Metrics such as incremental growth, new consumer and new usage occasions are evaluated alongside headcount, levels of busyness, cost of people, and management layers. Ratios are used so that companies of different sizes and complexity can compare “apples with apples”.
Metrics include: trial, activation, consumer advocacy, sales and speed-to-market, for the five types of resource that are planned and spent in each plan period. Ways of working: strategic, cross-functional planning.
Metrics of new products vs line extensions vs existing brands, channel-specific products, and competitive intensity are benchmarked against direct and indirect competitors.
Ways of working: portfolio and brand planning, cross-functional project management.
Metrics include: cost-to-serve, capability of different channels to build share, awareness and trial, incremental growth from different customer types.
Metrics include: spend levels, and growth from insights, budgets. Ways of working: strategic planning, process for determining insights, and turning insights into strategies.
Metrics include: the drivers of customer satisfaction/engagement, trading terms, spend and effectiveness, and ways of working for managing large organised customers and small independents or small and POP stores.
Metrics include: cost of salespeople, call frequency, headcount, days between calls, objectives per call, and activities per call. Ways of working include use of technology vs use of paper, and effectiveness of training and coaching.
Clients control what is researched and the companies they are benchmarked against when they hire B4P to provide specific data, analysis and insight. The client gets information, data, models and ratios that remain confidential and private to the client. Typical projects are:
B4P provides existing metrics, benchmarks and data from existing clients, and can gather new data if this is required for your market or category.
Clients can take advantage of benchmarking studies that are run by B4P on particular pre-set topics in their market every 18-24 months with a broad sample of typical companies. Recent studies include:
All clients gain access to invitation-only networks and closed LinkedIn groups to learn solutions to share and evolve best practice in all of the six work streams in Sales and Marketing, and in the area of organisation structure of effectiveness. From B4P, clients receive white papers, client-only blogs, updates on best practice, tools, strategy and planning templates, client-only workshops, evaluation tools for third parties, best-practice job and role descriptions, and checklists.
Clients use B4P for: