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Sales, Marketing and Communication

Strategy Toolkit
Overview and Approach

Created by ex-McKinsey, Deloitte &

BCG Management Consultants
Content
The Sales, Marketing, and Communication Strategy Toolkit includes frameworks, tools, templates, tutorials,
real-life examples, video training and best practices.

Best Practices Frameworks

Advice from
tier-1
Tools
Management What’s
Consultants
inside our
Toolkit?

Real-life Templates
Examples

Video Training
Step-by-step
Tutorials

2
Objectives
This Toolkit was created by ex-McKinsey, Havas & Deloitte Consultants specialized in Marketing, Sales &
Communication Strategy. It will help you:
I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

3
In the next slides, you’ll see a small preview of Section I

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

4
Executive Summary

Mission: Insert your own text

Mission & Vision
Vision: Insert your own text

Sales Strategic Insert strategic Insert strategic Insert strategic

Objectives objective #1 objective #2 objective #3

Insert your own text Insert your own text Insert your own text
Insert your own text Insert your own text Insert your own text
Key Initiatives Insert your own text Insert your own text Insert your own text
Insert your own text Insert your own text Insert your own text

Product: Insert your own text

Product, Price &
Price: Insert your own text
Promotion Promotion: Insert your own text

Sales Channel Model Sales Channel Model: Insert your own text
& Strategy Sales Channel Strategy: Insert your own text

Budget: Insert your own text

Budget & Headcounts
Headcount: Insert your own text

5
Sales Funnel Process
Replace this text with the key takeaway from this PowerPoint slide.

Awareness Insert your

own text

Insert your Interest

own text

Consideration Insert your

own text

Insert your Evaluation

own text

Purchase Insert your

own text

6
Sales Cycle
Replace this text with the key takeaway from this PowerPoint slide.

Sales Cycle

Pre-sales Post-sales

Potential Leads Qualified Leads Buying Opportunities Close Implementation Customer Service

1 2 3 4 5 6

Insert your own text to Insert your own text to Insert your own text to Insert your own text to Insert your own text to Insert your own text to
describe this step describe this step describe this step describe this step describe this step describe this step

This slide will change significantly depending on your

industry.

7
 s
hot
n s
ee
S cr

See below 2 screenshots from Section I

Sales Department Budget Dashboard - Sales Strategic Objectives Status

8
In the next slides, you’ll see a small preview of Section II

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

9
Market Profitability
Replace this text with the key takeaway from this PowerPoint slide.

Porter’s 5 Forces

Bargaining Power of Suppliers Bargaining Power of Buyers

• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text

Intensity of Competitive
Rivalry

Insert your own text

Threat of New Entrants Threat of Substitute Products
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text

Caption: Low Average High

10
Market Profitability
Replace this text with the key takeaway from this PowerPoint slide.

Porter’s 5 Forces

Bargaining Power of Suppliers Bargaining Power of Buyers

• Insert your own text • Insert your own text
• The
Insert your Five
Porter’s own Forces
text tool is helpful to assess the attractiveness • Insert your own text
• and profitability
Insert your own oftext
a market or industry by analyzing the forces • Insert your own text
acting upon it

Intensity of Competitive
Rivalry

Insert your own text

Threat of New Entrants Threat of Substitute Products
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text

Examples in the airline industry:

British Airways, British Midland,
Virgin Atlantic
Caption: Low Average High

11
Market Profitability
Replace this text with the key takeaway from this PowerPoint slide.

Porter’s 5 Forces

Bargaining Power of Suppliers Bargaining Power of Buyers

• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text Examples
• Insert in the
your own textairline industry:
Examples in the airline industry: Business travelers or pleasure
New foreign airlines or domestic travelers
airlines
Intensity of Competitive
Rivalry

Insert your own text

Threat of New Entrants Threat of Substitute Products
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text
• Insert your own text • Insert your own text

Examples in the airline industry:

Fuel companies, aircraft
companies, or catering suppliers Examples in the airline industry:
Bus, Caption:
rail, car Low Average High
Video conferencing
12
In the next slides, you’ll see a small preview of Section III

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

13
 The Stakeholder Matrix will help you manage your stakeholders
effectively. You’ll see in the next slide another template you may
Stakeholder Matrix prefer.

We will have to ensure efficient collaboration with [insert stakeholder group

names] and maintain confidence with [insert stakeholder group names]
Maintain Confidence Collaborate

• Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group
High • Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group

Influence
Monitor and Respond Keep Informed

• Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group
Low • Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group
• Insert the name of the stakeholder group • Insert the name of the stakeholder group

Low High

Impact
Note: By “Impact”, we mean the extent to which the project will impact this group/person. And by “influence”, we mean the extent to which this group or person’s buy-in is needed to move forward.

