Creating Effective Sales and Marketing Relationships, livre ebook

How should corporate sales and marketing teams operate collaboratively in a 21st Century to enhance performance in the marketplace? This publication provides insights into how and why con ict and/or separation has grown up between the sales and marketing functions in many organizations, and what senior managers can do to counter this.
Sales and marketing functions have the capabilities required to assist the organization to adapt to rapidly changing environments by focusing on customer needs and the activities of competitors. To gain the maximum bene ts for the organization, sales and marketing need to interact effectively and communicate both formally and informally. Creating Effective Sales and Marketing Relationships will consider the resourcing of sales and marketing, and how innovative processes can reduce conflict and promote
mutual understanding.
Introduction .........................................................................................vii
Chapter 1 The Sales and Marketing Interface .....................................1
Creating Customer Value ..................................................1
Operation of the Sales and Marketing Interface.................3
Collaboration Verses Integration .......................................7
The Changing Role of Sales ...............................................8
The Changing Role of Marketing ....................................11
Chapter 2 Crises in Working Relationships between
Sales and Marketing ........................................................13
Growth or Conflict .........................................................13
Barriers to Collaboration .................................................15
Organizational Barriers ...................................................19
Location Barriers .............................................................20
Inconsistent Processes ......................................................20
Competing for Resources and Budgets ............................21
Informational Constraints ...............................................22
Outcomes of Conflict between Sales and Marketing .......23
Chapter 3 Alignment and Effective Working Relationships
in Lead Generation .........................................................27
Aligning Sales and Marketing ..........................................27
Process Alignment ...........................................................29
Lead Generation and the Sales Funnel.............................31
Consultative Selling ........................................................34
Effects of e-Marketing .....................................................35
Selling Direct through the Web .......................................36
How Should Sales and Marketing Work Together? ..........36
Chapter 4 How Should Sales and Marketing Communicate? ...........41
What Is Communication? ...............................................41
Building Market Information Systems .............................44
Joint Planning .................................................................47
Communicating with the Customer ................................48
New Product Development .............................................49
Chapter 5 The Role of Sales and Marketing
in Customer Relationships ..............................................53
Customer Focus and Relationship Building .....................53
Trust between Buyers and Sellers .....................................57
Value Co-Creation ..........................................................60
Chapter 6 Managing the Sales and Marketing Interface ...................65
Motivating collaboration .................................................65
Integration Mechanisms ..................................................67
Cross-Functional Meetings and Joint Planning ...............68
Cross-Functional Teams ..................................................69
Cross-Functional Training ...............................................70
Job Rotation....................................................................71
Rewards Alignment .........................................................74
Chapter 7 Optimizing the Sales and Marketing Interface .................77
Structure and Process ......................................................77
Communication ..............................................................79
Location ..........................................................................80
The Role of Learning in Collaborative Behavior ..............81
Customer Value...............................................................82
Practical Integration ........................................................83
Management Role ...........................................................83
Five Key Points in the Sales
and Marketing Collaboration ..........................................85
Conclusion......................................................................86
References .............................................................................................87
Index ...................................................................................................97