Let's Grow / Services
Commercial Strategy
Development Approach
Define Objective
Understand what drives today’s business performance:
History–Forensic analysis of current business performance to understand competitive product/segments/customers. Examine the business “tail”
Current Situation Identify any changes internal/external that may improve or deteriorate business performance.
Business strengths that customers will pay for: understanding why the business has succeeded in the areas it has and what are the challenges in areas of lower performance. Analyze business wins and hit rate by product, customer and segment along with inbound inquiry analysis.
Define addressable market and prioritize
Addressable market: Identify the: now, later and never. Utilize industry data to identify potential customers and their annual volume. Calculate the total addressable market (TAM).
Determine areas of focus
Heat Map: Use the TAM output, create a geographical heat map, identifying areas of business concentration.
Customers: define criteria to prioritize target customer (you can’t be all things to all people).
Sales coverage: use the heat map to determine the best sales approach. Assign target accounts to designated commercial leads.
Identify Areas of improvement: as activity levels increase, identify areas of the business that we will need to improve.
- Technical Support
- Program/Project Managers
- Quality Support
- Operational Support
Monitoring progress
KPI’s: develop commercial dashboard with leading and trailing indicators.
- Sales funnel management
- Individual goals
- Activity level metrics
- Hit rate ratios actual vs goal- identify trends
- Gestation time – award to SOP
- Feed into business SIOP (Sales, Inventory, Operations Planning) process to ensure customer satisfaction
- Set up monthly/quarterly review
- Adjust as necessary to ensure success