Services
Competitive analysis and market verification
Competitive analysis and market verification for the company’s products and services includes:
- Analysis of the offer concepts and justifications, technical and marketing documentation, knowledgebase
- Conducting interviews with the developers and experts within the organization to clarify ideas for the use of products, services and technologies
- Identification and price analysis of analogues of the offer of products, services and technologies
- Assessing trends and prospects for market development
- Identification of potential customers for products, services and technologies
- Collecting opinions of potential customers based on the results of personal meetings, teleconferences, or remote surveys
- Analysis of press releases, articles, news feeds, specialized Internet sites, materials of public events, regulations and databases posted in the public domain.
Assessment of market prospects for products and services
The assessment of market prospects for the company’s products and services is carried out taking into account the results of competitive analysis and market verification in the following areas:
- Results of testing of products and services
- Direct and indirect costs incurred for their development
- Degree of technical readiness for commercial use
- Results of activities to promote the offer on the market
- Capacity of the target market segment, taking into account competition
- Key risks associated with bringing products and services to market
The results of the assessment of the market prospects of the offer include:
- Optimistic, conservative and median market development scenarios
- Assessing investments in the development and support of products and services for each scenario
Developing a unique selling proposition
Developing a unique selling proposition (USP) is based on the results of competitive analysis and market verification, as well as an assessment of the market potential of the company’s products and services.
Developing a USP includes:
- Describing the company’s value proposition
- Identifying unique selling points and formulating a specific, measurable, provable, and understandable USP for the client
- Adapting the USP to different channels and stages of the sales funnel
- Integrating the USP into marketing channels and materials:
- Commercial proposals and presentations, articles
- Scripts and materials for the sales department
- Descriptions of case studies, products, and services
- Website, online events
- Advertising campaigns
- Employee profiles
- Iterative testing of the USP and analysis of target audience feedback
- Adjusting the USP based on testing results
Organization of work of marketing and sales departments
I will help you organize the effective work of your marketing and sales departments:
- Clarify strategic goals
- Adjust your business model to achieve market targets
- Improve forecasting accuracy and predictability of results
- Establish effective marketing and sales communications within the company
- Improve the organizational structure of your marketing and sales departments
- Create effective cross-functional teams using common KPIs and end-to-end reporting
- Optimize, integrate, and fine-tune business processes
Marketing and Sales Upgrade:
- Preparatory workshop with business owners and managers
- Creation of a workgroup, development and approval of an upgrade model
- Launch of the upgrade project, organization of a project office, and implementation of changes
What kind of marketing and sales will you get
Marketing
Understands the profile of the target audience, its needs, and uses the company’s time and resources to work in each market segment proportionally to its importance
Takes into account:
- The needs and interests of different types of decision makers and decision makers on the customer’s side;
- Stages of the life cycle of a company’s products and services during their positioning and promotion
Uses a clear model of generating profits from the sale of products and services to plan and evaluate performance
Accumulates knowledge about competitors, customers, products and services of the company, necessary for sales and customer service
Coordinates and improves the performance of the company’s entire value chain to continuously improve its products and services
Uses modern digital tools to measure customer experience, personalize offers, analyze and forecast market conditions; implements and continuously improves data-driven decision-making
Sales
Really assess the probability of closing deals, their financial results, and their significance for the company, effectively allocate and utilize resources, ensure transparency of the sales process, and predictable results
They use effective communication scenarios and information analysis methods to assess the customer’s situation, identify their problems, needs, and motivate them to purchase
They take into account the specifics of the customer’s organization, vertical and horizontal connections, the degree of support and influence of individual employees and decision makers
They support the company’s customer offering with knowledge of its products and services, linking their use to problem solving and improving the customer’s business performance
They have information about competitors, the specifics of their offerings, and the history of their relationships with customers, and use an effective competitive strategy to protect the company’s interests
They correctly assess risks in working with the client and the likelihood of their occurrence, focusing on reconciling the parties’ positions, achieving acceptable compromises, and concluding a deal
Profile
Alexander Shchukin
Independent consultant in key account marketing, sales and business development
I rely on more than twenty years of experience working in the largest Russian and foreign high-tech companies in the field of marketing, sales, and business development: IBS, IBM, Lucent Technologies, Netcracker, Oracle, Ericsson, Huawei, Rostelecom.:
Promoted and sold high-tech products and services, and supported the preparation and closing of deals with key clients such as AFK Sistema, MTS, VimpelCom, Rostelecom, Svyazinvest, MGTS, Comstar, Gazprom, Arbat-Prestige, Wrigley, Organon, and other companies in Russia and the CIS.
Experienced in managing: projects for the implementation of ERP, custom developments, and a program for the transformation of operational support systems.
I provide services and consultations in the following areas:
- Organization of work of marketing and sales departments
- Competitive analysis, brand development, positioning strategy development, product and service portfolio development, development and implementation of promotion plans
- Developing business cases and unique selling propositions, overcoming objections, building relationships with customers and partners at all levels, rebuilding relationships with problematic customers
- Developing business and marketing plans, budget and KPI monitoring, managing the sales department and horizontal teams, resource planning, recruiting, ensuring cross-functional coordination.
- Developing concepts and content for digital platforms (websites, landing pages, online stores).
- Planning and implementing marketing events, seminars, and training for clients and partners.
- Implementation and application of information systems and technologies.