Does your strategy guide how you allocate resources? Can every employee articulate your strategy, and do they have what they need to execute it?
At ACS Consulting, strategy is more than a plan, and we have been helping companies in all industries with their strategies since 2006.
Customer Strategy & Marketing
Create a Customer-Centric Growth Platform for the Digital Age. Providing an impeccable customer experience and personalized service 24/7 are only starting points.
Customer expectations, experiences, and relationships are changing dramatically for companies in almost every industry. Traditional go-to-market capabilities that once guaranteed success are now just table stakes in a rapidly evolving competition.
Today, companies must seamlessly integrate digital and human channels and capabilities to strengthen customer relationships continuously and meet these rising expectations.
As companies retool their customer engagement models, the commercial functions of marketing, sales, and pricing are all becoming radically more sophisticated. AI, software, technology stacks, and smarter data are being leveraged to identify the right price and the next best offer, and to convey branding across multiple digital and offline channels. Tech-empowered teams are anticipating needs, curating personalized messages, and delighting customers.
Increasingly, human and digital channels, touchpoints, and capabilities are blurring and converging. Commercial functions are becoming bionic. In retail, for example, online chat, digitally enhanced shop-floor assistants, and store employees posting on social media can all engage with customers in real time.
Digital technologies also offer fresh opportunities to improve operating models. The combination of low-cost data sensors, computing power and storage, AI, mobility, and robotics will allow numerous business processes to be automated within the next few years.
The greatest potential opportunities, however, lie beyond adopting new technologies or improving processes. They involve deep transformational change i.e. such as organizational leaps from traditional transaction-based business models rooted in products and services to customer-centric business models and growth platforms.
At ACS, through a large network of world-class global consultants, guiding companies through strategic change and transformation is our specialty. Whether the change involves a full-scale transformation of all commercial functions, or making single-function advances in marketing, pricing, or sales.
What ACS Can Do For You
Customers are the source of real growth. ACS consultants combine in-depth customer insights with practical expertise in strategy, operations and economics to help our clients create sustainable, organic growth.
ACS consultants help you achieve organic, profitable growth by focusing on three critical building blocks: an outside-in approach that puts customers first, a differentiated customer experience and internal capabilities that ensure you deliver optimal customer interactions at every touchpoint. Our team of global experts can help you:
Understand your customers’ needs and behaviors by developing superior segmentation capabilities, augmented by advanced analytics and testing that gets results. Provide them with great digital experiences at radically lower cost as you transform your marketing function.
Help CMOs deliver superior results with our unique approach to digital marketing acceleration, which blends bottoms-up and top-down techniques to deliver results fast as we help you build your internal capabilities.
Break down barriers to innovation and improve ongoing customer-led product development to reimagine your offerings as an integrated suite that delights your customers and meets an expanding array of their needs.
Resolve the pricing paradox by building dynamic pricing capabilities that help you set and get the right price, every time, and capitalize on in-year revenue opportunities. Pricing is the top profit lever, yet remains underdeveloped in most companies.
Identify quick, targeted customized solutions and strategic, operational improvements that can boost underperforming sales organizations and enhance your go-to-market strategy.
Align your marketing and brand strategy with your overarching business objectives and combine hard metrics with creative magic to build a customer-focused brand strategy that goes far beyond cosmetic brand communications.
Provide a great customer experience that earns advocacy through the consistent delivery of positive interactions, which you can enhance by tapping into the power of our benchmarking expertise.
Nurture promoters, loyal customers who are more profitable and advocate for your business in good times and bad.
Customer-centric businesses build a virtuous cycle. We help companies at every stage of growth, developing custom solutions and collaborating with all levels of the organization.
Customers, not markets, buy your products, so your go-to-market strategy demands a deep understanding of your customers' needs and behaviors.
ACS B2B commercial excellence expertise helps you sell more and sell it more profitably, by putting the right offers in front of customers at the right price and time in the most effective channels.
How ACS can help build and implement a winning go-to-market strategy?
ACS consultants work closely with you to offer pragmatic go-to-market recommendations that are rooted in a deep understanding of your customers. Given below are some of the deliverables which our consultants specialize in.
