Development of Marketing & Sales Operations
History shows that some products that should never have succeeded scored more success than products that were expected to succeed. This illustrates that proper design of marketing and sales operations may be the difference between success and failure. Yet, to achieve a successful design is harder than ever today, as the market is tougher than ever.
A core specialization of Momentus Management Consulting is the very design of operational architecture of marketing and sales.
The Momentus approach to marketing and sales operations includes linking key processes such as market intelligence and analysis, customer segmentation, marketing, sales, and after sales operations together. These processes need to be complemented with other relevant supporting processes such as coaching of sales representatives or adaptation of data analytics. Furthermore customized CRM information systems may be deployed for successful information gathering and analysis.
We believe that understanding customer requirements is key to successful marketing and sales operation. Therefore, we propose an approach that focuses on customer equity, identifying the current value of a customer versus its potential value, over a defined period of time. The result then forms the compass needle for the marketing design and execution of sales operations where various segmentation models may be used for customization
of the message, value propositions, and channels.
In our experience it is the coordination, or synchronization, of marketing and sales operations that are important for success. While various proponents of the so-called “process edge,” suggest homogenization of processes, our experience is that operations need to be synchronized in order deliver value to the customers’ different and sometimes unpredicted needs and wants.
A coordination of marketing and sales signals is necessary in line with the
channels used as well as with the roles and departments in the organization in order to assure consistency of message toward the customers.
