Developing a successful, efficient, sales and marketing function can be highly problematic because of the huge number of options available and the high costs of mistakes Without a clear, logical, framework the process can become very confusing and can easily result in going around in circles looking for the right solution.

We use the following sales and marketing plan framework with all our clients to provide an understanding of their organisation and customer base:

	market definition (what business are we in?)
	market segmentation (based on customer needs)
	target markets (which segments to supply)
	product and service offerings
	distribution strategy
	target audience for advertising and promotion
	advertising goals
	advertising message strategy
	advertising media strategy
	sales promotion
	sales strategy
	sales programme and management
	pricing and the distribution of income
	sales targets

The first four issues in this framework are crucial decisions for the success of all organisations. Some companies have transformed industries by segmenting markets clearly, picking a target market, developing the right product and service offering, and using an innovative distribution strategy. Others have never got off the ground or disappeared because they failed to address these issues correctly.

Many of our projects involve developing sales and marketing plans for our clients. We frequently undertake research to develop many aspects of the above framework.

For Case Studies, click here.

Services
Strategic Market Analysis | Marketing Plan Development | Customer or Member Research | Statistical Data Analysis | Business Diagnostic Review | Operational Improvements | Training | Sales Agency Services