BP 3. Market and Sell Offers
Marketing Sales
Full Process Description Process
Outline
Process Name Process Id Level 30-Transform/Innovate 20-Change/
Improve
10-Run/
Operate
3 Market and Sell Products and Services (10004) 3 Market and Sell Products and Services 10004 1

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3.1 Understand markets, customers and capabilities (10101) 3.1 Understand markets, customers and capabilities 10101 2

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3.1.1 Perform customer and market intelligence analysis (10106) 3.1.1 Perform customer and market intelligence analysis 10106 3

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3.1.1.1 Conduct customer and market research (10108) 3.1.1.1 Conduct customer and market research 10108 4

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3.1.1.2 Identify market segments (10109) 3.1.1.2 Identify market segments 10109 4 1

3.1.1.3 Analyze market and industry trends (10110) 3.1.1.3 Analyze market and industry trends 10110 4

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3.1.1.4 Analyze competing organizations, competitive/substitute products (10111) 3.1.1.4 Analyze competing organizations, competitive/substitute products 10111 4

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3.1.1.5 Evaluate existing products/brands (10112) 3.1.1.5 Evaluate existing products/brands 10112 4

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3.1.1.6 Assess internal and external business environment (10113) 3.1.1.6 Assess internal and external business environment 10113 4
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3.1.2 Evaluate and prioritize market opportunities (10107) 3.1.2 Evaluate and prioritize market opportunities 10107 3

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3.1.2.1 Quantify market opportunities (10116) 3.1.2.1 Quantify market opportunities 10116 4

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3.1.2.2 Determine target segments (10117) 3.1.2.2 Determine target segments 10117 4

1
3.1.2.3 Prioritize opportunities consistent with capabilities and overall business strategy (10118) 3.1.2.3 Prioritize opportunities consistent with capabilities and overall business strategy 10118 4 1

3.1.2.4 Validate opportunities (10119) 3.1.2.4 Validate opportunities 10119 4
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3.2 Develop marketing strategy (10102) 3.2 Develop marketing strategy 10102 2

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3.2.1 Define offering and customer value proposition (11168) 3.2.1 Define offering and customer value proposition 11168 3

1
3.2.1.1 Define offering and positioning (11169) 3.2.1.1 Define offering and positioning 11169 4

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3.2.1.2 Develop value proposition including brand positioning for target segments (11170) 3.2.1.2 Develop value proposition including brand positioning for target segments 11170 4
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3.2.1.3 Validate value proposition with target segments (11171) 3.2.1.3 Validate value proposition with target segments 11171 4
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3.2.1.4 Develop new branding (11172) 3.2.1.4 Develop new branding 11172 4 1

3.2.2 Define pricing strategy to align to value proposition (10123) 3.2.2 Define pricing strategy to align to value proposition 10123 3 1

3.2.2.1 Establish guidelines for applying pricing of products/services (10124) 3.2.2.1 Establish guidelines for applying pricing of products/services 10124 4
1
3.2.2.2 Approve pricing strategies/policies (10125) 3.2.2.2 Approve pricing strategies/policies 10125 4 0 1
3.2.3 Define and manage channel strategy (10122) 3.2.3 Define and manage channel strategy 10122 3
1
3.2.3.1 Evaluate channel attributes and partners (10126) 3.2.3.1 Evaluate channel attributes and partners 10126 4 1

3.2.3.2 Determine channel fit with target segments (10127) 3.2.3.2 Determine channel fit with target segments 10127 4

1
3.2.3.3 Select channels for target segments (10128) 3.2.3.3 Select channels for target segments 10128 4
1
3.3 Develop sales strategy (10103) 3.3 Develop sales strategy 10103 2

1
3.3.1 Develop sales forecast (10129) 3.3.1 Develop sales forecast 10129 3

1
3.3.1.1 Gather current and historic order information (10134) 3.3.1.1 Gather current and historic order information 10134 4 1

3.3.1.2 Analyze sales trends and patterns (10135) 3.3.1.2 Analyze sales trends and patterns 10135 4
1
3.3.1.3 Generate sales forecast (10136) 3.3.1.3 Generate sales forecast 10136 4

1
3.3.1.4 Analyze historical and planned promotions and events (10137) 3.3.1.4 Analyze historical and planned promotions and events 10137 4
1
3.3.2 Develop sales partner/alliance relationships (10130) 3.3.2 Develop sales partner/alliance relationships 10130 3 1

3.3.2.1 Identify alliance opportunities (10138) 3.3.2.1 Identify alliance opportunities 10138 4 1

3.3.2.2 Design alliance programs and methods for selecting and managing relationships (10139) 3.3.2.2 Design alliance programs and methods for selecting and managing relationships 10139 4 1

3.3.2.3 Select alliances (10140) 3.3.2.3 Select alliances 10140 4 1

3.3.2.4 Develop partner and alliance management strategies (10141) 3.3.2.4 Develop partner and alliance management strategies 10141 4

