cmg manufacturer services
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www.channelmkt.com
Channel Marketing Group, Inc.Channel Marketing Group, Inc.
Marketing strategy that gets resultsMarketing strategy that gets results
Channel Marketing Group, Inc.Pittsburgh 412.490.6950 [email protected] 919.488.8635 [email protected]: www.channelmkt.com
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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ContentsContents
CMG Mission CMG Principals Why Retain a Channel
Marketing Consultant CMG Channel Marketing
Model Additional CMG Capabilities CMG Process
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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CMG MissionCMG Mission
Build profitable market sharefor distributors, manufacturers that market through wholesaler-distributors and service providers to distributors and manufacturer in vertical distribution channels
Good Marketing starts with focus.The sharper your focus on target markets, customers and beating key competitors, the more penetrating force you apply to capturing market share..
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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The CMG DifferenceThe CMG Difference
Targeting Customers is Important But Targeting Top Competitors is THE most
important thing to do after that Your Job Is To Beat The Competitors
In a Segment at a Time One at a Time An Account a A Time
With a powerful Value Strategy And a powerful Marketing Campaign as air
cover
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Why Work for Distributors AND Manufacturers?Why Work for Distributors AND Manufacturers?
Working for both suppliers and distributors provides valuable insights on how to choose and work with your channel partners.
We work for both distributors and manufacturers. That gives us a multi point view of what’s required for each to work with the other to take market share in the field.
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Marketing Leads The OrganizationMarketing Leads The Organization
Marketing segments the market into pursuable opportunities
listens to customer needs, benchmarks versus
competitors, specifies and leads the
organization's response, Establishes share and
objectives, leads the organization to
build the capabilities to respond,
promotes capabilities to the customer,
and measures performance against strategic objectives
Marketing is the lead function that listens to the customer, observes their needs, defines customer value, leads the organization to deliver it, and finally drives the process to promote and sell that value.
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Anatomy of StrategyAnatomy of Strategy
Desired Market Position
Market Segment
Needs
Suppliers
Organization
Sales & Service
Promotion
Target, Listen, Define & Create Value, Lead ImplementationProducts &
Services
Financial
Operations
IT
The marketing-oriented company leads all functions to deliver customer-defined value and performance.Channel Marketing’s focus is on the areas in Yellow.
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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CMG PrincipalsCMG Principals
25 years Channel Marketing Experience
GE, Cutler-Hammer Veteran 1978-95
Distribution Industry Consultant since 1995
19 Years Experience 12 years performance
marketing industry experience
VP Marketing IMARK Marketing Group 1995-2000
Distribution Industry Consultant since 2000
Experience, strategic analysis, planning and promotional development from one source.
Neil Gillespie David Gordon
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Why Retain a Channel Marketing Consultant?Why Retain a Channel Marketing Consultant?
Plus.. the invaluable third party perspective.
Knowledge & Experience
Process & Project
Management
Strategic Thinking & Creativity
Knowledge & Experience Knowledge of the Industry Industry Contacts Relevant Experience
Strategic Thinking & Creativity Research and Analysis Skills Strategic Think-Tank Catalysts for Organizational
Innovation Enhance Marketing Capabilities
Process and Project Management Disciplined approaches Project planning &
implementation
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Sales Development Planning & SupportSales Development Planning & Support
Get to the right companies and contacts Our consulting process can help you think through
the right criteria for target company selection Our industry experience and breadth of contacts
can help you get in contact with the right people Our knowledge of how the industry works can
get you involved in the right venues Trade Association Meetings Marketing Group Meetings Miscellaneous Industry Events Media and websites
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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CMG: Results-Oriented Development ProcessCMG: Results-Oriented Development Process
Strategic Analysis
Position and Performance Assessment•Strategic Benchmarks
•Program Objectives and Measurements
Starts with Client Interview to Determine Client Objectives and/or and motivation for taking action.
