Cairneagle Consulting: Sales & Marketing

Our approach to Sales & Marketing management is rooted in a thorough understanding of customers’ needs. We analyse, quantify and prioritise different marketing initiatives. We help organisations select which customers to serve, design the right service offerings, and deliver those services. We work alongside clients to implement business development plans and to generate new business, at the same time as building retention programs and creating customer stickiness by driving effective use of Customer Relationship Management (CRM) systems.

Customer segmentation
Markets are segmented based on customer needs, their preferences and their cost to serve. We deliver insights through quantitative analysis, but also through direct customer interaction including customer interviews, behavioural observations and focus groups. We answer the questions, what customers want, why, where and when.

Pricing
Pricing is often the most powerful lever to increase profitability, and yet often the least understood and managed. Decisions must take into account a multitude of complex factors. Cairneagle’s approach to pricing has been refined over many years and many assignments, and is based upon detailed and methodical analysis, and aligns the business strategy with the competitive positioning in order to maximise the profit potential of the organization.

Sales & channel management
Through effective channel management, companies can improve the servicing of targeted customer segments, maximise market share, minimise cost, and create a strong and defensible position in the marketplace. At Cairneagle we have wide experience in developing comprehensive strategies based not only on a deep understanding of industry dynamics and customer behaviour, but also from real world experience of working with clients to implement distribution plans and to negotiate with channel partners.

Marketing spend effectiveness
Many companies spend over 10% of their revenue on marketing; however, there is often little rigour behind the allocation of the marketing budget. Understanding where marginal marketing spend leads to diminishing returns, and the strength of brand awareness and loyalty, is critical. Cairneagle has worked on numerous assignments to optimise multi-billion dollar budgets, by using proven approaches to quantify the revenue impact of different marketing channels, products and regions.

Product and customer profitability
Successful companies understand that they cannot serve all customers equally well all of the time. At Cairneagle we have deep experience in analysing product and customer profitability and developing strategies to maximise the returns by focusing on the growing and profitable customer groups.

Customer retention
A loyal customer base can often be one of a company’s most valuable assets. Improving customer retention has clear quantifiable benefits. Cairneagle helps clients to realise the full lifetime potential of their customers by identifying your most value-creating (and destroying) customers, and developing targeted strategies to retain customers to maximise Customer Lifetime Value (CLV). Where necessary we can also define the requirements for supporting systems such as CRM.

Brand and portfolio management
Classic brand management often destroys value, failing to take into account the overall performance of the brand and its contribution to a portfolio. Cairneagle helps companies manage their brand portfolios in taking decisions on positioning, disposals, developments and acquisitions. We ensure alignment between brand strategy and an organisation’s capabilities and support our clients from development to implementation.