What are the Key Strategic Components of a Marketing Plan? Five Points

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Situation: A CEO has decided that his top opportunities are to increase visibility and gain market share. As he focuses on these opportunities what are the areas on which he should focus as he builds his plan? What are the key strategic components of an effective marketing program?

Advice:

  • The best marketing plans don’t start with your company, product or service, They start with a focus on your customers and the benefits you can deliver to them.
  • The first step is to identify who your customers are. This can be challenging in B2B businesses. For example, for a company offering outplacement solutions, there are several possible customers: the HR department at the company seeking outplacement services; the CFO at these companies; the HR department at companies seeking good candidates; and the individuals who are going through outplacement and seeking new positions. Each of these audiences has different objectives, priorities and approaches. To succeed, the company needs to connect to each of them where they are and be prepared to offer effective solutions.
  • Once you have identified your target customers, the next step is to develop messaging and message delivery systems that capture and maintain their attention. The messaging must express a differentiation that is easy to grasp – something that clearly sets you apart from your competition.  In technology marketing, Apple’s Super Bowl commercial, with its man-versus-machine contrast, is one of the most famous examples of this.
  • Your campaign must consistently touch your potential customer base. Research suggests that this requires a minimum of 4-5 touches to effectively gain customer attention and to communicate your message.
  • Accompanying the messaging and the increased visibility that you seek, you must have an effective way to respond promptly and directly to customer interest or inquiries. Rapid and responsive follow-up are critical to success.

Thanks to Sanjay Sathe of Rise Smart for his contribution to this article.

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How Do You Respond to a New Competitor? Five Suggestions

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Situation: A mid-sized company has learned that a much larger company is entering their geography and market niche. This company is known to enter new markets with a low pricing strategy to “buy” market share. How do you respond to this challenge? How do you respond to a new competitor?

Advice from the CEOs:

  • Accept the fact that you will lose some business; particularly from customers who driven more by price than quality and service. The flip side is that these customers are likely not your best customers.
  • Research the reputation and business practices of the new entrant in their traditional territory. What is their reputation? What are their weaknesses? Do your homework by networking with their current competitors and customers.
  • Take a lesson from those who have survived a move by Walmart into their territory. Boutiques survive Walmart – especially those that focus on personal service. Upgrade your customer base based on personal service. Use your knowledge of the marketplace and your long term relationships to your advantage – including your reputation with existing customers when going after new customers. You may remain more profitable than the larger company, on a per transaction basis, based on your knowledge of the territory or business niche.
  • Don’t assume that all large companies are Walmarts. Walmart has a unique set of talents and a tightly controlled process. This may not translate to other markets – especially those involving personalized service.  
  • If you are a family business, consider promoting your “old world skill” and established reputation and expertise.

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How Do You Maintain The Focus on Your Plan? Five Suggestions

Situation: A company has both an annual and a 5-year plan. These are discussed both in company meetings and in 1-on-1s with managers. The CEO fears that she’s starting to sound like a broken record. How do you maintain the focus on your plan?

Advice from the CEOs:

  • Break the 1-year plan into quarterly objectives. Don’t just divide annual objectives by four. Vary objectives for each quarter so that the total sums to the annual plan.
  • Create a series of milestones to guide the plan. Celebrate the achievement of each milestone. This helps to maintain momentum and keeps everyone engaged.
  • Establish metrics to assess progress against both the milestones and the plan. These will enable you to evaluate progress against the overall plan and the degree to which you are ahead of or behind the plan. It will also help to evaluate whether underperformance is a matter of externalities or a flaw in the plan itself. If there is a flaw, fix it as soon as you find it.
  • Evaluate your “worst case” scenario so that you know the implications. This enables you to compare current performance against “worst case.”
  • In his book “Good to Great,” Jim Collins found that an important difference between G2G and non-G2G companies was the ability of the G2G companies to maintain faith and to slowly build momentum regardless of the apparent obstacles faced. This allowed good companies to establish the momentum that eventually made them great. Non-G2G companies continually changed direction and never built sustainable momentum.

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How Do You Design an Effective Sales Model? Eight Points

Situation: A company is in the process of building an inside sales program to complement their outside sales capabilities. What are the most important strategic components of an effective sales model? How do you design an effective sales model?

