Index

Activity-based perspective, 33

Aligned sales-marketing, 29, 30, 89, 90

Collectivist cultures, 72

Communication tool, 130, 131

Company level sales-marketing solutions

align IT systems, 113, 114

align objectives and activities, 111, 112

learning organization, 115118

monitor and reward collaboration, 112, 113

top management support, 114, 115

Competitive threats, 148, 149

Consultative customers, 10

Credibility tool, 136, 137

CRM. See Customer relationship management

Customer relationship management (CRM), 18, 19

Department-based perspective, 33

Derived demand, 1

Dysfunctional sales-marketing interfaces

bidirectional communication, 78, 79

cultural origin, 7173

culture differences, 6870

experience and training, 73, 74

functional organization, 75, 76

geographical distance, 7678

individual backgrounds, 7074

lack of joint activities, 79, 80

misaligned systems and processes, 8085

organizational sub-cultures, 6670

personalities, 70, 71

sub-optimal organizational structure, 7478

Functional level sales-marketing solutions

hiring right people, 9598

leadership, 102, 103

mindset and skills, 98101

Globalization, 159, 160

Hidden-marketing, 2527, 8587

Individualist cultures, 72

Information dissemination, 14

Interface level sales-marketing solutions

effective communication, 108, 109

people in right positions, 106108

single sales-marketing processes, 103106

strengthening social bonds, 110

Job mapping, 16

Leadership, 102, 103, 153, 154

Marketing accountability, 160

Marketing dispersion, 157159

Market sensing, 1315

Middle-ground customers, 10

Misaligned systems and processes

lack of common vision, 80, 81

lack of management support, 81

misaligned metrics and incentives, 83, 84

out of sync processes, 81, 82

separate information systems, 82, 83

Multi-channel marketing, 155, 156

Optimal marketing strategy process

follow-up, 5457

laying groundwork, 54

marketing to sales transfer, 54

Optimal strategy transfer, 4649

Perspective of company, 65, 66

Perspective of marketing, 62

Perspective of sales, 61, 62

Perspective of sales-marketing interface, 6365

Product perspective, 1, 3

Relationist cultures, 72

Sales and marketing

customer knowledge, 4, 5

implications, sales function, 11, 12

role of marketing, 5, 6

role of sales, 68

Sales-driven marketing, 27, 87

Sales-marketing configurations

aligned sales-marketing, 29, 30, 89, 90

hidden-marketing, 2527, 8587

living apart together, 28, 29, 88

sales-driven marketing, 27, 87

Sales-marketing huddle

design of action plan, 170, 171

huddle kick-off, 166, 167

interface disconnects, 169170

open forum for sales and marketing, 167

reflection and comparison, 168

sharing perspectives, 167, 168

summary, 170

synthesis of findings, 168, 169

wrap-up, 171

Sales-marketing interdependence

activities vs. departments, 32, 33

competitive strategies, 2023

customer relationship management, 18, 19

customer selection and acquisition, 15, 16

marketing adds operational tasks, 810

market sensing, 1315

new value development, 1618

order realization, 19, 20

sales adds strategic tasks, 1012

Salesmarketing interface

compromised strategy transfer, 4246

flawed groundwork, 3842

no post-launch commitment, 4953

optimal strategy transfer, 4649

Sales-marketing interface assessment C3 toolkit

communication tool, 130, 131

credibility tool, 136, 137

designing program for improvement, 143145

strategy buy-in tool, 141, 142

strategy making tool, 138140

strength of connection tool, 128, 129

supportiveness tool, 132, 133

three-step process, 120, 121

trust and openness tool, 134, 135

working method, 121123

worldview assessment tool, 124127

Sales-marketing interface challenges

competitive threats, 148, 149

globalization, 159, 160

informed customers, 154, 155

instant connectivity, 156, 157

leadership changes, 153, 154

marketing accountability, 160

marketing dispersion, 157159

multi-channel marketing, 155, 156

personnel changes, 151153

strategy failure, 149151

technological advances, 154157

Sales-marketing interface problems

classification, 60

perspective of company, 65, 66

perspective of marketing, 62

perspective of sales, 61, 62

perspective of sales-marketing interface, 6365

Sales-marketing interface solutions

company level, 111118

functional level, 95103

interface level, 103110

Sensemaking, 14

Single sales-marketing processes, 103106

Strategy buy-in tool, 141, 142

Strategy making tool, 138140

Strength of connection tool, 128, 129

Supportiveness tool, 132, 133

Transactional customers, 10

Trust and openness tool, 134, 135

Value perspective, 2, 3

Worldview assessment tool, 124127

..................Content has been hidden....................

You can't read the all page of ebook, please click here login for view all page.
Reset
3.15.4.251