What Questions Does REPAMA Answer?
The range of Lustratus REPAMA reports and consultancy services helps sales teams to win more business, helps strategic marketing teams to build more competitive market propositions and helps marketing execution teams to generate better sales leads. REPAMA supplies detailed competitive information that examines:
- How your competitors actually address their prospects
- What messages competitors rely on in sales situations
- What types of companies and individuals your competition targets
- What value your competitors believe they provide to their customers
- How your competitors try to deposition and undermine their own competitors
- What features and benefits competitors stress in sales situations
- How your competitors are positioned in the marketplace
REPAMA research is used by the sales, marketing and general management functions to understand the market landscape, tune or re-engineer propositions and to benchmark marketing performance against peers.
Sales
In competitive situations, sales teams need to understand how their competitors are likely to behave. Gaining insight into the current messages and sales tactics that competitors are likely to use can provide a powerful advantage.
REPAMA helps sales teams understand the strategies and tactics that their competitors use in sales situations which allows better competitive strategies to be built. It helps to answer the following questions:
- What are my competition saying about us?
- How can I sell against a specific competitor?
- What value do my competitors believe they provide to their customers?
- What business issues do my competitors feel are important to their prospects?
- Do we compete with XYZ competitor?
- Does XYZ target companies, job titles or individuals that we are not?
- Does XYZ target the same companies, job titles and individuals as us?
- Does XYZ use a specific sales methodology?
- Will we waste time talking about our features to a techie if XYZ is talking to C level contacts about business value?
- In a sales situation which features and benefits does XYZ believe are their strongest?
- What partnerships do my competitors rely upon?
- What geographic coverage does my competition have?
Marketing
Whether setting product strategy, empowering sales teams or generating leads, gaining an understanding into competitive behaviour is key for the marketing organisation. Comparing your own marketing strategy to those of your competitors and to the “average” strategy for your market segment allows for early identification of potential weakness as well as new opportunities.
REPAMA helps marketing teams to understand how their competitors are positioning their offerings and provides answers to the following questions:
- What companies and vertical markets are my competitors targeting for lead generation?
- At what level do my competitors look to start the sales process?
- What is the ideal target customer for my competitors
- What is the main pain that my competitors claim to address?
- What do my competitors feel is the main reason for a prospect to buy from them?
- What do my competitors believe is the major alternative or primary competitor to them?
- Which USPs do my competitors claim?
- Which product features do my competitors believe are the most important?
- How does my competition sell? Technical sale, reference sale, value-add sales, solution sale?
- What depositioning strategies can we use against our competitors?
General Management and Equity Investors
When comparing marketing and sales performance against competitors it is important to understand the differences in approach of the respective organisations. To do this it is key to map your own performance for a variety of indicators against those of key competitors. REPAMA tracks the key marketing strategies of vendors in a specific market segment and plots these graphically against each other. By interpreting these indicators, the following questions can be answered for general management and equity investors:
- How far is my marketing strategy from the norm for the segment?
- What strategies are the most successful vendors in the segment following?
- Why is our marketing strategy not as successful as our competitors?
- How does the performance of my own marketing organisation perform compared to its peers?
- How does my marketing strategy compare with market leaders?
- How is our marketing differentiated from the competition?
- Does the competition focus on different prospects that us?
- Is our competition's sales strategy radically different ours?
- Do we have the correct partnership and geographic coverage strategies to compete?