The Big Picture: Strategy and Sales Program Planning
The Big Picture: Strategy and Sales Program Planning
The Big Picture: Strategy and Sales Program Planning
Customer
Go-to-Market
LEVEL 2 Relationship
Strategy Management (CRM)
Strategy
Implementation Supply Chain Product Development
Decisions Management (SCM) Management
(PDM)
Str
vi ties uct
i u
LEVEL 3 Act re
Sales Force Account Relationship
Program Com Strategy
Decisions pet r ship
en de
cies Lea
Distinct Resources
Resources
Distinctcompetencies
competencies Financial
Marketing Strategic Financial
Marketing StrategicManagement
Management R&D
R&D
Financial
Financial Planning
Planning Personnel
Personnel
Technology
Technology
Information Brand
BrandEquity
Equity
Information Production
Production
Firm’s
Firm’shistory
history
management
managementculture
culture
Business
Businessunit
unitobjectives
objectives
12%
12% revenuegrowth
revenue growth
Grow
Grow pre-tax profitsby
pre-tax profits by18%
18%
Marketing
Marketingobjectives
objectives
Increase
Increase product A’s marketshare
product A’s market shareby
by22points
points
Grow
Grow contributions after sales & marketingby
contributions after sales & marketing by20%
20%
Sales
Salesdepartment
departmentobjectives
objectives
Achieve
Achieve sales revenue of$210
sales revenue of $210million
million
Grow
Grow contributions after sales expensesby
contributions after sales expenses by25%
25%
Sales
Salesdistrict
districtobjective
objective
Achieve
Achieve sales revenue of $10.5million
sales revenue of $10.5 millionininproduct
productAA
Obtain
Obtain$7
$7million
millioncontributions
contributionsafter
afterdirect
directselling
selling
Salesperson
Salespersonobjective
objective
Achieve
Achieve sales revenues of $1.2million
sales revenues of $1.2 millionininproduct
productAA
Obtain
Obtain$0.8
$0.8million
millioniningross
grossmargin
margindollars
dollars
Major
Majoraccount
accountobjective
objective
Achieve
Achieve sales revenues of $95,000ininproduct
sales revenues of $95,000 productAA
Obtain
Obtainananaverage
averagegross
grossmargin
marginofof80%
80%
70
66.1%
60
50
40
29.8% 31.9%
30
20
14.0%
7.7% 7.8%
10
0
Building Enhancing Increasing Investor Saving Other
Brand of credibility sales/ relations costs
Company/ of company revenue
product product
How Successful Were You at Reaching Your Goals?
100
94% 93%
83%
80
68% 72%
60
58%
42%
40
32%
28%
20
17%
6% 7%
0
Building Enhancing Increasing Investor Saving Other
Brand of credibility sales/ relations costs
Company/ of company revenue
product product
Types of Strategies (Generic)
and Their Effect on Sales
Programs
Low Cost Strategy: High Profit Sales Programs:
Vigorous pursuit of cost reductions from Extensive use of independent sales agents
experience and tight cost control. Focused on transactional customer
relationships
Structured so that managers supervised a
large number of salespeople
Compensation was largely incentive based
Salespeople were evaluated primarily on their
sales outcome performance
Figure 2-4: Business Strategies and High Profit Sales Force Programs
Build Strategy Hold Strategy Harvest
Harvest Strategy Divest Strategy
Marketing Expand market Maintain market Reduce costs Reduce
share in a high- share at the and focus on inventory
Strategies lowest costs profit, not market at lowest cost
growth market
possible share possible
Divest
10%
8%
6%
Growth
4%
2%
0%
5 6 7 8
Low High
Sales Force Ranking
Sales Force Ranking and Sales Growth:
Computers (1988-1990)
15%
10%
Growth
5%
0%
5 6 7 8
Low High
Sales Force Ranking
A More Detailed Look at
Marketing Strategy
The Three Major Functions of
Marketing:
– Segmentation
– Targeting
– Positioning
Strategic Implementation
Decisions
Steps in Developing a Go-to-Market Strategy
Interest Creation
Post-Purchase Pre-Purchase
Purchase
A Framework for Defining Essential Activities
Customer Size
and
Opportunity
Account Maintenance: Effectiveness Selling:
Continue high-quality service Solve and consult
Electronic Data Entry (EDI) Cooperation
Large Prompt delivery Customization
Enhance value proposition Integration
Relationships Partnership
Friendship
Customers
Customersand
andProspects
Prospects
Agents
Agents Advertising
Advertising
Direct Sales
Direct Sales Distributors Integrators Tele-
Tele-
Distributors Integrators Alliances
Alliances Promotion
Promotion marketing Internet
Internet
Force
Force marketing
Retailers
Retailers Direct
DirectMail
Mail
Direct Indirect
Company
Company
Figure 2-8 Comparing Various Go-to-Market Alternatives
Low Cost
per Exposure Advertising
Direct Mail
Internet
Efficiency
Telemarketing
Sales Force
High Sales
Effectiveness
per Exposure
Go-to-Market Strategy: A Large Computer Manufacturer
Account Geographic
Teams Sales Force
Customer
Customer Base
Base
Go-to-Market Strategy: A Large Chemical Company
Account Inbound
Teams
Customer
Customer Base
Base
Go-to-Market Strategy: A Pharmaceutical Company
Customer
Customer Base
Base
Go-to-Market Strategy: An Industrial Distributor
Inbound Outbound
Account Geographic
Teams Sales Force
Customer
Customer Base
Base
Figure 2-9 Product Development Management
Subprocesses
Estimates
Estimatesofofsales
sales
potential and
potential and Account
AccountRelationship
RelationshipStrategy
Strategy
sales
salesforecast
forecast
Desired
DesiredSelling
SellingActions
Actions
and Behaviors
and Behaviors
Estimates
Estimatesofofsales
salesforce
force Organizational
OrganizationalStructure
Structure
size and budget
size and budget
Competency
CompetencyDevelopment
DevelopmentProgram
Program
Leadership
LeadershipSystem
System
Feedback
Sales Force Program Elements – Cont.
Investment by Customer
Very
Good
Poor
10%
53%