Contenu connexe Similaire à Finding your target market (20) Plus de Stephen Davis (18) Finding your target market2. 2000 – 2013 ©CXO Advisory Group
Start-ups Fail
“Business
Models that
Don’t Work”
3. 2000 – 2013 ©CXO Advisory Group
“From a
Lack of
Customers”
Start-ups Fail
4. 2000 – 2013 ©CXO Advisory Group
If You Get on the
WRONG Train
Every Stop is WRONG
5. 2000 – 2013 ©CXO Advisory Group
“The most important strategic decision
is targeting—nail this and everything
else falls into place.” Phil Kotler,
Northwestern University
6. 2000 – 2013 ©CXO Advisory Group
Start-ups Wait Too Late
to Find Customers
7. 2000 – 2013 ©CXO Advisory Group
You are NOT
The Customer
8. 2000 – 2013 ©CXO Advisory Group
Don’t Confuse the
Buyer With the User
9. 2000 – 2013 ©CXO Advisory Group
Don’t Confuse the Buyer
With the Sales Channel
10. 2000 – 2013 ©CXO Advisory Group
That is Why Start-ups Fail
2000 - 2013 ©CXO Advisory Group
At Finding Their Market
11. 2000 – 2013 ©CXO Advisory Group
Focus on Customers
& Markets From Day 1
12. 2000 – 2013 ©CXO Advisory Group
Get Out and Talk to
Potential Customers
13. 2000 – 2013 ©CXO Advisory Group
Who Should You
Sell To?
14. 2000 – 2013 ©CXO Advisory Group
Don’t Focus on ALL
Potential Buyers
15. 2000 – 2013 ©CXO Advisory Group
Evaluating Segment
Attractiveness
16. 2000 – 2013 ©CXO Advisory Group
Segment Size &
Growth
17. 2000 – 2013 ©CXO Advisory Group
Structural
Attractiveness
Level of Competition
Substitute Products
Power of Buyers/Suppliers
Ease of Channel Entry
Company Resources & Objectives
Customer Acquisition Costs
19. 2000 – 2013 ©CXO Advisory Group
Map the
Buyer’s Profile
20. 2000 – 2013 ©CXO Advisory Group
What’s The
Buyer’s Journey?
21. 2000 – 2013 ©CXO Advisory Group
What is the
Buyer’s PAIN?
22. 2000 – 2013 ©CXO Advisory Group
What Do They
Care About?
Value
Consumer Business
Health
Status
Environmental
Family
Finance
Convenience/Time Saver
Usability
Lower Risk
Saving Money
Productivity
Customization
Customer Engagement
Market Penetration
Competitive Advantage
Increased Sales
23. 2000 – 2013 ©CXO Advisory Group
How Much Do They
Value Various Features?
24. 2000 – 2013 ©CXO Advisory Group
How Do They Value Your
Competitive Differentiation?
25. 2000 – 2013 ©CXO Advisory Group
Where Do You
Find Them?
26. 2000 – 2013 ©CXO Advisory Group
Who or What
Influences Them?
27. 2000 – 2013 ©CXO Advisory Group
How Do They Want to
Engage and Buy?
28. 2000 – 2013 ©CXO Advisory Group
Who is Involved in the
Purchase Decision?
29. 2000 – 2013 ©CXO Advisory Group
Buyer’s Cycle
is the Key
30. 2000 – 2013 ©CXO Advisory Group
Align Marketing
& Sales
32. 2000 – 2013 ©CXO Advisory Group
“Your
Marketing Leads
S*CK!!!”
