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    Market Intelligence: Information To Steer Marketing/Sales

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    debojit.das
    The document discusses how to develop a market intelligence capability to acquire, organize, and maintain key customer and prospect data and information from various sources in order to increase sales, compress startup times, and answer important questions about market and customer potential. It provides details on the types of data that can be collected from sources like Dun & Bradstreet, how to analyze that data to identify the most promising prospects, and the skills and tools needed to build an effective market intelligence program.

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    Market Intelligence: Information To Steer Marketing/Sales

    Uploaded by

    debojit.das
    44 views11 pages
    The document discusses how to develop a market intelligence capability to acquire, organize, and maintain key customer and prospect data and information from various sources in order to increase sales, compress startup times, and answer important questions about market and customer potential. It provides details on the types of data that can be collected from sources like Dun & Bradstreet, how to analyze that data to identify the most promising prospects, and the skills and tools needed to build an effective market intelligence program.

    Original Description:

    Market Intelligence

    Original Title

    LS MI Seminar

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    The document discusses how to develop a market intelligence capability to acquire, organize, and maintain key customer and prospect data and information from various sources in order to increase sales, compress startup times, and answer important questions about market and customer potential. It provides details on the types of data that can be collected from sources like Dun & Bradstreet, how to analyze that data to identify the most promising prospects, and the skills and tools needed to build an effective market intelligence program.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    44 views11 pages

    Market Intelligence: Information To Steer Marketing/Sales

    Uploaded by

    debojit.das
    The document discusses how to develop a market intelligence capability to acquire, organize, and maintain key customer and prospect data and information from various sources in order to increase sales, compress startup times, and answer important questions about market and customer potential. It provides details on the types of data that can be collected from sources like Dun & Bradstreet, how to analyze that data to identify the most promising prospects, and the skills and tools needed to build an effective market intelligence program.

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    Market Intelligence

    Information to steer Marketing/Sales


    Data

    Information

    Intelligence

    Before you reach the market:


    Data on number of establishments (where do you get it?)
    By size
    By industry
    By geographic market

    Yields information about market size and segment size


    Data on contacts
    Name
    Mailing address
    Phone Number

    After you reach the market (CRM):


    More contact information (how do you get it, how do you organize it?)
    eMail address(es)
    Contact dates (past/future)
    Contact hot buttons
    Summarizing variables (status, product interest, potential, time horizons)

    What is Market Intelligence?


    n
    n

    Skills, Knowledge & Tools


    Market Intelligence is the process of acquiring,
    formatting and maintaining key information about
    customers and prospective customers.

    Demand for your product


    Standard format for Address, phone, email
    Process for periodic update of key information
    Standard Database Design
    Process for dealing with Data Vendors

    What can you do with Market Intelligence?


    n
    n
    n
    n

    Increase Sales by 2X -3X


    Compress start-up cycle time
    Avoid IT pitfalls
    Answer such questions as:

    What is the relative potential of each contact in a list?


    20% of the contacts in a list will buy 80% of the product being sold. Which of the
    contacts belong to this high potential group?
    How can I allocate marketing $, the time of Sales Reps, or my time,
    time, for maximum
    effect?
    Which contacts belong to specific market segments for which I have
    ha ve a tailored
    program?
    How can I use a list of contacts to prepare a sales forecast and set quotas, by product,
    by Region, by territory?

    Adding Value to Contact Records


    Prospect Contact Record
    Establishment/Enterprise Record
    Estab. ID,SIC, SIZE,Enterprise Name, SIZE

    Name, Address, Phone #, Email, Source

    Customer Sales History


    Name, address, sales/product

    Call Result
    Analysis of Penetration
    Analysis of Sales History
    Market Research
    Weight SIC/SIZE Cells

    Relative Demand Index by Product Type

    New Weighted Record Ready for CRM

    Enterprise/Establishment/Contact/Opportunity

    D&B DATA RECORD


    FIELD

    EXAMPLE

    FIELD

    EXAMPLE

    DUNS NUMBER

    1000000266

    YR STARTED

    1997

    EMAIL SUFFIX

    KODAK.CO
    M

    MANUFACTUROR

    1 (OR 0)

    COMPANY

    KODAK

    ULTIMATE DUNS

    067919167

    STREET ADDRESS

    123 MAIN
    ST

    HQ DUNS

    121325088

    CITY

    ROCHESTE
    R

    PARENT DUNS

    002206902

    STATE

    NY

    PARENT HQ CITY

    ROCHESTER

    ZIP MAIL

    14450

    PARENT HQ ST

    NY

    ZIP +4

    0421

    LINE OF BUS.

