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The Structure of
Organisations
&
Sales & Marketing
Finance

Sales & Marketing

Satisfy Needs
Position in Organisation
Difference between Sales &
Marketing

Needs
Food and Warm
Relationships
Esteem & Self esteem
Belongings
People buy to satisfy needs
4

Commercial needs
Payback/ROI
Functionality
Esteem
Buildings
Clothes
Cars

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%)

Sales Technologies
Contact Management Systems
Customer Relationship Management
Internet
Call Centre

Inbound
Outbound

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
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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

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