Capability-Driven Growth Strategy
Growing revenue across sectors and industries in a B2B environment requires a deepĀ understanding of each sector and industry’s strategic profile.Ā
Your solutions are solutions only if they support your clients’ strategic and operational objectives and achieve tangible business results.Ā
Companies demonstrate their focus and priorities through their resource allocation, ie, management time and funds for investment and implementation.Ā
Most B2B enablers (sellers) lack understanding of this strategic allocation of funds, that is, the strategic initiatives of their clients. Instead, they focus on themselves and implement a product-led marketing approach.Ā
This approach leads to companies speaking a different language than their clients and fall into what we term as the “Strategic Misalignment Trap”, leading to longer sales cycles, lower conversion rates, difficulties to demonstrate differentiation, intense price competition and increased margin pressure.
Strategic Misalignment Trap
Sales Cycle are Lengthening
Differentiation is the capability to produce superior business outcomes in support of strategic and operational objectives.Ā
Not focusing on strategic initiatives means focusing on activities that are typically of secondary strategic importance and unfunded. Salespeople report “lack of budget”.
Deep understanding of each sector’s strategic initiatives allows you to focus on the budgeted initiatives of your clients.Ā
Lower Conversion Rates
Lengthening sales cycles and inability to differentiate your product can lead to lower productivity.Ā
This translates to salespeople closing fewer contracts, and when contracts are secured, they tend to be of lower value.
Focusing on your clients’ strategic initiatives allows you to identify real demand.
Difficulty to demonstrate differentiation
Differentiation is the capability to yield superior business outcomes in alignment with the strategic and operational objectives of your clients.Ā
Neglecting strategic initiatives means directing energy on activities usually of secondary importance and lacking funding.Ā
A deep understanding of your clients’ strategic initiatives enables a targeted focus on their budgeted priorities.
Intense Price Competition
Ā
The lack of focus on demonstrating concrete business outcomes that support your clients’ strategic initiatives leads to a lack of differentiation.Ā
B2B enablers (sellers) then find themselves in a fierce competition, trapped in a race to the bottom.Ā
Clearly communicating how your solutions aligns to the strategic initiatives of your clients per function allow you to focus on value creation and not on price reduction.
Margins Under Pressure
Longer sales cycle and fewer sales of lower values have a significant negative impact on margins, impairing the ability of B2B enablers to invest for growth and risk losing competitive edge.
Aligning your solutions to the strategic initiatives of your clients is a source for differentiation and competitive advantage.
Ā
FERNFUTURES' approach: Identify and add tangible value to the strategic initiatives of your clients
FERNFUTURES assists clients grow and diversify their revenues across sectors and industries and gain market share.
We help our clients to identify the strategic initiatives of their target sectors, determine the concrete and differentiated business outcomes they can produce, and effectively communicate their value proposition in the language of their clients.
We use a hands-on approach focused on implementation and achieving results, specializing in effectively penetrating large clients across diverse industries.
Our approach consists of four interlinked stages:
Strategy
Demonstrate differentiation, increase margins, and focus on delivering tangible business outcomes aligned with your clients’ strategic initiatives.
SECTOR SELECTION
Identify and target growth sectors and industries to optimise growth.
VALUE PROPOSITION ALIGNMENT
Align your value proposition to the strategic initiatives of your clients across sectors, industries and functions.
Implementation
Close the strategy-execution gap with world-class operational processes and management systems designed to improve sales productivity, grow and diversify revenues across sectors and industries and gain market share.
SALES TERRITORY AND TARGETS
Maximise the opportunities by aligning your sales capabilities with clients’ strategic iniatitives.
INCENTIVE PLAN
Create a growth-focused incentive plan to profitable optimize revenue growth.
MANAGEMENT SYSTEM
Implement a world-class management system to predictably grow your business.
Predictive Sales Analytics
Implement predictive sales analytics to measure and improve your sales performance
SALES PIPELINE AND MANAGEMENT
Measure what matters, reduce underperformance risks and intervene on a timely basis to avoid predictable surprises.
SALES INTELLIGENCE
Uncover insights, increase the effectiveness of your sales team and capture opportunities.
SALES FORECASTING
Use predictive analytics to reduce uncertainty and improve performance.Ā
Strategy
We identify growth sectors, uncover their strategic initiatives and align your value proposition to your clients, communicating the concrete business outcomes your solutions generate in your target sector’s language.
Ā
Implementation
We design and implement world-class sales operation processes and management systems to foster profitable growth
Analytics
We develop and implement predictive sales analytics to measure and improve sales performance. Our intuitive interfaces and data visualization techniques allow you to intervene on the right things at the right time.Ā
Sales Training & Coaching
We create and transfer world-class capabilities to allow our clients to successfully compete and win in their target industries. We create capabilites, not external dependencies on third parties.
Grow your revenue across sectors by
Speaking the language of your clients
Align your value proposition to your clients' strategic initiatives speaking their language. Deepen your understanding of their business, context and reality to add tangible business value and increase their trust and engagement.
Increasing Average Contract Value
Identify real demand (strategic activities with funds for implementation) and foster loyalty by focusing on clients' strategic initiatives. Get a deep understanding of your clients' sectors and industries and focus on what matters to your clients (not on your products and services).
Shortening the Sales Cycles
Focus on clients' strategic initiatives, demonstrate sector, industry and company knowledge and position yourself as a true strategic partner of your clients.
OTHER RELATED CAPABILITIES
CAPABILITY DRIVEN GROWTH STRATEGY
We help you in identifying the key success factors and resources and capabilities important to succeed in your sector.
STRATEGIC COMPETITIVE INTELLIGENCE
Gain a competitive edge by proactively identifying and anticipating your competitor's plan enabling you to stay ahead in the market
STRATEGIC SALES
ENABLEMENT
We assist in developing both incentive structures and management plans to empower sales team to reach their goals effectively.