Stephen N. Davis “Partnering With
Clients to Drive Sustainable Profitable Growth” FINDING YOUR TARGET MARKET

2000 – 2013 ©CXO Advisory
Group Start-ups Fail “Business Models that Don’t Work”

2000 – 2013 ©CXO Advisory
Group “From a Lack of Customers” Start-ups Fail

2000 – 2013 ©CXO Advisory
Group If You Get on the WRONG Train Every Stop is WRONG

2000 – 2013 ©CXO Advisory
Group “The most important strategic decision is targeting—nail this and everything else falls into place.” Phil Kotler, Northwestern University

2000 – 2013 ©CXO Advisory
Group Start-ups Wait Too Late to Find Customers

2000 – 2013 ©CXO Advisory
Group You are NOT The Customer

2000 – 2013 ©CXO Advisory
Group Don’t Confuse the Buyer With the User

2000 – 2013 ©CXO Advisory
Group Don’t Confuse the Buyer With the Sales Channel

2000 – 2013 ©CXO Advisory
Group That is Why Start-ups Fail 2000 - 2013 ©CXO Advisory Group At Finding Their Market

2000 – 2013 ©CXO Advisory
Group Focus on Customers & Markets From Day 1

2000 – 2013 ©CXO Advisory
Group Get Out and Talk to Potential Customers

2000 – 2013 ©CXO Advisory
Group Who Should You Sell To?

2000 – 2013 ©CXO Advisory
Group Don’t Focus on ALL Potential Buyers

2000 – 2013 ©CXO Advisory
Group Evaluating Segment Attractiveness

2000 – 2013 ©CXO Advisory
Group Segment Size & Growth

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Group Structural Attractiveness  Level of Competition  Substitute Products  Power of Buyers/Suppliers  Ease of Channel Entry  Company Resources & Objectives  Customer Acquisition Costs

2000 – 2013 ©CXO Advisory
Group

2000 – 2013 ©CXO Advisory
Group Map the Buyer’s Profile

2000 – 2013 ©CXO Advisory
Group What’s The Buyer’s Journey?

2000 – 2013 ©CXO Advisory
Group What is the Buyer’s PAIN?

2000 – 2013 ©CXO Advisory
Group What Do They Care About? Value Consumer Business Health Status Environmental Family Finance Convenience/Time Saver Usability Lower Risk Saving Money Productivity Customization Customer Engagement Market Penetration Competitive Advantage Increased Sales

2000 – 2013 ©CXO Advisory
Group How Much Do They Value Various Features?

2000 – 2013 ©CXO Advisory
Group How Do They Value Your Competitive Differentiation?

2000 – 2013 ©CXO Advisory
Group Where Do You Find Them?

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Group Who or What Influences Them?

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Group How Do They Want to Engage and Buy?

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Group Who is Involved in the Purchase Decision?

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Group Buyer’s Cycle is the Key

2000 – 2013 ©CXO Advisory
Group Align Marketing & Sales

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Group

2000 – 2013 ©CXO Advisory
Group “Your Marketing Leads S*CK!!!” Sales Says

2000 – 2013 ©CXO Advisory
Group “We Send Qualified Leads To Sales & They Fall into a Black Hole” Marketing Says

2000 – 2013 ©CXO Advisory
Group = $57,000 Source: IDC Sales Enablement Research Additional Revenue Per Year 10 More Min/Week

2000 – 2013 ©CXO Advisory
Group Source: MarketingProfs 5.4% Faster Growth Year-to-Year Basis Than Competition Better Aligned

2000 – 2013 ©CXO Advisory
Group Source: MarketingProfs 38% Better at Closing than Non-Aligned Competition Close More Business

2000 – 2013 ©CXO Advisory
Group Source: MarketingProfs 36% Less Customer Churn Than Competition Less Customer Churn

2000 – 2013 ©CXO Advisory
Group Sales & Marketing View the World Differently

2000 – 2013 ©CXO Advisory
Group Marketing Looks for Mr. Right

2000 – 2013 ©CXO Advisory
Group Sales Wants Mr. RightNOW

2000 – 2013 ©CXO Advisory
Group You End Up With When There isn’t a Common Profile

2000 – 2013 ©CXO Advisory
Group Get Them Talking

2000 – 2013 ©CXO Advisory
Group Jointly Define a “Sales-Ready Lead”

2000 – 2013 ©CXO Advisory
Group Develop Sales Tools Specific to Buying Cycle

2000 – 2013 ©CXO Advisory
Group New Lead Registered Lead Phone Ready Lead TeleQualify Leads Sales-Validate Lead Demo/Meet/Proposal Enter Sales Forecast Closed Deals Hand Off to Sales BuyingCycle Lead Nurturing Have a Formal Lead Management System

2000 – 2013 ©CXO Advisory
Group Develop a Customer Retention Program

2000 – 2013 ©CXO Advisory
Group Post Mortem On Lost Business

2000 – 2013 ©CXO Advisory
Group Lost Customer Reactivation Program

2000 – 2013 ©CXO Advisory
Group Everyone is In SALES

2000 – 2013 ©CXO Advisory
Group Don’t Stifle Your Employees

2000 – 2013 ©CXO Advisory
Group Your Employees are Already Out There

2000 – 2013 ©CXO Advisory
Group Turn Employees into Brand Ambassadors

2000 – 2013 ©CXO Advisory
Group Measure Everything on Contribution to Revenue

2000 – 2013 ©CXO Advisory
Group Fine Tune

2000 – 2013 ©CXO Advisory
Group

2000 - 2012 © CXO
Advisory Group Driving Profitable Growth

2000 – 2013 ©CXO Advisory
Group We help companies optimize business development and marketing; accelerate sales; and seize the most attractive growth opportunities. Driving Profitable Growth

2000 – 2013 ©CXO Advisory
Group  CXO Advisory Group is a strategic operations advisory and management firm comprised of proven C-level executives with both breadth and depth of experience.  CXO Advisory Group Team members have achieved success in positions ranging from: President/CEO to COO, and VPs of Sales, Marketing, Corporate Development and Human Resources.  Has proven success in business development and in building US sales and distribution channels CXO Advisory Group

2000 – 2013 ©CXO Advisory
Group Business Strategy Services • Audit business practices and organization • Evaluate product and pricing strategies • Evaluate effectiveness of sales channel • Assess effectiveness of existing sales and marketing programs Market Entry Program • Analyze competitive landscape • Market launch strategy and plan • Channel strategy and programs • Establish sales channels • Generate sales and manage relationships • Identify and develop strategic partnerships How Can We Help You?

2000 – 2013 ©CXO Advisory
Group Sales Channel Management • Review and revise sales channel strategies • Channel partner identification, prospecting and recruitment • Eliminate channel conflict • Channel contract development and negotiation Interim Management Resources • Interim CEO, COO, CMO, CSO • Interim VP of Sales and Marketing • Consultant on staff • Launch team coaches How Can We Help You?

2000 – 2013 ©CXO Advisory
Group Venture Advisory Services • Fine tune operations, business strategy and market entry • Assist with due diligence • Strategic business assessment of portfolio companies How Can We Help You?

Stephen Davis Interim COO/VP Sales
& Marketing | Business Consultant | Sales Channel and Business Development Expert | Author & Speaker Contact Information: “Partnering With Clients to Drive Sustainable Profitable Growth” Phone: (508) 528-7571 Email: sdavis@cxoadvisorygroup.com Website: www.cxoadvisorygroup.com Linkedin: www.linkedin.com/in/stephendavis Twitter: twitter.com/stephendaviscxo