The Problem

Siloes don’t just stifle innovation. They kill companies.

When sales, marketing, and IT are all operating in different silos, businesses are robbed of the agility they need to make decisions quickly. Worse, the data they rely on can lead them to different, often contrary, conclusions.

Businesses that continue to operate this way are unable to accurately evaluate the impact that one decision has over the rest of the business, prioritize investments, or fully track results.

A company whose data does not tell a cohesive story cannot possibly hope to have a cohesive management team.

The Solution

Alignment begins with the customer

Our unique problem-solving methodology systematically identifies and removes the gaps between people, processes, platforms and data to help our clients reach SmarTech Convergence.
 
It begins with a 360-degree view of your market, business objectives, and the needs and behaviors of your customers. Only when your people are aligned around a singular and obtainable vision is it possible to design an integrated execution plan and martech stack that can deliver the data and results you need to succeed.
SmarTech Convergence begins and ends with real customer and market insights.

The Benefits of SmarTech Convergence

SmarTech Convergence unlocks real customer insights, integrated reporting and internal consensus to keep your organization on the fastest, most cost-effective route to success

Your road to SmarTech Convergence starts here

Because everyone is on a different phase of their journey, we made it easy for clients to engage with us wherever they need us most in their process.

Please select an element tile to the right to learn more about our problem-solving methodology.

  • Li
    Lifecycle of the Marketplace

    Lifecycle of the Marketplace

    Is it new? Expanding? Stagnant? Contracting?

    There are 4 lifecycle stages of the marketplace. The lifecycle stage of the marketplace determines supply (competition) and demand (customers), which has a direct impact on price point and profit margin. It also impacts external factors within the macro business environment, which influence a company’s ability to successfully execute goals and strategies.

    Which stage are you? 

    New: Innovating a solution to a misunderstood problem that has never been (or only partially) addressed
    Growing: Average customer is aware and actively looking for the solution
    Stagnant: Consumers are actively looking for a solution and have an idea about how to find it
    Contracting: Rapidly declining sales and market share

    Unsure? Provoke your thoughts with further reading:

    Your Industry Life Cycle

    Evaluating the industry life cycle helps companies understand the relative cost and benefit of competing for certain types of customers.

    Lifecycle of the Marketplace
    Group1
  • Ma
    Marketplace Awareness Factors

    Marketplace Awareness Factors

    Eliminating Reasons for Failure

    At this stage we focus primarily on identifying specific demographics that form new and growing marketplaces (or market segments) within the larger marketplace. The age of the marketplace determines how people perceive problems and solutions. 

    Identifying and leveraging such opportunities can be incredibly effective because companies can assign budgets and hone in on specific geographic pockets of potential customers that are most receptive and most aligned with the value proposition.

    How does this impact Customer Acquisiton? 

    Find out more, How To Identify Business Opportunities

    Marketplace Awareness Factors
    Group1
  • Cf
    Competitive Forces

    Competitive Forces

    Outsmarting the Competition

    The problem that businesses face today is that the Competitive Forces have a larger negative effect than ever before. Competing with all companies on the marketplace can be too expensive, ineffective and unnecessary.

    When following the pathway to SmarTech Convergence, your company examines the Competitive Forces within the specific sub-markets that are most profitable or potentially profitable and it identifies the competitors that can realistically take away your market share.

    Provoke Your Thoughts: 

    Who Are Your True Competitors?

    Competitive Forces
    Group1
  • Bg
    Business Goals

    Business Goals

    Increase in Market Share - Protection of Existing Market Share - Stem the Loss of Market Share

    Тhe biggest point of frustration for internal stakeholders in Sales and Marketing is when the goals are unrealistic. More often than not, desired business results are difficult or impossible to achieve because there is a disconnect between the people setting the business goals and the people executing on them. The problem is that there is a lack of a framework to be able to communicate and evaluate if an objective is truly attainable.

    The demand trends in the markeplace for solutions divided by competitive saturation defines the viability of these goals. 

