Ending“THE WAR”

between Sales & Marketing

SALES MARKETING

VSHarishankar SahuNaresh MaliAmit VyasPiyush Tripathi

‘By

SALESMARKETING

Involves a number of activities planning, pricing, promotion, use of middlemen for sale, warehousing, transportation etc.

All these activities taken together are termed as Marketing

Flow of goods and services from producers to consumers.

Converting customers need into product.

Targets on selling the product produced

Sales is a part of MARKETING

MAIN AIM TO EARN PROFITS

Converting product into cash.

Sales VS Marketing Perspectives

SALES MARKETING

When sales are disappointing, marketing blame sales for poor execution of plan

Sales focuses on individual customers instead of the entire market

Companies should be “marketing- led”

Marketing set price too high Marketing spend too much of the

budget Marketing doesn’t understand the

customer enough

Relationship and how it works

Undefined Defined

AlignedIntegrat

ed

* Both department work independently

* Doesn’t know what each department is working on

* Meeting are conducted with purpose (mostly for conflict resolution)

* Set up processes and rules to prevent disputes.

* Knows who is supposed to do what and do their own tasks

* Have common grounds and language

* Clear boundaries with flexibilities* Joint planning and training.* Sales forces uses marketing

terminology * Marketers confer with sales on

important accounts and plays roles in transactional or commodity sales

* Boundaries are blurred* Redesign relationships to

share structures systems and reward

* Marketing focuses on forward thinking tasks

* Both groups develops and implement shared metrics

Why Sales and Marketing need each other

SALES MARKETING

Marketing metrics can drive sales

Marketing create message

Develop collateral materials to help sales force attract, qualify leads and close sales

Using sales wins analysis to identify right target market

Sales have a conversation

Average growth of 32% in annual revenue Improved Marketing & Sales ROI

POSITIVE EFFECTS

5 ways to end the war between sales and

marketing

1. Understand sales and marketing have the same end game

Both sales and marketing are working to grow the company. Both want more customers, more brand awareness and more profits. While each team works differently to achieve it, ultimately everyone is still on the same side.

2. Have regular meetingsCommunication, as in every other walk of life, is key. You need to have regular meetings, with agreed topics for discussion and hard data to back up queries or gripes

3. Create a standard hand-off processThe two teams will be able to work much better if their technology is integrated. Creating a closed-loop reporting system between marketing and sales helps with the hand-off process.

4. TransparencyThere needs to be both transparency and a relationship between the targets set for marketing and sales.

5. Educate each other on your differencesIf you can educate each team on what the other is doing and why, and present it in a way that explains the mutual benefits their efforts produce, you may just have the beginnings of a long-lasting peace treaty.

• The company is small.

• The company has good

• informal relationships.

• Marketing is still a sales

• support function.

• The company’s products and services are fairly cut and-dried.

• Traditional marketing and sales roles work in the market.

• There’s no clear and compelling reason to change

• The company lacks a culture of shared responsibility.

• Sales and Marketing report separately.

• The sales cycle is fairly short

Don’t make any change if …

Undefined Defined Aligned

Points to be taken into consideration

•Jointly involve Sales & Marketing in product planning and in setting sales targets.

• Jointly involve Sales & Marketing in generating value propositions for different market segments.

• Jointly involve Sales & Marketing in assessing customer needs.

• Jointly involve Sales & Marketing in analyzing the top opportunities by Segment.

•Implement systems to track & manage Sales and Marketing’s joint activities.

• Utilize & regularly update shared databases.

• Establish common metricsfor evaluating the overall success of Sales and Marketing efforts.

•Emphasize culture of each other•Emphasize metrics.

•Enforce divisions’ conformity to systems & Processes

Integrate Activities Integrate Processes & Systems Enable the Culture

Way for Integration of Sales and Marketing To achieve integration between Sales & Marketing, companies needs to focus on the following tasks

Conclusion Carefully planned enhancements of will bring salespeople’s intimate knowledge of your customers into the company’s core. These improvements will also:

• Help to serve customers better now and build better products for the future.

• Helps to integrate the work of marketing and sales.• Force your organization to closely consider how people are rewarded.• Boost your top-line and bottom-line growth.

Patient Demand In Pharmaceutical Selling

Case: 2##

What is All About• This case looks at a sales Scenario in the

hormone replacement therapy market for Menopausal women.

• Market Leader = Blockbuster • Product is derived from Horse urine • Competitor Re-Introduce the hormone

replacement drug

• It was derived from soybean plant • Identical to human estrogen found in body.• Sales reps promoted the drug on natural

aspect, and presented clinical studies.• Doctors start switching the therapy from

blockbuster drug to natural product.

When Side Effects Scare Off Customers

STORY

Dr. W New Drug LaunchedFor Stomach Ulcers

Initially Launched with Q6H

Dr. W’s Three Friends

Dr. W

I will never prescribe the product again.

Dr. W was potentially one of the most important customers in the entire sales territory.

What happened next ?

• Medical Rep was to continue supporting Dr. W for this new drug’s side effects.

• He was invited to a CME where Dr. W learned that at lower dose (B.D.) of this drug, patients did not get any side effect.

• Over the next few months, Dr. W prescribed the drug to a huge portion of his elderly patients with success.

• As a result of his performance, the rep was promoted to a senior hospital specialist rep position.