Chapter 9

Question 1

Example: IBM

Answer 1

• new role ‘channel enablement’ coordinated sales and marketing efforts
• resulted in shorter sales cycles, lower market entry costs and lower cost of sales

Question 2

Why does misalignment between marketing and sales exist?

Answer 2

1. Different Thought Worlds
2. Marketing and Sales Roles not Defined
3. No Process to Align Them

Question 3

Example: Robeez

Answer 3

Different Marketing and Sales Thoughts

• initially a sales driven organization
• sales is focused on here and now
• marketing is focused on long-term brand building and protecting price integrity

Question 4

Example: Grand & Toy

Answer 4

Marketing and Sales are 2 diff sides of the same coin!

- divided business into 5 separate segments with industry experts that could help customers solve problems

Question 5

How to Align Sales and Marketing

Answer 5

1. Define the roles
2. Translate Marketing Planning to Sales execution (process)
3. Market Segmentation is the GLUE

Question 6

Buying Funnel

Answer 6

Customer Awareness 
Brand Awareness 
Brand Consideration
Brand Preference 
\_\_\_\_\_\_\_\_\_\_ hand off \_\_\_\_\_\_\_
Purchase Intention 
Purchase 
Customer Loyalty 
Customer Advocacy

Question 7

Market Planning and Sales Execution Process

Answer 7

1. Marketing Plan
2. Sales Plan
3. Sales Implementation
4. Sales Review
   - convert the language of marketing into language of sales
   - market segmentation is key!! (provides direction for sales function)

Question 8

Example: GE

Answer 8

Market Segmentation is the Glue

• revised segmentation by likelihood of doing business and characteristics
• new top 30% were 3X more likely to do business, yet previously were not prioritized
• identified 10 000 new prospects!!

Question 9

Arbol Align Sales and Marketing

Answer 9

• sales people remarked that they were losing sales because Arbol prices were higher
• this indicates that salesperson was not targeting an arbol customer or not communicating value well
• designed a new matrix with current customers, needs, value propositions and prospective customers
• 20% increase in sales conversions!

Question 10

What happens when sale functions don’t have marketing support?

Answer 10

Sales and marketing entry costs go up

Question 11

The role of marketing includes?

Answer 11

Sales review

Question 12

The role of sales includes?

Answer 12

Developing specialized knowledge of the customers industry and business

Question 13

By profiling customer based on needs and willingness to pay, it makes developing what easier?

Answer 13

Customer value propositions