Anderson Baillie Business Growth | Routes to Market Strategy

Marketing professionals are now more than ever targeted upon to deliver results.

Awareness, the great intangible is no longer good enough on its own to substantiate spend, lead generation and enquiries have become the discussion topics once limited to those in the sales team.

Getting those leads is, however, more difficult than ever. Markets have become saturated to many products and services, subsititutional offerings are rife and there is an immerging lethargy to any form of change.

Build a multi-layered engagement programme

That's why when we approach direct go-to-market planning, we think both from lead generation and awareness. Together with our Business Growth engagement approach and intelligent lead development models we help you build a multi layered engagement programme which reduces your overall risk, improves returns upon investment and meets the needs of both awareness and lead development.

The Anderson Baillie Business Growth - Go to Market Strategy Programme explores your business issues through accurately focused consultancy packages based on your actual business requirements.

Target market gap analysis Focus group targeting and profiling Brand history evaluation Service/product function and benefit audit Development of Issues & Pains Matrix Assessment of proposition to the message portfolio Development of a thought leadership concept Reference capability Competition aggression and penetration		Creation of the multi level marketing strategy Defining the decision making unit, their pressure points and influences Identification of sales plans and mapping to hunter campaigns Creation of a smart selling approach Proposition and message management with dilution within sales process Communications plan Creating the engagement plan



Target market gap analysis A comprehensive review of new target market dynamics, correlation to existing marketing accessibility, product and service saturation, level of audience understanding and motivation. Focus group targeting and profiling Refined evaluation of the motives behind customer purchases, why they deemed the company important and discarded alternative offerings. Brand history evaluation A comprehensive analysis of your brand, its values and pedigree. Through a complete investigation into the origins of the company, its culture and early customer perceptions an evolution index is created demonstrating the change in your brand over time. This will formulate a branding strategy to increase revenue forecasting to the thought leadership concepts and the development of sales engagements or promotional propositions. Service/product function and benefit audit A comprehensive review of your product and service stable to determine their function, features, benefits to customers and competitive differences at a substitutional as well as direct level. This will also consider the aggregation of features to business issues. Development of Issues & Pains Matrix For a given audience a complete and finite evaluation of specific issues and problems they have that are potentially and directly applicable to your products and services. This will assist in the development of a business issues sell not features from the very start of new market selling. Assessment of proposition to the message portfolio Formulation of a message hierarchy in relation to corporate branding and the development of a thought leadership concept that permits easy delivery of your products and service via a sales story. This will begin with the corporate essence and value, through to a partner proposition, sales level propositions (sales arguments) and holding framework. Development of a thought leadership concept A repository through which all propositions are managed, whether corporate positioning, partner propositions, sales arguments or the explanation of a complex product story (boiler plate). It will differentiate by positioning and exploit existing services and products, just simply presenting them in another light. Reference capability A comprehensive review of customer references and case material to be used in the development of sales tool kits as well as reference support Competition aggression and penetration Assessment of competition intensity, messages and brand collateral, which may form a barrier to entry. Creation of the multi level marketing strategy A comprehensive review and recommendation for marketing communications from brand through to key account planning and lead generation. Defining the decision making unit, their pressure points and influences Working with sales and marketing teams, complete mapping and identification of decision making processes for each of the products and services, cross selling and up sell opportunities or service level agreements. Motivation, and political influences will be considered as well as ease of access and communications or sales approach, language and proposition effectiveness. Identification of sales plans and mapping to hunter campaigns Development of sales led campaigns to generate more proactive sales planning activities at the sales individual level. Creation of a smart selling approach Development of key account sales cycle marketing plans for a group of key accounts or high profile sales. Proposition and message management with dilution within sales process Communications plan Creating the engagement plan

	Not enough leads?
	Too many enquiries and not enough quality leads?
	Sales people are selling what thye like – not what you are marketing?
	Cost of lead to high?
	Not hitting revenue targets?

Marketing professionals are now more than ever targeted upon to deliver results.

Engagement plans have to be a little more innovative than originally thought!

Build a multi-layered engagement programme

Introduce key 'hunter' campaigns

Target market gap analysis

Focus group targeting and profiling

Brand history evaluation

Service/product function and benefit audit

Development of Issues & Pains Matrix

Assessment of proposition to the message portfolio

Development of a thought leadership concept

Reference capability

Competition aggression and penetration

Creation of the multi level marketing strategy

Defining the decision making unit, their pressure points and influences

Identification of sales plans and mapping to hunter campaigns

Creation of a smart selling approach

Proposition and message management with dilution within sales process

Communications plan

Creating the engagement plan

Routes to Market Strategy

Brochures

Whitepapers

	BASF IT Services Smarter Selling Anderson Baillie’s initial engagement with BASF IT Services was to develop a new positioning stance for the IT provider across its pan European territories. More BASF IT Services Case Studies
	MSoft E-procurement doesn’t improve purchasing; it just means you purchase badly more efficiently MSoft, a small family run software company with limited partnership liability status had created one of the UK’s most exciting inventory management, tracking and application products for the National Health Service.