Ten-Point Plan Mooted For Tier-2 It Firms

The Nasscom-McKinsey Report 2002 has suggested a 10-point programme for Tier-2 companies in the IT sector to improve the effectiveness and efficiency of their sales and marketing processes.

Most Tier-2 players have so far not invested in building brands and in sales and marketing competencies because they have been operating in a demand surplus environment. As a result, they lack the distinctive sales and marketing skills and processes required to compete successfully in the current environment, the report said.

It listed ten critical enablers as part of customer acquisition and account management process: Multi-pronged awareness building strategy, clear segmentation and prioritisation of leads, clear segment-specific strategies, sales force with domain expertise, distinctive methodology for RFP (request for proposal) situations, top management involvement, consultative selling techniques, robust key account management process, strong sales support infrastructure and awareness and knowledge management system, and comprehensive sales force performance management system.

 

To raise awareness and generate leads, the report has suggested Tier-2 companies to maintain press relationships and choose media (and their online versions) with significant readership among the CIO community and advertise jointly with