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September, 2007 | ||||||||||||
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Channel Marketing Group Website | ||||||||||||
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Channel Marketing Group consultants help distributors and manufacturers build market share by focusing on target markets, developing the right marketing strategy and recommending performance-oriented marketing & sales programs.
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What is your CI? CI? Yes, your Company Intelligence!
I don’t mean to insult anyone, and we are not questioning how smart your company is in terms of raw intellect. But consider this: How much does your company know about the market (customers), and how they view your company vs competitors? Your CI is made up of each of these 3 highly related "3 C's" of company intelligence.
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Company intelligence is critical to taking share. It guides your choice of target market, value strategy and company positioning. In other words, your people, product and service strategies are derived from the knowledge gained about competitors, customers and your own company. Why? Because the customer buys from you based on how you stack up against competitors on key decision criteria. Get share of mind first and share of wallet follows. It's that simple. So, it's a good idea to gather and manage intelligence about customers, their decision criteria, and how they view competitors vs. your company. It's also a good idea to know how your resources and capabilities stack up against competitors, because resources and capabilities drive performance for the customer. Intelligence also provides an early warning system for how to take advantage of developments in the marketplace. It helps you get ahead and stay ahead if you keep an eye out... more... | |||||||||
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Spotting Opportunities in a Slow Economy Whatever your priorities, distributors and vendors certainly want to protect their bottom line. One way is to cut your costs to stay in line with falling industry sales, or declining company revenues. Another way is to hold or increase your sales. It’s easy to say (but hard to do) that you can still grow your sales and penetrate the market, in a downturn. But here is some hard evidence that it can be done.
Even in a shrinking market your end customers are still producing, they have not closed their doors completely and they are still shipping their goods to their customers. The economy has not gone to zero…even though growth is negative. So where are the opportunities in a market that is continuing to spiral down from year earlier levels? | |||||||||
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