How to End the Battle between Marketing & Sales?

1. How to End the Battle between
Marketing & Sales?
Cross Functional Communications in Marketing
Aleks Lynnyk
Kyiv, 11.02.2015

2. It`s me
ALEKS LYNNYK
• 16 years in Marketing, from Marketing Assistant
till Marketing Director
• Ukraine, Georgia, Armenia, Azerbaijan
• Master Degree, Management, Kyiv Shevchenko
National University
• Business Strategy development
• Strategic Marketing decisions
• Researches
• Market positioning
• Marketing Planning and
Budgeting P&L
• Product and Pricing Management
• Trade Marketing Channel
Management
• Promo and Communication
Policies development
• Risk management CSR
• CRM development
• People Management

3. People are
different

4. What is it?

5. Organizational structures

6. Owners
Investors
Governme
nt
EmployeesJournalists
People
living
around
Customers
Company
5 levels of communication
External Functional
Process
Informal
Human energy

7. Cross-functional processes
New product development
Order execution
Production planning and sales
Promotion and Advertising

8. Which department do you prefer more?))

9. • IT: Stop! Who is trying to
manage my desktop
through the Remote
Desktop?
• Sales Staff: Where they
are during whole day?
• Bookkeeping: I'll give you
this documents
tomorrow! May be!
• Every employee knows,
what kind of advertising
is THE BEST
I like the next))

10. Is a big problem misunderstanding
between departments?

11. The problems of cross-functional interaction:
• Conflict between departments as a part of business model
• Departments can understand business priorities in their own way
• The "natural" conflicts
• Resistance to communicate with other departments
• Attempt to avoid tasks responsibility, trying transfer this tasks to
other people
• Cross-functional conflicts can be informal “long war with a smile on
faces“
The main questions

12. MARKETING IT SALES
IT ISN`T MY
TASK
WE DON`T
HAVE
MONEY
I WANT TO
HELP YOU
BUT…
WHO CAN HELP ME
WITH PROJECT?
As result
we have…

13. • Goals KPIs and functions cascading in the right way
• Networking at all levels
• Development of employee engagement
• Cross-functional teams development
• “Open doors” principle
• TOP Managers team building
• Competencies of TOP Managers development (incl. Leadership)
• Professional level of TOP Managers (subordinates copy his behavior)
• Principle “WIN-WIN” (cooperation)
What should we do? We are removing the “barriers”

14. • Employee engagement as KPIs for TOP Managers
• New functional positions (for example Marketing Technology)
What should we do? We are removing the “barriers”
• Project office
creation
• Develop
themselves
psychologically
• We take
responsibility on
itself (never
criticize
coworkers!)

15. • Self Management (in stressful situations, patience during
communication with colleagues)
• Impact on people without authority (interpersonal
communication)
• Understanding and acceptance of business goals by all
employees
• Responsibility for the functional area (not only for the job
description)
• Focus on the efficient operation of all units
• Empathy
• Efficiency Business Performance
As result we will have

16. It`s very important to create interpersonal contact
between Marketing Director and Sales Director
Effective cooperation
between
Marketing & Sales
№1

17. Min 1 practice week in Sales Department
(the territory visits with Field Forces,
negotiations with clients, work as a
Merchandiser, etc.)
Effective cooperation
between
Marketing & Sales
№2

18. Development of the personal contacts with
Sales Staff
Effective cooperation
between
Marketing & Sales
№3

19. Sincere praise for the
great job they did
Effective cooperation
between
Marketing & Sales
№4

20. Setting to Sales Staff the clear objectives and monitor the
results, teaching their on the territory
Effective cooperation
between
Marketing & Sales
№5

21. To hear the Sales
(ask for and give
feedback)
Effective cooperation
between
Marketing & Sales
№6

22. Effective cooperation
between
Marketing & Sales
№…
What are your
opinions?

23. Thank You For Attention!
lynnyk.o(at)gmail.com