Promotions and Marketing Programs
With the product in the market, optimizing the sales of that product is the challenge. Ongoing activities can include product management tasks, such as monitoring the pricing, optimizing the SKUs, tracking and responding to competitive moves. In addition there are many "outbound" marketing activities constantly needed to support the sales force and the channel. Coordinating these programs, and ensuring that they are a complete, integrated and effective can be a challenge.With established products, organizations often look to extend their reach by expanding into new segments. To do this effectively strong execution supported by a robust go-to-market plan is needed; this plan typically involves many elements, and can include such activities as the development of modified collateral to more effectively communicate key messages to a new segment, establishing credibility through customer success stories or case studies, and lead-generation activities such as webinars.
How We Can Help
Depending upon the organizational structure, these activities are sometimes centrally controlled, other times regionally controlled. The larger the organization, the more complex the task. We have dealt with small, dedicated sales teams through to complex multi-channel, multi-geography programs, in both inbound and outbound roles. Experience includes:- Developing and executing effective go-to-market plans
- Managing customer relationship and success story programs
- Press and analyst relations
- Sales force training
- Webinar development and delivery
- Sales collateral development
- Integrated marketing program planning, execution and results measurement
- Creating and implementing closed loop lead management systems
- Forecasting process design
- SKU optimization
- Pricing management
- Conference, seminar, web seminar and tradeshow content planning,
execution, and measurement