Sales & Marketing

Companies face many challenges created by complex consumer behavior, retail consolidation and growing competition. Moreover, the recent changes indigital media has extended and dramatically changed the communication channels between organizations and consumers.  Therefore, the consumer has become more aware and more challenging to persuade.

These climate changes, as well as the changes of the potential sales and service channels are increasing the complexity of the sales and customer processes.

By leading many of projects in Client Relationship management and sales & marketing channels, Tefen has gained extensive knowledge and expertise in this practice.

We collaborated with our clients in major span of activities in this area, including customer management, customer life cycle and sales processes optimization.
Our clients are the largest companies in the Israeli market, in varied industries, in which we've developed in depth expertise such as: Retail, FMCG, Finance, Healthcare, Pharmaceutical and Telecom companies.  We are proud with our long-term relationship with our customers, with whom we've constantly strive to enhance their sales & marketing business results.

We bring to our customers:

  • Sales & Marketing Expertise including best practices methods and tools
  • In depth knowledge of the Israeli market in varied industries
  • Global knowledge and Benchmarks based on our activities in Europe and US
  • Result driven and Experienced teams

Results Driven

Our goal is to enable our clients to thrive in today’s increasingly competitive markets, by creating a clear and lasting value.
We deliver results for our customers: from increasing customer satisfaction and loyalty, to growth in revenue and enhanced sales effectiveness
Customer examples:

  • Re - defining Customer Segmentation and RTM in a FMCG company leveraged its sales in a high profitable products criteria of 30% within less than one year
  • Sales Contact Center in the finance industry had raised its sales volume to 50% as a result of SFE project

Our areas of expertise include:

Sales & channel Management

We support companies in designing, deploying, and managing their operational sales strategy. Optimizing companies Route to Market (RTM), defining the right Customer Segmentation, examination of Cost to Serve (CTS) and deploying the appropriate Service Levels are all important aspects of the operational sales strategy.  Our hands-on approach, combined with in depth analysis and our BM make the difference in our projects and leverage our clients' sales results.

CRM

We assist you in defining your customers perception and CRM needs, in a way that will allow your business to attract new customers, retain your existing customers and increase share of wallet from them.  To ensure your strategy's success, we analyze the workflows and processes and redefine them to better support the defined strategy and your company's overall goal.

Customer Lifecycle

We help you move your customers through the costumer life cycle, and therefore improve the performance of your business.  We help our clients formulate a comprehensive plan.  In this process we examine the overall scope of the organization and bring all sources of static and dynamic data, marketing processes, and value added services to a unified decision supporting platform.

Organization & Capabilities

We help our clients understand the complexity of their organization and design their organizational structure extensively, to maximize their revenue and achieve their full potential. Defining the sales structure involves defining all the guidelines, procedures, policies and tools companies use to sell. We thoroughly examine and define all parts of the sales structure including; sales tools, information system, sales compensation program, sales management support practices, assignments of markets and customers, and confirm the structure follows our client's strategy and goals.

Product Launch

As many companies go through new product launch process with little prior planning, we support our clients in defining a structured New Product Introduction process, including supporting tools and KPIs, in order to achieve an efficient and successful New Product launch. Our methodology includes pragmatic framework for the entire life cycle of the new product, from idea and R&D to market testing and product launch into the marketplace.

Sales Force Efficiency (SFE)

We support our clients in realizing their untapped sales potential by defining and implementing the appropriate sales and service model for them.  By optimizing customer interaction processes and channels we increase sales effectiveness, opportunity realization rates, and customer service levels.

Pricing

We work with our clients in different layers of pricing cases.  From formulating a comprehensive pricing strategy, to product pricing analysis and identifying near-term opportunities, we assist in companies in developing pricing capabilities.
Our Trade Promotion Effectiveness service enables our clients to enhance their promotion decision making. By shaping the right framework for promotion management, including tools, analysis and operational aspects, we assist our clients in creating a successful trade promotion and improving the collaboration between the different stakeholders of this operation.

Sales & channel Management

Tefen supports companies in designing, deploying, and managing their operational sales strategy. We help create a positive impact by defining formalized and customized the channels and methods selling, managing and servicing customers within a specific channel. Our hand-on approach, combined with in depth analysis and our BM make the difference in our projects and leverage our clients' business results.

