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Customer Data Management

"Discover the vulnerable places where you will win with ease. Choose your market or a niche where you cannot lose. You can only win when you know the opponent and the characteristics of the environment. If you do not know any of these, you will be defeated. If you know only one, you cannot be convinced of victory." (Sun Tzu, Umijeća ratovanja)

Who is the workshop intended for?

The training program “Customer Data Management” is intended for experienced sales consultants and managers, key account managers who want to increase sales, company directors, management members, and people within the company responsible for sales, customer relations and management.

Training objectives

At the training, the participants will learn about sources of information and data from narrower and wider external (economy, markets, occupations, competitors) and internal (existing and potential customers) surroundings, analytical techniques for their structural recording and reading, models for segmenting the sales market and sales channels. All of this is in order to create a model that minimizes risks, optimizes sales, plans and measures performance.

Workshop content

  • Analysis of external surroundings (maturity and attractiveness of the economic branch, “Porter’s 5F”
  • Analysis of stakeholders, analysis of competition factors, competition)
  • Analysis of habits of customers (what, how and how much is ordered, purchased and paid,…)
  • BCG matrix portfolio of products and services (connecting offers and demands)
  • Model for the “subjective” evaluation of customers from the perspective of various business functions (sales, marketing, finances, management…)
  • Models for evaluating commercial (values and trends of key financial data, references, information from media and other available sources) and financial (creditworthiness) potential
  • Specific models for defining opportunities and predictions of business risks (“Bex”, “Argenti”, adapted to “Carter’s 10 and MacKey’s 66”)
  • Creating a model for the segmentation of existing customers and “targeting” potential customers
  • Creating a model (initiators, indicators, measures and metrics) for managing processes in sales (and marketing) and measuring the success of work.