Market Coverage Optimization: A 10 Percent Growth Opportunity
Source: (B2B Marketing Trends August 21, 2006)

Today’s B2B marketing and sales leaders are increasingly adopting hybrid sales channel models that incorporate various forms and combinations of strategic account teams, field sales reps, telesales reps, e-channels, and business partners. The move to hybrid channels has improved Marketing and Sales’ ability to cost-effectively tailor value propositions, sales processes and sales channels to the specific needs, buying processes and value of unique customer segments. However, these strategies have come with a significant and sometimes hidden cost.

Hybrid sales channel strategies greatly complicate the challenge of ensuring the right type, number, allocation, deployment and targeting of sales resources. B2B marketing and sales leaders are struggling to determine if they have sized and deployed their substantial investments in sales resources across business units, products, sales teams, customers and even countries in a way that will maximize the performance of their business.

In comparison, some of today’s leading organizations have adopted highly sophisticated, fact-based approaches to ensure market coverage optimization. These best practices include:  

1 Customer and prospect data analytics that establish quality estimates of account value and propensity to buy;
2 Resource optimization analysis that begins at the customer level based on likely win rates, deal sizes, cycle times and cost of sales associated with alternative channel options;
3 Channel and resource sizing decisions based on sophisticated scenario modeling to understand the impact of alternative strategies and resource investment decisions on business revenues and profits;
4 Geographic and account deployment design approaches that incorporate dynamic territory design tools in combination with sales manager knowledge and input; and
5 Account targeting directly aligned with the sales resource deployment strategy that maximizes company profit.

 

A sizeable body of evidence demonstrates a business case for market coverage optimization. Organizations who have not kept pace with the state-of-the-art approaches to achieving market coverage optimization can seize this valuable opportunity and significantly improve their business performance.  Full Story

 

Big Blue Partners With SAP for Excellence

Source: (echanneline, August 17, 2006)


Big Blue says it will invest up to $40 million (U.S.) over the next five years to test, enable and support SAP applications on IBM's System z solutions, and to enhance existing SAP technical centers. The investment in IBM System z Technology Centers for SAP Applications in Germany and the U.S. would enable a continued strong technical relationship between the two companies, officials said.

 

The Technology Centers help support the new System z9 Advantage for SAP Applications -- a series of offerings designed to provide customers with an advantage in implementing and running SAP applications on the mainframe platform. These offerings can leverage the IBM System z9 mainframe's System z Integrated Information Processor (zIIP) for data-centric applications, the IBM DB2 database as well as services and offerings from IBM System z9 Technology Centers and IBM Global Technology Services.

 

IBM System z9 Advantage for SAP Applications is available with both the IBM System z9 Enterprise Class (z9 EC) and IBM System z9 Business Class (z9 BC) servers, which are ideal for SAP environments in both medium and large enterprises. These new offerings can provide benefits to companies wishing to deploy their first SAP application functions on System z as well as to customers running existing SAP application landscapes on System z, especially those planning to install and/or upgrade to the latest application based on SAP NetWeaver. Full Story:  Full Story

 

Tesco Making Change To In-Store Ad Approach

 

Published reports say that UK-based retailer Tesco will change the way it displays advertising on its shopping carts – or “trolleys,” to use the infinitely cuter term employed across the pond. Instead of having a double-sided ad at the end of the cart, where it is hidden from the shopper’s view when the cart is filled up, the ads will now be placed on shopping cart handles for what the retailer calls “maximum visibility.”

By the end of the year, the change should have been made on more than a quarter-million trolleys in Tesco stores throughout the UK.

 

Code Promotions, a Madison Ave. Staple, Are Going Online

Source: New York Times, August 21, 2006

 

ADVERTISERS do not always need funny commercials, snappy slogans or catchy jingles to capture the attention of consumers. Often, all it takes are combinations of letters and numbers like FPAYM J9CN7, or 6Z9NB.

 

Major marketers like Cadbury Schweppes, Coca-Cola, DaimlerChrysler, Hershey and PepsiCo are sponsoring elaborate promotional campaigns centered on such codes. The codes, redeemable for prizes or for entry into sweepstakes, can be found on product wrappers, box tops and labels; under bottle caps; and on cards given away at stores or dealerships.

 

Now, code promotions — like so many other traditional marketing tactics — are being transformed by high technology. No longer are consumers seeking to redeem codes required to go to the post office, call toll-free telephone numbers or visit stores.  Rather, they can go online to dedicated Web sites where codes are processed far faster than before — and where marketers can expose them to additional promotions, ads and offers, as well as collect e-mail addresses and demographic information. In some instances, consumers can enter codes by sending cell-phone text messages.

 

There are drawbacks to moving code promotions to the Internet, primarily the privacy concerns some consumers have when providing personal data. Full Story

 

 

IBM Offers New Incentives for Public Sector Channel Partners

Source: (Channel Insider, August, 21 2006)

 

A little more than a year after IBM started its Public Sector Edge program, the company is offering a new set of initiatives, networking opportunities and marketing resources for its partners, in an effort to reach vertical, public sector markets.

 

The new benefits are a way for ISVs, VARs, consultants and system integrators to take advantage of the company's push into markets such as government, health care and education.

