And the 68-95-99.7 Rule THE NORMAL DISTRIBUTION. SKEWED DISTRIBUTIONS & OUTLIERS.
Sales and Marketing · Small and medium-sized businesses in Canada 99.7% of Canadian companies are...
Transcript of Sales and Marketing · Small and medium-sized businesses in Canada 99.7% of Canadian companies are...
Sales and MarketingStrategies to grow revenue
June 27 2019
Celso Oliveira
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We are the bank ofentrepreneurs
We’re the only bank devoted exclusively to entrepreneurs
We know their markets and understand their needs
We’re there at every stage of their business journey
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BDC is the only bank devoted exclusively to entrepreneurs
2,200BDC employees
56,000entrepreneurs
123BDC business centres
We are where entrepreneurs need us to be
BDC Business Centres BDC Clients
resources
9%
We work with entrepreneurs in all industriesA snapshot of our clients’ industries
manufacturing
27%tourism
13%
construction
7%
other
12%commercial properties
5%
service industries
13%
wholesale and retail trade
14%
Small and medium-sized
businessesin Canada
99.7%
of Canadian companiesare SMEs
97.9%
1-99EMPLOYEES
1.8%
100-499EMPLOYEES
0.3%
500+EMPLOYEES
SOURCE: Key Small Business Statistics, June 2016, Innovation, Science and Economic Development Canada
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We take pride in the success
of our clients who:
15%
of our clients are exporters
$314Bin annual revenues
920,000Canadians
Employ Generate Export
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Making a difference
SOURCE: Statistics Canada.
NOTE: This chart shows the percentage point difference between growth among clients
and growth among non-clients with similar characteristics between 2009 and 2012.
BDC clients who accessed both financing and advisory services reported:
74.percentage points
Higher sales and employment
growth than non-clients
BDC – Integrated Sales and Marketing for revenue growth 9
Flexible financing Get a business loan that works for you.
We help entrepreneurs
succeed
Advisory services Run a better and more profitable business.
Smart capitalAccess specialized financing and investment solutions.
BDC – Integrated Sales and Marketing for revenue growth 10
Financing solutions for entrepreneursWhich project would you like to finance?
Access working capital
Buy a business
Invest in real estate
Purchase equipment
Start a business
Invest in technology
Transfer a business
Export to new markets
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Get up to $100,000 onlinein 5 business days or less
Small projects. Big ambitions.
www.bdc.ca/sbl
BDC – Integrated Sales and Marketing for revenue growth 12
BDC Capital: Fostering a healthy innovation ecosystem
Venture
Capital
Growth
Equity
Growth &
Transition Capital
Our experienced advisors help you
acquire the knowledge and
know-how to build a successful
business by providing practical
advice on a wide range
of subjects.
Advisory ServicesA bank that goes beyond financing
BDC – Integrated Sales and Marketing for revenue growth 14
Drive concrete resultManage more efficiently
Expert advice to help entrepreneurs overcome key challenges
Strategic planning
Financial management
Human resources management
Technology consulting
Leading change
Sales and marketing strategies
Digital strategies
International expansion
Operational efficiency
Certification (ISO, HACCP)
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Freebusiness adviceon bdc.ca
BDC – Integrated Sales and Marketing for revenue growth 16
Agenda
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Sales 101
Future-proof your growth
Sales and marketing capabilities
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Sales 10101.
Offering
Product or Service Offering,
focus on benefits to customer
that features will provide
Extensive
organizational/product
knowledge = confidence
Believe it!
Value Prop
Benefits/Price = Value
Above and beyond
expectations = Value add
Exceptional service during
and after the sale
CustomerFocus on their needs,
identify, adapt and
connect ethically through
rapport & trust to create a
long term relationship
that is win-win!
SALESall about RELATIONSHIP
Foundation of
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Future-proof your growth Turbo-charge yourSales and Marketing
02.
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BDC studyPowerful forces reshaping Canada’s economy
1,400 Canadian business leaders surveyed
Trends in
Sales and marketing
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Digital marketing
A key element of revenue growth
Companies saw significant improvements after adopting digital marketing technology
34% 49%
Improved customer experience
Boosted revenue growth
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E-commerce retail sales
are booming in Canada
SOURCE: www.eMarketer.com, www.statista.com and BDC calculations.
2014$25 billion
2020(f)$56 billion
18
million
28
million
Retail e-commerce sales
Number of
smartphone users
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The brand experience starts online
SOURCES: Google, Our mobile planet: Canada, understanding the mobile consumer. May 2012
Wordstream, Blob: Social Media Marketing Statistics.
