Integrated Marketing Strategies – Overview

Within Integrated Marketing Strategies we help our clients answer three fundamental questions using a common factbase and common understanding.

1. How big is the market.
   Where are the growth segments and are there opportunities for market creation given the competitive dynamics?  We deliver robust quantification of difficult-to-size markets using a number of proprietary techniques based on how customers use our clients’ products and the supply/competitive side.  The granularity of our analysis ends the debate on market size that can often paralyse action.
2. How do we go about targeting these growth segments?
   One of our key differentiators is that we drill down the overall market size by segment and customer using primary research and interviews to understand customer-specific potential and buying behaviour.  This enables us to pinpoint under-penetrated customers and segments – enabling concrete recommendations to increase revenue and share
3. How do we cover the market and do we have our resources in the right place?
   We have developed unique approaches that help our clients determine the most optimal Go-To-Market strategy (in terms of the right mix of direct sales, telesales, internet and channel partners) as well as to right-size each sales territory in terms of the overall level of potential and the split of this potential between clients and prospects.  In addition, we have also developed proprietary metrics to enhance salesforce productivity (and align third party compensation) once the sales territories have been optimised.