Prospect Qualification and Competitive Analysis
Overview
In Chapters 1 and 2, the marketing team found and identified the most lucrative market segments and the target businesses operating within them. They built a compelling message to help establish your brand. In this chapter, we will investigate how your sales team can now work closely with marketing to analyze and understand the prospective customers’ business dynamics, how those prospects buy, and with whom you are competing to get the business.
Why is this important? In the previous chapter, we worked on establishing our brand identity and positioning to make our business the most attractive and relevant supplier to our target market. Now we investigate that market further, identifying ...
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