3 Step Plan to Deliver Business Growth

Comments Off on 3 Step Plan to Deliver Business Growth
What are the steps required to deliver business growth?
Business Growth may be delivered using a three stage approach:
  • Step 1: Diagnosis – What are the Business Challenges? What are the growth objectives? What is the current sales and marketing infrastructure and what needs to be provided?
  • Step 2: Design –  How can Business Growth be achieved?  Design the Solution
  • Step 3: Implement & Report.

Step 1: Diagnosis

“Diagnose before you Prescribe”. Covey.

Diagnose Business Challenges to create Solution

If the diagnosis is not correct then the solution may well be inappropriate or incorrect.

What are  the Business Challenges?

  • What are the Growth Objectives and supporting Business Plan?
  • Is New Market Entry required –
    • Early (New Products to Market),
    • Mainstream (Moving from Early Adopters/Innovators into broader Mainstream market or
    • Geographic?
  • Is Development of Existing Market required?
    • Does a Business Development/Improvement Plan exist?
  • Does an acceptable  Sales Strategy exist?
  • Does a Sales Team exist that is fit for purpose?
    • Create, develop or radically improve?
    • Is the sales infrastructure sufficient (Hiring Process, Reward System, Sales Process,Sales Management System & Sales Automation system)?
    • Is Marketing Support sufficient and integrated with sales (Sales Tools, Sales Training, Lead Generation, Market Coverage)?
  • What Major Accounts are required?
    • Do references exist?
    • Is there sufficient support infrastructure (Tailored Sales Process)?

Step 2: Solution Design

Having diagnosed and agreed the Business Challenges in detail, the Solution may now be designed. Depending on the Business Challenges the Solution will include some or all of the modules.

Choose Solution to fit Challenge

 

A full Market Entry solution will require all three solutions:
  • Create Strategy
  • Create New Sales Team
  • Win New Major Accounts
In some situations a suitable Strategy will exist but help is required to execute it. This will require:-
  • Create New Sales Team
  • Win New Major Accounts
In other cases an acceptable Sales Strategy and Sales Team exists but need to implement a Major Account sales process and to create positive references. In this case only one solution (Major Accounts) is required.
In other cases all the solutions are in place but are not fit for purpose or are not functioning correctly. In this case all elements mus be diagnosed and, if faulty, remedied. In addition the product must be diagnosed to ensure that expected value is being presented and delivered and that positive references are being created.

Sales & Marketing Strategy. This is designed to deliver Business Growth and other Objectives

Sales (& Marketing) Strategy

Use information on  customer profile, geographic profile,  product maturity, the competition and the strength of the vendor to shape the strategy. Develop Value Propositions as required to suit the particular product and customer profile.


A High Performance Sales Team Plan

Create a High Performance Sales & Marketing Team

A High Performance  Sales Team  will achieve effectiveness and efficiency. It  will strive for best in class Personnel Hire, Reward System, Sales Process, Sales Management System, Sales Automation System & Marketing Integration.
Marketing plan will include Lead Generation, Messaging Strategy and Sales Tools using Online and Offline techniques.

 

Win Major Accounts Plan

Win Breakthrough Major Accounts

Winning New Major Accounts will facilitate entry and growth within a target market segment. It requires a tailored sales process, A Value Proposition based on differentiators, positive references and detailed plans at account and opportunity level.

Step 3: Implementation

The solution may now be implemented. Project Management tools are used to measure progress and report on success.
Depending on the Business Challenges, some or all of the following market specific hurdles may need to be overcome:
  • Limited Resources
  • Immature Infrastructure
  • Customer Expectations too high
  • Product Development Required
  • Solution Development Required
  • Partner Management Required

Comments are closed.