11

22

The Structure of The Structure of Organisations Organisations

&&FinanceFinance

Sales & Marketing Sales & Marketing

33

Sales & MarketingSales & Marketing

• Satisfy NeedsSatisfy Needs

• Position in OrganisationPosition in Organisation

• Difference between Sales & Difference between Sales & MarketingMarketing

44

NeedsNeeds

• Food and WarmFood and Warm

• RelationshipsRelationships

• Esteem & Self esteemEsteem & Self esteem

• BelongingsBelongings

• People buy to satisfy needsPeople buy to satisfy needs

55

Commercial needsCommercial needs

• Payback/ROIPayback/ROI

• FunctionalityFunctionality

• EsteemEsteem– BuildingsBuildings– ClothesClothes– CarsCars

66

Position in OrganisationPosition in Organisation

• ChairmanChairman

• Managing DirectorManaging Director

• Marketing DirectorMarketing Director– AKA Sales Director, Sales and Marketing DirectorAKA Sales Director, Sales and Marketing Director

• Finance DirectorFinance Director

• Production DirectorProduction Director

• IT DirectorIT Director

• HR DirectorHR Director

77

Sales ProcessSales Process

• SuspectsSuspects– Need qualifyingNeed qualifying

• ProspectsProspects– Have budget and project in mindHave budget and project in mind

• CustomersCustomers– Placed ordersPlaced orders

• Sales FunnelSales Funnel– Many suspects, fewer prospects, even fewer Many suspects, fewer prospects, even fewer

customerscustomers

• Sales Forecasting (0% to 100%)Sales Forecasting (0% to 100%)

88

Sales TechnologiesSales Technologies

• Contact Management SystemsContact Management Systems

• Customer Relationship ManagementCustomer Relationship Management

• InternetInternet

• Call CentreCall Centre– InboundInbound– OutboundOutbound

99

ChannelsChannels

• Direct SalesDirect Sales

• Mail Mail Order/Magazines/Newspapers/CataloguesOrder/Magazines/Newspapers/Catalogues

• Telephone Order (MOTO)Telephone Order (MOTO)

• DealersDealers

• DistributorsDistributors

• WholesalersWholesalers

• RetailersRetailers

• InternetInternet

1010

MarketingMarketing

• Exploring the marketExploring the market

• Influencing the marketInfluencing the market

1111

MarketingMarketing

• AdvertisingAdvertising

• Database MarketingDatabase Marketing

• Market ResearchMarket Research

• ChannelsChannels

1212

AdvertisingAdvertising

• Corporate AdvertisingCorporate Advertising– Stress Financial StabilityStress Financial Stability– Leading Technologies Stress LeadershipLeading Technologies Stress Leadership

• Product/Service AdvertisingProduct/Service Advertising– Immediate & Measurable Effect on SalesImmediate & Measurable Effect on Sales– Product AwarenessProduct Awareness– PromotionsPromotions

1313

Database MarketingDatabase Marketing

• Demographics (ABC)Demographics (ABC)

• Mailing ListsMailing Lists– TargetingTargeting– Reduce Costs, Irritation to Potential Client Reduce Costs, Irritation to Potential Client

• Large DatabasesLarge Databases– Electoral RollElectoral Roll– Telephone DirectoriesTelephone Directories– Magazine and Club, Store card membershipsMagazine and Club, Store card memberships– Cross-CorrelationCross-Correlation

1414

Market ResearchMarket Research

• SamplingSampling

• QuestionnairesQuestionnaires

• Statistical AnalysisStatistical Analysis

• Focus GroupsFocus Groups– Selected PeopleSelected People– Detailed AnalysisDetailed Analysis

1515

ChannelsChannels

• PrintPrint– NationalsNationals– LocalsLocals– MagazinesMagazines

• TelevisionTelevision– InteractiveInteractive

• InternetInternet– MarketingMarketing– InteractiveInteractive

• BillboardsBillboards

• RadioRadio

• SponsorshipSponsorship– Worldwide - LocalWorldwide - Local

• EndorsementsEndorsements– David BeckhamDavid Beckham

• SeminarsSeminars

• ExhibitionsExhibitions– Windows 2001Windows 2001

• ConferencesConferences

1616

Marketing ProcessMarketing Process

• To measure effect of advertisingTo measure effect of advertising– Recall messageRecall message– Increases in SalesIncreases in Sales

• Generate Leads for Sales ForceGenerate Leads for Sales Force– CouponsCoupons– Internet ResponseInternet Response– Inbound CallsInbound Calls

• Companies Companies measuremeasure effectiveness effectiveness

1717

Marketing TechnologiesMarketing Technologies

• Database Management SystemsDatabase Management Systems

• Statistical Analysis PackagesStatistical Analysis Packages

• InternetInternet

• KiosksKiosks

• Call CentresCall Centres– IntegratedIntegrated– Voice RecognitionVoice Recognition– Predictive DiallersPredictive Diallers– Inbound RoutingInbound Routing

1818

Sales and Marketing Sales and Marketing

• SalesSales– Very MeasurableVery Measurable– Still individualisticStill individualistic– Short Goal Short Goal

OrientatedOrientated– Some Some

computerisationcomputerisation– Some processSome process

• MarketingMarketing– Cloudy to say the Cloudy to say the

leastleast– Behind the scenesBehind the scenes– StrategicStrategic– ComputerisedComputerised– Highly processedHighly processed