In the manufacturing industry, marketing and sales play a key role in the planning and implementation of growth and sales enhancement strategies. To achieve sustained success, it is no longer sufficient to rely solely on well-established products and efficiently creating value. In order to make the most of the many opportunities that the manufacturing industry derives from the dynamic changes in global markets, business models and product concepts, many companies will have to rethink the orientation, positioning and processes of their marketing and sales functions fundamentally.
Existing potential for improving clout and efficiency has so far been exhausted far less in marketing and sales than in other functional areas. Often, markets are cultivated in an unsystematic manner. The needs of different customer segments are not being met with customized solutions. Many sales organizations and processes, including the associated information and control systems, still do not meet the challenges of global sales. The division between sales and key account management does not function because it is either not clearly defined or it is not understood and applied. In negotiations, sales representatives almost exclusively emphasize technical product features rather than taking the opportunity to distinguish themselves as a solution provider for specific customer requirements.
As one of the leading management consultants for the manufacturing industry with the experience of more than 1,500 consulting projects, we are also a sought-after partner when it comes to developing tailor-made solutions for complex sales challenges. Thanks to our profound industry sector, technical and technological know-how, we are also able to anticipate the impact on upstream stages of the value chain in sufficient depth in projects aimed at improving orientation, positioning and processes in the marketing and sales area.
This holistic approach to consulting allows us to pick out those marketing and sales levers that generate the greatest benefit for the company concerned. These can be fundamental strategic levers such as business model & market strategy, market segmentation & customer classification, as well as business development / sales enhancement programs; just as measures designed to optimize organization & processes (for example sales reorganization and sales process optimization), in operational sales management, or in sales planning and control.