    Provoke Your Thoughts: 
    Setting Realistic Business Goals

     

    Business Goals
    Group1
  • Uv
    Unique Value Proposition

    Unique Value Proposition

    It's no longer a one-size fits all approach.

    A single UVP statement is most likely NOT going to be able to appeal to each and every customer within your target market. The most compelling UVP is not universal. It is multifaceted.

    Provoke Your Thoughts: 
    It’s Time To Redefine The Unique Value Proposition (Uvp)

    Unique Value Proposition
    Group1
  • Cs
    Target Customer Segmentation

    Target Customer Segmentation

    What can segmentation do for you?

    Often, the UVP of a company is most appealing to sub sections of the marketplace - understanding this is critical to combat harmful external factors. 

    Taking your customer segmentation to the next level gives you the ability to:

    Paint accurate pictures of the target customer rather than use generalized personas
    Achieve close coordination between Marketing and Sales
    Create sales material and a website experience that streamlines the buying process
    Use appropriate technology back-end that can align the right leads with the right salespeople based on personality, or market segment, or product, or service

    How can you take your customer segmentation to the next level? 

    Target Customer Segmentation
    Group2
  • Cb
    Target Customer Buying Process

    Target Customer Buying Process

    Get Closer to your Customers than Ever Before

    More than 50% of prospective customers do not engage sales until they are ready to decide - satisfying the early stage needs of target customers has never been more important. 

    When you have this information laid out in front of you, you are able to see beyond personas because you begin to understand how the individual customer thinks and behaves. You can then select appropriate tactics to mimic their specific buying process and lead them down the sales funnel.

    Provoke Your Thoughts: 
    Align How Your Best Customers Buy + How You Sell



     

    Target Customer Buying Process
    Group2
  • Sg
    Sales Goals

    Sales Goals

    A New Approach

    Age of marketplace, demand trends and competitive saturation has made net new growth more difficult than ever before. Companies must focus on existing customers as value source of sustained growth and as an insulator from external forces.

    Sales needs to gain a holistic view of the customer’s buying habits in order to improve performance. However, this will not happen as long as Sales operates in its own isolated data silo.

    See why Sales and Marketing must have unified goals: 
    The New Customer: How Can Sales + Marketing Adapt?

     

    Sales Goals
    Group3
  • Mg
    Marketing Goals

    Marketing Goals

    Making data-driven Goals and Decisions

    Marketplace factors, maturity of target customers and competitve saturation can dilute the impact of marketing - companies today must focus on attracting the best type of prospects that go to proposal, close and rebuy at a higher rate.

    By beginning to understand global and market-specific attributes, that bind current prospects and customers, Marketing can leverage actual data to drive further lines of internal analysis:

    Which leads convert best to sales?

    Which leads are most valuable?

    Which leads convert to customers that remain long term customers?

    How do we answer these questions? 
    Let's take a look at your data with Data One

    Marketing Goals
    Group3
  • Ts
    Technology Strategy

    Technology Strategy

    Alignment and Scalability

    The exponential growth in tool sets has put a strain on IT organizations and their ability to support non-technical Sales and Marketing users. A properly aligned and scalable technology stack is critical to measuring the true impact of marketing to sales in real time.

    IT has to help implement the alignment between Customer + Business + Sales + Marketing. In addition, IT has to provide a unified platform where data sharing, collaboration and comprehensive reporting is possible.

    Need help with your MarTech Stack? 
    Check out how our service, Technology One can help. 

    Technology Strategy
    Group3
  • Ba
    Brand Awareness Building

    Brand Awareness Building

    PR - Print - TV - Radio - Billboard - Events

    Efforts to build awareness in current markets, across specific target segments to entice prospective customers to trust a company's brand as a viable solution to their problem(s).

    Brand Awareness Building
    Group4
  • Pa
    Prospect Acquisition

    Prospect Acquisition

    Are you focusing on the right things?

