A well-founded marketing analysis is an indispensable tool for recognising and eliminating hidden sales brakes in companies. Companies often report that despite numerous measures and investments, the hoped-for sales successes do not materialise. This is precisely where marketing analysis comes in - it helps to understand complex relationships between the market, customers and competitors and to uncover weak points.
Marketing analysis: How it makes expensive sales brakes visible
Marketing analysis is more than just a collection of figures. It combines market research, competitor analysis and customer feedback to identify potential obstacles in the sales process. One example of this is a medium-sized fashion company that recognised low repurchase rates among regular customers through a targeted analysis. The cause was a lack of personalised offers, which was successfully remedied by adapting the marketing strategy. Another example is a software provider that used competitive analyses to discover that its competitors were gaining market share with innovative pricing models. As a result, the company opted for more flexible product packages and significantly increased its turnover.
Last but not least, companies in the catering sector also use marketing analyses to better predict seasonal fluctuations and take appropriate measures. For example, several businesses have been able to increase their guest numbers and avoid losses in turnover by organising targeted campaigns in weak months.
Central components of a successful marketing analysis
These elements in particular are part of the identification of sales brakes:
- Competitive analysis, in which an online retailer, for example, recognised that price pressure from competitors was increasing with more aggressive advertising campaigns and optimised its own marketing measures as a result.
- The customer analysis that a service provider used to find out that its target group attaches importance to sustainability and therefore switched to providers with a green focus.
- Root cause analysis of internal processes, such as at a production company that uncovered high return rates through analysis and thus addressed process deviations in quality assurance.
These building blocks can be used not only to recognise current obstacles, but also to assess future opportunities and risks. By analysing barriers to market entry at an early stage, a start-up can identify where to focus investment in order to facilitate growth.
BEST PRACTICE with one customer (name hidden due to NDA contract)
For an e-commerce provider, the marketing analysis revealed that the conversion rate after the shopping basket was particularly low. Together, we optimised the checkout process and improved the user guidance. Within a short space of time, sales increased by over 15 per cent as fewer abandoned purchases were recorded.
How marketing analysis provides valuable impetus
Marketing analysis provides concrete impetus for implementation because it helps to maintain an overview of many factors. For example, a medium-sized company in the food industry often reports that customer satisfaction is falling. Analysing survey data revealed that deliveries were too often late. The analysis made it possible to improve logistics in a targeted manner, which led to a noticeable increase in turnover. A digital service provider recognised through data analysis that its leads often came from a single industry and therefore optimised its target group approach. As a result, the marketing analysis enabled the company to utilise its resources in a targeted and efficient manner.
Marketing analysis is also an essential support tool in the practice of iROI coaching. We support clients in developing sustainable strategies that deepen their understanding of customer needs and eliminate barriers to sales. Many report unexpected insights that only became visible through external professional analyses, as internal company perspectives are often too narrow.
Marketing analysis: Practical tips for increasing sales
- Regularly analyse the competitive situation: The market environment is constantly changing. Stay informed about your competitors' products, prices and marketing measures.
- Systematically analyse customer feedback: Feedback, whether positive or negative, often reveals hidden causes of declining sales.
- Continuously review processes in sales and marketing: Inefficient processes or communication gaps are often the real brakes on sales.
- Use technological tracking tools to measure campaign success and make data-based decisions.
BEST PRACTICE with one customer (name hidden due to NDA contract)
A large retailer contacted the coaching team with the desire to better manage its marketing measures. With the help of the marketing analysis, the team introduced new KPI reports that clearly identified bottlenecks in online and stationary sales. This enabled adjustments to be realised promptly in order to systematically leverage sales potential.
My analysis
Regular and structured marketing analyses are one of the best methods for uncovering sales brakes at an early stage and tackling them holistically. It provides companies with important insights into market changes, competitive pressure and customer behaviour. Recommendations for action can be derived from the analysis, which can be used to improve the efficiency of sales and marketing measures. In this way, the marketing analysis supports companies in achieving sustainable and future-proof growth.
Further links from the text above:
How market analysis works: methods & examples
Monitor marketing results: 4 analysis tools
Market analysis - an example
Carry out a market analysis - do's & don'ts
Analysis options in marketing are neglected too much
Recognising and solving sales brakes
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