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FAQ:  Improving Sales Performance Through Marketing  

Assessing marketing’s critical role in organizational performance

by Ron Fredericks, last updated May, 2006

ECI offers marketing services to companies that make or sell components and tools to the OEM device manufactuer and their related engineering support teams. Read on to learn some of the techniques ECI offers to its clients. Read ECI's marketing theory-based article to learn more about the theory behind the market pressures that effect sales.

Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating, offering, and exchanging products of value in the market. This high level definition of marketing provides insight into ways to reduce the otherwise high cost of sales seen in many high-technology business sectors such as the embedded systems industry. A common question from our clients is "How can we lower the cost of sales while bringing in a more focused and continual stream of new sales leads?"

Embedded Components offers its clients a scalable marketing program with a goal of reducing the cost of sales while increasing demand

Embedded Components offers a total integrated customer oriented marketing management service for its clients resulting in increased wealth for its clients and their customers. See Figure 1-1 for an introduction to the marketing process. Embedded Components improves its clients’ wealth by designing and implementing a marketing/sales mix that:

  • Increases sales volume while lowering cost per sale with integrated, creative, leading edge, direct marketing programs over a preplanned timeline that generates a focused response

  • Actively engages with customers and synergistic partnerships creating significant industry events while lowering costs through cooperation

  • Demonstrates a value-chain and a time-to-market strategy using our clients’ component based engineering solutions

  • Improves market share with well understood targeted product and service messages to customers, the media, and prospects

  • Generates industry wide recognition of our clients’ core expertise in their fields

  • Reduces investor and customer purchasing risk while improving our clients’ income, balance and cash flow financials

Embedded Components improves its clients’ customers’ wealth by establishing a long term relationship with all stakeholders in the target market such as partners, media, analysts, and the individual customer relationships themselves.

Exciting news from Embedded Components! There is more to marketing than just "time to market" and "return on investment" strategies. In any business-to-business (B2B) sales relationship the supplier can take focus on both their end customer, their "end-1" partner needs, and their "end+1" customer needs. Your customer's needs are driven by their customers' needs. Your best product integration partner relationships will improve the voracity of your field relationships. We have the experience to take these extra dimensions of your market and predict their effects into the development of your marketing plan. With our marketing service, a larger number of prospects will see the value of your product as a "money maker", not just a "money saver"!

 

MARKETING (MANAGEMENT) "is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing management has the task of influencing the level, timing, and composition of demand in a way that will help the organization achieve its objectives." - Dr. Philip Kotler, Northwestern University

See figure 2-1 below for a high level view of the market planning process Embedded Components can offer your organization. We can step into your existing marketing plan at the measuring results stage by offering your company a marketing audit. From the results we can work together in taking corrective action. For the new product launch we can help your team with our valuable industry experience starting at the planning phase. In other cases your team may simply need more resources in which case we can offer our service as added staff participating in the implementation of your marketing and sales program.

 

 

Why emphasize marketing integrated with sales?

The key to achieving effective sales through marketing management consists in being more effective than your competitors in integrating marketing activities with your sales account plan. A market plan should determine how your mix of products and services can satisfy the needs and wants of target markets. An effective integrated marketing program creates customer demand while dramatically reducing the overall cost of sales.

A marketing audit from Embedded Components could be the first step in lower your costs of sales. An effective outcome of our audit would result in new creative options to integrate your account plan with your marketing plan leveraging our menu of business development services. See Figure 3-1 for more details on the integrated relationship between sales and marketing.

Account plan

  • Factory
  • Products
  • Selling and promoting
  • Portfolio through sales volume

Market plan

  • Target markets

  • Customer needs

  • Integrated marketing

  • Profitability

 

Click here to request more information on how Embedded Components can contribute to improving your profit margins while lowering your development and sales risks now more>


References:

FAQ: Forecasting the cost of sales
by Ron Fredericks, published on this web site
FAQ_forecasting_the_cost_of_sales.php

FAQ by ECI's Ron Fredericks
FAQ How to Approach a Gorilla Partnership

ECI's embedded components and tools marketplace, a distance learning initiative for users, makers, and enablers of embedded components
Learn how to use embedded components and tools

Marketing Management: Analysis, Planning, Implementation, and Control by Philip Kotler, published by Prentice Hall, Upper Saddle River, New Jersey


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