Chapter 2 strategic sales force management

Strategic Sales Force Management

“ In Order to achieve marketing objectives, the sales force must be seen as an integral part of the marketing strategy” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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The Marketing Concept and Marketing Management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Four stages in the evolution of marketing management ,[object Object],[object Object],[object Object],[object Object]

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Relationship Marketing ,[object Object],[object Object]

Integrating Marketing and Sales Functions ,[object Object],[object Object],[object Object]

Integrating and Production Sales ,[object Object]

Strategic Planning ,[object Object],[object Object],[object Object]

Strategic Planning at the Company, Marketing, and Sales Force levels The strategic planning on all level in the firm should be well integrated and highly coordinated Strategic Planning for the Total Company Strategic Planning for the total company involves determining the organizations mission, the Board Objectives (Goals) that will enable the company to fulfill its mission, and the strategies and tactics needed to achieve the objectives.

Strategic Planning for the Total Company 1 st Determine the company’s mission 2 nd Management set broad goals consistent with that mission Example: The company may aim to earn a 20% ROI next year or to increase its market share from 8% to 20% in 3 years. 3 rd Select the strategy to be used to reach the goal Goals Possible Strategies 1. Earn 20% ROI next year. ,[object Object],[object Object],2. Increase market share form 8% to 20% in 3 years ,[object Object],[object Object],[object Object]

Strategic Marketing Planning Once the total company planning process is completed, essentially the same procedure can be repeated for the marketing Program the Goals, Strategies, and Tactics at the Marketing level are closely related to those at the corporate level. Company Goal Company Strategy Marketing Strategy 1. Earn 20% ROI Cut marketing costs by 15% this year Reduce direct selling efforts by using wholesalers to reach small accounts 2. Increase market share from present 8% to 20% Intensify marketing efforts in domestic markets Enter new markets

[object Object],[object Object],Corporate Goal: Increase market share from 8% to 20% in two years Corporate Strategy (Marketing Goal): Intensify market efforts in domestic markets to increase sales volume by 3M next year Marketing Strategy (sales force goal): ,[object Object],[object Object]

[object Object],[object Object],Marketing Strategy Sales Force Strategy Sales force Tactics a. Enter new markets Build long-term customer relations ,[object Object],[object Object],b. Sell aggressively in existing markets Increase sales force motivation ,[object Object],[object Object],[object Object]

Strategic Trends ,[object Object],[object Object]

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Chapter 2 strategic sales force management

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Chapter 2 strategic sales force management