Market Management transforms the market
goals determined in Strategy Management into:
- Clear direction for the whole organisation as to the market segments the company will address and the sales channel(s) that will be used to address them
- Firm rules of engagement that the channels must follow
- The solutions that will be taken to each market segment by the assigned sales channel(s).
- Specific goals (number, revenue, references and so forth) for each solution, by channel, in each segment.
Together, these form the organisation's
'go to market' model.
Most companies use some form of deliberate market segmentation. This usually takes the form of either vertical
(industry) or horizontal (product) division, with further
segmentation by customer “size” and perhaps some geographic
segmentation where physical 'territories' are large.
HIgh sales productivity is associated
with an effective go-to-market model and sound working relationships
between the sales channels.
Next post: Solution management
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