    By understanding the target audience in depth, companies can piggyback hyper targeted digital activities to awareness building traditional activities and drive growth at all stages of the sales funnel.

    But what's the key? The customer must be the focus. When they are, then the mystery that shrouds the subjective (responsive design layout, content, imagery) becomes a thing of the past.

    Is your website bringing in the right leads? 
    Why Your Website May Fail as a Sales Tool


     

    Prospect Acquisition
    Group4
  • La
    Lead Attribution

    Lead Attribution

    Determining what Really Matters

    Through properly aligned technology and impact measuring - Marketing can jointly throttle effort and budget towards effective tactics and mediums to provide sales with higher quality leads.

    Start by building a better buyer’s journey—one that maps to your historical sales data—to deliver hyper-focused, personalized content and offers to attract, acquire and retain only the most valuable customers and prospects for your unique products or services.

    But it's not that simple... We can help! 
    Customer One

    Lead Attribution
    Group4
  • Mp
    Martech Platforms

    Martech Platforms

    Overwhelmed by the expanding martech landscape?

    A well-configured MarTech Stack drives down the "cost" of sales manpower as the marketing and sales funnel grows at all stages of consideration - especially early stages which are longer plays but far less competitive to acquire.

    Let us perform a high-level ROI analysis on your current sales and marketing platforms based on costs, efficiency, and impact on each team as well as your overarching business objectives. 

    Check out our Technology One Service to find out how we can help you make the most out of your technology stack. 

    Martech Platforms
    Group4
  • Sr
    Sales Routing

    Sales Routing

    Stop Selling, Start Problem Solving

    No two sales reps are equal - just as no two prospects are equal. Clearly defined target customer personas can empower sales management to route specific types of opportunities to sales reps most likely to make the most of them.

    If we agree that the vast majority of people do not want to be “sold” but instead want to “buy," it stands to reason that the most effective salespeople are those who enable the customer to make the purchase and effectively facilitate this buying process. 

    Want to learn more about what it takes to be a great salesman? 
    Check out, Advice From the Best Salesperson I Ever Met 
     

    Sales Routing
    Group4
  • Sp
    Sales Process

    Sales Process

    Gaining a Holistic View

    Given the current behaviors of potential customers today, the duration of the sales process, at most companies, has dramatically increased and become more complicated than ever. The Internet has provided users with the ability to research prior to even contacting a salesperson at any given company.

    This raises new questions for Sales:

    • What stage of the buyer’s journey is this prospective customer in?
    • What are the specific needs of this type of customer?
    • How can we assist this customer in their buyer’s journey?
    Additionally, Sales must fine-tune their performance by understanding:
    • How can we drive down the cost per sale?
    • What is the likelihood of increasing the “value” of this particular customer?
    Need help answering these questions? 
    Check out our service product, Customer One.

    Sales Process
    Group4
  • Rp
    CRM platform

    CRM platform

    Organizational Value

    "90% of companies use less than 10% of their platforms."

    The right CRM gives visibility to management into the quality of the sales team and provides cross organizational value to marketing for ongoing lead generation efforts.

    The tools which Sales and Marketing teams leverage for success are only as good as the logic behind how they are configured.

    To use these tools at full capacity, Sales has to first tag the attributes of their salespeople and match them with a perceived target market. Only then can MarTech platforms be configured to automate and route leads to the right salespeople.

    Need assistance with your MarTech platforms? 
    We can help, Technology One

    CRM platform
    Group5
  • Cr
    Customer Retention Efforts

    Customer Retention Efforts

    Customer Service Surveys - Ongoing Research Refinement of Business Model - Voice of Customer

    Creating a culture that includes current customers in the constant refinement of the solutions a company provides not only enhances the longevity and value of current customers, but also can define trend shifts in the marketplace at large before they happen. Listening to what your current customers need to remain satisfied, defines areas of focus for net new customer acqusition.

    Customer Retention Efforts
    Group5

Change is inevitable. Progress is a choice.
Let’s get started today.