Should Evolve, BUT Is Invaluable
Now - Develop Your Strategy
You Know
Who you are targeting and how they are segmented
What they want / need and your solution
Your Competition
Your Value Proposition
Messaging and Positioning
Pricing
How & where you are going to sell to them
ALLOCATE A BUDGET – INVESTMENT NOT COST
Build and Manage A Sales
Pipeline
Fill the Pipeline with Leads
Qualify these into Opportunities
Work through the Sales Process
Assign Probabilities to each Stage e.g. Qualified Lead is 10%, Waiting for PO is 90%
Refine this to get Factored Revenue Forecast
Thoroughly and Ruthlessly Review the Pipeline
Blockages
Analyse wins and losses
What else can you learn?
Be Ruthless To Earn Loyalty
Buying
Frequency
Ave Deal Size
Build Your Pipeline into
Forecasts
Business Plans for the Year
Cash Flow Forecasts
Setting targets – individuals, products, marketing
Email me if you would like a sales pipeline template
Continuous Improvement
+
30%= 30 Sales
100Per
Month
50%= €3,000
Net Revenue
2= 60Sales
Total Annual Revenue
= €6,000
3Years
Lifetime Value:
= €18,000
KEY 1Number of
Leads
KEY 2Conversion
Rate
KEY 3No. Of
Transactions
KEY 4Transaction
Value
KEY 5Profit
Margin
KEY 7Buying
Lifetime
€100= €6,000
Gross Revenue
X X X X
X= =So
The Value of Each Customer
Is
€600
1@ €3,000Annual Net
Revenue
KEY 6No. of
Referrals
X
Strategies To Build Your Business
The Value of Each Customer
Is
€600
3.3X €33,541 !== €10,164
=
55%= €4,840
X€110= €8,800
X33%= 36
X 2.2= 80
X
110
Now by just adding 10% to each key…
1.1= €5,324
X
+
30%= 30 Sales
100Per
Month
50%= €3,000
Net Revenue
2= 60Sales
1@ €3,000Annual Net
Revenue
Total Annual Revenue
= € 6,000
3Years
Lifetime Value:
= €18,000
KEY 1Number of
Leads
KEY 2Conversion
Rate
KEY 3No. Of
Transactions
KEY 4Transaction
Value
KEY 6No. of
Referrals
KEY 5Profit
Margin
KEY 7Buying
Lifetime
€100= €6,000
Gross Revenue
X X X X
X= =X
Just a 10% increase in each of the
Keys
= 186% of
original revenue!
So
Building Your Business
Engineering
Track, Test and Measure - Benchmarks
Learn and Improve
Try New Things
FOCUS ON RESULTS, NOT ACTIVITY
Plan of Engagement - 1
Step 1: Vision to Profit Profiling and Analysis
Face-to-face or telephone, with email discussions
Helps with:
Purpose
SWOT analysis
Identify target markets
Value Proposition
Current and Desired State
Profiling – Process & Tool
Profiling Tool:
~400 key questions
No “mumbo jumbo”
Best Practice for Sales, Marketing and
Basic Management
Measures level of “maturity” for a
number of key areas
Built for Start-ups and SMEs
Dashboard:
Visual “snapshot” of maturity level
Assesses Current State
Use to define Desired State
Next snapshot measures progress
Managers can assess progress
ACTION-ORIENTATED
Profiling - Benefits
For the client:
Identifies priority areas for development
Desired state does not have to be the highest maturity
level
Enables more granular, appropriate changes
Helps to track progress
Rounded approach to business assessment and planning
Year 1 (Reactive) Year 2 (Advanced)
Example of Profile Results
Reactive 75
Structured 21
Advanced 3
Optimal 9
2.31
Vision to Profit Profile Summary
V2P Summary Rating
Note:
Max V2P Rating: 10
Target Rating for an SME: 7-8
•1-day Assessment Process using Vision to Profit Assessment System
•Covers key indicators covering marketing, sales and business foundation
•Typical profile for a start-up business
•The business progresses into operations in the next 6 months
•Aim should be to move from Reactive to Advanced (i.e. summary rating of 7+)
Next 6 Months….?
