Prepared by : Rajesh Srivastava

Ending the War between Sales & Marketing

Marketing

Sales

War

Marketing

Sales

first & foremost fulfill consumers' wants and needs. as when those wants and needs are

fulfilled, a profit will be made.

Sell a product and do business as quickly as

possible to fulfill sales volume

objectives

Marketing

Sales

instead of focusing on meeting consumer

demand, make consumer demand

match the products we has produced

Marketing take-in many research and promotional activities to discover what products are wanted and make potential customers

aware of them

Marketing

Sales

You set prices too high & uses too much of the budget, which instead

should go toward hiring more salespeople or paying the sales reps higher commissions

sales force did a poor execution of a brilliant rollout

plan resulting lower sales

Marketing

Sales

You are out of touch

with what’s really going on with

customers

You are narrow minded, focuses on individual

customer experiences, insufficiently aware of the larger market, and blind to

the future

Marketing

Sales

This lack of alignment damages corporate

performance.

Sales & Marketing should work together to create value

for the company and for customers.

Marketing ideas come from managers, the sales force, or an advertising agency

(No formal Marketing group)

(has marketing person(s)

choose the best markets & channels, and determine potential buyers’ motives and influences.Co-ordinate with agencies on advertisingand promotions. develop collateral materials & help sales force to attract customers & close sales. Send direct mail, do telemarketing, participate in trade shows to find and qualify leads for the sales force (marketing an independent Operation

4P’s, STP, long-term strategy, Develop Brands rather than products (customer awareness, brand awareness, brand consideration, brand preference, etc.)

Different Roles of Marketing in Different Companies

Reasons for Resistance between Sales & Marketing

Economic Friction

Cultural Friction

3Ps : PriceProductPromotion

Broadly there are two types of frictions between Sales & Marketing

•Two different mindsets•Interaction with different mindsets•Focus low vs high margin•Project based vs Sales Based

Types of Relationships in Sales & MarketingThe relationships change as the company’s marketing and sales functions mature – the groups move from being unaligned to being fully integrated

Undefined

Defined

Aligned

Integrated

•Both grow independently•preoccupied with their tasks & agendas•Each group doesn’t know much about what the other is doing

•Both know who is supposed to do what & stick to their part•Set process & rules to prevent dispute•Group start to build a common language & share what they expect to each other

•Clear boundaries but flexible•Engaged in joint Planning & Training•Sales group understands & uses marketing terminology•Marketers also given important accounts play a role in sales as well

•Boundaries are blurred, develops and implement shared metrics•Marketers are deeply embedded in the management of key accounts•“Rise or fall together” culture develops

Moving Up in Relationships

Undefined

Defined

Aligned

Integrated

•Both have grown independently•preoccupied with their tasks & agendas•Each group doesn’t know much about what the other is doing

•Both know who is supposed to do what & stick to their part•Set process & rules to prevent dispute•Group start to build a common language & share what they expect to each other

•Clear boundaries but flexible•Engaged in joint Planning & Training•Sales group understands & uses marketing terminology•Marketers also given important accounts play a role in sales as well

•Boundaries are blurred, develops and implement shared metrics•Marketers are deeply embedded in the management of key accounts•“Rise or fall together” culture develops

•informal relationships need not be disturbed

•create clear rules of engagement,

•Encourage disciplined communication

•Create Joint Assignment, Rotate Jobs

•Appoint a liaison from Marketing to work

with the sales force

•Collocates marketers and salespeople

•Improve sales force feedback

•Appoint a Chief Revenue Office

•Define the steps in the marketing and sales funnels

•Set shared revenue targets and reward systems

•Integrate Sales and Marketing metrics

•Split Marketing into two groups – upstream

(strategic) & downstream (tactical)

The company is small.

The company has goodinformal relationships.

Marketing is still a salessupport function.

Conflicts are evident betweenthe two functions.

There’s duplication of effortbetween the functions; ortasks are falling through thecracks.

The functions compete forresources or funding

The company’s productsand services are fairly cutand-dried.

Traditional marketing andsales roles work in the market.

There’s no clear andcompelling reason to change

Even with careful definitionof roles, there’s duplication ofeffort between the functions;or tasks are falling throughthe cracks.

The market is commoditizedand makes a traditional salesforce costly.

Products are developed,prototyped, or extensivelycustomized during the salesprocess.

Product life cycles are shortening, and technology turnover is accelerating.

The company lacks a cultureof shared responsibility.

Sales and Marketing reportseparately.

The sales cycle is fairly short

A common process or business funnel can be created for managing and measuring revenue generating activities.

Don’t make any change if …

Tighten therelationshipbetween Sales and Marketingif…

Undefined

Defined Aligned

Move to Defined Move to Aligned Move to Integrated

Points to be taken into consideration

•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 signing off on advertising materials.

• 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 metricsfor evaluating the overall success of Sales and Marketing efforts.

• Create reward systems to laud successful efforts by Sales and Marketing.

• Mandate that teams from Sales and Marketing meet periodically to review and improve relations.

• Require Sales & Marketing heads to attend each other’s budget reviews with the CEO.

•Emphasize shared responsibility for results between the different divisions of the organization.

•Emphasize metrics.

•Tie rewards to results.

•Enforce divisions’ conformity to systems & Processes

•Split Marketing into upstream and downstream teams.

• Hire a Chief Revenue Office

Integrate Activities Integrate Processes & Systems Enable the Culture Integrate Organizational Structures

Way for Integration of Sales and Marketing To achieve integration between Sales & Marketing, companies needs to focus on the following tasks

Customer Awareness

Brand Awareness

Brand Consideration

Brand Preferences

Purchase Intention

Purchase

Customer Loyalty

Customer Advocacy

Marketing

Sales

The Buying Funnel

1. Our sales figures are usually close to the sales forecast.

2. If things go wrong, or results are disappointing, neither function points fingers or blames the other.

3. Marketing people often meet with key customers during the sales process.

4. Marketing solicits participation from Sales in drafting the marketing plan.

5. Our salespeople believe the collateral supplied by Marketing is a valuable tool to help them get more sales.

6. The sales force willingly cooperates in supplying feedback requested by Marketing.

7. There is a great deal of common language here between Sales and Marketing.

8. The heads of Sales and Marketing regularly confer about upstream issues such as idea generation, market sensing, and product development strategy.

9. Sales and Marketing work closely together to define segment buying behavior.

10. When Sales and Marketing meet, they do not need to spend much time on dispute resolution and crisis management.

11. The heads of Sales and Marketing work together on business planning for products and services that will not be launched for two or more years.

12. We discuss and use common metrics for determining the success of Sales and Marketing.

13. Marketing actively participates in defining and executing the sales strategy for individual key accounts.

14. Sales and Marketing manage their activities using jointly developed business funnels, processes, or pipelines that span the business chain – from initial market sensing to customer service.

15. Marketing makes a significant contribution to analyzing data from the sales funnel and using those data to improve the predictability and effectiveness of the funnel.

16. Sales and Marketing share a strong “We rise or fall together” culture.

17. Sales and Marketing report to a single chief customer officer, chief revenue officer, or equivalent C-level executive.

18. There’s significant interchange of people between Sales and Marketing.

19. Sales and Marketing jointly develop and deploy training programs, events, and learning opportunities for their respective staffs.

20. Sales and Marketing actively participate in the preparation and presentation of each other’s plans to top executives.

1 2 3 4 5

Judge your Sales & Marketing integration

20–39 Undefined 40–59 Defined 60–79 Aligned 80–100 Integrated

Strongly Disagree Strongly

Agree

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