Sales Says
33. 2000 – 2013 ©CXO Advisory Group
“We Send
Qualified Leads
To Sales &
They Fall into a
Black Hole”
Marketing Says
34. 2000 – 2013 ©CXO Advisory Group
= $57,000
Source: IDC Sales Enablement Research
Additional Revenue Per Year
10 More Min/Week
35. 2000 – 2013 ©CXO Advisory Group
Source: MarketingProfs
5.4%
Faster Growth Year-to-Year Basis
Than Competition
Better Aligned
36. 2000 – 2013 ©CXO Advisory Group
Source: MarketingProfs
38%
Better at Closing than
Non-Aligned Competition
Close More Business
37. 2000 – 2013 ©CXO Advisory Group
Source: MarketingProfs
36%
Less Customer Churn
Than Competition
Less Customer Churn
38. 2000 – 2013 ©CXO Advisory Group
Sales & Marketing View
the World Differently
39. 2000 – 2013 ©CXO Advisory Group
Marketing Looks for
Mr. Right
40. 2000 – 2013 ©CXO Advisory Group
Sales Wants
Mr. RightNOW
41. 2000 – 2013 ©CXO Advisory Group
You End Up With
When There isn’t a
Common Profile
43. 2000 – 2013 ©CXO Advisory Group
Jointly Define a
“Sales-Ready Lead”
44. 2000 – 2013 ©CXO Advisory Group
Develop Sales Tools
Specific to Buying Cycle
45. 2000 – 2013 ©CXO Advisory Group
New Lead
Registered Lead
Phone Ready Lead
TeleQualify Leads
Sales-Validate Lead
Demo/Meet/Proposal
Enter Sales Forecast
Closed Deals
Hand Off
to Sales
BuyingCycle
Lead Nurturing
Have a Formal Lead
Management System
46. 2000 – 2013 ©CXO Advisory Group
Develop a Customer
Retention Program
47. 2000 – 2013 ©CXO Advisory Group
Post Mortem
On Lost Business
48. 2000 – 2013 ©CXO Advisory Group
Lost Customer
Reactivation Program
49. 2000 – 2013 ©CXO Advisory Group
Everyone is
In SALES
50. 2000 – 2013 ©CXO Advisory Group
Don’t Stifle Your
Employees
51. 2000 – 2013 ©CXO Advisory Group
Your Employees are
Already Out There
52. 2000 – 2013 ©CXO Advisory Group
Turn Employees into
Brand Ambassadors
53. 2000 – 2013 ©CXO Advisory Group
Measure Everything on
Contribution to Revenue
56. 2000 - 2012 © CXO Advisory Group
Driving Profitable Growth
57. 2000 – 2013 ©CXO Advisory Group
We help companies optimize business
development and marketing; accelerate
sales; and seize the most attractive
growth opportunities.
Driving
Profitable Growth
58. 2000 – 2013 ©CXO Advisory Group
CXO Advisory Group is a strategic operations advisory
and management firm comprised of proven C-level
executives with both breadth and depth of experience.
CXO Advisory Group Team members have achieved
success in positions ranging from: President/CEO to
COO, and VPs of Sales, Marketing, Corporate
Development and Human Resources.
Has proven success in business development and in
building US sales and distribution channels
CXO Advisory Group
59. 2000 – 2013 ©CXO Advisory Group
Business Strategy Services
• Audit business practices and organization
• Evaluate product and pricing strategies
• Evaluate effectiveness of sales channel
• Assess effectiveness of existing sales and marketing
programs
Market Entry Program
• Analyze competitive landscape
• Market launch strategy and plan
• Channel strategy and programs
• Establish sales channels
• Generate sales and manage relationships
• Identify and develop strategic partnerships
How Can We Help You?
60. 2000 – 2013 ©CXO Advisory Group
Sales Channel Management
• Review and revise sales channel strategies
• Channel partner identification, prospecting and recruitment
• Eliminate channel conflict
• Channel contract development and negotiation
Interim Management Resources
• Interim CEO, COO, CMO, CSO
• Interim VP of Sales and Marketing
• Consultant on staff
• Launch team coaches
How Can We Help You?
61. 2000 – 2013 ©CXO Advisory Group
Venture Advisory Services
• Fine tune operations, business strategy and market entry
• Assist with due diligence
• Strategic business assessment of portfolio companies
How Can We Help You?
62. Stephen Davis
Interim COO/VP Sales & Marketing |
Business Consultant | Sales Channel and
Business Development Expert | Author &
Speaker
Contact Information:
“Partnering With Clients to Drive
Sustainable Profitable Growth”
Phone: (508) 528-7571
Email: sdavis@cxoadvisorygroup.com
Website: www.cxoadvisorygroup.com
Linkedin: www.linkedin.com/in/stephendavis
Twitter: twitter.com/stephendaviscxo