Consilium's New ORE™ Approach is Tailored to Complex Manufacturing Sales Environments
BOSTON, MA - 9 August, 2021
Capital equipment companies and other industrial manufacturers face dual revenue growth challenges. First, they have to adapt to buyers' expectations shaped by digital-first B2C experiences. Second, they have to overcome the inertia of long-standing traditional approaches to manufacturing marketing and industrial sales.
Many manufacturers recognize the digital imperative but struggle to implement and overcome institutional inertia. This is similar to the journey many went through as they worked to improve quality and increase profitability. In fact, OEE (overall equipment effectiveness) which is an approach which many use to optimize production line efficiency, is also the ideological foundation upon which Consilium has built its ORE concept.
OEE recognizes that the net effectiveness of a production line is the product of the effectiveness of each step. Therefore small inefficiencies in several steps magnify each other. And the aggregate output will be disastrously impacted when steps aren't well coordinated.
That's a perfect analogy for the complex sales and revenue growth environment faced by capital equipment manufacturers in today's markets. Too often tweaks or implementation of tactics here and there fail to drive revenue results and don't even improve forecasting, pipeline, or even lead generation. While each is often important, executed in isolation they don't contribute to overall results.
"The ORE framework is a gamechanger for machinery manufacturers," says Ed Marsh, founder of Consilium. "It distills the challenges they face in revenue growth into a context that that naturally understand. Too often 'digital' and 'marketing' are considered hocus pocus by metal benders. But they instinctively understand the OEE concept in their world. So this pulls all the pieces together in a sensible framework."
Unlike a simple formula of trade shows and trade journal print ads to generate qualified leads for active projects to hand to sales, today's environment involves extensive buyer research, digital groundwork with technical SEO and traditional content marketing practices, website personalization and conversion optimization, sales process design, sales enablement content, a robust data stack, sales force testing and training, and integrated technology to simultaneously improve the buyer experience and the sales team's efficiency.
Consilium's ORE methodology is built around a framework that integrates the marketing, sales and success functions; aligns marketing and sales departments and metrics; and the threads of data, technology and buyer expectations.
Marsh continues, "This ORE approach will be core to the revenue growth framework that we'll help company teams create at this year's Manufacturing Growth Summit in Nashville in December. I'm so excited the reactions I'm getting from manufacturers who suddenly find clarity in the complex process of digital marketing and virtual sales."
Learn more about overall revenue effectiveness here.
About Ed Marsh: Ed has 25 years of experience in industrial marketing, sales & management. He's a HubSpot tiered partner and has helped a number of B2B companies achieve revenue growth success by coaching and developing their internal teams using this model. He's a graduate of Johns Hopkins, a former Ranger qualified Airborne Infantry Officer, NACD Board Director Fellow and member of the Association for Corporate Growth. He's also an experienced international businessman and former Export Advisor to American Express's Grow Global program.