how to achieve sales & marketing alignment in a disparate organisation
TRANSCRIPT
How to achieve Sales & Marketing Alignment in a Disparate Organisation
Sales & Marketing Alignment
Drive to align Sales & Marketing
Sales Marketing&
IMC
Sales Marketing Sales Marketing
Sales
Marketing
Negative Stereotypes
Marketing
"Why is it that our Sales people completely ignore our corporate positioning and especially branding and just do their own thing."
"We focus our energies to generate leads and create sales support materials that are largely ignored."
"We don't know what Sales strategies are being used and what works in the filed. No one gives us feedback."
"We are swamped with sales requests for ad hoc support."
"Getting our Sales people to learn and get up to speed on our new products takes forever. They have no urgency"
Sales
"The corporate marketing message is too general doesn't help me win new business."
"Marketing need to spend some time in the field to find out what real customers needs are."
"You have to ask yourself how Marketing add value to acquiring and closing new business."
"When was the last time that our Marketing people spent time with customers who are paying their salaries and their overheads?"
"We can't locate the product support materials that our customers need--and when we do locate, they are too general and not targeted to my selling situation."
Benefits of Alignment & Integration
Research – International Surveys
Market Driven Organisations
Collaborate
Market Driven Organisations
Customer Competitor Functional
Contextual
ContingentIndustrySector
Barriers to Sales & Marketing Interface
Brewing & Distilling
Finance
ITMindsets
Case Studies
Mindsets
1. Customer vs. Product
2. Incentives
3. Relationship vs. Conceptual
4. Steady State vs. Strategic
5. Field vs. HQ
6. Instant Return vs. Research
7. Short vs. Long term returns
8. Win-Lose & Negative Stereotypes
Integration & Alignment
Interaction & Communications is not Integration
Deliberate – no accident
Win-Win strategic alignment
Win? Win?
Four Factors Impact Integration
PeopleCulture
Process & SystemsStructure
Focus on Integration
Decentralisation
Cross functional
Integrators
Four Factors Impact Integration
PeopleCulture
StructureProcess & Systems
Processes & Systems
Communications
Job Redesign
Goals & Incentives
Four Factors Impact Integration
People
StructureProcess & Systems
Culture
Culture
iBeliefs and normsBehaviourInformation
Four Factors Impact Integration
StructureProcess & Systems
Culture People
People
Acquire and Retain
Connection
Adaptability
Four C’s Integration that Impact Business Performance
Context
ustomers
ompetitors
ompanyC
CC