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