Organisations often have a lack of clarity on what their customers – whether they be individuals or organisations – really want, and how they want to buy this service. This lack of understanding often translates into a poor sales conversion process which suffers from customer leakage, poor cost control and limited data capture.  This in turn means that there is no clear way to monitor effectiveness of processes or individuals, which in turn results in disappointing retention of existing customers and unsatisfactory acquisition of new customers.

Credo has a proven approach to help organisations understand the effectiveness of their sales and marketing strategies and drive clear improvements in process and reporting.  This approach is built on rigorous analysis of the effectiveness of the current approach at every stage of the customer identification, marketing and conversion journey.  We combine this with the research capability to build a  true understanding of what an organisation’s customers really want, both now and in the future – to identify areas of performance improvement more effective management reports.

Our analytical approach combines client and market data, deep qualitative insights, best practice and benchmarks to identify key areas of underperformance in how our clients identify opportunities, generate interest, and then convert and retain customers.  Keeping customer objectives front of mind, we then work with our clients to develop new end-to-end sales processes, customer propositions, pricing models and organisational structures to drive improvement across a range of sales effectiveness measures. To implement these changes, we can either support our clients over a long-term change process, or develop highly detailed plans, monitoring tools and KPIs to give our clients the capability which they require to deliver change.

Increasingly, we are finding that the challenge of maintaining sales and marketing effectiveness is actually a challenge of keeping pace with technological change and customer expectations.  The role of digital transformation is a key development in this area.  Customers are demanding a data-rich, seamless and instantly accessible sales channel, whilst improved sales data and activity tracking will provide real time information on sales team activities.  Organisations  need a clear plan for how to transition old models of customer engagement to current and anticipated technology trends, and the flexibility to respond to the insight which data provides in near real time.  Credo is currently working with a number of clients on this interface between digital transformation and sales effectiveness.

 

 

Our Team

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Matt Lovering

Partner
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Ed Matthews

Partner
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David Reid

Manager
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Brett Pentz

Manager