Download - Cross Functional Communication in Marketing
![Page 1: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/1.jpg)
How to End the Battle between
Marketing & Sales?Cross Functional Communications in Marketing
Aleks Lynnyk
Kyiv, 11.02.2015
![Page 2: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/2.jpg)
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
![Page 3: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/3.jpg)
People are different
![Page 4: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/4.jpg)
What is it?
![Page 5: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/5.jpg)
Organizational structures
![Page 6: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/6.jpg)
Owners
Investors
Government
EmployeesJournalists
People living
around
Customers
Company
5 levels of communication
External Functional
Process
Informal
Human energy
![Page 7: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/7.jpg)
Cross-functional processes
New product development
Order execution
Production planning and sales
Promotion and Advertising
![Page 8: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/8.jpg)
Which department do you prefer more?))
![Page 9: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/9.jpg)
• 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))
![Page 10: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/10.jpg)
Is a big problem misunderstanding between departments?
![Page 11: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/11.jpg)
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
![Page 12: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/12.jpg)
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…
![Page 13: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/13.jpg)
• 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”
![Page 14: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/14.jpg)
• 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!)
![Page 15: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/15.jpg)
• 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
![Page 16: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/16.jpg)
It`s very important to create interpersonal contact between Marketing Director and Sales Director
Effective cooperation between
Marketing & Sales
№1
![Page 17: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/17.jpg)
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
![Page 18: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/18.jpg)
Development of the personal contacts with Sales Staff
Effective cooperation between
Marketing & Sales
№3
![Page 19: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/19.jpg)
Sincere praise for the great job they did
Effective cooperation between
Marketing & Sales
№4
![Page 20: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/20.jpg)
Setting to Sales Staff the clear objectives and monitor the results, teaching their on the territory
Effective cooperation between
Marketing & Sales
№5
![Page 21: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/21.jpg)
To hear the Sales (ask for and give
feedback)
Effective cooperation between
Marketing & Sales
№6
![Page 22: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/22.jpg)
Effective cooperation between
Marketing & Sales
№…
What are your opinions?
![Page 23: Cross Functional Communication in Marketing](https://reader031.vdocuments.us/reader031/viewer/2022032616/55a5e5d61a28ab62788b457e/html5/thumbnails/23.jpg)
Thank You For Attention!lynnyk.o(at)gmail.com