Acquiring new customers and generating new business are among the top pain points in the packaging industry. Yet efforts rarely fail due to a lack of will or a poor product. What is missing is the logic of a systematic process and the lack of integration of strategic building blocks. In the second part of our article series, we present six fundamental strategic building blocks and offer practical tips from the field for operational implementation. The goal: a robust, systematically structured new business pipeline for your company and an implementation that delivers results within a few months.
Insights from the Field
As BP Consultants, we not only provide strategic consulting but are also actively involved in the operational implementation at our clients’ sites. We actively engage with the market, solve real-world challenges through practical implementation, and possess genuine expertise in deploying effective strategic levers. In this way, we have also learned which strategic preparatory steps are truly essential and which are unnecessary or excessive.
With the six strategic process modules described below, we offer you a model that has proven itself in the market and in practice.
Six Strategic Process Building Blocks
The successful development of new business is based on six strategic building blocks.
Important to note: This is not a box of chocolates from which you can pick and choose individual elements. It is not about isolated measures, but rather a logical sequence of necessary steps. If one building block is overlooked, the process cannot lead to success.
Building Block #1: Market Segmentation
The first building block is the existence of a clearly defined market structure based on valid data that maps all relevant applications and customer groups. It includes:
- The structuring of the overall market
- The identification of different market dynamics and various market segments (as well as their size and, where applicable, development)
- Understanding and transparency of market potential
Building Block #2: Market Focus Strategy
Building Block Two ensures the definition of prioritized growth segments toward which sales and marketing resources and activities can be consistently aligned. This building block includes:
- The evaluation of segments
- Prioritizing the most promising target markets
- Concentration of available resources
Building Block #3: Strategic Positioning
Module Three ensures that both your sales team and your target customers can articulate in a single sentence what sets you apart from the competition. Module Three includes:
- Defining a clear value proposition
- Differentiation within the target segment
- Focus on relevant purchasing criteria and perceived strengths
Building Block #4: Product Strategy
Building Block Four ensures that your product portfolio is defined by segment and aligned with clearly identified customer and market requirements. Building Block Four includes:
- Reviewing the logic of the offering in the target market
- Segment-specific adjustments
- A clear product focus
Building Block #5: Go-to-Market Alignment
Building Block Five ensures that your organization can be clearly aligned with the prioritized target segments in terms of personnel, structure, and resources. Building Block Five includes:
- Organizational anchoring
- Clear responsibilities
- Dedicated resources
- Alignment of sales and marketing
- Definition of target customers and campaign themes
Building Block #6: Business Development and Management
Building Block Six ensures that your business development is focused on clearly prioritized target customers, has precise market arguments and appropriate communication tools, and can be actively managed. It includes:
- Active market development
- Concrete target customer lists
- Identification of relevant contacts
- A precise argumentation logic
- Segment-specific communication
- Continuous management steering
Quick results and success through focus
Developing new business should not, must not, and does not have to take years.
On the contrary! Success can be achieved within a few months. There is a clear “if -> then” relationship.
If, as a prerequisite,
- the building blocks are clearly defined,
- the analysis phases are kept lean,
- strategy and implementation are closely integrated, and
- resources are clearly allocated
then, within a few months,
- a valid new business pipeline can be established,
- initial market feedback can be generated, and
- operational momentum can be built.
Conclusion
The fate of companies hinges on new business and acquiring new customers, especially during challenging market phases. The hurdles often seem greater than they actually are.
We know from experience that the success of new business development can be planned. To conclude, we’d like to share five guiding principles and a golden tip with you.
- New business needs structure, not knee-jerk reactions.
- Isolated initiatives rarely lead to the goal.
- The six strategic process building blocks create clarity and focus.
- Operational integration enables pragmatic prioritization.
- Speed comes from focusing on what matters most.
If your goal is a robust and systematically built new business pipeline, then… contact us!