    Book Publishing

    COUNTY

    447

    PRIMARY SIC

    2087

    SMSA

    493

    SIC EXTENSION 1

    0000

    TELEPHONE

    585-2234204

    SIC EXTENSION 2

    9903

    CEO FIRST NAME

    ANDREW

    SIC EXTENSION 3

    9907

    CEO MIDDLE INIT.

    SIC EXTENSION 4

    0205

    CEO LAST NAME

    JOHNSON

    SIC #2

    73891200

    CEO PREFIX

    MR

    SIC #3

    73740104

    CEO SUFFIX

    JR

    SIC.TO SIX

    73560206

    CEO TITLE

    PRESIDENT

    SALES VOLUME

    19600000

    EMPLOYEES TOT

    225

    EMPLOYEES HERE

    218

    Data Information Intelligence


    Data
    Vendor
    Address Match
    Merge/Purge
    De-dupe

    Prospect Lists
    Customer History

    You
    Market Research
    Estab. Profiling

    SIC, Size, Parent


    Analyze
    Penetration
    and Sales
    Assign Weight

    External
    or
    Internal

    Database

    Weighted
    Estab. Record

    Market Intelligence Program


    Address Match, form database extension Append

    Data Vendor
    Establishment
    data
    Name
    Address
    Sics
    Empl.here
    Duns#

    Enterprise data

    Name
    Address
    Ultimate Duns#
    Empl. Ent.

    New Record
    Contact data
    Contact Name
    Phone #
    Email address

    Establishment data
    Name
    Address
    Sics
    Empl.here
    Duns#

    Enterprise data
    Name
    Address
    Ultimate Duns#

    Contact/Sales
    History
    Contact List
    Contact Name
    Estab.. Name
    Estab
    Estab.. Address
    Estab
    Phone #
    Email address
    Source codes

    Sales History
    Customer address
    customer #
    $Sales/product/date

    Find the best prospects


    You
    Contact info of your best customers
    Contact info of the customers of a partner
    Sic and Size info from research

    Data Vendor
    Address Match
    Append Sic and Size

    You
    Set relative demand index and add
    prospects to your database

    Pull new (relevant)


    records from
    strongest cells

    Developing a MI capability
    Skills you will require
    n

    Understand Valid uses of Market Intelligence information

    Contact Tracking/Sales Force Automation systems - CRM

    Develop an account with Market Intelligence Sources (Business to Business)


    n

    Statistical Analysis of Marketing information


    n

    Analysis of Sales History

    Analysis of Penetration

    Form Demand index for product

    Market Research interface to define segmentation and support filtering and weighting
    n

    Dun & Bradstreet


    Ziff Davis Market Intelligence (Computer Intelligence)
    ABI
    National Decision Systems
    Specialized sources (I. E. publication subsciption lists)

    Define Market Segments

    Database Manipulation Tools (re-formatting, extraction, summarization, updating)

    Your MI checklist
    Is my contact list:
    n
    n
    n

    n
    n
    n
    n
    n

    Cleaned, Current, and standardized (std. address format, valid zip/area code)?
    Void of duplicates?
    Aligned with my target market?
    Evaluated for relative demand?
    Prioritized?
    Segmented for vertical markets?
    Formatted for integration with a Customer Relationship Management (CRM) System?
    Tied with a national database of updated information?

    Do I have:
    n
    n

    The capability to identify the relative demand for each contact?


    The IT capability to clean, update, extract and summarize quickly?

    Contact Information
    Leads Source, Inc.
    George Nix
    125 High Power Road
    Rochester, NY 14623
    585-703-4355
    GNix@LeadsSource.com
    www.LeadsSource.com

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