APQC Process Framework Cat-3
Introduction

3.1 Understand markets, customers, and capabilities (10101)  

 3.1.1 Perform customer and market intelligence analysis (10106)

  3.1.1.1 Conduct customer and market research (10108)

  3.1.1.2 Identify market segments (10109)

  3.1.1.3 Analyze market and industry trends (10110)

  3.1.1.4 Analyze competing organizations, competitive/substitute products (10111)

  3.1.1.5 Evaluate existing products/brands (10112)

  3.1.1.6 Assess internal and external business environment (10113)

 3.1.2 Evaluate and prioritize market opportunities (10107)

  3.1.2.1 Quantify market opportunities (10116)

  3.1.2.2 Determine target segments (10117)

  3.1.2.3 Prioritize opportunities consistent with capabilities and overall business strategy (10118)

  3.1.2.4 Validate opportunities (10119)

3.2 Develop marketing strategy (10102)  

 3.2.1 Define offering and customer value proposition (11168)

  3.2.1.1 Define offering and positioning (11169)

  3.2.1.2 Develop value proposition including brand positioning for target segments (11170)

  3.2.1.3 Validate value proposition with target segments (11171)

  3.2.1.4 Develop new branding (11172)

 3.2.2 Define pricing strategy to align to value proposition (10123)

  3.2.2.1 Establish guidelines for applying pricing of products/services (10124)

  3.2.2.2 Approve pricing strategies/policies (10125)

 3.2.3 Define and manage channel strategy (10122)

  3.2.3.1 Evaluate channel attributes and partners (10126)

  3.2.3.2 Determine channel fit with target segments (10127)

  3.2.3.3 Select channels for target segments (10128)

3.3 Develop sales strategy (10103)  

 3.3.1 Develop sales forecast (10129)

  3.3.1.1 Gather current and historic order information (10134)

  3.3.1.2 Analyze sales trends and patterns (10135)

  3.3.1.3 Generate sales forecast (10136)

  3.3.1.4 Analyze historical and planned promotions and events (10137)

 3.3.2 Develop sales partner/alliance relationships (10130)

  3.3.2.1 Identify alliance opportunities (10138)

  3.3.2.2 Design alliance programs and methods for selecting and managing relationships (10139)

  3.3.2.3 Select alliances (10140)

  3.3.2.4 Develop partner and alliance management strategies (10141)

  3.3.2.5 Establish partner and alliance management goals (10142)

 3.3.3 Establish overall sales budgets (10131)

  3.3.3.1 Calculate product revenue (10143)

  3.3.3.2 Determine variable costs (10144)

  3.3.3.3 Determine overhead and fixed costs (10145)

  3.3.3.4 Calculate net profit (10146)

  3.3.3.5 Create budget (10147)

 3.3.4 Establish sales goals and measures (10132)

 3.3.5 Establish customer management measures (10133)

3.4 Develop and manage marketing plans (10104)  

 3.4.1 Establish goals, objectives, and metrics for products by channels/segments (10148)

 3.4.2 Establish marketing budgets (10149)

  3.4.2.1 Confirm marketing alignment to business strategy (10155)

  3.4.2.2 Determine costs of marketing (10156)

  3.4.2.3 Create marketing budget (10157)

 3.4.3 Develop and manage media (10150)

  3.4.3.1 Define media objectives (10158)

  3.4.3.2 Develop marketing messages (10159)

  3.4.3.3 Define target audience (10160)

  3.4.3.4 Engage media provider (10161)

  3.4.3.5 Develop and execute advertising (10162)

  3.4.3.6 Develop and execute other marketing campaigns/programs (11253)

  3.4.3.7 Assess brand/product marketing plan performance (11254)

 3.4.4 Develop and manage pricing (10151)

  3.4.4.1 Determine pricing based on volume/unit forecast (10163)

  3.4.4.2 Execute pricing plan (10164)

  3.4.4.3 Evaluate pricing performance (10165)

  3.4.4.4 Refine pricing as needed (10166)

 3.4.5 Develop and manage promotional activities (10152)

  3.4.5.1 Define promotional concepts (10167)

  3.4.5.2 Plan and test promotional activities (10168)

  3.4.5.3 Execute promotional activities (10169)

  3.4.5.4 Evaluate promotional performance metrics (10170)

  3.4.5.5 Refine promotional performance metrics (10171)

  3.4.5.6 Incorporate learning into future/planned consumer promotions (10172)

 3.4.6 Track customer management measures (10153)

  3.4.6.1 Determine customer loyalty/lifetime value (10173)

  3.4.6.2 Analyze customer revenue trend (10174)

  3.4.6.3 Analyze customer attrition and retention rates (10175)

  3.4.6.4 Analyze customer metrics (10176)

  3.4.6.5 Revise customer strategies, objectives, and plans based on metrics (10177)

 3.4.7 Develop and manage packaging strategy (10154)

  3.4.7.1 Plan packaging strategy (10178)

  3.4.7.2 Test packaging options (10179)

  3.4.7.3 Execute packaging strategy (10180)

  3.4.7.4 Refine packaging (10181)

3.5 Develop and manage sales plans (10105)  

 3.5.1 Generate leads (10182)

  3.5.1.1 Identify potential customers (10188)

  3.5.1.2 Identify leads (10189)

 3.5.2 Manage customers and accounts (10183)

  3.5.2.1 Develop sales/key account plan (11173)

  3.5.2.2 Manage customer relationships (11174)

 3.5.3 Manage customer sales (10184)

  3.5.3.1 Perform sales calls (10190)

  3.5.3.2 Perform pre-sales activities (10191)

  3.5.3.3 Close the sale (10192)

  3.5.3.4 Record outcome of sales process (10193)

 3.5.4 Manage sales orders (10185)

  3.5.4.1 Accept and validate sales orders (10194)

  3.5.4.2 Collect and maintain customer account information (10195)

  3.5.4.3 Determine availability (10196)

  3.5.4.4 Determine fulfillment process (10197)

  3.5.4.5 Enter orders into system and identify/perform cross-sell/up-sell activity (10198)

  3.5.4.6 Process back orders and updates (10199)

  3.5.4.7 Handle order inquiries including post-order fulfillment transactions (10200)

 3.5.5 Manage sales force (10186)

  3.5.5.1 Determine sales resource allocation (10209)

  3.5.5.2 Establish sales force incentive plan (10210)

 3.5.6 Manage sales partners and alliances (10187)

  3.5.6.1 Provide sales and product training to sales partners/alliances (10211)

  3.5.6.2 Develop sales forecast by partner/alliance (10212)

  3.5.6.3 Agree on partner and alliance commissions (10213)

  3.5.6.4 Evaluate partner/alliance results (10214)

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