Integrated Marketing Management, Northern Ireland

Interaction with Customers

Think about your market coverage


Estimate the size of your target market? e.g There may be 2000 enterprises but on average they have 2 locations - estimated size of your target market in this case would be 4,000.		Companies

Estimate the potential revenue to be gained from securing 1 new customer. Include all components - initial sale and services, support, etc.		£



Assume 10% of the market plan to purchase each year:		Companies

Of the companies looking: 50% never buy 25% buy from a competitor 25% you should win Assume new sales to be:		Companies

The potential revenue to be gained from selling into companies is:		£

Question: How do you plan to target companies to find those potential sales, that are valued at £ ?

Estimate the number of companies within your database?

What % of your database would you consider productive - that you use regularly? Assume other records are missing company/contact information and are rarely pulled into campaigns.		%

What % of your productive data is 2+ years old or are duplicates?		%



Now that your database of companies is only a marketable:		Companies

Question: Assume the companies within your database are a complete count of your target market (if so, that's a good start) - is marketing to less than % acceptable?

In order to effectively market your product/service - you need to develop a complete and accurate listing of your target market and profile the key decision makers.

Having it on paper is no good - you need easy access to market data regarding your customers and prospects - what products they have today, what their likes and dislikes are with their current suppliers, etc.

Food For Thought!

Are you happy to continue marketing to your existing and potential customers in this way?

Managing prospect information is more than a "nice to have", it's a necessity to produce effective marketing and sales programmes.

Strategic Services

Campaign effectiveness requires planning in advance

Previous campaigns may have generated interest and additional revenue. However,

You could increase the volume and quality of the leads generated with additional experienced resource; and
There is not enough hours in the day to design a direct marketing programme or manage the day-to-day issues of executing a phone, mail or internet based campaign.

Therefore, developing a relationship with a company like IMM, to act as an extension to your marketing and sales arm may be the solution that suits you best.

Rate your company from 1-4 (1 low - 4 high) on the following, they are necessary to ensure marketing investments produce results.

Does Your Business Know...

... Who to target? A complete and Reliable database of your target market

... How to Target? Design and execute programmes that will generate qualified leads

... How to Assist in Sales Development? Sales support - nurture leads, follow-up with reps and customers

... How to Evaluate Results? Measure campaign effectiveness, develop reporting tools and processes.



Your Company Rating Is:
Food For Thought If your rating is 12 or below, contact IMM to discuss how we can assist you with your marketing and sales efforts.



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