External Analysis

Tefen performs external analysis to reach in depth understanding of the market, including competition, market trends and innovative sales methods and solutions.

internal analysis

An internal analysis of our clients' organization is performed to map the current state and understand the different parameters in each channel. In order to design the optimal Route To Market, locate inefficiencies and  gaps in the current channels and build the road map for implementation we perform activities such as:

  • Customers' segmentation - analyzing the business value of each segment, and their Profitability
  • Sales Force Efficiency examination in each channel
  • Cost to Serve evaluation
  • Customer relationship management - analyzing the activities and
  • interfaces with our clients
  • Voice of the Customer - Mapping and analyzing the needs and expectations of each customer segment while understanding the satisfaction in the current state
  • Organizational structure - examine the organizational structure, responsibilities, procedures and management needs and visions
  • We color the inefficient, emphasizing the places to cut the costs without harming the value provided.

Growth

Tefen helps her clients recognize the opportunities for growth and define there business potential. After the analysis we present our clients a prioritized set of alternatives that allows income enhancement and / or cost reduction, while evaluating the investments, risks, organizational and financial consequences and outcomes and other  Key factors such as:

  • Service levels
  • Response to market conditions and competiti
  • The flexibility to market changes and competition map
  • Accordance with Customer needs

Optimization

Tefen assists her clients in avoiding  overinvestments by understanding the alternatives and identifying the investments that make a difference. We help design a program that optimizes the Route to Market (RTM) for each segment and operational measures such as Cost to Serve (CTS), by implementing a tailored strategy, defining the right Customer Segmentation, and deploying the adequate procedures, structures, controls and measurements.

CRM

Customer relationship management (CRM) is a widely implemented strategy for managing a company’s interactions with customers, clients and sales prospects. It involves using technology to organize, automate, and synchronize business processes.

CRM strategy should be aligned to the organization's mission and purpose in order to bring about a sustained achievement of business objectives and profitable customer relationships. Tefen provides a step-by-step guidance and an integrated and powerful base for defining and implementing a CRM strategy tailored to meet the needs of our client's organization and its customers.

Research

The first step requires a research, designed to provide both strategic and tactical information. We help our clients in prioritizing key drivers of attitudinal and behavioral customer loyalty, measuring performance relative to the competition, defining key customer and market segments, and measuring the relationship of performance on key drivers to customer loyalty and financial performance.

Perception

Tefen helps her clients in defining their customer management perception and recognizing the type of services that are an important factor in attracting and retaining customers, and that help them improve their customer's experience.

Workflows & Processes

To assure the strategy's success, Tefen analyzes the workflows and processes and redefines them to better support the defined strategy and the clients overall goal. 
In this analyze we mainly examine and define the customer service, call center efficiency, cross-sell and upsell opportunities, streamlined sales and marketing processes, customer profiling and targeting, costs, share of customer and overall profitability. In this phase we utilize cost-to-serve analysis that allocates all the costs associated with providing a product or serving a customer segment. This helps us identify opportunities for process improvements and form the service portfolio.

Technology

Finally, we help our client choose the right technology. After defining the platform, Tefen accompanies its clients in their appeal to technology, while verifying that the efficiency is increased and the clients' costs are minimized. We help our clients evaluate the technology, and accompany them in managing the change, while working to achieve team work and collaboration in their organization.

Companies that successfully implement CRM will reap the rewards in sales efficiency, customer loyalty and long run profitability. However, CRM requires company-wide, cross-functional, customer-focused business process re-engineering. Although a large portion of CRM is technology, viewing CRM as a technology-only solution is likely to fail. Managing a successful CRM implementation requires an integrated and balanced approach to technology, process, and people.

Customer Lifecycle

Customer life cycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service. 

Tefen helps her clients formulate a comprehensive plan in order to manage the Customer Lifecycle in an Holistic approach, move their customers through the costumer life cycle, and therefore improve the performance of their business. In this process Tefen examines the overall scope of the organization, and brings all sources of static and dynamic data, marketing processes, and value added services to a unified decision supporting platform through iterative phases of customer acquisition, retention, cross and up-selling, and lapsed customer win-back.

In order to achieve the optimization of our clients' customer life cycle, our work consists the following:

Diagnosing the Existing Cycle & Defining the Data Base

The first step in order to have a strong infrastructure is to examine the overall scope of the organization. Tefen defines the data required in order to analyze all the phases in the CLM. In addition, Tefen helps her clients characterize the tools that support their data and analyze needs, and leverages their organization in terms of IT (Information Technology), connecting them to the next generation technologies.

