Successful B2B sales are a balance between proven approaches and modern technologies. This combination allows businesses to be flexible, adapt to market changes and remain competitive.
Artem Elisov, Commercial Director of Completo, spoke about how to increase sales efficiency with the help of AI, what to track to evaluate marketing efficiency from a business point of view, what unit economics has to do with it, and how to combine traditional working methods and innovative solutions.
Marketing and Unit Economics: How to Divide Costs and Calculate Efficiency
Unit economics is a financial model that allows administration directors email lists you to calculate the profitability, cost effectiveness and other indicators of each specific product or service.
It helps businesses make informed decisions and optimize costs. The main areas of work with unit economics:
- Unit economics by product – calculation of profitability of each product.
- Unit economics by geography — analysis of profitability in different regions. For example, in the context of international or national email pop-up design checklist markets, in the context of specific federal units.
- Unit economics by target audience — assessment of the efficiency of work with different segments of clients, where the division is by industry. For example, pharmaceuticals, construction, IT solutions.
- Unit economics by the size of the average check. A good example in this case are banks working under various schemes turkey data with small, medium, large businesses.
- Unit economics by target audience segment and price level. This division is most clearly expressed in B2C. For example, X5 Group has discounters Chizhik and a supermarket chain Perekrestok, positioned as a chain with “high-quality fresh products”.
Basic principles of unit economics
To implement unit economics, it is important to consider its basic principles from the holding’s perspective:
- Availability of direct costs. This includes everything related to the costs of business units, i.e. units.
- And indirect costs. That is, costs for the back office, IT infrastructure maintenance, HR, marketing, upselling, if this is not distributed among units.
- Gross profit. How much a particular unit gives to the holding.
- Start-up costs. When opening a new unit, do not forget that you need to allocate additional resources for marketing and sales, and take all this into account.
