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TEAM: CHIMERA A

SAHANA V.S.

SUCHETA S.S.

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2

What is an ERP ?

Integrated across the primary and support processes

MarketingManufacturing

Materials

Distribution

Finance

Engineering Sales

Human Resources

PlanningandExecution

4/22/2012

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Marketing is the process of planning and executing

the conception, pricing, promotion and distribution ofideas, goods and services to create exchanges that

satisfy individual and organizational goals.

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Strategy: The answer lies in having a requirementsdefinition process that is on-going and produces an"evergreen" requirements database.

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Strategy: Again, the answer may come in structuring

product planning as an on-going "evergreen" process.

Often some marketing staff must have their roles andobjectives defined to explicitly favor sales support.

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Strategy: The first step is to identify your targetcustomer--their characteristics and needs. This includesidentifying the economic and technical decision makersas well as the influencers. At that point you can assessthe key filtering questions. It may be possible to shiftidentifying and pre-qualifying "suspects" to lower levelstaff or outsourcing to a telemarketing company.

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Strategy: To speed the sales process you need first to havethought through and documented your "sales model." Whatare the step-by-step actions required to bring this sale to asuccessful conclusion? How long should each step take?This will allow you to track each opportunity in the salespipeline and will also help weed out the "lookers" from the"buyers" early on.

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Strategy: The features for future products ideally flowfrom a process. It begins with defining the overallobjectives of the business, identifying market opportunities,and determining customer requirements. In the long-term,your company can succeed or fail to the degree that product

planning supports a well-considered business strategy thattruly meets customer needs. Maintaining an "evergreen"requirements database helps ease the burden at thebeginning of the planning cycle.

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Strategy: Here is where

"creativity" comes into play. In

general it is better to keep the

train on track. If necessary to

meet customer commitments,

look for options for an "early"

or "pilot" release to selected

customers. Also look for

opportunities to schedule rapidfollow-on releases to enable

sales ahead of the delivery of

the required functionality.

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Strategy: Identify the breakdown in business

process and treat it as a positive opportunity to

mature the organization. Also, look for

opportunities to leverage inexpensive Web-based knowledge sharing technologies to foster

information exchange.

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Strategy: There is no one "right" answer to suchquestions. Each organizational structure hasadvantages and challenges.

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Strategy: In any given year, marketing programs shoulddirectly reflect the overall business objectives for that year.Make sure marketing programs are targeted to achievemeasurable results. It is also useful to conduct an annual 360

degree "marketing audit" to systematically evaluate howwell you are doing in various areas of marketing and wherethere would be the "biggest bang for the buck" ofinvestment.

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Strategy: Customer contact needs to be built into the

planning process at all levels. Executives,Development, Marketing, and Sales need ongoingcustomer contact. Ideally requirements should belinked to the expressed needs of prospects andcustomers. Win/loss reports can provide highlyvaluable customer/prospect feedback.

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