Acquisition of Costumers

In order to achieve and maintain our clients customers loyalty, and to urge new customers to join their cycle, we help our clients understand its customers needs and desires. We help create a specific profile of our clients new and existing customers, and help our clients understand the current market and increase their innovation in penetrating the market in the costumers view. In the bottom line, we help our clients increase the growth of their customer base.

Cultivating the Loyalty Among Customers

In the next step, we build with our clients a fitted program to increase and preserve their costumers' satisfaction and brand perception, and therefore preserve their loyalty to the firm. We help our clients optimize their customers' experience. Tefen observes the clients interface with the customers, and breaks it down to defined contact points, with determined service levels, customers' segmentation and managing routines. Together with our clients we define their cultural service perception, and help them make sure this perception reaches their customers.

Managing the Change

Tefen helps her clients implement the work planned in their companies, and accompanies the implementation in every branch of their organization. We make sure that the knowledge and the procedures defined reach the first contact point with the customers. While we help our clients manage the change, we help them adapt corrections in order to create a perfect fit to the operating arm.

Organization & Capabilities

The sales operational structure is the sum total of all the guidelines, procedures, policies and tools your company uses to sell. 
Tefen helps her clients maximize its capabilities and increase their sales force efficiency, in order to maximize their revenue and achieve their full potential. We accompany our clients through the following steps:

Current State, visions and goals

The first step is diagnosing the existing organizational structure. Tefen helps her clients understand the complexity of their organization, mapping and examining the elements of interest and value in the organization. Those elements are prioritized by their impact on achieving the sales strategy and must be consistent with the organizational goals and visions to the ending point of the process.

The challenge

The challenge we help our clients face is designing the sales organizational structure extensively, in a form that will allow our clients a comprehensive view of its customer's management.
Sales organizational structure design The path to the chosen structure includes analyzing benchmarks, Examining the different structure alternatives by valuing all pros and cons, and consolidating a detailed design to the chosen sales structure.

Policies, processes & tools

Once the ending point is designed Tefen helps her clients develop templates and processes for building an improved sales structure for sales success and therefore implement their sales strategy. Together we define a set of rules and policies for whom, where and how to sell, develop and deploy the most appropriate tools to communicate the sales messages efficiently, define the knowledge management routines, sales tools, information systems, training programs, sales compensation program, etc.

Implementing the change

Tefen helps her clients create an environment that allows continuous learning and improving and accompanies the implementation in every branch of their organization. We make sure that the knowledge and the procedures defined reach the first contact point with the customers. While we help our clients manage the change, we help them adapt corrections in order to create a perfect fit.

Product Launch

As many companies go through new product launch process with little prior planning, we support our clients in defining a structured New Product  ntroduction process in order to achieve an efficient and successful New Products launch. 

Our methodology includes pragmatic framework for the entire life cycle of a new product:

Strategy definition

Strategy definition is the first step in the process of achieving an efficient and successful product launch. With our clients we define their market and product strategy vision, targeted customer segments and pricing strategy.

Business analysis

A business analysis is thoroughly designed to ensure a profitable process. This design leads our clients fully equipped to the “Go-No Go” decision making stage and ensure insights for definition of "How to Market" strategy.

Managing the launch

Product launch is a cross organizational process and therefore must be managed as a project. We build our clients a tailored structure, that will best fit the product launch process, and its management needs. We help define the responsibilities in each stage, the team members' assignments, the milestones and achievements, both internal and external interfaces and the Process bottlenecks identification and management.

Products launch process, tools and KPIs

An improved product launch process is developed to shorten Time to Market and Time to Profit. We help our clients define the activities, process outputs and gate reviews, as well as supporting tools and KPIs, such as budget compliance, to manage and control the full process. We help our clients understand and adopt the project management approach and build their launching plans according to a fitted managed pattern.

Closing steps

Establishing a conclusion drawing routine is the closing step of the process, and the mostly mistakenly skipped. We believe that this step serves our clients not only as a last step, but also as most valuable knowledge in the starting point.  Therefore, we help our clients fully use this resource by defining the Process and Post-launch measurement routines. The product launch success and the process efficiency are measured by the same measures targeted to be improved such as: Time to Market, budget keeping, ROI, market share, brand awareness, etc.

We supports our clients from the strategy design (including pricing, positioning, market potential analyses, Go to Market strategy) to creating a well synchronized product launch by creating a clear definition if responsibilities, work streams, management routines and tracking process.

Crafted by: Layer.co.il