Wiglaf / PE-ISM

Reveal Connect Achieve

Performance/Execution – Integrated Sales and Marketing

Too often, sales and marketing efforts result in missed targets or happenstance outcomes. Wiglaf has conducted research into best practices in sales and marketing to create Performance/Execution – Integrated Sales and Marketing (PE-ISM), a reliable approach to conducting sales and marketing and delivering top-line revenue.

Executives use PE-ISM to plan and budget sales and marketing, prioritize improvements, and measure outcomes.

Measurable Engine Delivering Reliable Results
PE-ISM is a best practice approach to creating customers and capturing profitable revenues. It delivers a sales and marketing team working together as a single unit to produce a revenue generating engine with all pistons firing in concert. It drills-down to the activity level while creating a big picture viewpoint. It implements a process approach to ensure repeatability and enable constant improvement. It measures performance in dollar terms to enable executive decision making.

PE-ISM does for business-to-business sales and marketing what Activity Based Costing did for the accounting industry and 6 Sigma did for the manufacturing industry. In fact, it utilizes the same principals in conducting the sales and marketing effort.

PE-ISM Process Methodology
Define
- Clarify the Business and Organizational Goal
Investigate
- Identify the Sales and Marketing Mix and Define their Objectives
- Map Sales and Marketing Activities from the Customer Perspective
- Determine the Total Cost of Sales
- Create Full Picture of the Sales and Marketing Effectiveness
Select
- Identify Areas for Improvement
- Select Route for Accomplishment
Achieve
- Close Gaps in Sales and Marketing Effort
- Improve Weak Areas
- Discontinue Nonproductive Activities
Deliver
- Improve Team Coordination
- Forecast Revenue Reliably with Controlled Costs
- Implement a Constant Improvement Process for Sales and Marketing

Excellence
Each engagement is directed by a Wiglaf Principal with integrity, objectivity, and deep sales and marketing knowledge.

Challenges Addressed

Sales: “The leads generated from marketing are poor or too few. We need more opportunities to close.”

Marketing: “We produce marketing material but cannot determine tangible results or sufficient results. We want to improve our effectiveness.”

Executive: “Our sales forecasts are unreliable and insufficient. I need better results from our sales and marketing efforts”

Finance: “The sales and marketing expenses keep increasing, but our revenue isn’t. Why are we spending this money? What is the real cost of sales?”

Investor: “The growth forecasts are not being met and now they are asking for more money. Where is the ROI?”