What is the estimated size of the market in my territory and what method was used to estimate it?
What are the criteria that I can use to clearly identify which accounts in my territory are within the targeted markets and which ones are not? What business results (actual measures of business performance that must include numbers) are being produced by this market that can be improved by our products and services? What is the value (the economic case for changing which must include numbers) of the improved business results once they buy and implement our solutions? How much time (Touches) must be allocated to these accounts to cause the desired growth? Now for the second difference between B2C and B2B markets, the number of people the business must convince before a buying decision is made. In B2C it is one, in B2B it is many. This is a crucial difference that tends to go unrecognized in marketing strategy circles. Let’s relate this second difference to the TOC method for developing a Mafia Offer. When I worked with Eli on the Samsonite example, I found his solution to be brilliant.
