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Hawks, Seagulls, and Mice
Paradigms for Systematically Growing Revenue in Business Markets

Table of Contents

Acknowledgments

1. Introduction
       Agenda for Improvement
       Research Approach
       Who Would Benefit from This Book

2. The Transaction Landscape
      Transaction Metrics
      Defining the Target
            Ideal, Opportunistic, and Out of Scope
            Target Market Profiles
      Transaction Volumes
      Transaction Values
            Price Boundaries and Optimal Pricing
            Customer’s Value Capture
            Marginal and Total Business Costs
            Further Pricing Paradigms
      Hawk Markets
      Seagull Markets
      Mice Markets
      Summary

3. Delivering Growth
      From Exploratory to Exploitive Growth
            Case Study: Taratec Grows During a Downturn
      Choosing the Direction for Growth
      Increase the Transaction Volume
            Penetration
            Successes Stories
            New Market Penetration
            Geographic Penetration
      Increase the Transaction Value
            From Consulting to Product Orientation
            From Low-Value Products to High-Value Products
      Cluster Solutions
            Make vs. Buy
      Bifurcate the Market
            Industry Segmentation
            Horizontal Expansion
            Vertical Expansion
            Case Study: OSIsoft Expands Markets
      Summary

4. Organizational Structure
            Negative Results Within the Sales vs. Marketing Tension
            Successful Alternative
      Sales and Transaction Volume and Value
      Effect of Transaction Volume on Sales Structure and Routines
            Sales Structures
            Sales Resource Allocation
            Sales Routines
      Effect of Transaction Value on Sales Methodology
            Low Transaction Value and Transactional Selling
            Medium Transaction Value and Solution Selling
            High Transaction Value and Complex Selling
      Marketing and Transaction Value and Volume
      Effect of Transaction Volume on Marketing Departments
      Effect of Transaction Value on Marketing
      Integrating the Organization
      Summary

5. Sales and Marketing Management
            Resource Intense
            Probabilistic Reliability
            Constant Improvement
            Management Framework
      Management Stakeholders
            Strategy
            Execution
            Allocation
            Advisement
      Strategic and Tactical Management
            Strategic Level
            Tactical Level
      Process Improvement Cycle
            Plan
            Execute
            Measure
            Analyze
      Summary

6. Integrated Sales and Marketing
            Integrate to the Customer Buying Process
            Building on Past Advances
      Customer Buying Process
            Prospect Goal Activation
            Driving Goal Activation
            Prospect Awareness
            Case Study: Geodesic Systems Gets the Word Out
            Driving Awareness
            Prospect Investigation
            Case Study: Permission to Sell, Getting Senior Executive Support
                  for High-Value Sales
            Driving Investigation
            Prospect Choice
            Driving Choice
            Customer Relationship Expansion
            Driving Relationship Expansion
            Case Study: ADP Dealer Services Succeed in Mature Markets
      Activities, Silver Bullets, and Catalysts
      Process Escalation
      Summary

7. Communicate the Value
            Business and Psychological Factors
            Clarify the Financial Impact
            Structure the Message
      Customer Value Map
            Landmarks in the Customer Value Map
            Features and Attributes
            Benefits
            Strategic and Financial Values
            Personal and Professional Values
            Traveling Through the Customer Value Map
            Case Study: IAR Systems Sells from Higher-Level Values to
                  Features and Benefits
            Points of Parity and Differentiation in the Customer Value Map
      Financial Impact Calculator
            Permission Selling
            Highlight Sources of Value
            Value Capture
            Overcome Challenges
            Case Study: Selling Value
            Developing a Financial Impact Calculator
            Improvements to Labor Productivity
            Reducing Labor Management Requirements
            Improving Asset Uptime
            Improving Asset Utilization
            Improving Customer Retention
            Improving Revenue Capture
            Proxies for Financial Value
      Summary

8. Communicate to Convert
      Convert Individuals
            Businesses Purchase, Individuals Decide
            Tether the Relationship
      Predicting the Value
            Relevant Audience
            Conversion Ratio
      Driving Customer Actions Through Communication
            Unaware to Aware
            Aware to Investigate
            Investigate to Choice
            Choice to Experience
            Experience to Continuity
      Summary

9. Quantitative Integrated Sales and Marketing
            Decision Value
      Step-Spend
            Full Costing of Activities
            Weighted by the Customer Buying Process
            Full Step-Spend Matrix
      Conversion Rate
      QISM and Implications
            Expenditure per Customer
            Expenditure per Conversion
            Cumulative Expenditure per Conversion
      Campaigns and Trade-offs
            QISM Benchmark
            Conversion Improvement Requirement
      Summary

Endnotes

Index

Hawks, Seagulls, and Mice: Paradigms for Systematically Growing Revenue in Business Markets by Tim Smith, PhD is to be released in Spring, 2006.

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