Reactive 15
Structured 21
Advanced 58
Optimal 12
5.70
Vision to Profit Profile Summary
V2P Summary Rating
•Clarify goals and objectives for the business (SMART)
•Define key metrics to measure progress
•Clear marketing plan, strategies and tactics
•Sales and marketing execution
Business Foundation
Reactive 13
Structured 4
Advanced 0
Optimal 2
2.37
Business Foundation
V2P Business Foundation Rating
Main Points – Business Foundation
Value Propositions for the business and for offerings need to be clearly considered and defined
Clear, SMART Objectives to be set for the business
Cash Flow projections to be reflected in sales targets and reviewed at least monthly
Business Strategies and Tactics need to be realistic and documented
Marketing Foundation
Main Points – Marketing Foundation
No marketing budget identified
Realistic marketing strategy and tactics to be defined and implemented
No web site or online strategy
Competition needs to be understood and differentiators developed
CRM processes to include the channel (targets, contacts, marketing plan)
Reactive 23
Structured 4
Advanced 2
Optimal 2
2.23
Marketing Foundation
V2P Marketing Foundation Rating
Sales Foundation
Main Points – Sales Foundation
Sales processes to be defined – uncovering opportunities, qualification, etc.
Need sales collateral to support the sales effort (marketing function)
Sales pipeline to be defined and reviewed as a foundation of the business – aligned to cash
flow forecasts
Sales skills to be developed further
Reactive 39
Structured 13
Advanced 1
Optimal 5
2.33V2P Sales Foundation Rating
Sales Foundation
Plan of Engagement - 2
Step 2: Action Plan and Workshops
Assess Current State, Desired State (Gap)
Then Define How to Get There (Strategy)
Alignment with Business Plan and Forecasts
Examples:
Identify or create vision, goals, exit strategy
Competitive Analysis
Value Proposition Development
Growth strategies: Leads, Conversion, Deal Size, Profit, Transactions, Referrals
Marketing and Sales Processes - Pipeline Building
Optimise relationships with customers, suppliers, channels, media
Business Building Strategies -Sample
1• Channel
Relationships
• Direct Mail
• Advertising
• Telemarketing
• Special Events
• Qualified Lists
• Direct Sales
NumberOf Leads 2 Conversion
Rate
• Improve Sales Skills
• Make Irresistible
Offers
• Guarantees
• Package Products
Together
• Questionnaires
• Educate
3 Number Of Transactions
• Develop a ‘Back
End’
• Frequent Buyers
Programme
• Cross-Sell Other
Products / Services
• Endorsements
• Price Inducements
• Upgrades
7 BuyingLifetime
• Communicate
Often
• Deliver Better
Service
• Loyalty
Programmes
• Private Viewings
• Service Contracts
• Newsletters
444
Strategies
To Gain
Explosive
6 Number Of Referrals
• Reward Programmes
• Use prompters
• Two For One
• New Customer
Thank You Letters
• Referral Fees
• Customer
Recommendations
5 ProfitMargin
• Reduce Overheads
& Expenses
• Increase Prices
• Outsourcing
• Use No Or Low
Cost Distribution
• Efficiency &
Productivity
4 TransactionValue
• Up-Sell To Bigger /
Better Product
• Offer Larger units
• Package Products
Together
• Increase Price
• Change Product
Profile Upmarket
Plan of Engagement - 3
Step 3: Implementation and Review
Set up channels and customer relationships
Support client with meetings
Review Strategies and Processes
Desired StateCurrent State
Two Delivery Models
Customised Engagement:
Scoping
Assessment
Planning
Implementation
Programmes / Training:
Presentations on specific topics
Programmes
Workshops (e.g. Developing a Value Proposition)
NOTE: Implementation is not tied to Vision to Profit consultants
Relevant Vision to Profit
Offerings
• Developing a Value Proposition
• Defining a Marketing Plan
• Defining a Sales Strategy
• Managing Your Sales Pipeline
Workshops
• Marketing Implementation and Management
• Developing and Managing a Sales Pipeline
• Align and Manage Your Business for Growth
Consulting
Outcomes
Increase in sales, build on solid foundation
Management structures in place
Return on investment
Growth justifies specialists in the workforce
WORKING TO MAKE YOUR BUSINESS SUCCEED
Services ready to go
Clients signed up to the programme
Your Feedback Is Appreciated!
Want to be a Guinea Pig?
Need More Information?
Tibbs Pereira (01) 810 6600 / 087 647 1017
