Download - Managing Business Marketing & Sales
Managing Business Marketing & Sales
Professor Waldemar A. Pfoertsch弗沃德
Term 4/MBA 2006 Oct. 8 -28, 2007
Business Development
• Forecasting markets
• Mutual Needs of Buyer and Seller
• Selling – The structure– Own sales force– Manufacture’s reps – Distributors
Products
New Existing
New
Existing
Markets
New Business
Core
Translation
Core Churn
Business Development Tracking Grid
Decline
Introduction
Growth
Maturity
Time
Sales Revenue/ period
The Product Life Cycle
The TALC and PLC Superimposed
TALC - Sales from New Adopters/
period
PLC – Total Sales
Time
technology adoption life cycle (TALC)
Time
Revenue
Business Development Bands over the Product Life Cycle
Range of Initial Business Development for Each Offering
Range of Major Translation Effort
Range of Major Sales-Driven Effort
How to sell?
• The customer is King!
• In Japan: The customer is Emperor!
• In China: …?
Identify your current sales system
Existing Control Systems
Existing Control Systems
Select your right sales system
How come … ?
How to meet the customer?
• Physical presence: sales people– Example: Schencker, Wurth,
• Knowledge: Internet, data bases– Example: Granger
• Emotions– Example: Singapore Airline’s Business Class
• Connectivity– Example: Alibaba
Challenges
• Understand your customer’s desired experience
• Leverage technology’s strength
• Decide where service works correctly
• Optimize performance across your system
Interface with the “machines”
Interface with the “machines” cont.
To come? Or is it here already?
Marketing and Sales?
The Buying Funnel
Marketing and Sales integrated!
Nutricia Middle East: Measuring Sales Force Effectiveness
1. What were the international marketing steps of Nutricia and what were the outcomes?
2. How is the market structure and buying process in the Middle East? Elaborate on the differences in the various countries.
3. How did they determine the effectiveness of the sales team?
4. What is the process of determining of sales force Key Performance Indicators (KPIs)?
5. Evaluate the current approach and suggest further improvements.
How did they determine the effectiveness of the sales team?
What is the process of determining of sales force Key Performance Indicators (KPIs)?
Sales Force Integration at FedEx
1. Describe the FedEx unique business model and the acquisition activities before and after 1996?
2. Why was RPS so important for FedEx’s business?
3. What were the differences between the sales forces behaviour of FedEx Express and FedEx Ground and why were they so different?
4. What was the motivation to implement the ARISE (Achieve Revenue and Information Technology Synergies) project?
5. What were the most critical aspects of the sales force integration?
http://resultsbrief.bain.com/videos/0609/index.htm#slide=1
Customer portfolio strategy matrixUp-to-date Information
Thank you!
谢谢!
Waldemar Pfoertsch
Professor Business Marketing
CEIBS
699 Hongfeng Road, Shanghai China