The cluster approach
The cluster programme is structured to enable organizations to formulate a clear road map for Sales and Marketing Processes. Tools & Techniques are explained in a classroom session, for all cluster members. Each team has 15 days to implement learning in the respective organization. The Anchor reviews this during a mentoring session where further inputs are given. The team takes corrective action and presents progress during the subsequent mentoring session. This cycle of learning and implementation lasts for 6 months, thus enabling a future-ready state for the organization.
Background
A company involved in metallurgy and casting manufacturing, renowned for producing high-quality spheroidal graphite iron castings for critical engineering applications, engaged with Essae Chandran Institute to set up robust Sales and Marketing systems which would align and facilitate the long-term business plan of the company.
| Concerns / Expectations before Cluster | Benefits after Cluster |
|---|---|
| Develop competency in the field of B2B Marketing | “Get fit” helped in understanding current product portfolio aligned with the vision and mission of the organization, learn about customer buying journey, handled objections and built a strong marketing pipeline |
| Build sustainable marketing processes in the organization | RFQ Handling – prospect management board, SO Strategy, FAB chart for our offerings, 3 step process, key account management, ICP, NPS, OKR’s |
| Take next steps towards brand building | Market research (Deducing size/ share), Digital marketing, product fit model, trade show- Brand story) |
Insights gained
Tools Implemented