ITMA Marketing Workshop
Effective Strategies for
Business Development
Casablanca, Morocco
April 25, 2005
AGENDA
Part One: Setting the Stage
Part Two: Strategic Communications
Part Three: Effective Marketing
Part Four: Ensuring Customer Satisfaction
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PART ONE:
SETTING THE STAGE
THE SITUATIONAL ANALYSIS
Allen Miller
WITSA Executive Director
THE SITUATIONAL ANALYSIS
•Macroenvironment
•Market
•Competition
•Product
•SWOT
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THE SITUATIONAL ANALYSIS –
Macroenvironmental Situation
Define and analyze:
•Economy
•Technology
•Political/legal
•Social/cultural trends – education, lifestyle
changes
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THE SITUATIONAL ANALYSIS YOUR ICT MARKET
•Domestic vs. International Markets
•Market characteristics
•Market size: ICT spending and growth
•Buying-behavior trends
•Contracting environment
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THE SITUATIONAL ANALYSIS –
Market
How to appropriately identify your target market:
•Demographic descriptors – firm information,
attributes of individual customers
•Geographic descriptors – define trade area
•Behavioral descriptors – benefits sought by the
customer, usage rates, lifestyle
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THE SITUATIONAL ANALYSIS –
KNOW YOUR CUSTOMER
Develop a customer profile:
•Analyze business climate
•Commercial sector trends
•Government outsourcing trends
•Identify primary decision-makers
•Know your customer’s customer
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CUSTOMER PROFILE FRAMEWORK
WHO – company, decision-makers, contact information
WHAT – industry and sector, product line
WHEN – product/service delivery and implementation
WHERE – geographical location of company and their
customers
WHY – their needs and your added value
HOW – marketing channels that will reach the customer
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THE SITUATIONAL ANALYSIS –
Competition
•Develop a competitor profile: customer base,
products or services, revenues, marketing
strategies?
•Sources for information: marketing materials,
employee and customer networks, news releases,
prior knowledge
•Continually monitor competitive landscape on a
periodic basis
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THE SITUATIONAL ANALYSIS –
KNOW WHAT YOU ARE SELLING
•Determine and prioritize customer needs
•Identify the benefits of your products/services
in meeting customer needs
•Know where your products/services rank in the
competitive landscape
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EXERCISE: SWOT ANALYSIS
Conduct a SWOT analysis that identifies your
company’s internal strengths (S) and
weaknesses (W) from the perspective of the
products/services offered and examines
external opportunities (O) and threats(T)
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PART TWO:
STRATEGIC
COMMUNICATIONS
Cindy Hwang
WITSA Marketing Director
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COMMUNICATIONS OBJECTIVES –
Your Brand
•What do you want the customer to know?
•What do you want the customer to do as a
result of the acquired knowledge?
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MARKETING MIX
Specify goals and objectives for the 4Ps:
•Product/Service
•Place/Distribution
•Promotion
•Price
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KEY MESSAGES
•Use clear, concise, and compelling language
•Identify your deliverables
•State the derived benefits
•Be persuasive
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MARKETING TOOLS
•Identify effective media channels
•Newspapers and magazines
•Radio
•Internet
•Identify effective promotional tools
•Examples of marketing collateral
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EXAMPLES
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EXAMPLES
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EXAMPLES
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WEBSITE LAYOUT
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EXERCISE: THE ELEVATOR SPEECH
Craft an elevator speech that explains
your company, differentiates your
products/services from competitors, and
showcases your strengths in meeting
customer’s needs.
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PART THREE:
EFFECTIVE MARKETING
Tom Chesney
Computer Frontiers
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Promoting Your Company
Taking Company Image to Personal Level
•Importance of Personal Relationships
•Strategic use of Founder/President
•Showcasing Talents of Company Team
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Strategic Use of Founder/President
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Showcasing Your Company’s Resources
Identifying Options for Developing Trust While
Demonstrating Corporate Assets
•Software/Hardware Demonstrations
•Visit to Site Installation
•Presentations to Reinforce Key Messages
•Case Studies
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Creating a Vision
Engage the Customer in a dialogue on:
•The Customer’s Business Needs
•How Company Will Help Meet Customer Needs
•Critical Success Factors
•Performance Metrics
•Competitive Advantages
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PART FOUR:
ENSURING CUSTOMER
SATISFACTION
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STAFFING CONTINUITY
•Plan for maintaining talent on the sales
and delivery teams
•Prepare for future transition issues
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ONGOING COMMUNICATIONS
•Plan for regular communications
•One-way and two-way dialogue
•Follow-up phone calls or emails
•Establish an ongoing relationship
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REGULAR PERFORMANCE METRICS
•Customer surveys
•Feedback
•Satisfaction surveys
•Evaluation surveys
•Cisco’s customer satisfaction survey
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PERFORMANCE METRICS –
THE CISCO EXAMPLE
“The Annual Customer Satisfaction Survey is
conducted via the Internet and lets us collect
feedback from customers worldwide. Results
are made available to all Cisco employees to
foster quality improvement and to provide a
point of reference where we may need to
employ resources more productively.”
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TECHNOLOGY REFRESHMENT
•Outline plans for introducing new
technologies
•Thought leadership in deploying in the
latest technologies
•Smooth conversions from old to new
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Thank You
Merci!
Allen Miller – amiller@itaa.org
Cindy Hwang – chwang@itaa.org
Tom Chesney – tchesney@computer-frontiers.com
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