Creating effective sales and marketing relationships / Kenneth Le Meunier-FitzHugh, Leslie Caroline Le Meunier-FitzHugh.

Format:

Book

Author/Creator:

Le Meunier-FitzHugh, Kenneth, author.

Le Meunier-FitzHugh, Leslie Caroline., author.

Series:

Selling and sales management collection. 2161-8917

Selling and sales management collection, 2161-8917

Language:

English

Subjects (All):

Sales management.

Marketing--Management.

Marketing.

Physical Description:

1 online resource (120 p.)

Edition:

First edition.

Place of Publication:

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2015.

Summary:

The aim of this book is to discuss how corporate sales and marketing functions can operate collaboratively. Although effective sales and marketing interactions are critical to achieving organizational goals, their practical working relationship is frequently described as being unsatisfactory. Sales and marketing have developing their own perceptions of what should be achieved and how it can be realized. Because of the differences that exist between sales and marketing, the exploration of the issues and possible solutions to the sales and marketing dilemma offers an exciting opportunity for practitioners and academics, both in the context of management, and training and development programs, to deliver superior customer value. We will explore how sales and marketing can become more competitive in the face of dynamic and borderless markets, where lead generation is less important than building long-term relationships with customers. The book considers the follow areas related to the sales and marketing interface: How the crises in the sales and marketing interface became established. How alignment between sales and marketing can be achieved in lead generation. Consideration of the formal and informal methods of communication that can assist in establishing inter-functional collaboration. How collaboration between sales and marketing can improve customer relationships. The role of senior management in improving sales and marketing working relationships, and the optimization of the sales and marketing interface.

Contents:

1. The sales and marketing interface

Creating customer value

Operation of the sales and marketing interface

Collaboration verses integration

The changing role of sales

The changing role of marketing

2. Crises in working relationships between sales and marketing

Growth or conflict

Barriers to collaboration

Organizational barriers

Location barriers

Inconsistent processes

Competing for resources and budgets

Informational constraints

Outcomes of conflict between sales and marketing

3. Alignment and effective working relationships in lead generation

Aligning sales and marketing

Process alignment

Lead generation and the sales funnel

Consultative selling

Effects of e-marketing

Selling direct through the web

How should sales and marketing work together?

4. How should sales and marketing

What is communication?

Building market information systems

Joint planning

Communicating with the customer

New product development

5. The role of sales and marketing in customer relationships

Customer focus and relationship building

Trust between buyers and sellers

Value co-creation

6. Managing the sales and marketing interface

Motivating collaboration

Integration mechanisms

Cross-functional meetings and joint planning

Cross-functional teams

Cross-functional training

Job rotation

Rewards alignment

7. Optimizing the sales and marketing interface

Structure and process

The role of learning in collaborative behavior

Customer value

Practical integration

Management role

Five key points in the sales and marketing collaboration

References

Index.

Notes:

Includes bibliographical references (pages 87-95) and index.

Title from PDF title page (viewed on January 26, 2015).

ISBN:

9781606498590

1606498592

OCLC:

900878628