1. Can I trial or sample some methodology/data?

Our templates, tools, process flows and models are updated after each major study and market research projects we do. They are also integrated. Therefore, you were able to buy one item you would be buying a point-in-time snapshot of one part of all of these Sales and Marketing processes. Therefore, we do not encourage non-members to buy our products or methodologies. We do however understand what good looks like.

2. What is benchmarking?

At B4P, we focus on customising our approach and recommendations. We always spend time upfront with stakeholders to learn their issues, required outcomes and givens.

We specialise in large multi-national companies, and therefore you will only be benchmarked with companies you can learn from. In our sales and marketing networks, you will learn from (and share knowledge with) senior marketers and senior sales people who are addressing the same challenges and issues as you are.

3. Why are processes and metrics both measured?

Sales and Marketing functions and activities depend on numerical and analytical measures and metrics, and they have work-streams that need to be understood from a critical and pragmatic point of view. We benchmark both. For example, if you want to understand how effectively your marketing strategy is integrated with your field sales and major customer management, there is no one number that can directly tell you this. Instead, B4P provides a process map to identify road-blocks or missing steps in the ways of working and any existing processes. And B4P shares successful processes from other firms that have already.

4. Who says it’s best practice?

Quantitative data tells us if one company is outperforming another across dozens of indicators. Qualitative data describes why and how the results were achieved.

Our balanced scorecard approach means we use stakeholder groups to validate our research and work streams. These stakeholder groups are:

  • Major customers
  • Your internal stakeholders, process owners
  • Indirect competitors
  • Staff

5. Is benchmarking for you?

Four types of companies benefit from having their processes benchmarked:

  1. Progressive companies that are best-practice orientated.
  2. Those in highly competitive and concentrated markets where they may quickly lose their competitive edge in one area while succeeding in another.
  3. Companies that have not yet been able to identify successful ways of working used in other advanced markets. Similarly, they do not (or cannot) share knowledge with their sister organisations in these countries.
  4. Organisations that have no central best practice function or people to keep ahead of urgent, critical opportunities and threats, such as concentrated customers, difficulty in recruiting Sales and Marketing talent, margin decline due to intense competition, the decline in advertising effectiveness, increasing power amongst Retailers.


What exactly is a benchmark? Go to Downloads and you will be able to access a full summary of all of our 12 Process Focus Areas and 132 Process Benchmarks.

6. What can I use benchmarking for?

  • Diagnose your company problem
  • Find an objective evaluation of where you need to improve, and where you DON’T
  • See the problem from four new perspectives: your team’s (in confidence), your customer’s, your senior stakeholder’s, your indirect competitor’s
  • Acquire cost-effective recommendations on the tools and processes you need to manage in times of complexity and uncertainty
  • Identify metrics to tell you how well your current strategies and tools are working
  • Obtain latest best practice in Sales and Marketing, and acquire specialised advice on whether this will work for your company
  • Attain practical Sales and Marketing tools, templates, checklists and solutions to existing and emerging challenges

7. How does a benchmarking project work?

At your tailored debrief presentation, rather than the report that may never get fully read, we plan an interactive session where stakeholders and Consultants workshop the findings. During the customised workshop, stakeholders are invited to generate Action Grids and critical paths to the fastest way of addressing the areas that need most focus. For reference and ongoing knowledge transfer management, B4P also provides a report in soft and hard copy.

8. Can I use benchmarking to track our performance?

Clients use B4P to underpin and ensure they continue to improve their strategy and performance year-on-year. They want to be in the know on what good looks like.

9. Is it time-consuming for me to be in a study?

No – it’s highly time-efficient. One manager in each department (for example, a Key Account Manager) gives a 90-minute interview. Then all managers with 12 months experience or more complete a 30-minute questionnaire.

10. Can I use B4P but not participate in the study?

We can help you through our expert consultant on a project or one-off basis.

11. Do I have to participate in a senior sales and marketing network or the LinkedIn groups if I join?

No, but when you see what the benefit of these networks is for members, we are sure you will want to join.

12. Can I use B4P at any time?

Yes, but we advise you to join before the next study so you get maximum value by being in the study.

13. How much does it cost?

Contact us for a full cost schedule. The costs depend on whether we are:

  • One-day workshops cost from US$3750 excluding costs
  • Benchmark studies cost from US8450 excluding costs

14. How do studies work?

People and prioritising
We use a structured in-depth qualitative interview with senior and middle managers. We agree your required focus areas (optional) upfront.
Focus areas/ process
We introduce benchmarks and metrics gleaned from local and overseas benchmarking in the major FMCG markets – mature, plus developing/emerging. All are used, but in-depth focus is also put on local market priority areas.
Data collection, qualitative and quantitative
Our data collection is very time efficient; it does not disrupt your businesses. We need 60 minutes from around six managers for qualitative. For quantitative we provide the resource.
We audit your ways of working versus our local data and global databases. Each manager is asked process questions. These are questions about how things work. Results are totally confidential; quotes are not attributed. There are up to 12 major work-streams evaluated in each study.
We collect numerical data via a management accounting role or Marketing Finance, and B4P provides the time and resource for this. There are 52 metrics in this study. Customer satisfaction and staff culture research is cross-referenced.
Your priorities
At this point we revisit your priority areas and desired focus to keep the verbal debrief focused and prioritised, while our report provides data on ALL metrics and processes.
We can:
• Only brief the senior stakeholders; and/or
• Deliver one or more workshops on the findings to all stakeholders to prioritise processed and metrics; and/or
• Run an alignment session for stakeholders.
Physical outcomes:
• Reusable presentation in soft copy, 100+ page report, including benchmarks and metrics;
• Your company identifiable only to you. Other companies are shown as “company A”, “company B” etc;
• Included ongoing help online, by phone or videoconference (for 90 days after the debriefs);
• Workshop can be videotaped or broadcast via web;
• Membership of senior Sales/Marketing Director/GM forums and online communities.