A go-to-market map analysis how a company lets it customers interact with its sales tasks and channels:

<<image /static/files/MBI/Module%2011/go-to-market-map.png width:500>>

The above example of a map between the sales task and sales channel, helps identifying the following questions:
* What are the criteria for handling on calls from the company clal center to either internal sales or external resellers?
* Cold sales calls are very expensive. The analysis showed that the sales representatives, already being overstretched, were to heaviliy engaged in lead generation.
* Once the company call centre relayed a request for a tender to one of the resleers, all direct customer contact was lost. The company internet platform could have been used.
* Similarly, the website was primarily used for lead generation but could have been use for other customer facing processes.
bag
marketing_public
created
Sat, 08 Jan 2011 14:11:33 GMT
creator
dirkjan
modified
Sat, 08 Jan 2011 14:11:33 GMT
modifier
dirkjan
tags
M11
M11-S1 - Reading - Marketing Strategy and Organization - Chapter 5 - A Concept of the future
Model
Term
creator
dirkjan