Targeting Methodology and Program
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.
