Articulate the strategies and tactics for generating Programs Marketing awareness and leads for the upcoming fiscal period, Plan including key programs and events with measurements Create go-to-market and goals. programs aligned with the buying process. Customer Define the specific plans and budgets for selling Acquisition products and services to new customers. Define the specific plans and budgets for ensuring Customer customer loyalty as well as selling products and Retention services to existing customers. Program Measure and tune product marketing programs to Effectiveness ensure alignment with corporate goals. Ensure that all departments are prepared for new Launch product releases and all items are completed to launch Plan the product externally. Create and deliver thoughtful information (webinars, Thought blogs, ebooks, etc.) to influence customers, buyers, Leadership industry specialists, research analysts, key editors in the press and other third parties. Develop a lead generation process that is designed to Lead generate and nurture qualified leads with an objective Generation to turn prospects into satisfied customers. Identify customers who are willing to give testimonials, Referrals & be featured in case studies, or agree to be a reference References account. Align your selling process to the buying organization’s Readiness Sales process, describing the key information needs personas’ Process for each step in the process. Ensure the organization's ability to sell and support Create collateral for buyer personas focused on a Collateral your product. specific step of the buying process. Sales Create tools for salespeople focused on a specific step Tools of the selling process. Design and deliver training programs to help the sales Channel channels focus on how to sell the product, not how to Training use it.
Programs Create go-to-market programs aligned with the buying process. Marketing Plan Articulate the strategies and tactics for generating awareness and leads for the upcoming fiscal period, including key programs and events with measurements and goals. Customer Acquisition Define the specific plans and budgets for selling products and services to new customers. Customer Retention Define the specific plans and budgets for ensuring customer loyalty as well as selling products and services to existing customers. Program Effectiveness Measure and tune product marketing programs to ensure alignment with corporate goals. Launch Plan Ensure that all departments are prepared for new product releases and all items are completed to launch the product externally. Thought Leadership Create and deliver thoughtful information (webinars, blogs, ebooks, etc.) to influence customers, buyers, industry specialists, research analysts, key editors in the press and other third parties. Lead Generation Develop a lead generation process that is designed to generate and nurture qualified leads with an objective to turn prospects into satisfied customers. Referrals & References Identify customers who are willing to give testimonials, be featured in case studies, or agree to be a reference account. Readiness Ensure the organization's ability to sell and support your product. Sales Process Align your organization’s selling process to the buying process, describing the key personas’ information needs for each step in the process. Collateral Create collateral for buyer personas focused on a specific step of the buying process. Sales Tools Create tools for salespeople focused on a specific step of the selling process. Channel Training Design and deliver training programs to help the sales channels focus on how to sell the product, not how to use it.
Gap-Analysis_1307.14.docx