B2B Marketing-Sales Structure Analysis

Although the addressee of 90% of people engaged in marketing is another company, why is talk about very little on B2B marketing? We produce fast results in a short time with the models and methods we have specially developed for the analysis of the marketing structures of companies whose customers are also businesses.

The famous Product-Price-Distribution-Promotion mix of end-consumer marketing takes a brand new turn in B2B marketing:

• What solution do you offer?
• How much money do you bring in?
• How much do you train your client?
• How easily accessible are you?

In addition to these questions, the methods applied in customer and product management and the comprehensive analysis of sales team competence are very effective in diagnosing the problems you feel but cannot define.
Within the scope of this project, which we have carried out in approximately 200 companies in the last 10 years, we determine how the company handles 30 issues in 8 titles that should be managed seriously for a healthy marketing and sales structure.

Every sector has dynamics and every business in that sector has a different structure.
For this reason, we do “due diligence” specific to the sector and structure in which the enterprise operates. For due diligence, we use surveys with marketing personnel, observation of the way of working, competency tests, industry-specific competition screening, interviews with managers and key customers, and secondary data analysis.

While the research project is carried out by a team specialized in this field, the management of the project and the presentation of the results are carried out by experts with a business administration doctorate with market experience.

We carry out studies on certain days and hours in accordance with the research project plan presented in writing at the beginning of the project, within a total of 15 days, which is the analysis and reporting period.
At the end of the work carried out within the scope of the project, we present the findings and suggestions as a report and discuss them with the company executives at the final meeting.

8 TOPICS TO MEASURE THE EFFECTIVENESS OF YOUR COMPANY’S MARKETING AND SALES STRUCTURE

1. STRATEGY AND DIRECTION ANALYSIS

Evaluation of marketing strategy (positioning, growth pattern, etc.) and its course

2. SCANNING THE INDUSTRY AND COMPETITION ANALYSIS

• Analyzes about understanding the competition and the form of analysis

3. SWOT (STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS) ANALYSIS

• Conducting SWOT Analysis with the workshop attended by team members

4. PRODUCT ANALYSIS AND INNOVATION

• Analysis on how products are classified, how they are presented, and weakened and growing product groups

5. MARKETING ORGANIZATION ANALYSIS

• Analyzes on marketing organization and functioning
• Organization chart and implementation method
• Time planning of sales staff
• Plans and meetings in marketing and sales
• Logic of searching new customers
• Justice of bonus system for marketing
• Use of marketing budgets
• One-on-one interviews with staff and detection of perceived problems

6. CUSTOMER AND DISTRIBUTION CHANNEL ANALYSIS

• How customer analysis (Growth, lost sales, product groups etc.) and follow-up is done
• Setting goals and management style on the basis of customers
• Customer database management
• Customer visit reports
• Customer importance and prioritization studies
• Interview with important customers and detection of perceived problems

7. COMPETENCY ANALYSIS FOR CRITICAL TEAM MEMBERS

• Competency tests and vocational adaptation analysis: Assessments on Human Relations, Leadership, Strategic Approach, Operational Efficiency, Change Management, Customer Orientation, Personal Management, Human Management

8. MARKET INFORMATION SYSTEMS USAGE ANALYSIS

• Internal data readings, marketing intelligence and marketing research