Solutions

Defining Business: Sales & Marketing

More than ever, successful companies integrate their sales and marketing strategies throughout many aspects of their organization.  This holistic approach is often a key driver behind a company's success.  While the two disciplines may be mistakenly thought of as separate endeavors, in actuality they are mutually dependent.  Most importantly, a well-integrated, well-designed sales and marketing strategy can deliver enterprise advantages to companies looking to grow.  
 
Generally, marketing refers to the process of creating interest and demand for a product resulting in motivating qualified prospects to seriously consider its purchase.  The sales team is then responsible for persuading the prospect to actually purchase the product, or perhaps sign a contract.  
 
Although marketing and sales are specialized disciplines, there is a tremendous need to consider each throughout every functional area of an organization. Companies that view marketing as a driver in product developnent, customer contact, and all external communications, including sales, can project a clear voice in the marketplace about who they are and what they do - and one that rises above the competition. 

PVG’s advisory services in Sales and Marketing can help an organization to develop well thought-out and effective strategies that drive growth, in alignment with a business plan that addresses:

• Marketing Communications
  • Branding & Identity
  • Demand Generation
  • Media Planning
  • Market Feasibility
  • Consumer Targeting & Segmentation
  • Customer Relationship Management
  • 4 P’s: Product Design, Promotion, Pricing, & Placement
  • Packaging
  • Public Relations
  • eCommerce Deployment

• Channels of Distribution
  • Channel Analysis
  • Conflict Review
  • Pricing
  • Efficiencies
  • Profitability Analysis

• Sales Strategies
  • Sales planning
  • Lead management
  • Training
  • Organizational design
  • Compensation design
  • Forecasting
  • Partnerships and alliances

• Business Strategies
  • Business Plan development
  • Enterprise planning
  • Asset utilization
  • Feasibility studies
  • Operational support
  • Project management

PVG can help you with all of the processes and techniques of identifying, designing, promoting, communicating, selling, dis­tribut­ing and managing your company’s product or ser­vice.  

The Critical Path

PVG can help your company create and implement effective enterprise wide planning that, in turn, drives the sales and marketing plan.  This process entails:   

Market and Business Assessment  

Statement of Opportunity
What is the opportunity that your organization is attempting to seize? 

External and Internal Influencers
By capturing key drivers and conditions inside and outside of your business, you can take stock of all those factors that may impact your ability to deliver on your plan.  External factors like the industry, competition, suppliers and consumer trends and internal factors such as finance, operations, availability of capital and technology are all considered.    

Assessment
PVG takes the information that has been assembled and then creates a detailed assessment of your company’s position in the marketplace.
 
SWOT Analysis
Designed to take an in-depth look at your company, the SWOT analysis will be critical to fully understanding the risks and opportunities associated with your business.  

Implications  
Once the facts and conditions are assembled and analyzed, we collaboratively develop the implications of these items specifically for your business.  We use this information to construct the appropriate sales and financial objectives around which the marketing plan will be built. 

Assumptions
Up to this point a significant amount of information has been captured; now it is time to condense it into an actionable set of qualitative and quantitative assumptions that not only drive the marketing and sales plan, but also the entire enterprise. 
  
Financial Objectives
The information gathered will also provide the foundation for the establishment of the financial objectives of the company. The objectives will then be aligned with the marketing and sales strategies that will be designed to deliver them.

Marketing Strategy and Communications Plan
We will examine the 4 P’s (product, promotion, place and pricing) as they relate to your business, as well as the ways in which to find customers, build value, and motivate your sales team.  Based on the assessment, PVG helps develop a strategy that builds customer loyalty, increases sales to existing customers and helps the company penetrate new markets and distribution channels. The Plan also provides:

• Competitive Analysis. We will help you understand who is out there, how they approach the market, and how to position your company and products for maximum reach.
  
  
• Value Proposition. Establishing and articulating unique value to your customers is perhaps the most significant part of your marketing strategy. PVG can help you craft a value proposition that will easily identify you within the market, and become the foundation for all marketing and sales interactions.
  
  
• Targeting. Know your audience. It’s a cardinal rule of marketing and one that will help focus your efforts for maximum impact. PVG will assist in the positioning of products and services, ensuring they not only address the needs of your prospects, but also actively attract interest from current clients, analysts and others.