By Jason Koshy, Vice President of Global Sales
Implementing a successful multi-brand sales strategy enables sales teams to cross-sell effectively and allows customers to see the expanding product offerings, contributing to scalable growth.
Before developing such a strategy, it’s important to analyze each brand to understand the product synergies, sales cycle, customer journey, marketing strategy, competitors and market factors. Whether dealing with a new brand or your existing portfolio, dive deep into the details. Audit each brand thoroughly, keeping the following factors in mind.
Branding
Determine whether your organization wants to establish brand awareness for its individual brands or an umbrella brand.
Competition
Mapping competitors will be hugely beneficial as you develop unique strategies to position your brands with the right messaging that customers can relate to.
Marketing and Digital Strategy
Key considerations include e-commerce, video content, multi-channel marketing, and thought leadership. Remember that each brand likely has its own identity, so tailor your strategies accordingly.
ERP Systems
Consolidating ERP systems or streamlining processes in various ERPs goes a long way in improving the customer experience and helps with cross-selling products and boosting operations efficiencies.
I shared these considerations – and more – in my latest article for Selling Power. Read it here.