Sales Playbook Report for IMA Ltd: Business and Sales Strategy

The report analyzes the business strategy of IMA Ltd., a company specializing in material data processing for manufacturing. It details key issues, company value proposition, target markets, and lead generation strategies. The report outlines the sales process, including initial web introductions, data evaluation, sales proposals, ROI calculations, negotiation, and final proposal acceptance. Financial aspects are also discussed. IMA's services help organizations find spare parts efficiently, reduce downtime, and optimize inventory. However, the company faces challenges from competitors. IMA generates revenue through data management services, targeting large manufacturing companies. The sales process involves customized data evaluation, sales proposals, and ROI calculations to demonstrate value. The report highlights IMA's focus on providing high-quality services and advanced technology to its clients, emphasizing the importance of long-term relationships and market reputation.

Running head: SALES PLAYBOOK REPORT
Sales Playbook Report
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Executive summary
The report contains the details of the business strategy of IMA which is one of the leading
company that help the organisations to find spare part that are essential for the manufacturing
companies to repair their machines if such machines get stuck during the production process .
The report contains the details of the key issues that are related with the process of
production, the valuation of the services provided by the company, what are the target
markets of the company and how sales can be generated from such market. The report also
gives a brief elaboration of the process of sales and the financials position of the company.

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Table of Contents
Introduction....................................................................................................................3
Key issues.......................................................................................................................3
Company value proposition...........................................................................................4
Target market.................................................................................................................5
Lead generation..............................................................................................................5
Initial introductory web process.................................................................................6
Customised data evaluation........................................................................................7
Sales proposal.............................................................................................................7
ROI calculator............................................................................................................7
In person proposal review and negotiation................................................................8
Final proposal acceptance..........................................................................................8
Financial.........................................................................................................................8
References....................................................................................................................10

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Introduction
Sales forecast and sales plan is a part of the marketing strategy to connect with the
potential customers of a company and to offer them the products and services with an
objective of building long term business relationship. IMA Ltd, a global material data process
company has introduced a new SAAS based material data processing tool. In this report the
sales objective, key issues and their sales strategies with the overall business objective of
growing sales have been illustrated and discussed in details.
Key issues
The main business of the organisation is to provide indirect material data which are
associated with the spare parts that help the manufacturing units to continue their process of
operations steady. The services of the company help the organisations to get their spare parts
easily and within short time frame which assist them to manufacture their damaged
equipment that are used in the process of production, and this help the organisation to save
time and labour and thus reduce the cost of operations (Key &Czaplewski2017). The sales
team of IMA generate revenue by selling the material master data management services. The
organisations which are dependent largely on equipment to run their production process, by
taking the assistance of the services of the IMA can leverage the normal data in their ERP
will get the benefit to reduce the loss of production hours and will thereby able to utilise more
time in producing more units which in return will increase their revenue (Key
&Czaplewski2017). This service will also enable the organisation to improve their MRO part
procurement and to reduce the number of excessive spare parts in the inventory.
This service gained huge popularity among big concerns and bring high revenue for
IMA but suddenly from 2017 the scenario changes suddenly and the owners observed a major
change in the industry (Morganet al 2019). Most of the big manufacturing units started to

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have their own data governance team and trying to implement the services provided by IMA
by their own team. This becomes the major issue for the organisation and the company
started to take new initiatives to solve this issue.
Company value proposition
The products of the company get huge popularity among the clients and provide huge
financial success to the organisation. The product is very useful to reduce the cost of the
production by reducing the loss of time for finding spare parts that are essential to keep the
equipment’s running in case of any damage occurs (Olsonet al2018). Beside the device of
IMA is also helpful to manage the procurement process and to keep the inventory free from
spare parts. These services make the organisation very popular among the clients and that
create a value for the organisation in the market (Olsonet al2018).
The model of pricing of the main products of the company that generate the highest
revenue has remained constant for the last decades, while the charges vary from the volume
of work that is performed to each line of customer data. The company generally provide
services at three levels which consists of the cosmetic cleanse, standardisation and
enhancement of item with price fixed for each line of item is 1.50, 2.50 and 3.50. A fixed
charge of 5000 is made for the IT fees for the preparation of data. The average number of
dataset is 60000 line items but the range of products from 2000 lines to 7500000 line items
(HapsariStoffers&Gunawan2017). Annually the sales team sells 25 million worth of project
based dataset cleaning service all over the world.
At present the recurring revenue is generated from a data governance solution that
helps the customer to maintain the integrity of their newly cleansed data collection by using a
portal that is based on the web for the addition of items and the modification of items. To
access the service the user pay $150 per person per month. Almost 15% of the company’s

