Many start-ups have great ideas but struggle when it comes time to bring the product to market and have difficulty in selecting a market to focus on. Defining your optimal target market and identifying the ideal prospect will help you streamline the effectiveness of your marketing, shorten the sales cycle and close more business. In this program we’ll cover: • Comparing mass marketing to target marketing • How segmentation can improve your market position • Practical ideas to segment and prioritize market opportunities • Developing detailed customer profiles that will improve sales • Learn the stages of the customer buying process • How incorporate target marketing into your overall strategy Stephen N. Davis, Principal and Founder of The CXO Advisory Group (http://www.cxoadvisorygroup.com/about-us/Stephen-Davis.htm), advises businesses on how to optimize and improve operations, accelerate sales and profits, and seize the most attractive growth opportunities. Steve has worked with companies in North America, Europe and Asia to assist them in establishing US market operations, strategic alliances, joint ventures, business development and sales management. He has also assisted clients with due diligence and preparation for venture financing.

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

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Start-ups Fail
“Business
Models that
Don’t Work”

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“From a
Lack of
Customers”
Start-ups Fail

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If You Get on the
WRONG Train
Every Stop is WRONG

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“The most important strategic decision
is targeting—nail this and everything
else falls into place.” Phil Kotler,
Northwestern University

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Start-ups Wait Too Late
to Find Customers

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You are NOT
The Customer

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Don’t Confuse the
Buyer With the User

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Don’t Confuse the Buyer
With the Sales Channel

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That is Why Start-ups Fail
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At Finding Their Market

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Focus on Customers
& Markets From Day 1

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Get Out and Talk to
Potential Customers

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Who Should You
Sell To?

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Don’t Focus on ALL
Potential Buyers

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Evaluating Segment
Attractiveness

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Segment Size &
Growth

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

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Map the
Buyer’s Profile

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What’s The
Buyer’s Journey?

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What is the
Buyer’s PAIN?

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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

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How Much Do They
Value Various Features?

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How Do They Value Your
Competitive Differentiation?

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Where Do You
Find Them?

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Who or What
Influences Them?

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How Do They Want to
Engage and Buy?

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Who is Involved in the
Purchase Decision?

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Buyer’s Cycle
is the Key

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Align Marketing
& Sales

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“Your
Marketing Leads
S*CK!!!”
Sales Says

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“We Send
Qualified Leads
To Sales &
They Fall into a
Black Hole”
Marketing Says

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= $57,000
Source: IDC Sales Enablement Research
Additional Revenue Per Year
10 More Min/Week

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Source: MarketingProfs
5.4%
Faster Growth Year-to-Year Basis
Than Competition
Better Aligned

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Source: MarketingProfs
38%
Better at Closing than
Non-Aligned Competition
Close More Business

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Source: MarketingProfs
36%
Less Customer Churn
Than Competition
Less Customer Churn

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Sales & Marketing View
the World Differently

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Marketing Looks for
Mr. Right

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Sales Wants
Mr. RightNOW

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You End Up With
When There isn’t a
Common Profile

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Get Them Talking

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Jointly Define a
“Sales-Ready Lead”

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Develop Sales Tools
Specific to Buying Cycle

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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

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Develop a Customer
Retention Program

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Post Mortem
On Lost Business

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Lost Customer
Reactivation Program

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Everyone is
In SALES

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Don’t Stifle Your
Employees

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Your Employees are
Already Out There

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Turn Employees into
Brand Ambassadors

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Measure Everything on
Contribution to Revenue

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Fine Tune

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Driving Profitable Growth

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We help companies optimize business
development and marketing; accelerate
sales; and seize the most attractive
growth opportunities.
Driving
Profitable Growth

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 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

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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?

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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?

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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?

62. 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