Build Your Upstream Marketing Capabilities and Activities(2 / 2)

■Nowgotoyoursalespeopleandtapintowhattheyknowaboutthemarketplace—becauseideallyyoursalesforcewillknowwhat'shappeninginyourcustomers'businesses.Askyoursalespeopleleadingquestions:

Whatareourcustomerslookingforfromtheirsuppliers?

Howdoourcustomersmakepurchasedecisions?

Whatareourcustomers'evolvingneeds?

Howdoyougoaboutcommunicatingwhatyouobserveaboutourcustomerstoyourmanagers?

Howcanwestrengthentheconnectionsbetweenthosewhopro-duceourproductsandthosewhoareoutinthefield?

Inwhatwayscanoursalesforcebecomeanassetourcustomerscanusetoincreasetheirownrevenues?

Howdoyouactuallygoabouthelpingourcustomersfindnewopportunitiesforgrowth?

Doourcustomersfeellikewearesupplyingthemwithfreshandinnovativeideasthatwillhelpthemsucceedagainsttheircompetitors?

Howcanwebetterintegrateoursalesforcewithourcustomer'sorganizations?

■Finally,lookforandidentifynewbusinessopportunities—byfindingnewcustomerneeds.Thesemustbedefinedinenoughdetailsothatproductsandservicescanbedevelopedthatwillbothsatisfythecustomer'sneedandgenerateaprofit.Thisistheveryessenceofupstreammarketing.Itwillbepartanalysisandpartintuitiontocomeupwithnewproductsthatfillcustomerneeds.

Mostcompaniesaregoodatpromotingthewell-establishedsolutionseffectivelybutweakatidentifyingwhatcustomersactuallywantanddevelopingnewproduct/serviceofferingsthatdowhat'srequired.Thisisthecriticalskillifanorganizationistosucceedingrowingitsrevenues.