Through which channels should we serve each segment, and at what cost?
Defines the segments to serve, the channel for each and the sales coverage, weighing revenue against cost to serve.
What you receive
The target segments, the channel mix, the sales coverage model and the transition plan.
Each channel and segment with the revenue it brings and the cost of serving it.
When to open it
- Customer acquisition cost climbs.
- Your marketing team prepares a launch that needs a route to market.
- Sales coverage lags behind a shifting customer base.
What the project covers
- Customer segmentation by value and needs
- Channel economics: revenue, margin and cost to serve
- Sales coverage and capacity by segment
- Competitor routes to market
- Channel conflict and the transition plan
What your team brings
- Sales pipeline: accounts, opportunities and win rates
- Revenue and margin by channel and customer
- Organization and incentive plans of the sales team
- Marketing spend by channel
- Distributor and partner agreements
In your report
- Exhibit 1
Revenue and cost to serve compared by channel and segment
Each channel and segment with the revenue it brings and the cost of serving it.
- Exhibit 2
The coverage model matches sales effort to customer value
Accounts by value, with the coverage each one receives today and in the proposed model.
Where it applies
- Banking and lending
Which channel should originate our mortgages: brokers, branches or direct digital?
Acquisition cost and lifetime margin by channel, net of broker commissions.
- Insurance
Where should we sell home insurance: through partner banks or our own direct channel?
Commission cost, retention and claims experience by channel.
- Consumer goods and retail
Should we sell to German retailers directly or through a distributor?
Trade terms, listing costs and the control each route gives us over shelf and price.
- Industrial goods and manufacturing
Which customers should we serve through distributors, and which should we keep direct?
Cost to serve by account size and the margin distributors would take.
- Healthcare and life sciences
Should we launch our new product across Europe in one wave or country by country?
Reimbursement timelines and how the price in one country becomes a reference for the others.
- Technology and software
Do we sell to large enterprises directly or through system integrators and cloud marketplaces?
Sales cycle length, acquisition cost and the margin each partner takes.
- Travel, tourism and hospitality
What share of our bookings should come direct, and how much should we pay online platforms for the rest?
Acquisition cost by channel, the guests each channel brings and what they spend during the stay.
Start with this engagement
Write to hello@tacitude.com with the project you have in mind, and we frame the engagement with your team.