Sales rep performance optimization by identifying the behaviors that produce superior sales performance at your company, and inspire their adoption among your sales reps.
Go-to-Market Mobilization by building a detailed analysis of a market opportunity and then mobilizing your sales teams to attack it.
Sales compensation optimization through a diagnosis of compensation-related issues, and design of a world-class sales compensation plan.
B2B commercial excellence through assessing which best practices matter most to your go-to-market strategy, using extensive database to benchmark your company against hundreds of others.
Product/Offering management by reimagining your offerings as an integrated suite that delights customers throughout their journey from discovery to service and support.
Optimizing elements of value creation by using a framework and empirical basis to identify in B2C or B2B businesses, what really matters to your customers and how to deliver it most effectively.
Commercial operating model optimization by ensuring that you reach your B2B customers with the right omnichannel strategy and deploy all your selling resources with the right accountabilities and organization to deliver a winning customer experience.
Commercial acceleration by arming your salesforce with operational tools tuned to your market so you can aggressively increase profitability and growth and sustain the results.
Pricing optimization by developing and implementing a template to set and get the right price, every time.
With ACS as your Go-To-Market Strategy consultant, you can expect the following results:
Generate 7%-20% EBITDA growth from projects involving one aspect of B2B Commercial Excellence (e.g., sales incentives, sales rep behaviors).
Create simple, compelling, and digital-first products and customer experiences.
Do your customers enthusiastically recommend your brand to their friends and family?
ACS world-class brand strategy consultants would help you honestly assess whether your products deliver the value that your customers desire and if your marketing truly tells that story; then it combines hard metrics and creative magic to build a customer-focused brand strategy that goes far beyond cosmetic brand communications.
ACS advocates a brand strategy where the customer is core focus and not the brand. Our consultants build winning brand strategies based on the answers to the following questions:
What parts of our brand resonate most?
How does our product fulfil our customer’s needs?
Have the potential customers heard of our brand?
Do they believe what we say?
What makes them think of our brand?
How do we deliver our promise?
With ACS as your Brand Strategy consultant, you can expect the following results:
Seize market share and raise revenues
Turn your customers into brand-fans who sing the praises of your products and services
Gain a deep understanding of how to deliver what your customers want because they care enough about your brand to tell you.
Anchor your approach in economic metrics based on your customer’s lifetime value.
Sync your brand strategy with your business strategy.
Build a reputable strategy that works for your brand over the long-term.
Sales & Channel Transformation
Customers are rapidly shifting how they learn about and buy products and offerings. At the same time, the tools, data, and analytics that direct sales activity are becoming dramatically more sophisticated.
Business leaders understand the importance of effective selling, but they are faced with a rapidly changing environment around how customers engage and buy, as well as new competitors who are going to market in different ways. This is due to four major trends that are affecting how sales forces work. It’s time to transform the go-to-market approach by taking these factors into consideration.
ACS assists you with building capabilities to tackle these four major trends affecting how sales forces work:
A digitally savvy marketplace requires advanced marketing analytics, process reengineering, mobile strategies, and deeper analytics.
Customers are accessing more information online and, in several cases, interacting with, trialing, or even purchasing the product without ever interacting with a seller. Further, a sales force equipped with the right information and anytime, anywhere connectivity can be more responsive and make faster decisions than one that relies on fixed communications.
Expansion into emerging markets requires local strategies and an investment in local talent and resources.
Some industry leaders are moving away from expensive field-sales models toward digital and inside sales.
The benefits of sales transformation
It’s time to transform the sales force by merging these new trends with the still powerful, traditional sales force levers of customer targeting, time on task, and messaging. A dedicated program to address sales strategy and effectiveness can drive significant impact in as little as four weeks. Focused frontline transformation efforts can:
Uncover opportunities for improvement
There are many untapped opportunities to increase sales efficiency and effectiveness. Solving key strategic, operational, and organizational sales issues can help businesses thrive in challenging environments.
Generate tremendous value
Companies spend a significant share of revenues on sales. Improving sales effectiveness can directly translate into additional revenues. It can also free up resources that can be used to create value elsewhere in the business.
