1
The Structure of Organisations
&
Finance
Sales & Marketing
2
Sales & Marketing
• Satisfy Needs
• Position in Organisation
• Difference between Sales & Marketing
3
Needs
• Food and Warm
• Relationships
• Esteem & Self esteem
• Belongings
• People buy to satisfy needs
4
Commercial needs
• Payback/ROI
• Functionality
• Esteem
– Buildings
– Clothes
– Cars
5
Position in Organisation
• Chairman
• Managing Director
• Marketing Director
– AKA Sales Director, Sales and Marketing
Director
• Finance Director
• Production Director
• IT Director
• HR Director
6
Sales Process
• Suspects
– Need qualifying
• Prospects
– Have budget and project in mind
• Customers
– Placed orders
• Sales Funnel
– Many suspects, fewer prospects, even fewer
customers
• Sales Forecasting (0% to 100%)
7
Sales Technologies
• Contact Management Systems
• Customer Relationship Management
• Internet
• Call Centre
– Inbound
– Outbound
8
Channels
•
•
•
•
•
•
•
•
Direct Sales
Mail Order/Magazines/Newspapers/Catalogues
Telephone Order (MOTO)
Dealers
Distributors
Wholesalers
Retailers
Internet
9
Marketing
• Exploring the market
• Influencing the market
10
Marketing
• Advertising
• Database Marketing
• Market Research
• Channels
11
Advertising
• Corporate Advertising
– Stress Financial Stability
– Leading Technologies Stress Leadership
• Product/Service Advertising
– Immediate & Measurable Effect on Sales
– Product Awareness
– Promotions
12
Database Marketing
• Demographics (ABC)
• Mailing Lists
– Targeting
– Reduce Costs, Irritation to Potential Client
• Large Databases
– Electoral Roll
– Telephone Directories
– Magazine and Club, Store card memberships
– Cross-Correlation
13
Market Research
• Sampling
• Questionnaires
• Statistical Analysis
• Focus Groups
– Selected People
– Detailed Analysis
14
Channels
• Print
– Nationals
– Locals
– Magazines
• Television
– Interactive
• Internet
– Marketing
– Interactive
• Billboards
• Radio
• Sponsorship
– Worldwide - Local
• Endorsements
– David Beckham
• Seminars
• Exhibitions
– Windows 2001
• Conferences
15
Marketing Process
• To measure effect of advertising
– Recall message
– Increases in Sales
• Generate Leads for Sales Force
– Coupons
– Internet Response
– Inbound Calls
• Companies measure effectiveness
16
Marketing Technologies
• Database Management Systems
• Statistical Analysis Packages
• Internet
• Kiosks
• Call Centres
– Integrated
– Voice Recognition
– Predictive Diallers
– Inbound Routing
17
Sales and Marketing
• Sales
–
–
–
–
–
Very Measurable
Still individualistic
Short Goal Orientated
Some computerisation
Some process
• Marketing
–
–
–
–
–
Cloudy to say the least
Behind the scenes
Strategic
Computerised
Highly processed
18