REACH THE RIGHT CUSTOMERS THROUGH THE RIGHT CHANNELS WITH THE RIGHT VALUE PROPOSITION EFFICIENTLY & EFFECTIVELY

1. 2017
THRIVE IN THE NEW AGE
SALES AS A COMPETITIVE ADVANTAGE
July 2017

2. 2017
GO TO MARKET STRATEGY
REACH THE RIGHT CUSTOMERS THROUGH THE RIGHT CHANNELS
WITH THE RIGHT VALUE PROPOSITION EFFICIENTLY & EFFECTIVELY

3. 2017
WHAT KEEPS CEOs AWAKE AT NIGHT?
1  Cost of doing business will
continue to rise
 Need for capability. Few managers in
Iranian companies have been exposed to
the international economy3
 More competition entering the
market4
2  Growing topline sales will continue
to be very difficult

4. 2017
FUTURE SUCCESS REQUIRES
A TRANSFORMATION IN SALES
To compete in this environment and achieve sustained success will be based on the following;
• Making your Sales Organisation a competitive advantage. This requires a sales organisation which has
the skills, knowledge and tools that go well beyond the traditional sales ‘order taker’ role.
• Developing a clear ‘Go to Market Strategy’ which makes choices about ‘Where to Play’ in the market and ‘How
to Win’ in the market, as well as the capabilities required to be successful.
• Creating a Trade Marketing Team which is able to build winning commercial propositions and concepts for
customers, which drives demand/sales in key channels/customers
• Being able to strategically maximise revenue growth, by driving product ‘mix’ to grow ‘IRR/Unit Sales’,
improving promotion spending effectiveness(ROI) and maintaining competitive customer pricing, margins and commercial
terms
SUPPLY
EXCEEDS
DEMAND IN
MANY
INDUSTRIES
CUSTOMERS
MORE
DEMANDING
COMPETITIVE
&
CONSOLIDATED
MARKETS
COSTS
RISING &
REVENUE
GROWTH
ELUSIVE

5. 2017
WHAT IS A GO TO MARKET
STRATEGY?
DEFINITION
A Go-to-Market Strategy (GTM strategy) is an Action Plan that specifies how a company will reach
customers and achieve competitive advantage.
A GTM strategy is a blueprint for distributing a product or service to the end customer, efficiently and effectively
taking into account such factors as competitive threats, marketplace trends, pricing, distribution and the
organisational capabilities required to be successful.
WHAT
(OFFERING)
HOW
(CHANNELS)
WHO
(CUSTOMERS)
GTM
STRATEGY
CUSTOMIZED VALUE PROPOSITIONS

6. 2017
GO TO MARKET STRATEGY MODEL
Developing a go-to-market strategy is an on-going process which should be reviewed annually
 Products
 Ideas
 Selling Story
 Customer
Proposition
What are you
selling?
 Coverage
 Distribution &
Routes
 Relationships
 Costs
How will you
reach & serve your
target market?
 Target consumer,
shopper or end
user
 Which customers
cluster/channels
Who are you
selling to?
 Channel
 Clusters
 Customers
 KBD’S
 How to create
demand?
Where will you
promote your
product?
4 quadrants of a strong go-to-market strategy

7. 2017
EXAMPLE OF DELIVERY PLAN
CAPABILITIES ASSESSMENT
Efficient Assortment Planning via
category & customer segmentation
SKU analysis completed
Develop the right product assortment & category priorities with
compelling category KBD’S to drive customer cluster growth
opportunities
Key Channel, Cluster Customer,
Shopper & Competitor understanding
& insights summarised
Step change our knowledge in key channel & customer clusters by
improved category, shopper, market & competitive understanding
Identify the Key Battles to win In the
market versus Competition
Introduce cluster core ranges, winning pricing plans, winning shelf
plan, winning merchandising, winning promotions & customer
profitability plan
Cluster Differentiation Plan &
Customer Concept Sell in place
Set clear priorities by cluster/large customers with a strong
conceptual selling idea, commercial proposition and a clear product
& promotion differentiation strategy
Market Coverage Plan in place More effective coverage of key stores more frequently. Focus on
winning in store & building relationships & influence with key
customers
Winning Commercial Terms to drive
Customer Profitability in place
Price list structure, payment terms, order efficiency, loyalty &
performance rebates, promotion effectiveness(ROI)
Sales Capability gaps identified
Training & Development
Build capability, proficiency, motivation and develop sales tools.

8. 2017
CERTIUS IRAN CONSULTANCY
We are your partner in Iran

9. 2017
OUR PURPOSE
Identify the business
opportunity
Define a winning
strategy
Thrive long-term

10. 2017
WE HELP YOU TO
ANALYSE
Market analysis
Market research
Opportunity scoping
STRATEGISE
Corporate strategy
Marketing strategy
Go-to-market
THRIVE
Brand building & Marketing
Sales & Trade Marketing
Capability Building and Training
Export
Innovation
Investment, M&A
Stakeholder Relations
Human Resources

11. 2017
OUR CAPABILITY SYSTEM
Full Range of
Services
Comprehensive
solutions
Customized services
Unrivaled in house
research
Optional marketing
services
Cooperation with selected
partner companies
Specialized services
HR
Legal & Tax advice
Financial services & Auditing
Supply chain & Logistics
External
Partners
Global network
Global expertise
Best-in-class

12. 2017
CERTIUS SERVICES

13. 2017
CERTIUS APPROACH
Full Implementation
Support
Go Beyond Client
Expectations
Highly Customized
Services For Iranian
Companies
Benchmark International
Best Practices

14. 2017
Address: North Sheikh Bahaee, 2nd 12 Meter Street, No 3, Unit 4,
Tehran, 1991815628, Iran
Tel: +98 (21) 8862 9840
Email: info@certius.co
Fax: +98 (21) 8862 9847
Website: www.certius.co