SALES AND MARKETING

ARTIFICIAL INTELLIGENCE MODELS

One of the applications is the analysis of external variables (dollar, commodities, inflation) in the cost of the product to define and propose price adjustment for customers. This impact is stratified according to product characteristics, for example, considering different percentages of increment according to the use of steel in the cost structure. The application of readjustments according to the average impact, harm the competitiveness of certain lines.
In bids or quotations, we can assess the probability of successful sale according to the technical and commercial characteristics offered. This analysis is carried out with the history of the company in the closing of proposals.

FORECASTS WITH TIME SERIES

The main application of time series is to define sales projections. The correlation of variables such as the dollar, commodity prices, macroeconomic indices, such as GDP, Inflation, Civil Construction Index, Industrial Production Index, are used to adjust the model.
Statistical forecasts below the company’s expectations can be the trigger to reassess the operating model and products offered to develop action plans.

COMPETITIVE INTELLIGENCE

Analyzing competitors’ moves needs to be structured. The companies’ earnings reports are superficially analyzed by the teams and the information is presented selectively. Consulting can be the exempt alternative to bring the reality of the facts. A distortion that can be corrected with the integration of competitive analysis in the process is to map which competitor loses market share with the considered growths.

MARKET SURVEYS

The most important step in market research is planning. Asking randomly only helps to have insights and not facts and data for decision making. One of the points worked on in these plans is to understand what can be done/implemented according to the answers. The attribute ranking technique helps with prioritization. Identifying which variables are important in the product/service in the customer’s decision process, directs more assertive sales and marketing actions.

OPERATIONAL EFFICIENCY AND PROCESS OPTIMIZATION

A series of processes are started or ended in sales. An example is the Sales Forecast process integrated with Production Planning (S&OP). The definitions of this process bring significant gains in delivery time for the customer and in inventory management.
The mappings use Six Sigma techniques to identify the root cause, for example, to increase financial indicators or reduce total process time.

STRATEGIC PLAN COORDINATION

Suggestion presented for the Business Management process.

PRODUCT DEVELOPMENT METHODOLOGY

The market vision starts with the analysis of the company’s sales and marketing teams, therefore, the mapping of new products also needs to be formalized for the development teams. Implementing milestones or stage-gates to analyze compliance with all project indicators, avoid product launches that do not meet market expectations. The proposed development methodology uses DFSS (Design for Six Sigma) techniques, eliminating the subjectivity of commercial analyzes and accelerating technical development.

PROJECT PORTFOLIO MANAGEMENT

Working with multiple projects in parallel creates a false illusion of efficiency. Defining selection and prioritization criteria reduces project delays. The integration of portfolio management with committees creates governance over projects. The commercial area is the beneficiary in this process, ensuring the most profitable projects within the planned period.

PROJECT MANAGEMENT

Some sales-led projects require project management skills. Short-term workshops (~2 days) can be carried out with the main projects selected for the leaders. In this type of event, in addition to learning the techniques, the projects are already planned.

SIX SIGMA CONSULTING

The main works developed in Sales and Marketing are related to increased revenue and profitability. A very strong characteristic of the commercial areas is to use instinct/perception in decision making. With Six Sigma, we confront whether these perceptions are proven in practice. Countless times we have surprising results, showing that the effort / actions generated were not directed to the right place.