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| Every quarter John Henderson, President/CEO, allows a limited number of complimentary half-day consulting sessions for companies who have not used our services in the past 3 years. These half-day consulting sessions are always scheduled well in advance. To arrange a complimentary session, please call Karl Edmunds at (312) 558-4866 to determine availability. |
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Prior to completing an acquisition, most companies routinely conduct a thorough due diligence in the areas of finance, operations, environment, etc. However, we have only recently seen this same discipline extended to the marketing/sales area. Two market-based issues can dramatically affect the success of the acquisition and/or the cost of integration of the acquired company;
The degree of market alignment between your existing go-to-market strategy and that of the acquisition candidate-this alignment will impact the effective market coverage of the combined entity as well as market management, programs, and economics required to deliver that coverage.
The market perception of the acquisition candidate-the best way to validate what you are acquiring is to ask the customer and channel. How is the company perceived? Does the company enjoy market loyalty and how strong is this loyalty? Are there any "war stories" that impact the perception of the candidate in the market?
To accomplish the necessary due diligence, we recommend a comparison mapping process. This process uses conversations with market participants (end-users, decision makers/influencers, channels, etc.) to map your existing business and that of the acquisition candidate. The comparison map is then used to identify potential synergies in the go-to-market strategies (at the user or channel level), the areas of potential conflict, and the implications for marketing programs and sales resources. The result is a market based input to the "go/no go" acquisition decision as well as a first step in the integration strategy for the acquisition.
What are your most challenging sales channel problems?
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| March 18, 2010 |
| Professional Sales Channel Management |
Using proven management tools, frameworks and methods to prepare channel managers to drive sales and market share through indirect sales channels.
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