“Sanstore” Marketing Case

• Problem areas in the work of marketing and sales departments have been identified
  • Misunderstanding who is the company's key customer
  • Not understanding what the company's product is and what its value is for the client
  • Lack of strategic goals and business processes of planning and analytics
  • Unclear distribution of responsibilities among top managers for marketing and sales management
  • Undefined distribution model

• The company's key customer was identified and a customer list was formed
• Formed a value proposition and a product matrix for all clients of the client line
• Defined the company's strategic goals
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• Developed a marketing strategy to achieve the set goals
  • Changes in the structure and composition of the sales department
  • Creation and implementation of customer service standards
  • Formation of product management
  • Development and implementation of individual product strategies
• Developed an action plan for strategy implementation (measures, deadlines, budgets, responsible)
  
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Result:

• A unified understanding by the owners, top management and employees of who the company's customer is, what value the company provides to the customer, what the company's goals are, and how to achieve them
• Understanding which business processes and responsible roles are lacking in the structure, which skills are lacking for process owners
• A clear plan for the transformation of the company