3 - Market and Sell Products and Services

Outlining process groups related to understanding markets, customers, and capabilities; developing marketing strategies; executing marketing plans; developing sales strategies; developing and managing marketing plans; and managing sales partners and alliances.

3.0Market and Sell Products and Services
3.1 Understand markets, customers, and capabilities
3.1.1  Perform customer and market intelligence analysis   Conduct customer and market research    Understand consumer needs and predict customer purchasing behavior   Identify market segments    Determine market share gain/loss   Analyze market and industry trends   Analyze competing organizations, competitive/substitute products/services   Evaluate existing products/services   Assess internal and external business environment
3.1.2  Evaluate and prioritize market opportunities   Quantify market opportunities   Determine target segments    Identify under-served and saturated market segments   Prioritize opportunities consistent with capabilities and overall business strategy   Validate opportunities    Test with customers/consumers    Confirm internal capabilities
3.2 Develop marketing strategy
3.2.1  Define offering and customer value proposition   Define offering and positioning   Develop value proposition including brand positioning for target segments   Validate value proposition with target segments   Develop new branding
3.2.2  Define pricing strategy   Conduct pricing analysis   Establish guidelines for applying pricing and discounting of products/services   Establish pricing targets   Approve pricing strategies/policies and targets
3.2.3  Define and manage channel strategy   Determine channels to be supported   Establish channel objectives   Determine channel role and fit with target segments   Select channels for target segments   Identify required channel capabilities   Evaluate channel attributes and potential partners   Orchestrate seamless customer experience across supported channels    Define omni-channel strategy    Define omni-channel requirements    Develop omni-channel policies and procedures   Develop and manage execution roadmap
3.2.4  Analyze and manage channel performance   Establish channel-specific metrics and targets   Monitor and report performance   Monitor and report events influencing factors   Analyze performance   Develop plan for improvements
3.2.5  Develop marketing communication strategy   Develop customer communication calendar   Define public relations (PR) strategy   Define direct marketing strategy   Define internal marketing communication strategy   Identify new media for marketing communication   Define new media communication strategy   Define point of sale (POS) communication strategy   Define communication guidelines and mechanisms
3.2.6  Design and manage customer loyalty program   Define customer loyalty program   Acquire members to customer loyalty program   Build engagement and relationship with members   Monitor customer loyalty program benefits to the enterprise and the customer   Optimize loyalty program value to both the enterprise and the customer
3.3 Develop and manage marketing plans
3.3.1  Establish goals, objectives, and metrics for products/services by channel/segment
3.3.2  Establish marketing budgets   Confirm marketing alignment to business strategy   Determine costs of marketing   Create marketing budget   Determine projected ROI for marketing investment
3.3.3  Develop and manage pricing   Understand resource requirements for each product/service and delivery channel/method   Determine corporate incentives   Determine pricing based on volume/unit forecast   Execute pricing plan   Evaluate pricing performance   Refine pricing as needed   Implement promotional pricing programs   Implement other retail pricing programs   Communicate and implement price changes   Achieve regulatory approval for pricing
3.3.4  Develop and manage promotional activities   Define promotional concepts and objectives   Develop marketing messages   Define target audience   Plan and test promotional activities   Execute promotional activities   Evaluate promotional performance metrics   Refine promotional performance metrics   Incorporate learning into future/planned consumer promotions
3.3.5  Track customer management measures   Determine customer lifetime value   Analyze customer revenue trend   Analyze customer attrition and retention rates   Analyze customer metrics   Revise customer strategies, objectives, and plans based on metrics
3.3.6  Analyze and respond to customer insight   Monitor and respond to social media activity   Analyze customer website activity   Analyze customer purchase patterns   Develop business rules to provide personalized offers   Monitor effectiveness of personalized offers and adjust offers accordingly
3.3.7  Develop and manage packaging strategy   Plan packaging strategy   Test packaging options   Execute packaging strategy   Refine packaging
3.3.8  Manage product marketing content   Manage product images   Manage product copy
3.4 Develop sales strategy 
3.4.1  Develop sales forecast   Gather current and historic order information   Analyze sales trends and patterns   Generate sales forecast   Analyze historical and planned promotions and events
3.4.2  Develop sales partner/alliance relationships   Identify alliance opportunities   Design alliance programs and methods for selecting and managing relationships   Select alliances   Develop customer trade strategy and customer objectives/targets   Define trade programs and funding options   Conduct planning activities for major trade customers   Develop partner and alliance management strategies   Establish partner and alliance management goals   Establish partner and alliance agreements   Develop promotional and category management calendars (trade marketing calendars)   Create strategic and tactical sales plans by customer   Communicate planning information to customer teams
3.4.3  Establish overall sales budgets   Calculate product market share   Calculate product revenue   Determine variable costs   Determine overhead and fixed costs   Calculate net profit   Create budget
3.4.4  Establish sales goals and measures
3.4.5  Establish customer management measures
3.5 Develop and manage sales plans
3.5.1  Manage leads/opportunities   Identify potential customers   Identify/receive leads/opportunities   Validate and qualify leads/opportunities   Match opportunities to business strategy   Develop opportunity win plans   Manage opportunity pipeline   Determine sales resource allocation   Manage customer sales calls    Perform sales calls    Perform pre-sales activities    Manage customer meetings/workshops    Close the sale    Record outcome of sales process
3.5.2  Manage customers and accounts   Select key customers/accounts   Develop sales/key account plan   Manage sales/key account plan   Manage customer relationships   Manage customer master data    Collect and merge internal and third-party customer information    De-duplicate customer data
3.5.3  Develop and manage sales proposals, bids, and quotes   Receive Request For Proposal (RFP)/Request For Quote (RFQ)   Refine customer requirements   Review RFP/RFQ request   Perform competitive analysis   Validate with strategy/business plans   Understand customer business and requirements   Develop solution and delivery approach   Identify staffing requirements   Develop pricing and scheduling estimates   Conduct profitability analysis   Manage internal reviews   Manage internal approvals   Submit/present bid/proposal/quote to customer   Revise bid/proposal/quote   Manage notification outcome
3.5.4  Manage sales orders   Accept and validate sales orders   Collect and maintain account information    Administer key account details    Retrieve full customer details    Modify involved party details    Record address details    Record contact details    Record key customer communication profile details    Review involved party information    Terminate involved party information   Determine availability   Determine fulfillment process   Enter orders into system   Identify/perform cross-sell/up-sell activity   Process back orders and updates   Handle sales order inquiries including post-order fulfillment transactions
3.5.5  Manage sales partners and alliances   Provide sales and product/service training to sales partners/alliances    Provide certification enablement training    Manage certifications and skills    Provide support to partners/alliances   Provide marketing materials to sales partners/alliances   Evaluate partner/alliance results   Manage sales partner/alliance master data

Process and performance improvement, helps organizations adapt to rapidly changing environments, build new and better ways to work, and succeed in a competitive marketplace. With a focus on productivity, knowledge management, benchmarking, and quality improvement initiatives, organisations such as the APQC works with its member organizations to identify best practices; discover effective methods of improvement; broadly disseminate findings; and connect individuals with one another and the knowledge, training, and tools they need to succeed.
This APQC Process Classification Framework® (“PCF”) is an open standard developed by APQC, a nonprofit that promotes benchmarking and best practices worldwide. The PCF is intended to facilitate organizational improvement through process management and benchmarking, regardless of industry, size, or geography. To download the full PCF or industry-specific versions of the PCF, as well as associated measures and benchmarking, please visit www.apqc.org/pcf.

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