cross functional communication in marketing
TRANSCRIPT
How to End the Battle between
Marketing & Sales?Cross Functional Communications in Marketing
Aleks Lynnyk
Kyiv, 11.02.2015
It`s me
ALEKS LYNNYK
• 16 years in Marketing, from Marketing Assistant till Marketing Director
• Ukraine, Georgia, Armenia, Azerbaijan
• Master Degree, Management, Kyiv Shevchenko National University
• Business Strategy development
• Strategic Marketing decisions
• Researches
• Market positioning
• Marketing Planning and
Budgeting \ P&L
• Product and Pricing Management
• Trade Marketing \ Channel
Management
• Promo and Communication
Policies development
• Risk management \ CSR
• CRM development
• People Management
People are different
What is it?
Organizational structures
Owners
Investors
Government
EmployeesJournalists
People living
around
Customers
Company
5 levels of communication
External Functional
Process
Informal
Human energy
Cross-functional processes
New product development
Order execution
Production planning and sales
Promotion and Advertising
Which department do you prefer more?))
• IT: Stop! Who is trying to manage my desktop through the Remote Desktop?
• Sales Staff: Where they are during whole day?
• Bookkeeping: I'll give you this documents tomorrow! May be!
• Every employee knows, what kind of advertising is THE BEST
I like the next))
Is a big problem misunderstanding between departments?
The problems of cross-functional interaction:
• Conflict between departments as a part of business model
• Departments can understand business priorities in their own way
• The "natural" conflicts
• Resistance to communicate with other departments
• Attempt to avoid tasks \ responsibility, trying transfer this tasks to other people
• Cross-functional conflicts can be informal “long war with a smile on faces“
The main questions
MARKETING IT SALES
IT ISN`T MY TASK
WE DON`T HAVE
MONEY
I WANT TO HELP YOU
BUT…
WHO CAN HELP ME WITH PROJECT?
As result we have…
• Goals \ KPIs and functions cascading in the right way
• Networking at all levels
• Development of employee engagement
• Cross-functional teams development
• “Open doors” principle
• TOP Managers team building
• Competencies of TOP Managers development (incl. Leadership)
• Professional level of TOP Managers (subordinates copy his behavior)
• Principle “WIN-WIN” (cooperation)
What should we do? We are removing the “barriers”
• Employee engagement as KPIs for TOP Managers
• New functional positions (for example Marketing Technology)
What should we do? We are removing the “barriers”
• Project office creation
• Develop themselves psychologically
• We take responsibility on itself (never criticize coworkers!)
• Self Management (in stressful situations, patience during communication with colleagues)
• Impact on people without authority (interpersonal communication)
• Understanding and acceptance of business goals by all employees
• Responsibility for the functional area (not only for the job description)
• Focus on the efficient operation of all units
• Empathy
• Efficiency \ Business Performance
As result we will have
It`s very important to create interpersonal contact between Marketing Director and Sales Director
Effective cooperation between
Marketing & Sales
№1
Min 1 practice week in Sales Department (the territory visits with Field Forces, negotiations with clients, work as a
Merchandiser, etc.)
Effective cooperation between
Marketing & Sales
№2
Development of the personal contacts with Sales Staff
Effective cooperation between
Marketing & Sales
№3
Sincere praise for the great job they did
Effective cooperation between
Marketing & Sales
№4
Setting to Sales Staff the clear objectives and monitor the results, teaching their on the territory
Effective cooperation between
Marketing & Sales
№5
To hear the Sales (ask for and give
feedback)
Effective cooperation between
Marketing & Sales
№6
Effective cooperation between
Marketing & Sales
№…
What are your opinions?
Thank You For Attention!lynnyk.o(at)gmail.com