Geographic Penetration Analysis

Targeting Regional Sales Growth

Many companies view marketing and sales as an intuitive process-one that doesn't lend itself to detailed study or rigorous analysis. But GMT has developed a unique market insight capability that uses quantitative analysis-as well as technology tools-to help clients realize significant growth in sales and market share by studying and capitalizing on their best growth opportunities, region by region.

GMT's geographic penetration analysis is a highly effective way for clients to plan for growth beyond their regional strongholds, as well as to expand their existing product offerings and distribution channels.

Using detailed geographic market penetration data transforms marketing and sales planning into a logical, information-based process, instead of an intuitive activity shrouded in mystery-and characterized by constant second-guessing. Client organizations can make lower-risk marketing and sales investments, because they are acting on facts-not conventional wisdom or intuition.

Comparing Current Sales to Demand-Market by Market
The Result: Broad Agreement on Strategy
Delivering Lasting, Enterprise-Wide Improvements

Comparing Current Sales to Demand-Market by Market

A typical GMT geographic penetration analysis assignment begins with a look at current sales levels for a client's entire product line, in every market that the client currently serves-whether these markets are international, North American, or focused primarily on the 3000 counties in the United States.

Then GMT works side by side with the client's marketing and sales team to create a demand profile for each of these regional markets, based on current industry sales and market conditions in each unique geographic area.

This data is used to develop comparative performance ratings for all markets-for example, across all 3000 US counties-measuring the company's current penetration in each against the total market potential. GMT leads the client team through the process of undertaking this rigorous analysis for each product category and each distribution channel.

The result of GMT's work is a powerful tool that is used to target the best opportunities for sales growth in every regional market-as well as to identify those markets that are declining, or that are currently under-served.

The Result: Broad Agreement on Strategy

The detailed information base provided by GMT helps client organizations to achieve broad agreement on which product segments and marketing channels should be targeted in each of their sales territories.

Typically, sales execution greatly improves, as this tool identifies which products and channels should be emphasized in each territory (down to the county level), as well as which marketing channels represent the best targets for specific product lines.

But GMT's demand and opportunity profiles enable clients to achieve much more than improved regional sales. GMT's technology-based approach to marketing and sales produces a far more comprehensive strategic plan for the entire business, based on the realities of each regional market's potential.

Because GMT presents clients with quantitative facts about their growth opportunities at a very detailed geographic level, the role of intuition or opinion is significantly reduced. It becomes much easier to focus the marketing and sales team-as well as the rest of the client organization-on a targeted set of quantifiable growth opportunities.

Delivering Lasting, Enterprise-Wide Improvements

GMT's detailed geographic analysis has the power to impact many parts of a client's business-including new product development, cost-reduction efforts, and customer service improvements. With this new depth of market data, clients are able to plan the impact of each activity on their current market position and financial performance-and achieve broad consensus on a highly focused marketing direction.

Client businesses also benefit from a new language through which their sales, marketing and manufacturing functions can communicate, using a shared knowledge base to balance their individual concerns and priorities. With GMT's geographic penetration model as a guide, all functions can more effectively communicate with one another, using a common framework and shared set of data that every department understands.

GMT's geographic penetration analysis capabilities help clients to overcome the obstacle most commonly encountered when planning for sales growth: generating a credible framework and language for the entire business, a set of fact-based market assumptions, and a definitive strategy with which to begin.

And, as a client organization implements its improved sales and marketing strategies, GMT's geographic penetration models can be easily updated to reflect changing market conditions and increased penetration within individual territories. This helps to assure that the entire enterprise remains united under a shared vision-and continues to work with focused strategies for future growth.