1
3.3.2.5 Establish partner and alliance management goals (10142) 3.3.2.5 Establish partner and alliance management goals 10142 4
1
3.3.3 Establish overall sales budgets (10131) 3.3.3 Establish overall sales budgets 10131 3

1
3.3.3.1 Calculate product revenue (10143) 3.3.3.1 Calculate product revenue 10143 4 1
3.3.3.2 Determine variable costs (10144) 3.3.3.2 Determine variable costs 10144 4 1

3.3.3.3 Determine overhead and fixed costs (10145) 3.3.3.3 Determine overhead and fixed costs 10145 4 1

3.3.3.4 Calculate net profit (10146) 3.3.3.4 Calculate net profit 10146 4 1

3.3.3.5 Create budget (10147) 3.3.3.5 Create budget 10147 4 1
3.3.4 Establish sales goals and measures (10132) 3.3.4 Establish sales goals and measures 10132 3 1

3.3.5 Establish customer management measures (10133) 3.3.5 Establish customer management measures 10133 3 1

3.4 Develop and manage marketing plans (10104) 3.4 Develop and manage marketing plans 10104 2
1
3.4.1 Establish goals, objectives, and metrics for products by channels/segments (10148) 3.4.1 Establish goals, objectives, and metrics for products by channels/segments 10148 3 1

3.4.2 Establish marketing budgets (10149) 3.4.2 Establish marketing budgets 10149 3
1
3.4.2.1 Confirm marketing alignment to business strategy (10155) 3.4.2.1 Confirm marketing alignment to business strategy 10155 4
1
3.4.2.2 Determine costs of marketing (10156) 3.4.2.2 Determine costs of marketing 10156 4
1
3.4.2.3 Create marketing budget (10157) 3.4.2.3 Create marketing budget 10157 4
1
3.4.3 Develop and manage media (10150) 3.4.3 Develop and manage media 10150 3
1
3.4.3.1 Define media objectives (10158) 3.4.3.1 Define media objectives 10158 4
1
3.4.3.2 Develop marketing messages (10159) 3.4.3.2 Develop marketing messages 10159 4
1
3.4.3.3 Define target audience (10160) 3.4.3.3 Define target audience 10160 4

1
3.4.3.4 Engage media provider (10161) 3.4.3.4 Engage media provider 10161 4

1
3.4.3.5 Develop and execute advertising (10162) 3.4.3.5 Develop and execute advertising 10162 4

1
3.4.3.6 Develop and execute other marketing campaigns/programs (11253) 3.4.3.6 Develop and execute other marketing campaigns/programs 11253 4

1
3.4.3.7 Assess brand/product marketing plan performance (11254) 3.4.3.7 Assess brand/product marketing plan performance 11254 4

1
3.4.4 Develop and manage pricing (10151) 3.4.4 Develop and manage pricing 10151 3 1

3.4.4.1 Determine pricing based on volume/unit forecast (10163) 3.4.4.1 Determine pricing based on volume/unit forecast 10163 4 1

3.4.4.2 Execute pricing plan (10164) 3.4.4.2 Execute pricing plan 10164 4 1
3.4.4.3 Evaluate pricing performance (10165) 3.4.4.3 Evaluate pricing performance 10165 4 0 1
3.4.4.4 Refine pricing as needed (10166) 3.4.4.4 Refine pricing as needed 10166 4 0 1
3.4.5 Develop and manage promotional activities (10152) 3.4.5 Develop and manage promotional activities 10152 3
1
3.4.5.1 Define promotional concepts (10167) 3.4.5.1 Define promotional concepts 10167 4

1
3.4.5.2 Plan and test promotional activities (10168) 3.4.5.2 Plan and test promotional activities 10168 4
1
3.4.5.3 Execute promotional activities (10169) 3.4.5.3 Execute promotional activities 10169 4
1
3.4.5.4 Evaluate promotional performance metrics (10170) 3.4.5.4 Evaluate promotional performance metrics 10170 4
1
3.4.5.5 Refine promotional performance metrics (10171) 3.4.5.5 Refine promotional performance metrics 10171 4
1
3.4.5.6 Incorporate learning into future/ planned consumer promotions (10172) 3.4.5.6 Incorporate learning into future/ planned consumer promotions 10172 4
1
3.4.6 Track customer management measures (10153) 3.4.6 Track customer management measures 10153 3
1
3.4.6.1 Determine customer loyalty/lifetime value (10173) 3.4.6.1 Determine customer loyalty/lifetime value 10173 4
1
3.4.6.2 Analyze customer revenue trend (10174) 3.4.6.2 Analyze customer revenue trend 10174 4
1
3.4.6.3 Analyze customer attrition and retention rates (10175) 3.4.6.3 Analyze customer attrition and retention rates 10175 4
1
3.4.6.4 Analyze customer metrics (10176) 3.4.6.4 Analyze customer metrics 10176 4
1
3.4.6.5 Revise customer strategies, objectives, and plans based on metrics (10177) 3.4.6.5 Revise customer strategies, objectives, and plans based on metrics 10177 4
1
3.4.7 Develop and manage packaging strategy (10154) 3.4.7 Develop and manage packaging strategy 10154 3 1

