p a g e | 1 building a customer focused business ajay k. sirsi, phd [email protected]
TRANSCRIPT
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Source: Marketing: A Roadmap to Success by Ajay Sirsi
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The Research Is Crystal Clear
• Organizations that succeed do so because– They develop superior business strategies– They execute those strategies well
• They align different parts of the organization– They are always testing their business models
Source: Nohria (2003), Sirsi (2005)
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Key Requirements
• A Focus on the fundamentals– Strong strategies
• Marketing PlansMarketing Plans• Customer value propositions
– Solid execution• Customer-focused Sales PlansSales Plans
Source: Nohria (2003), Sirsi (2005)
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Value Elements•Effective management of uncertainty &•volatility•Anticipates change/ innovations•Creates customer solutions/value •Helps customer build a brand
•Adopts best practices•Responds to failures &•emergencies quickly •Flexible culture
•On time deliveries•Quality product•Competitive on cost
What Is “Superior Strategy”?
Basic Care
Marketplace Agility
Differentiate
Financial & MarketShare Impact
Parity
Decay
Gain
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What Is A Product?
Potential ProductAugmented ProductFunctional Product
Core Product
Tool 1
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Tool 2
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GAP 1
GAP 2
GAP 3
Tool 3
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Supplier
Customer
Customer’s Customer
Tool 4
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Make marketing strategy the glue that binds your organization together, resulting in
customer focus
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Strategic Plan•3-5 Year Horizon•High-level strategy
Resource Allocation•Capital Allocation•Budgets
Performance Measurement•KPM (key performance measures)
MarketingPlan
Sales & Customer PlansManufacturing Plan
IT PlanHR Plan
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External Analysis
Opportunities and Threats
Strengths and Weaknesses
Key Issues
Marketing Strategies and Tactics
Key Outcomes
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The Marketing Plan • External analysis
– markets– segments and customers– competitors
• Internal analysis– OTSW analysis– Key issues to be addressed next year
• Key objectives to be achieved• Key strategies • Key tactics• Key outcomes• Control of marketing plan
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Aligning The Enterprise
Strategic Plan On-going annual direction
MP Phase 1 Up to key issues. Date: April 1
Cross-functional meeting Early June
MP Phase 2 September 1
Cross-functional meeting Early October
Sales and Functional Plans November
Budgets November
Plans review Sales meets monthly internallyand with Marketing + Functionsquarterly
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Strategic Marketing
Plan
Sales And Customer
Plans
SalesImplementation
SalesReview
Marketing-Sales Partnership For Running A Successful Business
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Sales Plan Template
• Look and feel similar to marketing plan– Sections lifted from marketing plan
• Marketing language translated into– Sales opportunities– Sales objectives– Sales resources required
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Customer (Key Account) Plan
• Has two sections– Customer profile– Customer sales plan
• Both sections updated yearly (or as required)• Sales calls are opportunities
– Sales professionals should have a clear idea of • why they are going out on most calls• what they hope to find out • which questions will give them the needed answers