At its purest intent, and to be most effective, a marketing and sales audit should not be to uncover incompetence, to fix blame or to penalize, but rather to discover opportunities to make both marketing and sales more effective. If the motivation of an audit is solely to find a scapegoat or divert blame, the problem is not in the firm’s marketing and sales function, but rather in its culture.
Where does one begin the search to find new markets? The good news is: new high-potential market opportunities are typically discovered closer-in than you would imagine. Some await discovery hidden in the clutter of your current customer list. Others find you, not the other way around. In either case, your task is to recognize and quickly assess their viability.
When we ask groups of salespeople in our workshops and talks to raise their hands if they have ever lost to an inferior offering, they always, almost universally, raise their hands - even though we have told them ahead of time, "It's trick question." The truth is: No one ever loses to an inferior offering. Read why this is true.
It's a Relationship Business! That four-word phrase is probably the most common statement we hear when we talk to sales people about their business. Read this QMP Insights blog post to understand, and avoid, the hidden risks associated with that belief.
For small to mid-size businesses, the decision to commit resources to target a large account should considered carefully. The primary considerations are: "What are the implications of winning?" and if those are acceptable, "How should we go about it?" So let me provide you both sides of the story.