Method Summary

On this page is a summary of the phases of the method that is described here.

Goal: Establish your goals – business segmentation

Answers the question Deliverables

What are your business goals?

What are your revenue goals?

What are your target geographies?

What are your target products?

Through which industries, classes of product, and channel of distribution will you sell your product?

How many sales in each segment do you need?

How many customers must buy in order to be successful?

 Worksheets for Business Goal Segmentation

Goal: Map how you create value for your customers and their buyer’s journey

Answers the question Deliverables

What is the organizational chart in your buying organizations?

Which titles are buyers or influencers?

What are their:

  • Constituencies and relationships
  • Objectives & responsibilities
  • Metrics by which they are measured
  • Strategies – Internal and external
  • Issues and challenges – internal and external

What are the steps in the buying cycle for your buyers – from being unaware that a problem exists to awareness to fixing the problem?

Customer value map

Buying cycle map and worksheet (cascade of buyers and time line)

Goal: Create a sales and marketing road map

Answers the question Deliverables

How long does an average sale take from beginning to end?

What actions are needed to gain the attention of the buyer, to persuade the buyer that there is a problem, to facilitate the change management in the buyer’s organization, and to help the buyer make a solution decision?

What are the characteristics of a qualified buyer?

 Sales road map

Goal: Plan your marketing and sales operations activities and metrics

Answers the question Deliverables

Now that you know how your buyers buy and have a road map for selling to them:

What is your plan of action?

What content do you need for Marketing and Sales?

What is the mix of communication vehicles that you will use?

How will you measure your results?

Operations plan

Sales collateral plan and collateral, including value proposition and website