Optimize Sales Efforts
The sales function is strongly linked with other company functions, such as marketing and services. True sales transformation requires behavioral changes among managers and staff in these areas. Reducing complexity across the organization can lead significant growth.
Accelerating Sales Growth
Fast, sustainable growth depends on your salesforce hunting hard and aiming true with profitable pricing and products that your best customers want.
Whether you're a private equity or corporate owner, ACS’s team of world-class consultants arms you with operational tools tuned to your market so you can aggressively increase profitability and growth and sustain the results.
The key to rapid growth in your market is effective sales armed with the best products at the right price.
ACS enables that rapid growth by enabling the following capabilities through optimizing the contributing factors:
Route to market architecture
Sales capacity and coverage
Account and territory management
Sales performance management
Sales operations and enablement
Reset prices to correctly reflect value, cost and competition
Find additional pricing upside
Root out variability and price leakage across product lines
Decide which categories deserve your focus and investment
Gain deeper category insights through product performance and customer feedback
With ACS as your Sales Growth consultant, you can expect the following results:
Create a clear path to achieve your growth objectives.
Increase share of wallet from existing customers.
Generate EBITDA gains of 10%–20% by addressing multiple commercial opportunities. These would include increasing share of wallet, streamlining channel programs, identifying your most profitable products and customers, improving pricing and limiting price leakage.
Commercial Operating Model
Today's B2B customers think they can learn everything they need to know about your company long before your first sales contact.
ACS’s advocated Commercial Operating Model helps ensure that you reach those customers with the right omnichannel strategy and deploy all your selling resources with the right accountabilities and organization to deliver a winning customer experience.
A good commercial model needs both hardware and software.
Most companies focus on hardware issues including:
Defining the superstructure of commercial organization
Identifying a channel strategy
Defining standard set of sales roles and structures
World-class companies integrate hardware and software by:
Defining decision rights across the organization
Matching value propositions to buyers/channels and allocating resources
Aligning measures and incentives across sales groups, channels and roles
With ACS as your Commercial Operating Model consultant, you can expect the following results:
Generate EBITDA growth of 20% to 25 % by upgrading your sales capability on multiple fronts.
Align your sales operations with your customer’s buying behaviors and strategic needs.
Streamline your sales operations and make it hum.
Exploit technology investments to get the most from your sales force.
Reset the bar to build the next generation of sales people.
Today's companies know that great products are not enough.
ACS’s Customer Experience Transformation consultants help you figure out what your customers care about most, then design great customer experiences, and arm and inspire your employees to deliver them.
How ACS helps with customer experience transformation?
We focus on customer episodes as the building blocks of customer experience i.e. a deeper, detailed view of what truly comprises a customer’s journey, and help you identify, prioritize and reinvent those episodes.
ACS’s simple & digital approach to customer episodes lets you work across functions to create digitally powered episodes that delight customers and are simpler, less expensive and easier to deliver.
Your customer experience is only as good as what your organization and employees can deliver, so we treat your operating model, IT and talent capabilities as an integral part of your project.
We work with you, not on you: Our results oriented approach ensures that the changes you make endure and that you develop your own lasting ability to sustain and improve your customer experience.
With ACS as your Customer Experience Transformation consultant, you can expect the following results:
Delighted customers, engaged employees and a big boost to your bottom line, thanks to episodes that are simple and digital for customers and far more efficient and cost effective for your organization to deliver.
Gain clear insights into which investments in products and services will result in great customer satisfaction and loyalty.
A steady flow of customer feedback that supports continuous improvement and inspires employees to focus on building deeper customer relationships.
Customer Insights & Segmentation
ACS works with clients to build the most effective customer segmentation capabilities i.e. those that allow companies to allocate scarce resources where they'll deliver the highest payoff.
Profit potential varies dramatically across a company's customer base, and different customers can have radically different needs and behaviors. Recognizing that simple averages cannot accurately capture the preferences of either your customers or the marketplace as a whole is a crucial step in developing a sound customer strategy.
Our teams of highly skilled market researchers and statistical analysts, provide deep expertise across segments, geographies and industries.
