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Long gone are the days of contact databases. As marketing and sales professionals we now need much more than a telephone number or an address to make our campaigns and key account plans more effective. We need profile databases, which permit us the opportunity of propentisy modelling - the ability to predict who will require our current and impending products or services.

This requires many layes of differing types of information to create the generic profile from which your may test your ideas or thories on who will and will not buy your products.

Where to start

The problem for most companies is where to start. Many business have little quality data to start with and require a framework through which they may invest. Others have separated they data sub-consciously, contact databases, marketing, sales systems and then to frustrate the matter further purchase research information which is in yet another database or in hardcopy format. If each of these systems where brought together there would no longer need to be guesswork in targeting - it would be a matter of trialing and pilots.

Data Lifecycle Concept

Attendees to the workshop will be introduced to the Data Lifecycle Concept. It should be the foundation of all marketing, sales and CRM strategies yet is often left until after the expensive software has been install. The Data Lifecycle Concept accepts there is a need to continually evolve data. It simply lays the framework by which such evolution will take place, providing the investigation into data requirements through process and formulation - not by reaction to the latest sales campaign.

Lifestyle investigation

Having understood initially business requirements, the lifecycle is then investigated through the workshop by function (marketing through to sales), strategy (corporate and operational), tactically (sales through to product development) and analytically, to determine how to obtain the information in a form that the recipient will use.

Provide insight into preparation for CRM

The workshop will also provide insight into preparation for customer relationship management or contact centre creation, sales force automation and campaign planning and management. It will discuss the issues prior to implementation of such systems and strategies, the impact it will have upon the Data Lifecycle framework and the auditing approach that will help all attendees plan in advance of such change.

Workshop StagesWorkshop DetailsBook Online Now

For our research purposes, please indicate in the panel above your rating of importance or concern within your business for each stage in data quality and data planning; 1 being low, 5 being of high importance or critical to your business.

Workshop Stages Rating
Determine Database landscape and Referential Integrity between such databases
1 2 3 4 5
Isolate Application impact and demands upon the data landscape, documenting the goals of such applications to the business
1 2 3 4 5
Determine and document the customer, prospect and target audience profiles
1 2 3 4 5
Consider target market profiles - on what are they based? Create a target profile framework
1 2 3 4 5
Summarise corporate goals and targets and their affects on the current data landscape to determine data gap analysis
1 2 3 4 5
Develop an issues and pains matrix to aggregate data with market needs
1 2 3 4 5
Map out new product develop roadmap and document data demand forecast
1 2 3 4 5
Explore the sales cycle process and determine the data demand forecast
1 2 3 4 5
Assess the impact of key account planning upon the data landscape
1 2 3 4 5
Consider the impact of marketing planning and campaign execution upon the data landscape.
1 2 3 4 5
Assess Channel demands upon the data landscape
1 2 3 4 5
Create the data lifecycle framework
1 2 3 4 5
Developing the business intelligence demand framework
1 2 3 4 5

About the Workshop Co-ordinator

Our Education and course calendar will be delivered by an Anderson Baillie consultant.

Anderson Baillie consultants are acknowledged as leading authorities in technology and business-to-business sales and marketing; and have worked with many complex product and service scenarios, for both growing companies and large multi national organisations.

Case Studies
BASF IT Services Case Study - From the industry, to the industry for the industry - Click here to read this case study
BASF is one of the largest chemical companies in the world, with offices globally and a commercial strategy envied by all successful companies, whether associated with the group or in direct competition.
BASF IT Services Case Study - Smarter Selling - Click here to read this case study
Anderson Baillie’s initial engagement with BASF IT Services was to develop a new positioning stance for the IT provider across its pan European territories.