Sales and Marketing Problem Brief Generator

This tool will generate two pdf that neatly summarize a current marketing or sales issue you are facing and a synthesis of the overall strategy for your brand. The pdfs that are generated will be emailed to you; you should find it formatted in a suitable manner for sharing with your peers and managers to build support for a solution. Please note that on submitting data input into this tool, you will identify yourself to the Guiding Star Communications and Consulting team for follow-up.

We respect your privacy. Your name and contact information will not be sold or shared with any other organization.

Let's jump right to the heart of things.

Often, marketing and sales challenges can be better understood by looking at market or brand barriers that interfere with success.
Sometimes, marketing and sales challenges are aggravated by inadequate attention paid to market drivers (ie., prevailing circumstances that, if amplified, drive business success)
Beliefs usually precede behaviour. In this next section of the Problem Brief Generator, we will explore up to 3 behaviours that you believe your clients should embrace for your brand to be successful. For each behaviour, you will be asked to try to identify what beliefs your clients must have to actually move them to the desired behaviour. Then, you will be asked to explore, from your perspective, where there is a gap – is the behaviour not realized because the belief(s) is(are) missing, or is there some other explanation?

Objectives

  • Objective 1

  • Objective 2

  • Objective 3

Identify all relevant tactical elements currently being used to address the challenge with the target audience(s) or segment(s).
If you have not yet tried a tactical element, identify the reasons keeping you from using this. Finally, indicate your interest in (re)exploring the tactic to address your challenge in the right-most column of this table.

Tactics

  • Advocacy development (e.g., enduring advisory panels/boards, train the trainer programs)

  • Sales force tactics (e.g., cold calling, relationship activities, sales rep calls, sales force development programs sales incentive/bonus programs, sales meetings)

  • Telemarketing (e.g., outbound calling, inbound call handling)

  • Market research (e.g., qualitative research, quantitative research,key informant interviews, focus groups, expert Delphi process, behaviour tracking, online opinion collection)

  • Internet marketing (e.g., online advertising, email campaigns, organic search optimization (websites),paid search, webinars, viral campaigns/offers, email newsletters, landin gpages, rapid e-learning programs)

  • Event marketing (e.g., tradeshows,live seminars or events, event sponsorship)

  • Publicity (e.g., product/solution related stories, media releases, speaking engagements, blogging)

  • Direct mail (e.g., post cards, letters)

  • Traditional Media Advertising (e.g., print ads, yellow pages, radio, outdoor, TV)

  • Marketing communcations collateral(e.g., sales aids, brochures, branded giveaways

  • Loyalty programs (e.g., points programs,discount programs, buy X get one free, channel enablement programs/systems,dealer/broker incentive programs, partner programs, launch screen events,rebate systems,customer appreciationevents

Segment (or Customer Persona) Identification

  • Segment 1

Who are your key competitors?

  • Competitor 1