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Achieve Your Goals

We examine what organizations are doing to stay relevant and competitive in this fast-paced world, and which ones are doing it best. We then strategize using smart tools and resources in order to understand the implications of every choice our clients can make. Get in touch to learn more about how this service can help you.

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Management Consultancy: Services



Bayülgen Consultancy helps companies optimize their marketing and sales strategy to drive profitable growth. We do this by drawing together insights from your customers, markets, business environments and internal organization. Then we model the economic implications of these insights and compare them with what’s working for other companies. From there, we work with management to embed change in the organization’s practices and processes.

The result? Value-creating commercial strategy that is unique to your business — right down to individual products, programs and customer segments.

Our marketing and sales capabilities span the entire commercial journey.

  • Brand strategy

Position, develop and invest in your brands to differentiate and drive growth. 

You’ll gain a clearer perspective of which customers a brand (or portfolio of brands) is serving. You’ll also understand each brand’s points of difference better, acquiring the insight to grow share, improve positioning and build clearer targeting of customer segments. All this points to higher revenues and profits from improved alignment with customers and distribution channels.

  • Loyalty & customer experience

Increase customer traction by providing the seamless experience they want. 

This involves grasping customer needs across your portfolio of brands, products and channels — and, through this, defining the important characteristics of customer experience. In return, see higher profitability and increased loyalty by focusing on strategies to address pain points and create customer advocacy. You’ll also improve your ability to serve targeted customer segments and develop differentiated customer experiences with high return on investment.

  • Marketing strategy

Speak to the right customers in the right way at the right time. 

The marketing landscape is changing more rapidly than at any time in the recent past, with digital, social and mobile technologies making traditional models of engagement obsolete. To develop marketing strategies that will direct your resources more effectively, we combine our commercial expertise in advanced data analytics with a game plan that gets your message in front of the audiences you need to reach. You’ll stimulate sales and strengthen your market positioning, thanks to a strategic view of the marketing mix that ties in more effectively with sales and product strategy.

  • Commercial excellence

Reinvigorate revenue growth and optimize sales and marketing spend. 

Commercial Excellence comprises a series of steps that an organization can take to define its target customers and plan the delivery of its value proposition to them, supported by excellent sales and marketing execution. Commercial Excellence is key for businesses that seek to establish a new go-to-market model to enter new categories or markets, and also for established businesses that aim to gain a competitive advantage and target incremental growth in mature, highly competitive categories. In our experience, Commercial Excellence initiatives can yield concrete financial benefits in terms of revenue growth and/or substantial SG&A savings through optimized resource allocation.

  • Customer targeting and value proposition

Identify the highest-priority customer segments to target, and define value propositions tailored to the needs of those segments. 

Many companies struggle with how best to understand, segment and prioritize customers — and how to optimize the economics, from both a provider and a customer perspective — leading to a “one size fits all” approach for allocating resources and investment. We rely on external research and rigorous quantitative analysis of sales data to inform customer groupings and determine the appropriate segments to pursue with the right value proposition. Our customer targeting capability provides clients with a clear focus on the “best fit” segments where the business can drive revenue and profit growth.

  • Sales force effectiveness

Improve and accelerate sales performance by determining the right processes and enablers to maximize the commercial team’s effectiveness.

To realize sales gains, sales and marketing processes need to align with the customer strategy and go-to-market model throughout the sales cycle. Sales enablers, such as compensation scheme for the team, key performance indicators, systems and tools, and training programs, must also be established to ensure that the sales team has the best support. We advise and support management teams on establishing the right infrastructure to root out sales productivity drains, align incentives and ultimately drive sales growth.

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Bayülgen Consulting has been advising organizations and senior executives on strategy for years. We provide insights that help our clients make integrated strategic choices, achieving exceptional results. In all cases, we work closely with our clients to collaboratively design solutions that fit their needs and fulfill their strategic ambitions.

Our strategy consulting services help you answer the following questions:

  • What are our goals? 

This includes not just your vision, mission and values, but also how big you'd like your enterprise to be and how much money you intend to make. Non-financial goals – things like corporate social responsibility, brand and market position are part of the equation as well. We temper all of these objectives and goals with consideration of the resources available to you and your appetite for risk.

  • Where do we want to operate? 

Besides the goods and services you have to offer, there’s also the matter of what industries or sectors you’d like to appeal to and the geographical regions where you plan to operate. You’ll also need clarity about customer segments, sales channels and your own role in the value chain.

  • How are we going to beat the competition? 

You may have chosen what to sell and where, but you will need a compelling value proposition, potentially tailored to different customer segments, at the right price, sold the right way within the channels you’ve selected to use. Choices around the role of innovation strategies and inorganic options may also be important.

  • How should we configure? 

Resources you have at your disposal need to be coordinated correctly to support the choices you’ve made around what, where and how. This includes ensuring you have the right mix of capabilities, a clear and effective operating model and the right level of resourcing. In addition, ensuring that incentives are aligned with behaviors commensurate with your strategy is also critical.

  • How do we make all of this happen? 

As a final step, you need to make sure you have a robust plan, with clear accountability, meaningful targets and practical work packages or initiatives. This will need to be supported by realistic budgets and investments, particularly of employees’ time, and a disciplined change process that upholds accountability and ensures transparency.


Change can be daunting. Our suite of consulting capabilities allows us to serve our clients in a comprehensive manner, whether their needs are strategic, organizational, performance related or otherwise. We can support from initial conceptualization through development of practical solutions and mobilization of the execution effort.

For a business going through major change, the challenges can seem vast. There are a number of questions that will undoubtedly play on senior executives’ minds:

  • What are our overarching strategic vision and goals?

  • What does success look like and what is our timeframe for achieving it?

  • What are the key risks and how can they be mitigated?

  • How will we manage the day-to-day business while the transformation is under way?

  • How do we keep staff, customers, suppliers and shareholders informed?

  • What are the expected value creation targets and the timing for realization?

  • How can we organize and manage this complex process in a disciplined and structured way?

Bayülgen combines deep sector expertise, analytical firepower along with a proven suite of complementary capabilities and tools, which we can deploy to ensure our clients develop well-supported, actionable and sustainable solutions that create real value — while embedding robust processes and tools to see their implementation through to completion.

Get in Touch
Management Consultancy: Services
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