3.4.7.1 Plan packaging strategy (10178) 3.4.7.1 Plan packaging strategy 10178 4 1
3.4.7.2 Test packaging options (10179) 3.4.7.2 Test packaging options 10179 4 1
3.4.7.3 Execute packaging strategy (10180) 3.4.7.3 Execute packaging strategy 10180 4 1
3.4.7.4 Refine packaging (10181 3.4.7.4 Refine packaging 10181 4
1
3.5 Develop and manage sales plans (10105) 3.5 Develop and manage sales plans 10105 2
1
3.5.1 Generate leads (10182) 3.5.1 Generate leads 10182 3

1
3.5.1.1 Identify potential customers (10188) 3.5.1.1 Identify potential customers 10188 4

1
3.5.1.2 Identify leads (10189) 3.5.1.2 Identify leads 10189 4

1
3.5.2 Manage customers and accounts (10183) 3.5.2 Manage customers and accounts 10183 3 1

3.5.2.1 Develop sales/key account plan (11173) 3.5.2.1 Develop sales/key account plan 11173 4 1

3.5.2.2 Manage customer relationships (11174) 3.5.2.2 Manage customer relationships 11174 4

1
3.5.2.3 Manage customer master data (14208) 3.5.2.3 Manage customer master data 14208 4 1

3.5.3 Manage customer sales (10184) 3.5.3 Manage customer sales 10184 3

1
3.5.3.1 Perform sales calls (10190) 3.5.3.1 Perform sales calls 10190 4

1
3.5.3.2 Perform pre-sales activities (10191) 3.5.3.2 Perform pre-sales activities 10191 4

1
3.5.3.3 Close the sale (10192) 3.5.3.3 Close the sale 10192 4

1
3.5.3.4 Record outcome of sales process (10193) 3.5.3.4 Record outcome of sales process 10193 4

1
3.5.4 Manage sales applications (10185) 3.5.4 Manage sales applications 10185 3
1
3.5.4.1 Accept and validate sales orders (10194) 3.5.4.1 Accept and validate sales orders 10194 4

1
3.5.4.2 Collect and maintain customer account information (10195) 3.5.4.2 Collect and maintain customer account information 10195 4 1
3.5.4.3 Determine availability (10196) 3.5.4.3 Determine availability 10196 4

1
3.5.4.4 Determine fulfillment process (10197) 3.5.4.4 Determine fulfillment process 10197 4

1
3.5.4.5 Enter orders into system and identify/ perform cross-sell/up-sell activity (10198) 3.5.4.5 Enter orders into system and identify/ perform cross-sell/up-sell activity 10198 4 0
1
3.5.4.6 Process back orders and updates (10199) 3.5.4.6 Process back orders and updates 10199 4

1
3.5.4.7 Handle order inquiries including post- order fulfillment transactions (10200) 3.5.4.7 Handle order inquiries including post- order fulfillment transactions 10200 4

1
3.5.5 Manage sales force (10186) 3.5.5 Manage sales force 10186 3 1

3.5.5.1 Determine sales resource allocation (10209) 3.5.5.1 Determine sales resource allocation 10209 4
1
3.5.5.2 Establish sales force incentive plan (10210) 3.5.5.2 Establish sales force incentive plan 10210 4 1

3.5.6 Manage sales partners and alliances (10187) 3.5.6 Manage sales partners and alliances 10187 3 1

3.5.6.1 Provide sales and product training to sales partners/alliances (10211) 3.5.6.1 Provide sales and product training to sales partners/alliances 10211 4 0 1
3.5.6.2 Develop sales forecast by partner/ alliance (10212) 3.5.6.2 Develop sales forecast by partner/ alliance 10212 4

1
3.5.6.3 Agree on partner and alliance commissions (10213) 3.5.6.3 Agree on partner and alliance commissions 10213 4 1

3.5.6.4 Evaluate partner/alliance results (10214) 3.5.6.4 Evaluate partner/alliance results 10214 4
1
3.5.6.5 Manage channel partner master data (14209) 3.5.6.5 Manage channel partner master data 14209 4 1

PAGE NAVIGATOR(Help)
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An Offer applied using the 5 capability model  »An Offer applied using the 5 capability model
Management Capabilities (3)  »Management Capabilities (3)
Cybernetics - VSM - Identity and Planning »Cybernetics - VSM - Identity and Planning
Executive, Audit and Security »Executive, Audit and Security
APQC Business Process Framework (original structure) »APQC Business Process Framework (original structure)
BP 3. Market and Sell Offers
Future we want »Future we want
Cradle to Career Framework »Cradle to Career Framework
Expense/Cost Transaction Capability »Expense/Cost Transaction Capability
Revenue/Benefit Transaction Capability »Revenue/Benefit Transaction Capability
Management Capabilities (3)  »Management Capabilities (3)
Transaction Capabilities (2)  »Transaction Capabilities (2)
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