14
 Who must be in contact with the stakeholder group?
Additional Stakeholder Matrix Template Insert Name Insert Name Insert Name Insert Name Insert Name

high
Maintain Confidence Collaborate

Extent to which this group or person’s buy-in is

Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group
name name name name

Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group
name name name name
needed to move forward

Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group
name name name name
Influence

Monitor and Respond Keep Informed

Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group
name name name name

Insert Stakeholder Group Insert Stakeholder Group Insert Stakeholder Group

name name name

low Impact high

Extent to which the project will impact this group/person
15
Communication Channels
To deliver our messages, we will mainly leverage [insert your own number] internal
communication channels and [insert your own number] external communication channels

Simply move the green arrows to

highlight the main communication
Internal communication channels
channels that you intend to use.

Forum Intranet Email Mail Training Workshop Phone Face-to-face

External communication channels

TV Radio Newspaper Billboard Mailing Events

16
In the next slides, you’ll see a small preview of Section IV

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

17
Ineffective pricing management will cause many issues

• Lost market share • Wide price bands

• Excess/obsolete inventory • Inaccurate quotations
• Low volume for new from field sales
products • Slow response to RFPs

• Declining margins • Increased service costs

• Little correlation between • Increased price
volume and price administration costs
• Product profitability lack of • Increased receivable
visibility write-offs

Source: Kiewell and Roegner

Part of the Corporate & Business Strategy Toolkit 18

Create a simple pricing maturity model

Example of a pricing maturity model

Advanced Leading
Basic Standard

Level 1 2 3 4

Percentage of
20% 70% 10% <1%
Companies

• Cost-plus or margin-based pricing • Prices respond to key market factors

• No pricing market analysis or inventory-driven lifecycle
• No pricing competitive analysis • Limited pricing market analysis
• Barely any pricing data • Limited pricing competitive analysis
• Limited pricing data
Buy our product on Pricing Strategy to unlock content
Description • No resources exclusively allocated to
pricing management • A small dedicated team allocated to
• No forward-thinking pricing strategy pricing management Visit Website
• Limited forward-thinking pricing
strategy

Part of the Corporate & Business Strategy Toolkit 19

In the next slides, you’ll see a small preview of Section V

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

20
 Don’t hesitate to change the categories depending on your situation.
Comprehensive list of our competitors
Replace this text with the key takeaway from this PowerPoint slide

1. Key National Competitors 2. Key International Competitors

• Insert Competitor Name • Insert Competitor Name
• Insert Competitor Name • Insert Competitor Name
• Insert Competitor Name • Insert Competitor Name

3. Substitutes 4. New Entrants

• Insert Competitor Name • Insert Competitor Name
• Insert Competitor Name • Insert Competitor Name
• Insert Competitor Name • Insert Competitor Name

21
 Compare your competitors on the
most relevant criteria. These will
depend on your industry and what
Zooming in on our top 10 competitors you want to emphasize

Replace this text with the key takeaway from this PowerPoint slide

Number of Insert your own

Revenue Profit Market share Main activity Product quality
employees text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

Insert Competitor Name Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text Insert your own text

22
 Position your competitor with a 2
by 2 or 3 by 3 matrix, using the 2 or
3 most relevant performance
Market share analysis for our top 5 competitors indicators.

Replace this text with the key takeaway from this PowerPoint slide

Insert title
Insert company name

20 Insert company name

Company Revenue Growth (%)

Gaining market share

15
Insert company name
Average market
10 Insert company name growth

5 Losing market share

Insert company name

-5
0 10 20 30 40 50 60
Market Share (%)

23
In the next slide, you’ll see a small preview of Section VI

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

24
Product life cycle
The product life cycle has 4 very clearly defined stages, each with its own characteristics

• The customers who buy • The customers who buy • The customers who buy • The customers who buy products
products in the “Introduction” products in the “Growth” products in the “Maturity” in the “Decline” phase are called
phase are called “Innovators” phase are called “Early phase are called “Early “Late majority”
• These people buy new adopters” majority” • These people are often
products with the belief that, • These people are often • These people are often considered to be conservative,
sooner or later, these new considered to be visionaries considered to be pragmatists, very price sensitive, skeptical,
products will significantly or revolutionaries, who want who will only adopt a new and demanding
improve our lives to use the discontinuity of any product once it has a proven • They represent 34% of the
• They are also known as innovation to break from the track record market
technology enthusiasts, or past into a new future • They represent 34% of the
“techies” • They represent 13.5% of the market
• They represent 2.5% of the market
SALES

market
PRODUCT
EXTENSION

INTRODUCTION GROWTH MATURITY DECLINE

Note: For complex processes, other IT tools should be used instead of PowerPoint. A very good tool is Microsoft Visio
25
In the next slides, you’ll see a small preview of Section VI