Advice:

  • In a marketing/sales system, marketing is the precursor to everything. If you can’t effectively deliver your message to your audience, you have no lead generation machine and sales must resort to cold calls. In today’s online world, two of the key components of a marketing system are email and online campaigns, combined with tools for rapid and responsive follow-up.
  • In an effective system, the inside sales team has primarily responsibility for following up on leads. This team’s role is to qualify the prospect responding to the company’s marketing outreach. Is this person the right buyer for their company? If not, who is?
  • A strong rapport between inside and outside sales is important. If this isn’t present opportunities are being lost.
  • Has the company allocated an adequate budget to fund an outreach strategy? If not, when will they?
  • The most critical aspect of the inside sales rep’s role is to be an effective filter in collecting and passing data on to the field sales force.
  • Many inside sales reps fail because their performance is measured on the number of calls made, not on the quality of the calls, information gathered, closure rates, and the value of closures. Effective incentives for inside sales are based on the quality of data gathered and on the success of field sales in closing the leads they receive from inside sales.
  • The effectiveness of outside sales comes down to choosing the right people. The 80/20 rule applies here. Typically, one out of five field sales reps hired is truly successful, one is marginal, and three don’t make it. Hire based on past experience selling to the company’s target customer groups, subjective elements aligned with company culture, and careful reference checks.
  • For the CEO, attracting and hiring good people this individual’s most important role. 

Thanks to Sanjay Sathe, President & CEO, RiseSmart.com for his contribution to this article.

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How Do You Reset Pricing When The Landscape Changes? Four Parameters

Situation: A company sells customized products and sets pricing per product/per customer. A large client has proposed to purchase product rights across a number of products and uses. Their technology is early in its expected 5-year life span. How should the company set pricing for this customer? How to you reset pricing when the landscape changes?

Advice from the CEOs:

  • Start with a series of questions: What is the value of your technology to the customer? How much competition do you face? What other solutions are available to the customer?
  • Based on this framework, ask contacts within the customer company open-ended questions that will reveal what is important to them including: What are their licensing objectives? What is their planned use of the technology? What protections do they seek? You need to understand these before you can make decisions on pricing.
  • There are several pricing scenarios: (1) Set up a scale with a declining pricing driven by volume. (2) Would they entertain a large lump sum payment now, non-transferable if the customer is acquired by another company? (3) Would they entertain a significant annual fee to cover a preset number of uses and volumes, with small increments for additional purchases? (4) Find out what the customer is willing to pay, but you set the terms. The final arrangement will depend on the answers to these questions as well as the priorities of the customer.
  • Ask what guarantees the customer desires to protect their position. This includes: the customer’s key risk factors and whether they want exclusive or usage rights. Exclusive is worth more.

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How Do You Best Manage a Multi-generational Staff? Five Suggestions

Situation:  Employee pools are now multi-generational, with Baby Boomers, Gen X, Gen Y/Millennials and Echo-Boomers. Each group often has different expectations regarding work environments and careers. How do you connect with different generations? How do you best manage a multi-generational staff?

Advice from the CEOs:

  • People may be of different generations but they are still individuals. Ask what drives or motivates them. What they would consider an ideal reward for hard work?
  • Some companies offer a sabbatical after several years of employment – the opportunity to work on hobbies, go on an adventure or use the time as they wish. This attracts employees and encourages retention.
  • Some employees don’t seek promotion but are good contributors. They may prefer an extra week of vacation over a promotion.
  • One company gives employees budgets to spruce up their work space – allowing them some control over their work environment.
  • What are good tips on working with younger employees? Coach them to communicate thoughtfully and carefully – instead of shooting from the hip without considering impact or consequences. Bring them into the process; don’t tell them to wait. Let them start as an observer. Listen when they have questions or suggestions. Ask their opinion. Younger managers may find that they need more patience communicating expectations to older staff. Establish individualized performance metrics and enable them to monitor progress on their computers. Break down job tiers into additional levels with more achievement incentives. Allow them to reset expectations frequently.

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How Do You Respond to a Price Cut Request? Six Guidelines

Situation: One client of a company represents a majority their revenue. They have multiple contracts with this client. A new purchasing agent in that company is on a mission to reduce purchasing costs and claims that other suppliers cost less. How do you respond to a price cut request?

Advice from the CEOs:

  • Spend time with your true client – the employees and managers who have chosen your product. These people stand to gain the most from an ongoing relationship with you and may be able to reduce the pressure from purchasing.
  • Assemble testimonials and metrics from the client to show that you produce a better result at lower cost than they can get from other suppliers.
  • Simultaneously, look for opportunities to reduce your overhead so that if you must cut prices to retain the business you can afford it.
  • There are other options. Reduce the cost of resources producing the product and service. Let your client contacts know that you are being forced to do this. This may prompt them to argue that they need more senior experience from your team at the higher rate.
  • Offer lower prices in exchange for higher volume and longer term purchasing commitments. This can lock out the competition by reducing the frequency of contract renewals.
  • Remember that the job of the purchasing agent is to reduce costs. The agent who is hounding you is hounding other suppliers as well. If the PA can negotiate savings from 30% of the suppliers, it’s a big win. Get your ducks in line so that you aren’t part of that 30%.

