Targeting & Marketing Cycle

Purpose

Tailor your strategy for call frequency, products promoted for sell-in, products audit for a sell-out, and objectives to address your customers’ needs.

Main Terms

  • Marketing Cycle

    A cycle is a wide term referring to trends or patterns that emerge during different market or business environments. The system entity is used as a hub for a particular time range and user division to set the visits KPI, special tracking, assortments audit.

  • Marketing Detail Tracking

    A system entity designed to track different tasks/KPIs/objectives within the Marketing Cycle. Currently, the following Detail Tracking options are supported: Competitor tracking / Company tracking / Special Tracking / Call Rate / Assortments.

  • Activity Linking

    A cycle setting that can specify that Marketing Detail Tracking would be tracked for the particular visit type only.

  • Target Frequency

    A system entity that tracks the actual results for the particular objectives of the Marketing Cycle and flags clients that belong to your targeted segment or group.

  • Call Rate

    A parameter for tracking the Marketing Cycle for the targeted clients and execution of planned visits.

  • Company Product Tracking

    An activity related tab that is designed to provide an audit of companies' products.

  • Competitor Product Tracking

    An activity related tab that is designed to track the competitor activity for the particular clients.

  • Special Tracking

    An activity related tab that is designed to set the objectives for the specific clients within the Marketing Cycle.

Process Description

  1. Think about User divisions in your company that could be different departments that have the same structure but works with different KPIs.

  2. Think about your Clients and segments/categories you want to use to work with them and whether that would be cross-team segmentation or you would target them differently for each user division.

  3. Prepare the system for the selected User division and Clients Categories.

  4. Understand what is the time range in your company to track trends via the Marketing Cycles.

  5. Set the Objectives/Company tracking/Product Tracking/Call Rate/POS material tracking per each client’s segment of the Marketing Cycle (that is unique for user division).

  6. Track the Marketing Cycle execution via the Dashboards and Reports.

Setup Steps

To use Marketing Cycle and Targeting options:

  1. Check Marketing Cycle & Target Management settings.

  2. Create Marketing Cycle.

  3. Target your potential customers to sell products.

  4. Use the Filter to see targeting Accounts and Contacts.

  5. Analyze the results via the Reports. Use these options to conduct research to gain knowledge about your customers, products, and competitors.

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