Strategy Development
Value Strategy,Organizational Response,Marketing Plans and Programs
Implementation Support
Guidance and Support During Implementation
Implementation Plan
Tasks, Deliverables, Performers, Schedules
and Costs
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Additional ServicesAdditional Services
Customer Perception/Satisfaction Surveys See how you rate versus competition on key service
attributes Customer Advisory Panels Customized Market Research
Interview, hard copy and web based surveys Key Account Marketing and Sales Programs Business Development Strategies
New Customer Targeting and Development Customer Penetration Analysis & Strategy
Penetration measurement Customer Profitability Measurement Segmented Service Programs
Marketing Database Assessment & Development Promotion and Incentive Marketing Program
Development eMarketing Evaluation and Strategy Development
Coordinated with offline marketing activities Marketing Via Webconferencing
Get in on this fastest growing marketing communications tool Low cost live web based training, webinars and infomercials Technology assessment, recommendation Programming development, content identification & sourcing
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Recent ProjectsRecent Projects
Configuration Software Evaluation Objective: Guide development of application Techniques:
“Customer Experience” Focus Groups Competitively Benchmarked Satisfaction Surveys
Outcome: Relative importance of existing attributes and competitively benchmarked performance, importance of suggested enhancements
Manufacturer Distribution Channel Share Gain Strategy Objective: Gain share in the channel for niche player Techniques:
Field Interviews Web Based competitively benchmarked performance/perception survey Distribution position analysis Product Line and Pricing Analysis
Outcome: Distributor program and company image/branding strategy with revised terms, pricing, product positioning, promotions and
account targeting in the channel. Association Strategy
Objective: Reposition Association in the industry in face of consolidating industry Techniques:
Manufacturer and member Focus Groups Issue Grouping Strategy Vision Elements with Affinity Diagrams to identify driver and outcome vision elements
Outcome: “Pyramid” style strategy with Objective, Two strategic initiatives and supporting programs underneath each initiative
Distribution Scenario Planning Objective: identify possible industry changes, responses or pre-emptive moves and their impact Techniques: Build database of industry player history, demographics, opinions of thought leaders, brand positions at each
location of every distributor Analyze gaps and synergies in manufacture product lines Characterize industry Players and predict their moves or responses to other’s moves Estimate gain or loss from every major change
Outcomes: Response/Recovery plans and preemptive moves with estimated revenue impact.
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Recent ProjectsRecent Projects
Product Development Objective: Develop Sales Management Process to guide Sales & Marketing Automation Software Development Recommend New Analysis Processes and Report Formats Develop Guide to Sales Management using the application
Market Development Objective: Develop manufacturer alliances and co-op support for sales and marketing automation software and e-
marketing services Techniques: Manufacturer Alliance Program to give incentive to manufacturers to allow distributor to claim co-op for the
software and services by positioning it as more effective than standard distributor uses for things like “event marketing and advertising specialties”.
Market Development: Under consideration by NAED NEF for New Market Development Study Objective:
Identify new product and market opportunities for electrical distribution Develop education for distributors on how to take advantage
Techniques Interviews, focus groups, surveys, thought leader delphi workshops
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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Do You Want To:Do You Want To:
Sharpen Your Focus in The Channel Right distributors? Right channels? Right reps? How do you get them?
Improve your service and image with distribution? How are you perceived now vs competition? Where do you need to improve or accent your strengths? Do you have the right distribution programs and incentives?
Improve your products, plan the next generation of products?
Customer experience panels involve the customer as a design partner Industry specifier “think tank” focus groups focus on the future We lead the initial sessions, educate your people to continue the
discipline. Develop New Markets?
Launch new products Develop a market segment or application marketing concept
04/07/23 Copyright (C) 2002 Channel Marketing Group, Inc. www.channelmkt.com
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BiographiesBiographies
Visit our Website for More about
David Gordon Neil Gillespie
www.channelmkt.com