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How Do You Rebuild Company Morale? Six Suggestions

Situation: A CEO has regular lunches with staff to foster communications and sharing of information. In recent months, few employees have been attending these lunches. Also, she has noticed a negative tone beginning to pervade the office, though the situation seems to improve when the CEO is present. How would you address this situation? How do you rebuild company morale?

Advice from the CEOs:

  • The immediate priority is to correctly diagnose the problem. Is this a question of the CEO’s energy or the team’s awareness of plans for the company? Or is there something else going on of which the CEO is unaware?
  • Meet with employees. Have open and frank discussions with them about the future of the company.
  • Meet with the most valuable employees first. Share hopes and vision for the business. Express appreciation for their contributions and discuss plans for their continued growth. Next, ask open-ended questions about the company and seek their input on how to improve it. Listen to what they have to say.
  • Next are borderline employees. Again, share the vision and appreciate their past and current contributions, but be honest about expectations for performance. Then ask the same open-ended questions that you asked the first group and listen.
  • For underperforming employees, again appreciate past and current contributions, but be clear that unless they substantially improve performance, future employment isn’t guaranteed. Ask the same open-ended questions that you asked the other groups and listen.
  • Be patient. Don’t try to develop all the answers immediately. Listen and learn what drives employees – particularly keepers. Involve them in developing programs to drive the future.

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How Do You Bring Different Teams Together? Seven Points

Situation: There are many opportunities to team with other companies, whether through partnerships, joint ventures or M&A. This is accompanied by the challenge of bringing together different teams to succeed in new roles and tasks. How do you bring different teams together?

Advice of the CEOs:

  • People are an investment. Just like the stock market is not up every day, neither will be the performance of your people. Bringing people into new relationships, roles and responsibilities takes patience, work and nurturing to build skills and to get the best out of people.
  • To optimize this, build an organizational chart of the new or revised organization that you will build. Fill in the spaces with the individual who currently holds responsibility for each role. This means that some people will have several different roles. This is OK. As you add additional people, they will fill many of these roles.
  • Build a set of company or project values to guide individuals through the decisions that will drive future growth. Involve the full team in this exercise so that ownership of the resulting chart is broad.
  • Develop and consistently express the roles and boundaries of the company or project.
  • Focus on systems and processes, not just on tasks. The core of any organization is people and relationships. These are best expressed through systems and processes, not tasks. Tasks express discrete roles. As sophisticated as these may be, they won’t encompass the richness or complexity of the systems, processes or the people involved.
  • When dealing with people always ask “What is my role?” and “What is their role?” In each situation, work to understand the other’s perspective and what opportunity or concern they are bringing to the table. Trying to transform an individual into someone that they are not doesn’t work.
  • Particularly in a company or venture that focuses on high levels of customer service, act urgently, but avoid emergencies. You want your response to customer needs to be swift, but you don’t want to destroy operational rhythm.

Thanks to Jennifer Choate for her contribution to this discussion.

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How Do You Increase the Value of Social Network Interactions? Five Thoughts

Situation: People participate in social networking sites for several reasons – to network, to promote their businesses, products or services, and to gain insight through crowd sourcing. For these audiences, how do you increase the value of social network interactions?

Advice from the CEOs:

  • Encourage participants to move from a short-term to a medium-term focus. Short term focus is about lead generation, immediate results and buy right now. Think of the man in the flashy sports coat selling his products on late night television. This may generate a sale but with low engagement and commitment. Alternatively, if you focus on engagement you start to build growth which is more sustainable. Growth which will persist with more momentum.
  • Clarify your objectives. Are you interested in sales or influence today or this quarter? How much effort do you want to put into it and what payback do you seek?
  • Be patient. Take the time to develop quality content. This time is an investment which pays back both in the medium and long-term.
  • Don’t treat people as though they can be manipulated into buying from you. There is a karmic cost to this approach. Look instead at the potential benefit that you can provide that will attract people to your content. Think in terms of reciprocity – give first and let others decide how they will respond.
  • Try an experiment. Propose a simple question: “What do you want?” Ask the question three times, each time with a different thought in mind – first annoyance, then confusion, and finally empathy. Rather than speak the questions, send them via instant message one after the other. The words of the message were exactly the same each time, “What do you want?” Without tone of voice, expression or body language, the receivers could instantly tell me what I was thinking in each case. The same works in social networking. People can read where you are coming from based on how you position your content. If you want to increase the value of what you have to say or offer, offer it openly and invite your audience to respond.

Thanks to Kenneth Vogt for his contribution to this discussion.

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