An effective sales and marketing strategy serves as a link between your goal setting and efforts. It helps you to transform your business online.

The Target Marketing contributor Lauren Ackerman has shared an article on building a sales and marketing strategy using 5 Cs.

Ackerman says, “Let’s start with a big, uppercase C that underpins everything — CHANGE. We’re looking for significant shifts in pivotal facets of the business. When they happen in any of these 5 Cs, they can cause huge moves in the balance sheet, making the pursuit of those anomalies not only critical — but it can often point us directly at a specific strategy and set of tactics.

1. Customer Segments

While traditional segmentation has its strengths and weaknesses, there’s no question that examining the movement of these customer groups can help illuminate disparity from topline projections.

What segments are growing, which ones are shrinking? What is the long term trend for the recent buyer file? The time frame to define “recent” is going to vary by industry. For consumer retail, we tend to think of this as the 12-month buyer file, while if you’re B2B or service-based it may be completely normal not to see a customer for a year. The key is to look for deviations from your typical sales cycle”.

Build an Informed Sales and Marketing Strategy Using the 5 Cs

Target Marketing

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