Targeting
new clients, or targeting growth opportunities within
existing clients, requires a clear framework to
ensure targeting strategies are highly focused and
coordinated.
Davis
& Associates has implemented targeting frameworks
for many organisations, comprising two key components:
 |
Application
of a Targeting Evaluation Methodology to identify
priority targets from lists of attractive
/ desirable targets |
|
Implementation
of detailed Targeting Strategies and Programs
to build / advance relationships with key
decision-makers and to obtain work / assignments.
|
Targeting
Evaluation
The
Targeting Evaluation Methodology consists of two
stages:
|
Evaluating
and scoring targets against a set of Attractiveness
Criteria (i.e.which targets do we want) |
|
Evaluating
and scoring targets against a set of Success
Probability Criteria (i.e.what are our chances
of realistically gaining the target as a client). |
Stage
1 determines whether a target organisation is sufficiently
attractive against such criteria as size of organisation,
industry growth, profitability history etc.
Certain
criteria are weighted to reflect their relative
importance in determining overall attractiveness.
Stage
2 determines the probability of success against
such criteria as quality / strength of relationships
with key decision-makers, overall strength of incumbent
suppliers / advisers etc.
Again,
certain criteria are weighted to reflect their importance
in enhancing the probability of success.
To
qualify as a priority target, an organisation needs
to achieve minimum scores in both Stages 1 and 2.
This
methodology is highly modular in that criteria can
be added or deleted, as required, to reflect the
needs of specific industry sectors, professions
and product areas.
The
targeting program developed by Davis & Associates
is comprehensive and covers: basic principles /
critical success factors; the targeting process
- key activities; targeting program tools and systems;
targeting contact activities; target team roles
and responsibilities; targeting effectiveness criteria:
incentive systems for encouraging / rewarding targeting
efforts; and target program reporting.
Standard
Targeting Process
| Identify
target list (20-30) and "run through"
targeting methology; select priority targets |
| |
| Nominate
teams for each priority target |
| |
| Develop
detailed targeting "conversion" strategy
and contact program |
| |
| Assign
specific tasks / activities to team members
in accordance with timeline / milestones |
| |
| Implement
Targeting Program |
| |
| Ongoing
monitoring of program (i.e. monthly updates;
half yearly strategy reviews) |
For
more information on the Targeting Methodology Program
email us at info@davismarketing.com.au