We apply a keen insights approach to getting to the solution. We use rigorous quantitative techniques combined with real customer interactions i.e. interviews, ethnography, shop-alongs and focus groups. Aided by the deep expertise within our cross-functional professionals, we identify new opportunities for clients to deepen relationships with the loyal, profitable customers they know best.
We work with clients to marry their customer insights to their organization's unique operational strengths. And we help clients keep their segmentation insights fresh by enlisting their customers' help and continued feedback to spur innovation, navigate shifts in the marketplace and anticipate changing tastes and needs. By taking this customer-lens approach to every facet of customer strategy, we help clients allocate their resources, go after the right opportunities and ensure that they will realize the full revenue potential of their products, services and relationships.
The business world is changing faster than ever, and increasingly companies are finding that timely response to shifting customer needs i.e. their desires and expectations as well as their points of irritation and dissatisfaction, is essential for growing revenue.
ACS helps companies apply customer insights across the entire business by first asking the big, strategic questions: "Who are our target customers?," "How do we best serve them?," "Where do we need to play?," and then by addressing how to optimize operating models to meet those needs. We also recognize that customers are driven by both rational and irrational mental processes; therefore, it is imperative to spend time with them, observe their behaviors and look for trends.
ACS’s analysis strategies target the data that will help our clients make the most effective decisions. When done incorrectly, segmentation can drown you with superfluous information. Although our analysis is comprehensive, we are careful to keep our clients focused on the data that directly relates to product and process improvements that will generate money.
ACS’s approach to segmentation begins with a clear understanding of our client’s desired outcomes. We define what it is we’re trying to accomplish first because real business objectives can be obscured in the segmentation process when companies try to reach all customers in all capacities.
When clear objectives have been defined, we focus on identifying the customers who are worth more than others i.e. those who are truly tied to our client’s economics. That does not necessarily mean segmenting on economics alone, it entails discovering which segments allow your company to make more profit per customer than your competitors.
The segmentation and insights process will not yield results if customers’ economic value to your business is not the principle consideration. Our strength is tying targeted, priority segments, and the resulting customer insights, to economic understanding to drive revenue growth for our clients. In doing so successfully, we excel where specialist market research firms struggle.
By identifying segmentation objectives and focusing on economics first, we are able to work alongside companies to design and implement segmentation strategies that are tailored to their needs. We consider how clients will use the segmentation i.e. through which avenues will they receive the data, how can the information be effectively used throughout the organization, what resulting actions are necessary and how will those initiatives be practically deployed in the field, to build enduring valuable analytic techniques.
Marketing Effectiveness & Efficiency
The job of marketers has grown broader and more complex. Traditional skills and expertise such as creativity, brand building, and consumer insight remain critical. However, as data sources have multiplied, marketing has become more of a science.
New digital channels and tools are constantly emerging and shifting, and there have been dramatic changes in how customers learn about, and buy, products and services. It’s becoming increasingly important for CMOs to have a strong understanding of new technological platforms. In addition, marketing organizations must iterate much more quickly to respond to changing conditions. Today’s organizations require very different capabilities than were needed in the past.
This means finding new talent skilled in big data and advanced analytics, programmatic buying, and branded content.
Companies also have to redefine roles for existing talent in areas such as media mix modeling, agency management, and marketing innovation.
At ACS, we believe that organizations that do not invest with the mindset of rapid continuous improvement will fall behind their competitors. At the same time, marketing effectiveness and efficiency remains an important lever to drive growth and ensure a high-quality, consistent customer experience.
How ACS helps you transform your marketing function from analogue to digital?
Growing your business in a digital world demands both "math" and "magic." ACS Marketing Excellence consultants transform your marketing with a practical, proven combination of analytics, customer-centric data insights and a test-and-learn approach, so you quickly begin delivering the right messages to your customers and building the skills of your team.
ACS helps clients to embrace the complex challenges of optimizing marketing effectiveness by aligning top-down strategic potential with bottom-up, granular tactical optimization, and also to develop ongoing capabilities that can help them optimize continuously moving forward.
