Successful market analysis is more of a process than a task. Once you get it started, you should ensure that the process continues so that you can adapt to the changing market.
For example, in business-to-business information technology sales, an approach based purely on the previous market knowledge of the sales team tends to dominate over an approach based on research. And yet some research can be really valuable for intelligent targeting of your proposition.
Firstly, we suggest using the DiligenceDue service to get an objective perspective on where you stand with your market opportunities and fresh ideas about where to start with developing those opportuities.
Secondly, depth interviews and secondary research over and above that
offered by DiligenceDue, can
directly inform the sales process and help to direct campaigns at the
right audience.
What could have more effect on response rates than getting the right message
to the right audience at the right time?
A Zianetti market analyst will start with what you know about the market you want. We will go on to build more knowledge and a picture of the players in target markets.
The players are…
- the customer organisations (and their customers too)
- the competing suppliers
- the friendly or complementary suppliers
From this emerges numbers such as
- market size (present size and growth rate)
- size of target segments
- number of logical partners.
This gives you something to aim at with your marketing programme, something to compare against your business plan. You can more easily divide and delegate your sales effort. You can select properly targeted venues and media for your promotion campaigns.
It also gives you a reference point for your approach to positioning your proposition in that market. Of course, it is the market that positions you. Understanding your market is key to anticipating correctly how you will be positioned.
Zianetti delivers: