Marketing, Sales and Pricing

From go-to-market strategy to enhancing customer experience, from pricing strategies to improving sales force effectiveness, and from optimizing marketing investments to driving digital transformation within the commercial organization, our comprehensive approach covers every aspect of your business.

With quick diagnostics, innovative methodologies, extensive benchmarking, and digital tools, we provide complete implementation support. Our marketing, sales, and pricing practice focuses on optimizing every interaction your company has with its customers, ultimately maximizing the impact on your bottom line.

Go-to-market strategy

We design the ideal service model to suit each customer segment, in order to offerensuring the most appropriate value proposition, balancing revenue growth with the cost of service appropriate to the segment’s value potential, through:

• Mapping the buying process;
• Creating customer profiles, and identifying drivers and barriers to their behavior;
• Segmenting customers based on their behaviors;
• Designing the value proposition covering five dimensions: service model, branding, product, pricing, and channel.

Customer experience (CX)

We overhaul the experiences of diverse customer segments, considering their journeys and support systems and develop the CX continuous improvement model. A better customer experience can deliver:

• Increase in Lifetime Value (LTV): ~30% increase in the duration of the customer’s life cycle in the company and ~40% growth in revenue per customer;
• Reduction of service costs by up to 33%;
• Reduction in customer acquisition cost (CAC) per active recommendation.

Pricing and revenue management

A 1% enhancement in prices yield, on average, a 9% increase in operating profit. However, many organizations struggle to attain excellence in pricing and revenue management. We often find excessive discounting, insufficient differentiation of prices and margins among segments and SKUs, as well as difficulties in passing on cost increases throughout the chain.

Our Mirow Pricing Optimizer solution, refined through numerous projects spanning diverse B2B and B2C sectors, addresses five key elements: (1) Pricing strategy, (2) Pricing construction, (3) Pricing execution, (4) Pricing control, (5) Pricing infrastructure and culture. Consequently, our clients have achieved revenue boosts ranging from 1.5% to 7.3%, directly impacting operating profit.

Sales force effectiveness

Implementing method in the sales team, alongside employing appropriate incentives aligned with the company’s strategic goals, is pivotal for enhancing the efficiency of the commercial department. We look for the best way to apply these principles, without neglecting the human aspects that permeate the field team’s relationship with its clients.

We believe that sales growth requires a fundamentally distinct approach to management and execution: directing the sales team to the greatest opportunities through digital intelligence; developing an agile sales organization capable of quick adaptation according to the market dynamics; and creating a common purpose that engages and motivates the sales team.

Marketing spend optimization

Through an in-depth analysis of investments and performance indicators, in allignment with the client’s market strategy, we gain comprehensive insights into their portfolio as and provide input for informed decision-making.

This approach enables us to accomplish three primary goals: (i) Optimize the cost-effectiveness of marketing investments (“do more with the same”); (ii) Develop a methodology to size and allocate the marketing budget with greater assertiveness; (iii) Foster objective discussions within the marketing realm and across other departments regarding investments, based on data and not opinions.

Digital transformation in marketing and sales

The definition of the strategic digital vision in marketing, sales, and pricing lays the foundation for the construction of opportunities to digitalize the core operations, developing new offers, and strengthening support activities, including adapting the structure and governance.

Our track record includes a sprectrum of digital transformation projects, including:

• Pricing app: development of a pricing application to support the implementation of a new pricing policy, digitizing workflows and reducing response times;
• IT architecture definition: selection of systems to compose the IT architecture to support digitized customer journeys;
• CRM boost: development of new CRM functionalities to guide and support sales representatives