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Understand the Fragmentation of your Market and Options to Focus your Internal Resources on the “Highest Value tasks” with the help of this Guide. In this Guide SpecialChem gives some highlights on 2 best practices observed in the industry to acquire new customers in a fragmented market.
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How to Deal with Fragmented Markets with
Existing Resources?
“5 min Best Practice on Business Development”
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How to Deal with Fragmented Markets
with Existing Resources?
Your Speakers
Dr. Duane Priddy
Global Vice President
SpecialChem
Dr. Raphael Mestanza
Chief Innovation Officer
SpecialChem
4
Understand the Fragmentation of
your Market
To Find the Right Ratio of Sales,
Technical and Marketing Resources
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Understand the Fragmentation of your Market
5
Diagnostic your situation
Market Fragmentation Matrix
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Degree of Technical Requirements
Figure1. Market Fragmentation Matrix
High Low
High
Nb
of C
ompa
nies
in t
arge
t
Organizational Resources Needed by Market Fragmentation
New Business Developers
and/or
(Key) Account
Managers
(Key) Account Managers
+ Technical Resources
New Business Developers
+ Marketing
New Business Developers
+ Marketing
+ Technical Resources
6
Focus your Internal Resources on
the “Highest Value Tasks”
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Understand the Fragmentation of your Market
7
Focus your Internal Resources on the “Highest Value Tasks”
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Business Development Funnel
Sales Process
Funnel
(Outsourced) (Managed internally)
POSITIVE LAB TRIAL
INDUSTRIAL TRIAL
PRODUCT
ACCEPTANCE
NEGOCIATION
SALES
Now, what’s next?
8
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