I. Define and implement your sales strategy and plan by leveraging our ready-made sales strategy and plan, which includes
sections such as “Market analysis”, “Competitor analysis”, “SWOT”, “Mission and vision statements”, “Sales strategic goals and
KPIs”, “Channel strategy”, “Initiatives”, and “Plan of action”.
II. Define and implement your marketing strategy and plan by leveraging our ready-made marketing strategy and plan, which
includes sections such as “Market analysis”, “Competitor analysis”, “Sales analysis”, “SWOT”, “Marketing strategic objectives”,
“Marketing team and budget”, “Digital and traditional marketing levers to reach our strategic objectives”, “Products, prices, and
channels of distribution”, and “Marketing plan”.
III. Define and implement your communication strategy and plan by leveraging our ready-made communication strategy and
plan, which includes sections such as “Communication strategy”, “Background and context ”, “Communication objectives”,
“Approach”, “Communication principles”, “Overarching messages”, “Key stakeholder groups”, “Communication channels”, “Key
dependencies”, “Communication risks”, “High-level communication plan”, and “Detailed communication plan”.
IV. Define and implement your pricing strategy: (1) Increase your background knowledge of pricing , (2) Define the pricing maturity
level of your business, (3) Define your pricing strategy, (4) Make sure you avoid price wars.
V. Carry out a market and competitor analysis to better define your strategy and outperform your competitors.
VI. Understand the product life cycle: (1) Introduction, (2) Growth, (3) Maturity, (4) Decline.
VII. Conduct a stakeholder analysis: (1) List stakeholders who can influence your project or be impacted by it, (2) Segment your key
stakeholders by leveraging our stakeholder analysis matrix in PowerPoint, (3) Define and implement a plan of action for each
stakeholder by leveraging our detailed stakeholder analysis matrix in Excel.

26
Why should you undertake a stakeholder analysis for your project (or job)?

There are 5 key benefits of conducting a stakeholder analysis for your project (or job):

1. To identify and manage effectively your key stakeholders

2. To get more resources (i.e., people, time or money) by engaging with influential
stakeholders

3. To increase the quality of your project by receiving input from stakeholders with high
expertise

4. To better communicate the benefits of your project within the company

5. To ensure a better adoption of the change that your project brings

How to undertake a robust stakeholder analysis in 3 simple steps

1 List stakeholders who may influence your project or be

impacted by it

2 Segment your key stakeholders by leveraging our Stakeholder

Analysis Matrix in Powerpoint

3 Define & implement a plan of actions for each stakeholder by

leveraging our Detailed Stakeholder Analysis Matrix in Excel
Step 1: List stakeholders who can influence your project or be impacted by it

Stakeholders Influence Impact

Insert Stakeholder Group name or Stakeholder name High High
e.g. Senior executives, Manager, customer, team, shareholders, government Low Low
e.g. suppliers, the press, the public, prospective customers, trade associations High High
Insert Stakeholder Group name or Stakeholder name Low Low
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name
Insert Stakeholder Group name or Stakeholder name

29
 Structure of the Toolkit
The Sales, Marketing and Communication Strategy Toolkit includes 260 PowerPointslides, 20 Excel sheets and 7 minutes
of Video training categorized into 8 folders that you can download on your device immediately after your purchase.

+ +
260 editable Powerpoint slides* 20 editable Excel sheets* 7-min Video training

1 2 3 4 5 6 7 8

Overview and Sales Strategy & Marketing Strategy & Communication Pricing Market & Competitor Product Life Stakeholder
approach Plan Plan Strategy & Plan Strategies Analysis Cycle Analysis

*Please note that the number of PowerPoint slides and Excel sheets listed is the number of unique slides and sheets. For example, a PowerPoint slide
that has been duplicated to facilitate our clients’ understanding only counts for 1 slide.

30
Key Benefits of our Management Consulting Toolkits

Improve the growth & efficiency Make a great investment for your Get a competitive advantage. It’s
of your organization by leveraging career & organization. It cost us like hiring Management Consultants
Management Consulting Toolkits US$8M+ over the past 10 years to to create all the practical
created by ex-McKinsey, Deloitte & create all our Toolkits. Get them for Frameworks, Tools & Templates you
BCG Consultants. a fraction of this cost. need.

Get the job done quicker and Don't reinvent the wheel. We have
Improve the capabilities of your
never start from scratch again with already worked 30,000+ hours over
organization by learning how the
our ready-made and fully editable the past 10 years to create all the
Fortune 100 and Global Consulting
Frameworks, Tools & Templates in Management Consulting Toolkits
Firms do it.
Powerpoint & Excel. you need.

Become your organization’s

Decrease your costs. Hiring tier-1
Get free support and advice from subject matter expert and impress
Consultants for a project would cost
our ex-McKinsey, Deloitte & BCG your stakeholders with world-class
you $300k+. Way more expensive
Management Consultants. approaches to resolve common
than our Toolkits, which will last you
business problems.
a lifetime!

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What our clients say about our Toolkits
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Join the 200,000+ Executives, Consultants & Entrepreneurs already leveraging our
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200,000+

Daily rate of our ex-McKinsey,

Deloitte and BCG Management
Consultants
$3k-$4k

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