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Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
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Processes

Agreeing the top five processes that need to be developed for effective alignment could be a great starting point here. Once this has been done these processes can be mapped out with clear roles and responsibilities. We saw earlier that in the campaign process it’s helpful to have clear definitions for what makes a good lead along with a clear process for passing leads to sales. The duties and rights exercise should have taken care of sales’ right’ to expect good leads and their duty to follow up on leads passed from marketing within a specified period of time.

Success

Defining what success looks like will help you set strategic goals and drive them down into both marketing and sales organisations. What has to happen is that measurement of performance reflects this, as does reward. We have to make sure that we don’t have the situation we found earlier, where sales scorecards were red and marketing scorecards were green. This can be avoided if strategic goals are aligned.

A sense of shared reward can be usefully nurtured here. If all the strategic goals are green, there has to be a mechanism for ensuring all marketing and salespeople feel the benefit of this.

And Finally ... Alignment for Value-Ology

We are not intentionally avoiding the culture and thought world aspect. This merits a whole separate discussion as we are grappling with a big issue here. Coming to terms with the complex set of values and beliefs that define the way in which a firm conducts its business is a simple definition of culture which outlines its complexity. This has to be a constant source of discussion around the marketing and sales table. Here we suggest some pragmatic steps that fall within our ‘unlocking customer value’ approach. We will unashamedly be following the flow of the book.

The first two steps relate to a culturally problematic issue: language.

 
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