‘Creating new revenue streams from existing and new customers lags behind.’ ‘Growth of number of prospects in the sales funnel is insufficient.’ ‘We still have four months in our sales cycle to achieve results.’ ‘Revenue from existing customers is different from what we have planned.’ ‘How can we increase Customer Face Time of our sales?’
Markets are maturing faster and becoming more complex because of the increasing intensity of competition. Customers demand more and exhibit less loyalty. Suppliers have to deal with rapid change, declining margins and increasingly similar offers. To create success, the marketing and sales organization must focus on spotting of and scoring on the right opportunities, the right customers and at the right time. ‘Boosting’ of sales using campaign management is a promising strategy.
Eisenfelt has developed a structure for campaign management based on years of experience, to select those potential customers with the highest probability to sell a specific proposition using a theme and sales toolkit.
The core of the programme focuses on the acquisition of customer knowledge, such as buying process and behavior, needs and wishes, transactions, history, turnover and profit contribution. This insight provides the basis for selecting the right customers. Often customer data is enriched with external data, making campaigns more targeted and effective. Then we test this group of customers for the adopted strategy, marketing and sales objectives (for example: market penetration, market differentiation, increasing average order value or number of calls per week).
Based on this, the size of the targeted client group and the associated campaign objectives are defined. Based on customer knowledge, the concept or proposition is developed, including the associated benefits for the customer. In order to give a face to the campaign, we determine a theme in which the customer can identify himself. This also gives sales an additional boost. A familiar example in the consumer market is the Wild & Crazy Days of the Beehive. For sales a toolkit is developed consisting of arguments and objections, facts, positioning, sales tips, and an incentive to increase sales productivity.
It is wise to assemble a test group of customers, so the concept, benefits and sales toolkit can be tested in the field. An important issue is to determine how the customer will be approached and the contact monitored.
Your sales organization will be trained, coached and guided by results throughout the project, while best practices are defined for the campaign optimization.
Marketers, sales, account managers and IT staff are involved in the organization and execution of campaign management. Cooperation between the various disciplines is an important factor for success