Organizations often have limited clarity on what their customers really want, and how they want to buy services. This lack of understanding often translates into a poor sales conversion process which suffers from customer leakage, poor cost control and limited data capture. This means that there is no clear way to monitor the effectiveness of processes or individuals, which in turn results in a disappointing retention of existing customers and the unsatisfactory acquisition of new customers.
Teneo Consulting has a proven approach to help organizations understand the effectiveness of their sales and marketing strategies and drive clear improvements in process and reporting. This approach is built on rigorous analysis of the effectiveness of the current approach at every stage of the customer identification, marketing and conversion journey. We combine this with our research capabilities to build a true understanding of what an organization’s customers really want, both now and in the future – to identify areas of performance improvement for more effective management of reports.
Our analytical approach combines client and market data, deep qualitative insights, best practice and benchmarks to identify key areas of under-performance in how our clients identify opportunities, generate interest, and then convert and retain customers. Keeping customer objectives front of mind, we then work with our clients to develop new end-to-end sales processes, customer propositions, pricing models and organizational structures to drive improvement across a range of sales effectiveness measures. To implement these changes, we can either support our clients over a long-term change process, or develop highly detailed plans, monitoring tools and KPIs to give our clients the capability they require to deliver change.
The challenge of maintaining sales and marketing effectiveness is often actually a challenge of keeping pace with technological change and customer expectations. The role of digital transformation is a key development in this area. Customers are demanding a data-rich, seamless and instantly-accessible sales channel that will provide real-time information on sales team activities. Organizations need a clear plan as to how to transition old models of customer engagement to current and anticipated technology trends, and the flexibility to respond to the insight which data provides in near real time.