MARKET

“It is not the answer that enlightens, but the question.” – Eugene Ionesco
Each situation raised a different set of questions.
These questions and sections are far from being exhaustive but provide a structure and a starting point.
PLEASE email me with your suggestions and favorite questions at:
MICRO (Company)
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Does the company culture support the sales culture? (what is the key driver of the organization?)
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Does the company set up impact the culture? (Private, Public, Non Profit…?)
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Could the company affiliation influence the strategy? (business attached to an Educational Society, Academy, partnership, non-compete?)
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Does the company have any specific restrictions (Philosophical, competitive, legal?)
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Does company vision support the sales objectives? (Is the sales department a key player in the achievement of the vision?)
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Does the company expertise lay in this field? (Is the product/offer a core company expertise?)
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Is the sales strategy a priority for the organization? (Is it part of the CEO priority and path to vision?)
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Are other company divisions/departments supportive of the sales strategy and objectives? (Is the department supported or isolated?)
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Does the company have the means to support the vision and goals? (budget, resources, expertise, credibility?)
MESO (Industry)
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Is our industry defined as well as the industries adjacent to it? (to which industry(ies) does the company belong?)
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Do we have a clear understanding of the industry life cycle? (seasonality, rhythm?)
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In which phase is our industry? (growing, mature, decline? Re-invention?)
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Is the industry going through a transformation phase? (due to technology, legislation, market change?)
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Who are the key players in the industry? (Leaders, influencers, drivers, key players? Organization/association?)
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What is the company’s position in the industry? (Leader, driver, follower…?)
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Do you have a SWOT of the industry? (what is the current state and what are the key drivers?)
MACRO (Territory)
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What’s the economic situation of the territory (ies)? (are we in a booming economy?)
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Any “environmental” issues ? (General Public mood or influence?)
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Any legislation challenges? (Impact of Sunshine act on Medical Publishing?)
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Any trade regulations? (geographical restrictions due to a political issue?)
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What’s the political situation? (Is it stable, does it create optimism?)