 

 

In addition to financial incentives, marketing and lead generation, the expanded program includes several other opportunities for partners to maximize vertical markets.

 

One program, IBM Alumni Business Partner Connections Program, helps connect current business partners with the company's alumni to exchange technical, sales and marketing resources.

 

IBM is also offering what it calls "Speed Dating" events that are designed to match up ISVs, VARs and system integrators and allow them to exchange lead information and form partnerships. Full Story

 

New Members:

 

Caliber Services, LLC

Career Opportunities:

 

DIRECTOR CHANNEL DEVELOPMENT

 

Club Car, Inc., a subsidiary of Ingersoll-Rand, has built an enviable image in the industry because of its focus on power, quality and total customer satisfaction. As the leading manufacturer of golf cars and utility vehicles, Club Car is seeking top talent to join its Global Marketing team in Augusta, Georgia.

The Director, Channel Development develops channel strategies to maximize success of taking the company's products to market. Develops programs and practices to ensure the effectiveness of channel partners. Directs / manages plans and programs to achieve sales objectives through various channels. Apply Here

 

Upcoming Events:

 

   

 

 

Retail Vendor Synchronization: Tactical Deduction Strategies for Key Customers
September 6, 2006 - September 7, 2006, Teaneck, NJ

 

Our conference is one of education, networking and awareness. See how to implement tactical deduction strategies using best practices, technology solutions and tools that can enhance a more efficient and cost effective supply chain.  This program is jointly hosted by the American Apparel and Footwear Association and the Vendor Compliance Federation.  

 

Our speakers are industry leaders discussing topics that matter most to your financial health.  Hear from Paul Charron, Chairman & CEO, Liz Claiborne Inc. share his insights on Trading Partner Relationships, a critical and key factor to remaining competitive in today’s retail environment.

 

Our second keynote speaker is Steve Hochman, Research Director, AMR Research.  Steve will present the tactics of "Fast Fashion: Zara & Beyond" providing attendees the important takeaways that this innovative retailer is using to improve supply chain performance to generate increasing profits!   Click here to register and view detailed agenda.

 

  

 

 

TPMA Annual Conference: Proving the Value of Trade Promotion Management 

September 24-27, 2006, Chicago, IL 

 

Join TPMA in Chicago to profit from industry experts and their shared insight.  Explore and evaluate current systems, trends, and emerging technologies. Understand how leading retailers and suppliers are forging stronger links through trade promotion and supply chain management. The exhibits feature leading industry consultants and solutions providers.

 

Learn from:

 

Google On The Effective Use of Trade Funds in Alternative Media

 

Wrigley and SAP on Integrating TPM to drive Profitable Brand growth

 

Outspan Inc.  On Coupon Process Revolution

9Ci on Improving Profitability Through Deduction Control, TPM, and EDI

 

Rainmaker Group and Linens & Things  on Integrating POS to Drive Business Intelligence and Sales

 

Of equal value don’t miss the opportunity to network with your peers (including: Red Gold, Cargill Meat Solutions, Carhartt, Bush Brothers, Nordstrom, AAFES, Sara Lee, and Bob Houk, etc.) to share successes and build relationships across industries and channels.  SAP will take us out to the ballgame on Tuesday evening as we overlook Wrigley Field from our private rooftop event.

 

The first 100 people to register for the TPMA Annual Conference in September receive a complimentary copy of Bob Houk’s new book (4 copies left), “Trade Promotion Marketing”.  Click here to Register.

 

  • PLEASE REMEMBER to make your room reservations. TPMA has negotiated special room rates for the conference. These room blocks fill up quickly so please make your hotel reservations by September 1st, 2006.
  • To make reservations at The Renaissance Chicago Hotel, call 1/312-372-7200 and ask for the TPMA rate. 
  • To make reservations online, Click Here

 

Write to Mike Kantor at bhouk@tpcww.com for more information.

 

  

 

 

VCF Global Conference – Retail Trading Partners Unite!

November 5-8, 2006, Scottsdale, AZ

 

Are you struggling with deductions?

 

Do you want to prevent future deductions from occurring?

 

Then attend the VCF Global Conference at the Camelback Inn November 5-8,2006! 

 

Retail trading partners will unite at the Camelback Inn and create new growth opportunities, learn how to reduce system disconnects and seamlessly execute their supply chains to the delight of every consumer they serve,  all the while learning how to prevent future deductions. 

 

Confirmed retailers attending so far...

  • AAFES
  • Big Lots
  • Circuit City 
  • Dillards
  • JCPenney
  • Kohl's
  • Nordstrom
  • Pacific Sunwear
  • QVC
  • and more are confirming every day!

Register today and save your spot! Remember, members attend for only $695 - a $1000 savings off the non-member rate.  To register for the conference, click here.

 

Don't forget to make your hotel reservations now because rooms are already being booked!  To make your hotel reservations, call the Camelback Inn at 1-800-242-2635 for the negotiated rate of $245/night.  Reference the Vendor Compliance Federation to secure your special rate.  If you have questions, call Anthony Miano at 646-442-3701 or write to amiano@vcfww.com.

 

 

Write to Bob Houk at bhouk@tpcww.com for more information.