15 crunch questions your sales and marketing team must answerby
We let our people in charge of sales and marketing (us or our employees) get away with murder. It's time to sort them out, says Robert Craven.
We're now coming out of a recession, and as businesses ask themselves how they are going to get more customers as they experience the upswing, there is no hinding place for whoever is in charge of getting more customers!
- Who are the key players in the market (today/tomorrow)?
- What determines the nature of the market?
- What are the trends/benchmarks of performance within the market?
- What are the key influences on the market?
- Who are our competitors today/tomorrow?
- What are their strengths, weaknesses, opportunities and threats?
- What are they trying to achieve in the short run? In the long run?
- What will their next move be? When?
- What is their Unique Selling Proposition (USP)?
- How are they perceived by other competitors?
- How do the customers perceive them?
- Who are our customers?
- Why do they buy the product/service?
- Why do they buy from us? When?
- Why do they leave us?
- How do they use the product and/or service?
- How do they buy? How often? Where? Who?
- Who uses the product and/or service?
- How good is our performance to date (Finance, Marketing and Operations)?
- What is our potential (resources, experience, controls, ideas and innovation and leadership)?
- What are our weaknesses? Our Opportunities? What are our threats? Our strengths?
- How good are we, really?
- Who has the need?
- What do they need it for?
- Who does the buying? When do they buy? Why?
- What will influence the need?
- How will it change?
- What particular aspects of the product/service are important?
- What is it that customers are buying?
- What are the product features?
- What are the product benefits?
- At what price?
- How is our identity branded/perceived?
- How are the product/services branded?
- How is it packaged/promoted/sold?
- How is it available?
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.