Marketing Activation

Improved and increased sales by revitalising and intensifying existing marketing structure!

Recognise the problem? In times of growing pressure from the competition combined with the generally adverse business environment, companies are all too frequently confronted with falling sales and declining contribution margins. You can make a decisive contribution to solving the problem! It is specifically via marketing, that strategic business relationships can be successfully generated, profits stabilised and above-average customer satisfaction achieved. This is the path to laying the foundation for corporate success. The basis for achieving these goals is an effective organisation, together with efficient marketing processes. How is it possible to objectively assess each of these? The first step is to conduct an analysis of the current state. This can be achieved using our 5-level grading system, the format of which is illustrated below.
Attainment Level Marketing functions, e.g. STRATEGY Market coverage Market segment coverage Customer satisfaction MANAGEMENT & PLANNING CRM Marketing controlling Performance related salary system PROCESSES & EMPLOYEES Definition of marketing channels Inventory management Sales forecasts / Budget planning Orientation of processes towards customer target groups Automation of order processing TECHNOLOGIES Sales force loyalty Integration VIS ins ERP irrelevant

The next step is to define the level to which you aspire; you define the future state. An effective technique for establishing the future state is to benchmark the performance of your market competitors. The difference between the current state and future state is the performance gap, and it highlights the areas for improvement. In order to close the identified gaps, an improvement action plan must be drawn up in which tasks priorities, roles and responsibilities are clearly defined. Critical in the implementation of the action plan is the identification of measures that clearly indicate performance, so that the rate at which the performance gap is being closed can be assessed. Inova Management offers a comprehensive portfolio of marketing services. An example is our Marketing Activation workshop in which we conduct a joint Quick Check of your marketing activities and organisation. Based on our findings we can generate an accurate marketing profile analysis, which will illustrate both your areas of strength, and the improvement opportunity available to you. Through 10 touch points we can formulate a Fitness Programme that will allow you to rapidly and efficiently optimise you marketing activities. If necessary we can then assist you in any ongoing implementation. Over and above the Quick Check and Fitness Programme we can provide assistance in all sectors that contribute to designing a modern and efficient marketing organisation and which will help stabilise your business relationships. If you are interested in a specific solution tailored to your company profile, please contact us.

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Inova Management; In brief No. 204

Zrich Dsseldorf Warwick

Inova Management Ltd Innovation Centre Warwick, CV34 6 UW United Kingdom

Tel.: +44 (0) 1926 623 410 Fax: +44 (0) 1926 623 411 Web: www.inova-group.com E-Mail: info@inova-uk.com