TEAM MEMBERS

Syed Muhammad Atif

Muhammad Yaseen
Sumaira
Kainat
Neelam
Saba
THE PROBLEM

 Sales blames marketing for setting prices

to high and being unaware of customer
wants

 Marketing team accuse sales to be

focused on individual customers and;

 This lack of alignment ends up hurting

corporate performance
THE PROBLEM

 IBM Issue

 Different Roles for Marketing

 Two Main Issues:

 The issues between the two teams are
either economic or cultural.
THE PROBLEM
 The marketing group is under pressure to achieve
revenue goals and wants the sales force to “sell the
price” as opposed to “selling through price.”
 The salespeople usually favor lower prices because they
can sell the product more easily and because low
prices give them more room to negotiate.
 Marketers, are highly analytical, data oriented, and
project focused. They’re all about building competitive
advantage for the future.
 Salespeople, in contrast, spend their time talking to
existing and potential customers. They’re skilled
relationship builders; they’re not only savvy about
customers’ willingness to buy but also attuned to which
product features will fly and which will die.
TYPES OF RELATIONSHIP B/W
SALES & MARKETING

 Defined

 Undefined

 Aligned

 Integrated
TYPES OF RELATIONSHIP B/W
SALES & MARKETING
 Defined
 Set processes and rules to prevent
 Know who is suppose to do what & do their
own task
 Have common ground and language

 Undefined
 Both grow independently
 Doesn’t know what department is working
on
TYPES OF RELATIONSHIP B/W
SALES & MARKETING
 Aligned
 Clear boundaries with flexibilities
 Sales forces uses marketing terminologies
 Marketers also plays important role in Sales as
well

 Integrated
 Boundaries are blurred
 Develop and implement shared metrics
 Marketing focused on forward thinking task
RELATIONSHIP B/W SALES &
MARKETING
MOVING UP :
 There are two main groups.
 1. Marketers
 2. Sales group

 Senior management have to align both

groups in similar way . Marketers are
responsible for marketing and sales person are
directly connected with sales of the company
good .
RELATIONSHIP B/W SALES &
MARKETING
MOVING FORM UNDEFINED TO DEFINE :
 In company Polish employees skills and need
to provide them training time by time .
MOVING FROM DEFINE TO ALIGN :
1. Marketers
2. Sales person
 These two group responsible for sales of the
specific firm / company .
 If any conflict arise in both groups , then senior
management should be interference to sort
out the issue with their management skills .
How do well Sales and
Marketing working together
 Sales
 Direct Process
 Talks to customers and steers them to
purchase
 Sales might be In-person, Online, via Email, On
telephone, via sms, etc.

 Sales person learn the customer carefully and

make them understand that this product solve
their problem
How do well Sales and
Marketing working together
 Sales game has changed in recent years but it
is still similar to traditional ideas of Face to Face
or Field sales

 Selling part may be relatively unchanged but

although starting to evolve, but the buying
part of the equation has gone through a
transformation in the past decades
How do well Sales and
Marketing working together
 Marketing

 Broad process
 Targets consumer
 Design to increase awareness of a brand
How do well Sales and
Marketing working together
 Regardless of how marketing create ‘leads’ that
sales will pursue and try to convert unfortunately
that often where relationship between the two
departments end

 Unfortunately, too many companies let marketing

and sales operate and entirely separate entities. In
reality they actually complement each other

 Marketing is likely to have hard data that shows

what sort of information content or language
costumers and potential customers respond to
HOW TO GET THEM WORKING
TOGETHER:
 Benefits of getting your sales and marketing
teams to collaborate , but you need to know
how to get them work together effectively

 Both the teams either its sales or marketing

them must inform about their plans , ideas and
creative though to each other

 A face to face marketing with the every

member of sales and meeting teams to get
every one in board regarding all the short term
and long term goals .
HOW TO GET THEM WORKING
TOGETHER:
 Both the team members must address all the
concern exempted invaluable ideas and
consider suggestions provide all the members.

 Strong alignment between sales and

marketing have been show to generate more
profit , shorten sale cycle , retain more
costumers , make better forecasts and grows
faster than the others .
THE BUYING FUNNEL

Funnel

The funnel reflects the ways that marketing and

sales influence customers purchasing decisions
THE BUYING FUNNEL
THE MARKETING FUNNEL
 The buying funnel represent the journey of
every consumer goes through before making
purchases.

 Initially sales and marketing are responsible

for sequence of activities and events.
THE Marketing Funnel
 The marketing funnel is a system that helps and
track the stages consumer or purchases
 market funnels depends on the following thing

 Brand Awareness
 Brand Interest
 Brand Consideration
 Brand preference
Awareness
 The marketing funnel starts with awareness stage.
The goal of this stage is to gain presence and to
introduce your brand to potential customer.

Consideration
 Once potential customers moves from
the stage of awareness. They enter the
stage of consideration, a deeper relation
built with your customer, and the
potential customer is interested more
about your brand and services
Brand preference

 The stage of brand loyalty at which a

buyer will select a particular product
Sales funnel

 It is a defined series steps that make

up your customer’s journey from
stranger to customer .
CONCLUSION
 Two departments ‘Sales’ and ‘Marketing’
 Different departments because different plans
i.e. Sales plans and Marketing plans
 Same Mission – Revenue and Profitability
 Both can did the good enough job if working
together
 Should focus Own performance and removal
of Blame games
 In the best interest of organization