Design and Implementation of a new Sales & Marketing campaign must be carefully thought through from the beginning. What message do you want to send about your company, products, and services? What are the anticipated results? What is the execution strategy? What is the cost ratio versus expected return?
These are just a few of the questions that run through our minds in the early stages of planning. If your goal is revenue growth and expansion, I believe you need to design, develop, and implement your Sales & Marketing plan on that foundation. Here is some criteria to consider while planning:
o Identify your markets and your profit potential in the selected markets
o Segment your markets by customer, service, etc.
o What type of penetration is desired: existing, new, different, or all of the preceding
o Design a plan to include procedures and controls to monitor and evaluate market penetration by segment
o Determine and build internal and external sales strategies
o Evaluate and plan staff training to generate internal monitoring controls, evaluation processes, and customer education if necessary
o Plan to control revenue growth with product mix, product promotion, and customer pre-qualification
o Evaluate expected sales and then ratio numbers to your sales staff’s current compensation package to see if consideration is needed for additional or different wage incentive programs
o Design controls to evaluate, monitor, and drive the highest level of profit possible
o Determine the type of media and then budget advertising accordingly
o Develop a backup plan in case of immediate campaign disaster
The results of a well-balanced and executed Sales and Marketing campaign can be resounding. Constant expansion of products and services, market area, clientele types, etc. all contribute to the continued growth and success of any company. Plan your work and work your plan!
