Corporate America has changed dramatically over the past 30 years. Expertise and excellent results when the cornerstone of American society has degenerated in some cases satisfied mediocrity that just does not seem to care. Maintaining the status quo was more important to create products and programs that meet real market needs. Symptoms of the disease is definitely a "disconnect" between marketing and sales.
Irecently had a conversation with the Human Resources Manager for a large company in their qualifications for their staff, marketing department. She said that people with a degree in marketing, brand management, etc., to fill those spots. Coming from the "old school", I immediately question the policy. I asked why they do not meet the group positions with people from their sales. Yes, these are the people to manage accounts every day and knowwhat customers want and need. His answer was to sell "to try to do too much, and never on marketing.
How to "try to do too much" is a bad thing? Where I come from, that people want to hire them. They have initiative, motivation, etc. In addition, creativity is not the result of high school graduates. It is a talent that you either have it or not. Period. It can not be taught. No amount of training can cause this quality.
So what is the relevance of a university degree in marketing, brand management, etc.? What does this mean in practice? One can certainly make other tools to research and define methods of marketing disciplines. But he can not teach creativity and driving force of marketing. No pure creativity, what you do?
The role of Sales and Marketing
FeatureSales> Sales. It is about creating strong relationships between companies and customers, thus driving a wedge between the customer and the competition. This is achieved by helping the client to identify their needs and long-term solutions that meet those needs now and in the future. Just proves that you are there to create success for the client, you get the confidence to be considered a business partner. So to break into their "confidencearea. "More than likely, the buyer buys now, rather than sell them.
Agent gets the result is also a good psychologist. They know when to listen, when to talk ...... when they will be aggressive, when to be more passive. It is their job to get the value proposition for an account, why the customer buys from this company. The result is a partnership based on trust, when all doors are now open marketing opportunities - information on the competitionStudies on the focus groups, etc. The seller is now considered as a reliable partner for the customer. More than likely it will be very profitable and long-term relationships for a job well done
The importance of pure creativity
Marketing can be central to the organization or its greatest damage. Great marketing is based on outstanding creativity. This results in a more proper planning and use of all tools that contribute toeffective campaigns for new products. It is absolutely essential for any successful business. However, the best sales force in the world do not sell products or poorly designed programs. They should not try. It belongs to the company to ensure that their marketing department has a leading designer and really take advantage of all available resources to find the best products and promotional ideas.
Marketing must be a creative director or a person Head of Unit for the innovative research of new trends and regularly review. My experience has shown that most of these departments are very satisfied, satisfied with the status quo. Not a lot of creativity that should be what drives the entire department. Creativity is the engine, not the rest of the necessary process of "marketing", namely, procurement, packaging, labeling, etc. Without this creative chimney must be fed or walked, or>sales have anything to do. Eventually, this leads to the death of the company.
If this is the case, marketing should be communicating with sales for this "read" on the market, taking the information that sales has discovered and creating products and programs to address these needs. Period. They are trained in the methodologies of advertising and how to properly bring a product to market. However, they can't do this without creative and new information on market. If they can not find it on their own, if they are dependent on sales to the information available to them.
Sales and marketing must work together in synergy, where the function enhances and reinforces the other. These are two different sides of the same coin. Unfortunately, some marketing departments do not fully exploit the information that is on sale. This May lead to products or waste of assets and liabilitiesdo not meet the real needs of the market. May they bring or the advisory group for answers to questions that can be easily obtained from the sale.
Think about it. Receiving Consulting Group, which does not have an intimate relationship with the client, or any other experience with your company and industry that is approaching. In my opinion, this is madness. It is a consultative group, who knows that the ideal customer and how the company positions itself in the industry ....... it iscalled the sales department. It costs nothing to use and provides more relevant information about the market offers.
SOLUTION
The attack on the market with enthusiasm. Separate body and soul to use all available resources to be an innovator, a leader ...... best. Get excited again. Call the marketing and sales to work together in teams to find the best solutions for all challenges. No exceptions.
New guidelines should be establishedcreate a cohesive relationship between these services. sales and marketing must be constant feedback occurs. Indeed, the marketing of its policy to support the sale on a regular basis with important calls from key accounts.
Can sales marketing school of interpretation on the reaction of customers of their relationship with their marketing and sales can be trained to apply "newsgroups." This turns sellerin the virtual marketing department for each call and a regular source of business relevant information. It also strengthens the ties between the two rooms and created a very good relationship between customer and company. Customers are partners in the creation and appreciation to ask them what they need, what they think, etc.
The interaction between the service also allows for mutual understanding of each function to another. Ideas and knowledge consumersthat the sale of Marketing gate can then be refined between the two ministries until an agreement is reached, which defines the ultimate solution.
It is a simple and elegant procedure can be repeated again and again to keep pipeline full of creative ideas which await implementation. More she practiced, the process becomes more efficient. This creates an environment for synergy century storm "in the creative execution. All the worktogether, improve customer relationships and maintain a proactive attitude that May lead to an enterprise at the top of his profession.
Creativity can be taught
As with any artistic talent, creativity is not taught. Other or not. This is the engine for some new ideas, innovative force behind every product feature or program. It is a change agent that makes all the difference between "in the absence of BES andreal actors. Creativity is the key to their full potential. It is a precious gift, and gives exceptional results when utililzed properly.
SUMMARY
Therefore, improving the best position in its industry, I invite all companies to look inside for answers, and do not forget a graduate degree in the discipline who can teach academic knowledge. They can not teach pure creativity. Look for these people with creative spark, who think "outframe. "These people are the real sources of growth. They will change your business from the carcass at a low rate of traffic alert and formidable marketing machine.
Get sales and marketing work together, and you will see that they are natural companions. Creativity will be significantly strengthened and focused. Once assembled, have the potential to do much more sophisticated and the other in the process. Back to the "old school" way and beinnovative in everything you do.
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