Testing alternative routes
to market / contact strategy
As the market changes and channels increase or decrease in strategic
importance, so organisation’s routes to market / contact
strategy need to reflect this. What was an effective methodology
5 years ago is not necessarily the most appropriate now.
As an example of this direct FMCG sales forces have dramatically
reduced in size as the retail trade has developed its ability
to centralise buying decisions and automate stock replenishment.
They have focused more on outsourced third party merchandising
forces whose role is to report on &/or enforce compliance
to head office agreements.
Business to business organisations have migrated far more selling
activity away from a face to face approach and towards a telemarketing
approach.
Meridian helps organisations challenge the status quo with data
informed analysis to support hypotheses. We run tests to trial
new models and prove or disprove to the organisation the validity
of different approaches. Once understood, clients are able to
move to a new model comfortable in the knowledge that they have
minimised the associated risks.
