Marketing- and Sales
Sales and marketing are two sides of the same coin.
When we work on an area, we must always be aware of the impact of our actions. This means that all topics are interrelated. This is the core focus of my consulting work.
Creation of an individual marketing and sales strategy
In strategic planning for marketing and sales, we take a holistic view of the sales process, the market and customer needs in order to develop a uniform understanding of the initial situation.
(Strategic) ANALYSIS
In order to develop a solid and consistent understanding of the initial situation and future expectations, we first discuss the values and visions of your company. Then we look at the market and the corresponding customer needs. Who are our customers (target group?), what problems do they have (pain points?) and what solutions do we have for them (gain points?). We analyze and evaluate historical operating data and discuss both internal and external growth requirements.
(Strategic) DEFINITION
Then we define our strategic positioning, taking all 5 dimensions into account (based on M. Porter) and define our strategic sales targets.
(Strategic) planning
On this basis, we develop the appropriate strategy for your organization for a period of one to three, three to five years using a top-down approach. We also define specific guidelines to translate the overarching strategic goals into operational implementation.
Optimizing the sales organization
In the fast-moving economic environment in which we find ourselves today, a flexible and efficient sales organization is the key to success. My offer includes the analysis and further development of your existing sales structures in line with the dynamic changes in the market.
We pay attention particularly to the 4 elementary success phases of the sales methodology:
Acquisition management
Inquiry management
Offer design
Offer tracking
We evaluate the sales team and ensure clear roles. The sales structure takes into account customer needs and preferred working methods (on-site, digital, hybrid). We use the slim lane method to analyze process efficiency and optimization needs. If required, we create requirement profiles and an onboarding manual for the recruitment process.
Establishment and/or further development of sales controlling
Sales controlling is the targeted management of sales and is one of the key success factors for companies. At this point, it should be noted that sales controlling does not simply mean measuring sales alone. Rather, we develop the concept of a holistic reporting structure that provides sales management as well as the management and shareholders with all relevant information. This way of working enables optimal customer care, effective and efficient sales management, but also an established structure for providing management information.
In addition to the provision of historical reports, forward-looking planning (sales planning) is at the heart of sales controlling.
I provide support in the creation of planning instruments:
- Forecast planning (mapping period 1 year)
- Budget planning (mapping period 2 to 3 years)
- Liquidity planning
- Product and product group-related DB invoices
- Customers DB invoices
- ABC analysis
Example ABC analysis:
I am also happy to help with the implementation of an appropriate meeting culture downstream.
ESTABLISHMENT AND/OR INTRODUCTION OF A BUSINESS DEVELOPMENT APPROACH
In the past, business development was understood to be a specialized area of marketing that mainly dealt with the development of new sales channels.
Nowadays, however, the meaning of this term has expanded and refers to the process of identifying, developing and acquiring new customers. In addition, business development also includes the development of new business concepts or growth strategies as well as measures to increase profitability.
In summary, business development today covers all marketing and sales activities, extending well beyond these individual areas.
Here, I support you with the methodical approach of various subject areas:
- Make or buy analyses
- Decision analysis according to scenarios
- Investment matrix
- Project planning methods (GANTT; product development process PEP; agile PM)
- Conducting market analysis and developing market entry strategies, with a focus on the markets in Europe, the USA, China and Japan
Overcoming challenges together.
English