The questions of scaling and sustainability pose a continual challenge to companies as they encounter customers from various environments, with different expectations, value propositions and development patterns.
An obvious challenge is that companies have to adapt their sales model and operations from a developed country model to a methodology which captures the realities of developing and emerging countries. This is not an easy task, since the sales and scaling environments are so different. In developed countries, processes and organizations are reasonably transparent, which allows a company to model, forecast and scale effectively. In emerging and developing countries, transparency is often lacking and decision-making is highly personalized. Accordingly this complicates the predictability upon which models rely.
Many companies choose hold fast to their developed country models and pretend that they will function in the emerging effectiveness drops from a roughly 80% address rate to about 20%. This is not a formula for sustainable success.
The components of successful sales operations need to be adjusted to succeed in such markets. From even the beginning steps, there needs to be an additional layer or layers of triangulation to ensure that a company’s assumptions are correct around key elements such as:
- Customer vision and demand for products and services
- Understanding your addressable market
- Distribution and channel development
- Supply chain management
- Strength of legal environment to ensure contract execution, intellectual property rights, etc.
Blacklin Associates will work with you to ensure that these challenges are addressed in a manner which will empower you in these markets—to see, act upon and predict the multiple opportunities in emerging markets.