Marketing and Sales

Helping you execute to grow

The Marketing & Sales practice emphasizes assessment of current practices and identification of programs, processes and strategies to improve lead generation, pipeline-build and increase visibility in target markets. We consult on process and infrastructure to help you achieve sustainable and systemic improvement in your marketing and sales effectiveness.

Clients that engage us are interested in improving the return from their marketing spend, better linking their sales and marketing processes to increase lead-to-sale effectiveness sales or are seeking to implement a new strategy and want to align their go-to-market programs with the strategy.

Marketing Audit

Marketing Audit—helps clients assess their current marketing effectiveness and maturity. We look at all elements of the marketing program (as well as your structure and talent) and provide you with a report card identifying opportunities for improvement. Particular emphasis is paid to lead generation effectiveness and the lead-to sale processes and measures.

The Audit process can be holistic or it can focus on specific areas of the marketing mix. In every case, we are seeking to identify opportunities for systemic change that will yield a sustainable improvement in marketing execution. Areas of assessment include:

• Lead generation activities
• Lead to sale processes
• Visibility programs
• Product Marketing processes
• Coordination and communications
• Return on marketing spend
• Differentiation versus competitors
• Talent and skill sets
• Organizational marketing maturity
• Competitor/Industry marketing benchmarking

Marketing Effectiveness Improvement

Marketing Effectiveness Improvement— we leverage the output of an audit process (holistic or focused) to help you develop processes, capabilities and programs to increase your overall marketing maturity and to positively impact marketing effectiveness and return on marketing spend. Common areas of focus include:

• Improving lead generation effectiveness/efficiency
• Increasing industry visibility and/or differentiation
• Improving Sales and Marketing coordination
• Aligning the marketing organization and programs with strategy initiatives
• Properly positioning Marketing’s role within an organization

Visibility Development

Visibility Development—we help you develop and implement strategic visibility initiatives to support new strategy vectors. Visibility, persona and brand are used to create differentiation and provide compelling reasons for end users to try or buy. We help translate your strategy into company, industry and market-wide messaging and programs that create the desired persona and we teach your team how to maintain and refresh these initiatives over time. Specific services include:

• Analyst/influencer strategy and execution program development
• Thought-leadership program creation and implementation
• Visibility integration with overall messaging/promotion/selling activities
• Training on message-mapping