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Apex offers a comprehensive set of consulting services to help clients achieve their sales and marketing
goals.
MARKET OPPORTUNITY
SIZING
If you have an idea for a new product, are looking to enter new markets with existing products, or want to reposition your company in a new market, the first thing to do is quantify and qualify the opportunity. Make it tangible. Who is the audience? How large is the potential opportunity? What are the barriers/obstacles? What investment will be necessary? Does the investment justify the return? Apex has developed market analysis tools and methodologies that allow us to quickly and accurately assess and understand market opportunity options and their implications.
SEGMENTATION AND
TARGETING
Segmentation is the foundation upon which products, programs, and value propositions are built. With the vast number of channel and end user niches available, it is essential to employ a rigorous segmentation methodology to find the right end users and appropriate sales channels. The keys to effective segmentation include knowing what information to collect, knowing how to analyze it, and then interpreting its meaning most
usefully.
VALUE PROPOSITION
DEVELOPMENT
Your value proposition is one of the most powerful tools at your disposal to differentiate your product from its competitors, build your brand, attract best-in-class sales partners, and grow sales. Through our work with hundreds of clients, Apex has developed a comprehensive methodology for creating, testing, and delivering powerful and consistent value propositions.
PARTNERSHIPS AND
ALLIANCES
Partnering can be a central component of your overall marketing strategy. Whether it's technology partners, expertise partners, or logistics partners, Apex helps clients determine who the best partners are and how to work with them most
effect.
CHANNEL PROGRAM
DEVELOPMENT
Apex helps clients re-engineer existing channel programs and build new
ones. We define objectives and structure the best program plan. Apex
helps clients develop best-in-class programs across all program elements
(recruitment, distribution model, discount, soft dollars, evaluation
units, communications, lead referral, promotions and incentives,
technical training and support, sales training and support, return
policies, etc.). We cover all major channels including VARs, systems
integrators, ISVs and developers, corporate resellers, wholesale
distributors, OEM, catalog, retail, direct, and Internet and e-channels.
 MARKET ENTRY
STRATEGIES
Apex helps clients understand market opportunities. We select and define potential customer segments, calculate risks, returns and investment requirements, and create unique propositions for technology offerings.
Apex will help you answer questions such
as:
- How should you define your target customer? What information do you need to identify the ideal customer segments?
- What criteria do you use to evaluate multiple opportunities in order to pick the "best" one?
- What are the risk factors and how do you mitigate them?
- What is the best way to measure success in a new market?
- How do you enter an established market in an original way?
- What are the keys to creating new markets?
- How do you optimize the alignment between the resources
you have (products, services, infrastructure, etc.) and your customers' needs and
preferences?
- How do you cost effectively pursue adjacent market
opportunities?
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WHOLE PRODUCT
SOLUTIONS
Apex helps clients understand what to sell. We define specific solution offerings for your customers and create the marketing and sales strategies necessary to support your customers' needs before, during, and after the sale.
Apex will help you
answer:
- What solutions are your customers interested in? What do you need to offer within a particular
solution?
- How do you build brand for your product or service within a
solution?
- How do you determine which other vendors to work
with?
- How do you structure your relationships with other vendors in a multi-vendor solution? What are the roles & responsibilities?
- How will a new solution offering impact your existing business (products, systems, infrastructure, channels,
etc.)?
- How can you leverage the value of your product or service within a
solution?
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ROUTE-TO-MARKET
STRATEGIES
Apex helps clients figure out how to reach customers. We create a "road-map" that aligns the key tasks needed to reach customers with the marketing and sales resources best suited for each task.
Apex will help you answer the following
questions:
- When going-to-market, what are the critical tasks that need to be performed?
- What activities should you do internally vs. outsource? How do you make the determination? What are your
options?
- What are the advantages offered by different
channels?
- Which channels and resources are best suited to perform each of the required
tasks?
- How do you motivate a diverse mix of partners to work together?
- How do you manage different compensation models for different types of partners?
- What is the best basis for comparing various route-to-market
options?
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