With ACS as your Marketing Effectiveness consultants, you will make the journey from analogue to digital as described below:
Developing brand equity
Building multichannel campaigns centered around television and radio spots
Working with rudimentary data and metrics (or none at all)
Relying on push marketing, with the ability to shape the message
Depending on traditional media channels with long production and launch cycles
Using a marketing team with a general background in branding, advertising, and business
Working with a few large agencies to create and execute the marketing plan
Shaping the customer journey
Managing broad-based channels with new campaign playbooks that are much more targeted
Exploring a world of big data to better understand what drives ROI across multiple channels
Moving to pull marketing, which grounds an organization’s brand in authenticity and trust and generates compelling content
Orchestrating a fragmented ecosystem of channels, many of which allow real-time, two-way dialogue
Developing a new breed of marketers that combines digital and technological expertise with brand-marketing sensibilities
Navigating a complex ecosystem of specialty vendors
Dynamic marketing optimization
CMOs have more money to invest and more data to crunch than ever before. But they readily admit that much of the $1 trillion they spend globally on marketing is ineffective, or wasted. The solution is to focus more on orchestration and less on sophistication, balancing analytics with operational and organizational capabilities. That's what ACS’s dynamic marketing optimization services deliver. The result: better focus and execution, and a 10%–25% boost in ROI.
With ACS as your Marketing Optimization consultant, you can expect the following results:
Marketing metrics framed in holistic, forward-looking and actionable ways.
A tailored, systematic testing program to improve decision making.
A clear, dynamic and accountable roadmap for creating and scaling the optimal portfolio of marketing initiatives.
Superior top-line growth, or a 10%–25% reduction in marketing spending that does not impede growth.
Companies are shifting from cutting costs to driving growth, and pricing is creating greater impact than ever before. But customer expectations, heightened competition, and commoditization have companies asking: What’s the best path forward?
Pricing can boost profits far more than increasing sales or cutting costs. Yet at least 50% of companies leave money on the table because they don't charge the right price or make sure customers actually pay it. ACS pricing consultants help you set and get the right price, every time.
Pricing has the power to create competitive advantage and spur growth during periods of stagnation, but not all companies know how to leverage it. What you might be doing wrong.
How ACS can help to optimize your pricing policies?
Pricing is the top profit lever, yet remains underdeveloped in most companies. ACS helps you build dynamic pricing capabilities that help you set and get the right price, every time, and capitalize on in-year revenue opportunities.
Traditional pricing projects stop at the implementation. At ACS, we work shoulder to shoulder to take clients further by building tools that sustain long-term value
Through a global network of world-class professionals, we have an unmatched understanding of pricing strategy, with a proven track record of results: Our work with B2B and B2C companies globally and across industries exceeds 500 pricing projects in the last decade alone.
We customize our battle-tested analytics and tools to screen for price potential, identify price leakage, uncover unjustified price variability and assess your internal pricing capabilities.
Working across a variety of industries, we’ve identified the critical steps you can take to transform your revenue growth management capabilities and boost your pricing power in the increasingly competitive B2C space.
We bring expertise in critical related areas to pricing, including Customer Strategy & Marketing, Business Strategy & Performance Improvement.
Product & Portfolio Management
Today’s B2B customers don’t want you to solve their product needs. Rather, they want you to solve their needs, period.
ACS Portfolio Management consultants help transform companies stuck with a narrowly defined product management organization, allowing them to reimagine their offerings as an integrated suite that delights customers throughout their journey from discovery to service and support.
How ACS can help with bringing excellence to your product and portfolio management?
Our deep experience includes a wide range of industries and companies from midmarket to large global players.
Our approach draws on the latest methods of offering design and development, such as Agile, design thinking and lean start-up.
We reinforce customer and employee loyalty at every stage.
We help you build the talent capabilities and culture change required to transform your product management organization.
With ACS as your Product & Portfolio management consultant, you can expect the following results:
Our approach is not theoretical. We work closely with you to bring winning offerings to market that will set new a new bar for rest of the organization.
Transform how you work and eliminate functional boundaries with Agile teaming, design thinking and disruptive innovation.
Breakthrough traditional business unit silos and functional boundaries to create integrated offerings and compelling end-to-end experiences.
Embed cutting-edge technologies such as internet of things, machine learning and blockchain into your offerings.
New view of world
Give you organization a new view of the world as markets are disrupted by new-to-world competitors that are re-writing the rule book.