01
Focus on a limited number of priority applications
CONCRETE OUTPUT
Commercial effort focused on relevant applications and accounts.
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ILLUSTRATIVE SCENARIO / 02
Advanced Manufacturing
Plenty of technical interest. Too few qualified opportunities.
Focus commercial efforts on the industrial applications most likely to generate sales.
THE PRODUCT
Industrial automation equipment and software
THE CUSTOMER
Industrial component manufacturers
THE COMMERCIAL MODEL
Equipment sale, application work and service
Illustrative scenario. The deliverables and progress described are envisaged, not achieved results.
01 / COMPANY CONTEXT
A real-world technology business.
An industrial technology SME develops equipment and software to automate production tasks. The offer combines equipment, process software and application support. Its technical team can demonstrate the system on different production applications, and the company has already delivered equipment to early customers.
After trade shows and introductions from distributors, enquiries come from different sectors. Nearly every prospect needs a tailored technical discussion.
02 / COMMERCIAL CHALLENGE
What is slowing commercial progress?
The company is treating technical curiosity and investment-ready demand as if they were equivalent. Different applications require different preparation, and some prospects have no defined project. The immediate commercial challenge is to establish where application fit, customer value and a realistic buying process overlap, before committing scarce engineering capacity.
03 / PEOPLE INVOLVED
Who is involved in the decision?
- Production and manufacturing engineering
- Quality and plant leadership
- Procurement and the supplier’s application engineers
04 / POSSIBLE Market Tandem CONTRIBUTION
Turning commercial priorities into action.
The work below would be scoped with the company after reviewing its actual situation.
02
Qualify opportunities before committing to trials
CONCRETE OUTPUT
Qualified prospects and better-focused demand on the engineering team.
03
Turn trade-show leads into active sales opportunities
CONCRETE OUTPUT
Event leads followed up, customer discussions advanced and relevant proposals in progress.
05 / SIGNS OF PROGRESS
What meaningful progress looks like.
Engineering trials reserved for opportunities with a clear purpose and buying context.
Priority accounts linked to specific applications and commercial needs.
Prospects progressing towards evaluation or proposal, with weak opportunities explicitly set aside.
06 / SPECIALIST RESOURCES
Clear roles and responsibilities.
Market Tandem could lead targeting, qualification and commercial follow-up. Application engineers would establish process suitability, test results and production requirements. Equipment performance, investment returns and customer acceptance would need to be demonstrated for the actual application.
YOUR SITUATION
Is your technical team supporting real investment projects, or spending its time on enquiries that have never been commercially qualified?
Use the assessment to explore your priorities, or get in touch to discuss the specific commercial situation you face.