1. ontarget consulting + research
Summary of Findings
• A majority of business leaders believe their organizations are responding well
This is a summary of the
to the business challenges they are facing. Over 60 percent of survey respon-
“Outlook on 2012” dents reported being encouraged by how their organizations responded to
survey conducted by Heinz the business challenges faced in 2011.
Marketing, OnTarget • Survey respondents generally believed that their organizations did a good job
Consulting & Research and of keeping existing customers in 2011. Over 80 percent of respondents gave
DemandCon. Nearly 500 their organization a grade of “A” or “B” for keeping existing customers. Less
business leaders and than 20 percent reported a grade of “C” or lower.
marketing executives from • Survey respondents reported being less satisfied with getting new customers
throughout North America in 2011 as compared to keeping existing customers during the year. Over 35
percent of respondents reported a grade of “C” or lower for their organiza-
reported on how well they tion’s ability to get new customers compared to less than 20 percent giving a
believed their company or grade of “C” or lower for keeping existing customers.
organization performed in • Nearly 80 percent of respondents reported that their organizations made
2011 as well as their changes to their sales and marketing strategies in 2011 and nearly 80 percent
outlook for 2012. of those respondents who made changes were optimistic that that changes
made in 2011 would be successful in 2012. Many reported that these changes
focused on placing more discipline on all stages of the sales process and in-
creasing emphasis on better serving and caring for existing customers.
• Looking ahead to 2012, respondents reported several actions that they would
be taking in 2012 to increase customer loyalty. Many actions taken focused on
the following areas:
– Improve communication through all stages of the customer life-cycle
– Free sales and customer service teams to spend more time with customers
– Personalize service at every point of customer contact
– Increase service focus following the sale
• Looking ahead to 2012, respondents reported several actions that their
organization needed to focus on to maximize business success. Many actions
centered on the following areas:
– Successfully execute our plans
– New product introductions must be successful
– Better connect with our customers
Heinz Marketing – Build a sustained pipeline of prospects
8201 164th Ave. NE, Suite 200
– Become a leader in the industry, not a follower
Redmond WA 98052
Ph. 877.291.0006 – Increase employee training focus
www.heinzmarketing.com
OnTarget Consulting & Research
16840 Bothell Way NE, Suite B
Lake Forest Park, WA 98155
Ph. 206.353.2041
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2. ontarget consulting + research
Detailed Findings
Q1. Thinking back to 2011, were you generally encouraged or discouraged by
your company’s ability to adapt and respond to the various business challenges
and/or opportunities faced during the year?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
Encouraged 61.6% 67.8% 59.9% 59.2%
Discouraged 16.7% 11.0% 20.4% 20.4%
Neither encouraged or discouraged 20.4% 20.3% 19.0% 19.1%
Q2. Given the business environment that your company faced in 2011, what
grade would you give it on its effectiveness in serving and keeping existing
customers during the year?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
A 30.7% 37.9% 29.3% 27.4%
B 51.3% 47.5% 51.0% 54.8%
C 14.0% 11.9% 15.6% 14.6%
D 2.9% 2.5% 4.1% 1.9%
F 1.0% .8% —% 1.3%
Q3. Given the business environment that your company faced in 2011, what grade
would you give it on its effectiveness in winning new customers during the year?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
A 22.5% 18.6% 25.9% 19.1%
B 41.4% 40.7% 37.4% 48.4%
C 26.0% 26.3% 27.2% 25.5%
D 9.1% 13.6% 8.2% 6.4%
F 1.0% .8% 1.4% .6%
Q4. Did your company refine or modify any parts of your sales and marketing
strategies in the past year?
All Executive Senior Manager/
Heinz Marketing Leader/Owner Leader Supervisor
8201 164th Ave. NE, Suite 200 Yes 79.0% 85.6% 81.0% 74.5%
Redmond WA 98052 No 15.3% 13.6% 17.0% 16.6%
Ph. 877.291.0006 Don’t know/not sure 5.8% .8% 2.0% 8.9%
www.heinzmarketing.com
OnTarget Consulting & Research
16840 Bothell Way NE, Suite B
Lake Forest Park, WA 98155
Ph. 206.353.2041
www.ontargetnow.com Continued

3. ontarget consulting + research
Q5. Do you believe your company has done a good job of implementing the
changes it has made to its sales and marketing strategies?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
Yes 68.9% 71.3% 71.4% 69.2%
No 12.5% 10.9% 10.1% 14.5%
Don’t know/not sure 18.5% 17.8% 18.5% 16.2%
Q6a. What is the main reason that you believe your company has done a good
job of implementing the changes you have made to your sales and marketing
strategies?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
We are becoming more effective in 52.3% 54.2% 50.6% 54.3%
prospecting and winning new business
Our sales and/or marketing teams 51.1% 43.1% 49.4% 54.3%
are focused and motivated
We are keeping our current customers 45.5% 50.0% 48.2% 35.8%
We are becoming much more effective 36.7% 41.7% 34.1% 33.3%
in meeting and exceeding our sales goals
Q6b. What is the main reason that you believe your company has not done a good job
of implementing the changes you have made to your sales and marketing strategies?
All Executive Senior Manager/
Leader/Owner Leader Supervisor
We are not becoming more effective 60.4% 45.5% 83.3% 35.3%
in prospecting and winning new business
Our sales and/or marketing teams 33.3% 36.4% 16.7% 47.1%
are not focused and motivated
We are not effective in meeting 25.0% 45.5% 25.0% 17.6%
our sales goals
We are losing customers 14.6% —% 16.7% 17.6%
Q7. Thinking about 2012, are you generally optimistic or pessimistic about all the
Heinz Marketing actions your company has or is taking to be successful?
8201 164th Ave. NE, Suite 200
Redmond WA 98052 All Executive Senior Manager/
Ph. 877.291.0006 Leader/Owner Leader Supervisor
www.heinzmarketing.com
Optimistic 77.3% 87.3% 75.5% 73.9%
OnTarget Consulting & Research Pessimistic 4.5% 1.7% 5.4% 5.7%
16840 Bothell Way NE, Suite B Neither optimistic or pessimistic 15.3% 10.2% 17.0% 17.2%
Lake Forest Park, WA 98155 Not sure/don’t know 2.9% .8% 2.0% 3.2%
Ph. 206.353.2041
www.ontargetnow.com Continued

4. ontarget consulting + research
Profile of Survey Respondents—Position
Executive Leadership/Owner 24.3%
Senior Leadership 30.3%
Manager/Supervisor 32.4%
Other 13.0%
Profile of Survey Respondents—Size of Organization
1–99 employees 43.7%
100–1000 employees 28.2%
1001–9999 employees 15.7%
10,000+ employees 12.4%
Want to learn more about
this survey, or discuss
your own organization’s
outlook and readiness
for 2012? Contact us at
survey@heinzmarketing.com
or via the contact
information below.
Heinz Marketing
8201 164th Ave. NE, Suite 200
Redmond WA 98052
Ph. 877.291.0006
www.heinzmarketing.com
OnTarget Consulting & Research
16840 Bothell Way NE, Suite B
Lake Forest Park, WA 98155
Ph. 206.353.2041
www.ontargetnow.com