CJJJF Consulting Inc. October 2009 Sales Strategy Assessment

Pyramid Situation ARDEX is a provider and producer of high quality specialist construction materials that are sold through various channels to several different market segments. Complication Growth is slowing in the commercial construction industry in HK and South China. To meet the company expectations for growth and profitability, the Hong Kong sales office of Ardex wants to ensure that their sales strategy targets the market segments in which they can achieve maximum profit, and that their sales process is properly aligned to this strategy.

Question How can ARDEX Hong Kong increase sales and profits through its sales strategy? Recommendations In order to increase profits and sales ARDEX HK should: Focus primarily on hotel and tbd project type segments by allocating x# sales staff and % of marketing budget to customers in this segment. Maximize the profits achieved by sales staff by aligning their skills set and sales process to customer needs. Ensure internal

Source: XYZ Market Segment Mix By Project Type (1st half 2009) Sales in the hotel segment bring in the most average profit per project.

Source: XYZ Sales in the hotel segment generate the highest profits per man-hour. Profits generated per Man-Hour for Each Project Type

Industry Growth by Project Type (# of New Projects) The hotel and X segments are projected to have the highest growth within the construction industry in the regions covered by the ARDEX HK sales office

Rationale for Market Segment Recommendation Sales within the hotel and X segments generate the highest average profits per project Sales within the hotel and X segments require the lowest average man hours per deal The hotel and X segments are projected to have the highest growth within the construction industry in HK/Macau Rationale for Sales Process Recommendation Current manual processes are substantially more time consuming than suggested automated processes Eliminating redundant steps in the sales process will allow sales people to devote more time to client relationship management

Rationale for Modifying the Sales Process Improve hand offs to minimize miscommunication Remove sales task redundancies within the sales team - savings of x hours Establish approval thresholds to decrease hold ups in the sales process Reduce the turnaround time by x days for contractual review and approval Establish areas where greater efficiency can be achieved: Source: Interviews & Sales Log

Source: Interviews & Sales Process Eliminate redundant steps in the sales process Inefficiencies in Sales Processes

25% of Sales Time is Spent on Admin

“ A CRM system should be help us free up time to focus on clients ”

Appendix

Current State of the Sales Process Situation: Current sales processes add unnecessary time usage to the sales cycle. Complication: There has been too much work for the sales team to analyze and change the process. Question: In what ways can there be incremental savings in the sales cycle time to focus on the next deal? Answer: Evaluate the sales process and identify where there is material time reduced from the sales life cycle. **not in final dummy pack Source: Interviews & Sales Log

Next Steps

Workplan IssueHypothesisAnalysisData SourcesTaskOwnerDue date Status Project Kick-offProject kick-off will level set the expectations and objective of the project between the team and the client. ClientJana26-SepComplete Assess Market ChannelsArdex can increase sales by 5% by selling directly to customer. research on market channels that are available and which are better sources for product awareness and distribution manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Fabrizio14-OctIn Progress Assess Market SegmentsArdex can increase sales by 5% by selling through partners. research market segments that are growing over the next 5-10 years manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Jana/Craig14-OctIn Progress Assess Current Sales ProcessesArdex can increase sales by 5% by focusing on single type of developer analyze the current process. Check for manual processes, redundancies, manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data Jen14-OctIn Progress Assess HR impactBetter HR recruiting and rewards to sales team will increase sales performance by 5% High level review of compensation. Compare to other sales models in the same industry manager, salesperson, customer, documentation, industry best practices Conduct interviews, gather data, analyze data JT14-OctIn Progress Analyze Future State RecommendationUsing current state findings, create a list of recommendations and prioritize that will help Ardex increase sales by 5% current state findingsCreate a list of the recommendations for Ardex Team14-OctIn Progress Build Future State RecommendationUsing future state design, build the recommendation that will help Ardex increase sales by 5% current state findingsSelect the recommended actions Ardex should implement Team20-OctIn Progress Present recommendationRecommendation will offer prioritized actions for increasing sales by 5% current state findingsCreate ppt deliverableTeam21-OctOpen

Source: XYZ Current Dynamics of Sales Force Process Technology People Focus of sales strategy should be to fill in gaps created by imbalances in dynamic factors, which are currently at different stages of maturity. Recruiting standards are defined Process standards are initialized Manual

Current manual processes are time consuming which can be resolved through automation Time spent on manual processes in the sales lifecycle (hours/week) Source: Interviews & Sales Process

Technology: Benefits of Automating Sales Process A Customer Strategy – with segmentation, profiling, and marketing plan deployment. Good Measurements – of current marketing, sales, and service metrics with clear KPIs and customer analytics. A Well-understood Technology Plan – that stages your CRM efforts and costs appropriately, creating an inherent sharing model that allows Management to view the Pipeline in real time. Increased Sales – from a sales methodology that targets the appropriate segments, and incentive programs that drive results. Automated Processes – for managing accounts, contacts, opportunities, leads, orders, internal workflows, and reporting. Measurable Change – with a metrics and workflow portal that consolidates your process measurements into a single view. Higher Satisfaction – from stronger internal processes and online service extensions to your customers. A Single View – of the customer across the enterprise, with shared, quality data for a consistent customer experience, and a single, “composite” interface where appropriate. A Balanced Portfolio – of customer systems that interface with each other, enable your workflows, and report progress.

Available CRM Solutions Available solutions that can reduce time spent on manual tasks and assist management of day-to-day responsibilities. Source: Business-Software.com SolutionDescriptionBenefits GoldmineTeam-based contact management and sales force automation solutions Communication Management Streamlined customer service and communications. Only CRM that provides Call Center functionality Specializes in SMEs Low cost per user ($695-$995) AppshoreLead management Account and Contact management Activity management Opportunity management Document management Case management Full customization marketing Shared Calendar Low cost, paid monthly Tailored to needs of small businesses Hosted databases to protect against data loss from computer crashes Microsoft Dynamics Microsoft Dynamics CRM Microsoft Dynamics AX for field service Microsoft Dynamics AX for sales and marketing Microsoft Dynamics GP for field service Microsoft Dynamics NAV for sales and marketing Microsoft Dynamics NAV for service management Microsoft Dynamics SL for field service Microsoft Office Outlook 2003 with Business Contact Manager Highly customizable CRM application/platform. Familiar Microsoft Outlook-like user interface. Robust reporting engine for sharing between users in a variety of formats including Excel, HTML, PDF, XML and CSV.

People: Organizational Alignment Contracts are won by product so salespersons must have product expertise across the ARDEX brand to win multiple contracts. Quarterly Sales by Product (000s of US Dollars)