Ending the war between sales and marketing

Ending the war between sales and marketing

• 1.
  Ending“THEWAR”between Sales & Marketing SureshVaishnav
• 2.
  Marketing  Involves anumber of activities planning, pricing, promotion, product, people, process, physical evidence.  All these activities taken together are termed as Marketing.  Flow of goods and services from producers to consumers.  Marketing create demand of products Sales  Targets on selling the product produced  MAIN AIM TO EARN PROFITS  Converting product into cash.  Sales means completing demand
• 3.
   Marketing setprice too high  Marketing spend too much of the budget  Marketing doesn’t understand the customer enough  When sales are disappointing, marketing blame sales for poor execution of plan  Sales focuses on individual customers instead of the entire market Sales Marketing
• 4.
  * Both departmentwork independently * Doesn’t know what each department is working on * Meeting are conducted with purpose (mostly for conflict resolution) * Boundaries are blurred * Redesign relationships to share structures systems and reward * Marketing focuses on forward thinking tasks * Both groups develops and implement shared metrics * Clear boundaries with flexibilities * Joint planning and training. * Sales forces uses marketing terminology * Marketers confer with sales on important accounts and plays roles in transactional or commodity sales * Set up processes and rules to prevent disputes. * Knows who is supposed to do what and do their own tasks * Have common grounds and language
• 5.
   Marketing metrics candrive sales  Marketing create message  Develop collateral materials to help sales force attract, qualify leads and close sales  Using sales wins analysis to identify right target market  Sales have a conversation  Average growth of 32% in annual revenue  Improved Marketing & Sales ROI SALES MARKETING POSITIVE EFFECTS
• 7.
  Enough theory –do something practical • Recognise and accept there may be a problem • Develop an understanding of your sales process • Assess current situation • Identify sales and marketing needs • Develop and agree shared sales and marketing objectives • Define and utilise respective strengths • Build trust
• 8.
  Enough theory –do something practical • Build joint sales and marketing plans for growth • Develop better insight through talking to real customers • Share and review market analysis, key issues, future developments. • Differentiate through innovation • Develop sales force market feedback
• 9.
  • The companyis small. • The company has good • informal relationships. • Marketing is still a sales • The company’s products and services are fairly cut and-dried. • Traditional marketing and sales roles work in the market. • There’s no clear and compelling reason to change • The company lacks a culture of shared responsibility. • Sales and Marketing report separately. • The sales cycle is fairly short Do not make changes….. Undefined Defined Aligned
• 10.
  •Jointly involve Sales& Marketing in product planning and in setting sales targets. •Jointly involve Sales & Marketing in generating value propositions for different market segments. • •Jointly involve Sales & Marketing in assessing customer needs,. • •Jointly involve Sales & Marketing in analyzing the top opportunities by Segment. •Implement systems to track & manage Sales and Marketing’s joint activities. • Utilize & regularly update shared databases. • Establish common metrics for evaluating the overall success of Sales and Marketing efforts. •Emphasize culture of each other •Emphasize metrics. •Enforce divisions’ conformity to systems & Processes Integrate Activities Integrate Processes & Systems Enable the Culture Way for Integration of Sales and Marketing Following task need to be focused to achecive good relation bet. Sales & marketing
• 11.
  Advoca cy Loyalty Purchase Purchase intention Hand-over tosales Brand preference Brand consideration Brand awareness Customer awareness Marketing Sales Thewholebusiness
• 12.
  Conclusion Carefully planned enhancementsof will bring salespeople’s intimate knowledge of your customers into the company’s core. These improvements will also: • Help to serve customers better now and build better products for the future. • Helps to integrate the work of marketing and sales. • Force your organization to closely consider how people are rewarded. • Boost your top-line and bottom-line growth.