One Great George Street – Three day Sales and Marketing gap analysis

ASSIGNMENT

GFG were approached by the Commercial Director to undertake a short three-day‘ business performance audit’ on how the Events and Sales team could work more effectively with their various sales channels, helping them to achieve their increasing annual revenues.

During this assignment, our consultants reviewed the following business disciplines:-

• Undertook a sales and marketing ‘gap’ analysis, including both market and qualitative research on existing sales channels currently targeted by OGGS. This review included a ‘skill’ sets audit on a selected number of staff, sales mix analysis and current conversion ratios.
• Challenged current thinking with an alternative ‘methodology’ on how the team should engage and penetrate those respective markets even more effectively. In addition how the events department differentiates the venue from other competitive London offerings.

Output and Results

Our report reached the following conclusions and put forward a broad range of recommendations:-

• Sales processes and procedures – although the team were effective in handling the ‘enquiry process to the event delivery’ we suggested alternative ways to provide a seamless communication process to make it even smoother.
• When reviewing OGGS top ten clients – introduced a more client-centric approach with the introduction of a ‘Client account plan’ template to drive even more revenue. With increased accountability, this led the Sales team to take a more strategic approach to retain those loyal clients.
• Timely and structured pro-active sales activity – although effectively used by the BDM’s we put forward a strong business case for the purchase of a more effective ‘on-line’ CRM platform.