Strategy field study report
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Date
2022
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad ESAN
Fecha de fin de embargo
2024-01-01
Redes Sociales
Citación
Citación APAAbstract
Brightmark needs to decide how to grow their annual revenue to $5 million while maintaining a profit margin of 20% in the next 3-4 years. However, it must solve the mismatch between aspirational client size & current capabilities, the influence of Salesforce AE at the top of the sales funnel and the underutilized training vertical, among others. Based on the conducted analysis, it will be difficult to achieve this growth organically. Hence, Brightmark should position itself to be acquired by a potential suitor in the next 3 years. As the valuation in this industry is primarily based on Revenue Multiple, it is pertinent for Brightmark to work on increasing its top line in this period. Therefore, Brightmark should serve small and medium sized businesses in the BFSI industry, invest in Omnichannel Marketing activities and partner with B2B lead generation agency to reduce their dependence on Salesforce AEs. Additionally, they should use their training vertical to generate more revenue. Implementing these recommendations, it is estimated that Brightmark will earn more than $3 million revenue and negotiate for a higher revenue multiple.
Description
Keywords
Planificación de la empresa, Política y estrategia empresarial, Administración de recursos humanos, Personal de ventas, Sistemas de información administrativa, Mercadeo relacional