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overall sales is generated from the recurring revenue which worth almost 7.5 million
(Assimakopoulos et al. 2017).
Target market
The main target market of the company is the big manufacturing units which is
largely dependent on equipment and the companies which do not want to make loss of
production time by searching spare parts. The company’s main clients are Pepsi, Honda and
McCain foods (Hunt 2018). These customers are in long term relationship with the customers
and the customers largely depend on the IMA to ensure their data remains the most effective
in the industry.
Lead generation
Most of the lead of the organisation is generated from the social media and the
website of the company. The long term existence of the company makes it popular among the
existing customers. These existing customers help the company to get new customers. The
customers can easily get the information about the company in the social media platforms and
if they feel that the company is best suitable to fulfil their needs then they can directly
approach to the executives of the IMA (Songet al 2018). On an annual basis the company
provide advertisement bin various social media so that their company get highlighted in these
platforms and from such advertisements more clients can be attracted.
Beside the social media the company website also a lead generating tool for the
organisation the clients who get information about the company can easily make contacts
with IMA directly through the website. In the website there is separate field is given in which
all the steps that is essential to avail the services of the company is specifically mentioned so
that the organisations does not have to face any difficulty to understand what they should do
in order to get the services of the organisation (Dangelico&Vocalelli2017). This kind of

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direct sales generation process reduces the excess cost of marketing expenses and increases
the profitability of IMA.
The key marketing source of the company is its reputation in the market and the
strong relationship with the existing clients. The clients having a long term relation with the
organisation help the organisation to get new customers which further help to make the
existing relationship between the existing clients and IMA stronger and effective.
The main message that IMA give to its clients is that if they hire IMA they will be
assured of the highest quality of service and that will help the organisation to reduce the
overall cost of production of the particular organisation. Providing advanced technology is
the main mission of IMA to serve its clients (Patrutiu-Baltes 2016).
Sales process
The sales process of the IMA is classified into several steps all the steps are explained below
Initial introductory web process
At the first stage a brief introduction is gathered about the client which includes all
the details of the company regarding its process of production what kind of equipment it use
and what expectation it has from IMA. The detail of the production process is also gathered
from the high level executives of the particular company. The information relating to
production hours and kind of difficulties it faces from the sudden stoppage of the equipment
(Cacciolatti & Lee 2016). IMA also gathered information about the cost of production so that
it can be possible to give an estimation of the benefits that IMA can provide to the company
and by what percentage it will be possible to reduce the abnormal loss of time by
implementing the technology of IMA.

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Customised data evaluation
After the introduction IMA will make a customisation of data of the particular
organisation so that it can be possible to set the most appropriate method for the particular
organisation. Different companies have different requirements so customisation of the data is
very essential and for that reason IMA give high emphasis on the data collection. If the data
is collected properly then in that case the process of delivering the services to the company
will become easy for IMA and that will also save time (Wensley 2016). The highly advanced
technology of IMA can make it easy to customise the data of the particular organisation and
provide the best service so that the organisation does not face the problem of abnormal loss of
time in the production process.
Sales proposal
As the company have three lines of items so it is very important to make it clear to the
client that among these three services which one it wants and which one will be beneficial for
them? The different kind of services have different rates and also different functions this will
help the client to take the decision regarding which service will be better for it (Kiseleva
2017). The three items of services that are provided by the company are cosmetic cleanse,
standardisation and item enhancement have different rates and different functions which are
used for different companies so based on the nature of the organisation IMA set the sales
proposal and this method of setting the sales proposal help IMA to create a transparent
relation with their clients (Kiseleva 2017).
ROI calculator
This unique technology used by the IMA to impress their client as at the initial stage
the client will get a clear idea about what value they will get for paying the fees to IMA. The
ROI or the return on investment give clear picture to the clients that how much return they
will get by investing their money in IMA. Being a service provider IMA is very specific

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about providing service which will give the maximum return to the companies which adopt
their technology in order to reduce the loss of production time. The main motive of the IMA
is to provide the necessary support quickly to the organisation if the equipment used by such
companies for their production process suddenly get damage and stop its operation
(Kennedyet al. 2018). It is the primary objective of every organization that implement the
technology of IMA, is to reduce the time of searching the spare parts and to increase the
productivity so by providing the details of the ROI, IMA attracts its clients by providing the
statistics of the return that they will provide if the clients hire them and install their
technology in their organisation.
In person proposal review and negotiation
After all the preliminary data collection and providing the ROI IMA executives will
visit the potential client in person and will negotiate about the final price that the client may
be ready to pay. During this in person visit both the companies will keep their proposals and
if both the companies agree with all the terms and conditions then at the final stage the final
proposal will be given (Rutz & Watson 2019).
Final proposal acceptance
After the final proposal is given and accepted by both the parties IMA will provide a
deed in which all the details about the process of working will be given and within what time
they will start and complete the project will be specified in that agreement.
Financial
In implementing the above sales plans and strategies, the financial aspect must also be
kept in mind. It will require a team of highly trained and experienced sales executives and
management personnel to manage the team. Their salaries or the manpower costs in
implementing the desired sales plan would be the most important factor driving the costs.

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Another important factor driving the costs in implementing the above sales plan is the cost of
market research and forecasting. Therefore, the fanatical aspect of the sales plan as made
above includes the salaries, advertising expenses and the cost of other promotional activities.

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References
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