Customer
Objectives & Results
Best
practice organizations are replacing B-2-B marketing’s historic
emphasis on sales support events and activities with results
focused, manageable go-to-market processes
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Defining
specific objectives and results enables better alignment
of situation appropriate strategies, tactics and measures
and thus a greater probability of realizing a better
return on sales and market investments. Specific objectives
and results include:
- Customer
Acquisition
- Customer
Retention
- Customer
Profitability
- Customer
Growth
- Expense
Reduction
- Sales
Cycle Acceleration
- Creating
Customer Culture
- Sales
Coverage
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Traditional
marketing approaches have focused on executing events and
activities with the assumption that they will increase awareness
and thus business results. Such approaches are both increasingly
expensive and ineffective. The complexity of today’s
markets requires starting with the desired results and then
developing and executing situation specific strategies, tactics,
and measures that will drive those results by managing customers
through their lifecycles.
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