Customers hold the power
Visit a website before contacting the business
90%
62%
57%
25%Of North Americans are on Facebook Of the buying process
is done online
Changed mind about purchase after reading online reviews
Raising the baron products and services
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The rise of the data economy uncovers important business insights
SOURCE: IHS Markit.
2019
272020
312021
362022
432023
512025
752024
622018
232017
202016
182015
15
Number of devices connected to the Internet to increase four-fold by 2025
Billion of devices
Too many unknowns to plan for growth!
Are customers
finding us online?
How much
should we spend
on marketing?
Are we
targeting the right
customer?
How can we align
our sales and
marketing teams?
Do we know
enough about our
customers?
Is our website
converting?
Is our brand
competitive?
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3 to 5 years
Business focused
Predicts financial results
Long-term execution
Static
Strategic plan
1 to 2 years
Customer focused
Generates financial results
Rapid execution
Adaptable
Sales plan
A sales plan is NOT a strategic plan
VS
“Anyone can make a plan – what I need are the financial results that prove the plan worked.”
Drive business development with a modern
Sales and marketing system
Sales & Marketing technology platform
Brand and
positioning
Marketing
processesCampaigns
and execution
Sales
management
Sales
processSales orientation
& enablement
Website user
experience
Social SEO
Marketing
Sales
Digital
Execute and track campaigns
Turbo-charge your sales and marketing
Planrevenue growth
Build upcapabilities
Digital
Sales
Marketing
Growrevenue
STEP 1
STEP 2
STEP 3Rapid revenue growth
Define roadmap
Identify market opportunities
Develop plan of attack
Focus areas
Market positioning
Brand identity
Online presence
Industry benchmarks
Competitive advantages
Customer journey
Roadmap
Prioritized resources
High-value opportunities
Organizational alignment
Required capabilities
GoalDevelop a roadmap
to help your business
drive maximum
revenue growth as
quickly as possible
planrevenue growth
Step 1
Focus areas
Brand content and image
Sales processes
Website development
SEO
Roadmap
Brand optimization
Sales team alignment
Digital strategy optimization
GoalEnhance the
sales and marketing
capabilities required
to drive revenue growth.
build upcapabilities
Step 2
Focus areas
Promotional campaigns
Result measurements
Customer targeting
Online activities
Drive growth
Impactful campaigns Improved capabilities Measured performance Increased sales
GoalUse your new sales
and marketing system
to execute and
track your revenue
growth
growrevenue
Step 3
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Sales and marketing capabilities
03.
Full spectrum of marketing solutionsand expertise
Network of experts, specialists and partners
across Canada
Resources Galore
Your one-stop shop
for sales and marketing
Sales impact Re-engineer your sales process for higher returns
Low sales
Lack of alignment
High turnover
Inaccurate forecasting
Missed opportunities
Sales process
Management plan
Objectives setting
Client / competitor profile
Performance measures
Manage your sales with better data and direction Higher sales return
Productive sales culture
Less turnover
Accurate forecasting
More customers
An optimized web experience
Website power Build a website that drives revenue
Weak web sales
Poor lead generation
Over reliance on external resource
Lack of visitors
No e-commerce
Poor search engine ranking
Build requirements
Client definition
Request for proposal
Vendor selection
Build supervision
Website analytics
Quality assurance
Higher web sales
Better lead generation
More control
Increased traffic
Better search engine ranking
Promotion results Align campaign activity to business goals
Increased sales
Better returns on ads
Confidence and focus
Informed decision making
Poor return from marketing and advertising efforts
Unsure how to budget or where to focus efforts
Low or unqualified leads in digital channels
Competitive scan
Customer personas
Customer journey
Prioritize channels
Budget allocation
Marketing plan
Implementation support
Measure results
Launch impactful campaigns
Brand influenceDefine a unique and consistent experience
Inconsistent messaging – Market– Employees
Static sales
Dated marketing materials
Low customer loyalty
Brand Workshop
Brand Manual & Definitions: – Target Market Segments – Vision – Value Proposition – Brand Position
Bringing Your Brand to Life Guide
Increase customer loyalty Customer
engagement through consistent experience
Focused foundation for sales and marketing strategies
Clear position in the market
Market intelligenceGather insight to plan your next business move
Uncertainty
Costly mistakes
Sluggish sales
Customer attrition
Ineffective marketing
Data gaps
Industry analysis
Customer feedback
Prospect identification
Increased confidence
Market opportunities
Stronger sales
Customer satisfaction
Results from marketing
Make informed decisions
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Access free resources and toolsbdc.ca/marketingstrategies
Questions?
bdc.ca1-888-INFO-BDC
BDC
BDC_ca
BDC Thank you.Celso Oliveira
Business Centre Manager
519-257-6807