Business Planning and Strategy

At DIA Associates, we share the conviction that an effective business strategy should be robust at the high-level, but also link to the next level of detail with focus on immediate profitable actions. Therefore, our fact-based approach has been crucial in delivering value to clients across a multitude of engagements.

Sample Cases

Sales Force E2E Advanced Analytics

Sales Force E2E Advanced Analytics was a long-term engagement with the group in charge of sales and client management for both small businesses and middle market businesses at a major credit card issuer. DIA helped our client design, execute, and measure the impact of a comprehensive strategy that was effective at changing client behavior in a lasting way. The team focused first on defining overarching objectives and treatment strategies for different customer segments, coupled closely with incentive plan design so that sales representatives’ motivations were aligned with the organizational objectives. Then clients were selected and allocated geographically, and individual targets were created to match each representative’s client base. Additionally, DIA supported execution through production of monthly dashboard and call-planning tools, compensation calculation, and regular, high-level performance assessments to facilitate on-the-fly strategy adjustments. The project resulted in multi-billion dollar spend impact, and the expansion of the scope of the sales/client management program by more than four fold.

Business Marketing Strategy for Top US Card Issuer

Business Marketing Strategy was a strategic engagement with the marketing team for small and large businesses at a major card issuer. DIA acted as an integral part of team and provided both strategic leadership as well as PMO for the worldwide client leaders and teams. We helped develop an end-to-end business marketing strategy and provided a roadmap to drive performance towards year-end and long term goals. The approach focused on designing a marketing framework for all activities, both high and low level objectives, as well as prioritizing initiatives based on their impact, funding needs, and overall fit to the marketing framework. A major component of the prioritization workstream was designing a scorecard with the right key performance indicators to set goals, track performance, and measure the ultimate contribution of each initiative to the organization's overall goals.

Commercial Segmentation and Strategy

The objectives of the engagement was to create an overview of the US small and medium business landscape and develop action-oriented segmentation for a top card issuer. The ultimate goal was to set the stage for a series of strategic planning initiatives with a consolidated view of the market sizing, opportunity and segmentation framework. The first step was to leverage both internal customer/prospect databases and external sources such as Census to estimate the number of businesses, size-of-wallet in the US and penetration of our client, followed by profiling analysis on the overall market as well as one specific industry. With the relevant variables identified from the industry deep dive, we used decision trees to create and validate segments associated with heterogeneous product needs.