Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

Question: Discuss Relationship between Marketing a product and selling it?

Answer:
There is an integral and supportive relationship between market a product and selling it because
conventional perception of sells was to sell and it emphasis the advantage in the form of money by
increasing sales volume whether marketing tells us the final advantage which is not only money ,it may
be in the form of customer satisfaction which leads our brand position in the customer mind.i.e
Marketing is around Customer value and Sale is a supportive or sub action to market a product.

Explanation:
For example: Slogans for same product with different approach.

Relationship between Sales concept and marketing concept

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

4- levels of the marketing and sales relationship by Kotler

1. Undefined relationship.
It exists between marketing and sales, that is characterized by totally independent working groups
where no information is shared and all planning is done without the involvement of the other function.
No collaboration takes place at this level and interaction only occurs when conflicts need to be solved
2. Defined relationship.
where structure and processes are clearly set and formalized with specific guidelines and rules .With this
higher degree of formalization, the level of interaction between the groups starts to increase and
business activities are jointly executed
3. Aligned relationship.
Interaction with regards to planning and training becomes part of the relationship, as well as the
frequent consultation between marketers and sales people on important topics. Barriers still exist, but
these are to some extent flexible
4. Integrated relationship.
marketing and sales must share processes, systems and metrics. There is a real sense of teamwork in
place as well as strategic forward thinking

The Buying Funnel by Philip Kotler

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

Marketing should take responsibility for the first four steps of the typical buying funnel. customer
awareness, brand awareness, brand consideration, and brand preference. Marketing builds brand
preference, creates a marketing plan, and generates leads for sales before handing off execution and
follow-up tasks to Sales Marketing focused on strategic activities and prevents the group from intruding
in individual sales opportunities. The sales group is responsible for the last four steps of the funnel
purchase intention, purchase, customer loyalty, and customer advocacy.Sales usually develops its own
funnel for the selling tasks that happen during the first two steps. (These include prospecting, defining
needs, preparing and presenting proposals, negotiating contracts, and implementing the sale.) Apart
from some lead generation in the prospecting stage
Split Marketing into two groups.
Theres a strong case for splitting Marketing into upstream (strategic) and downstream (tactical) groups.
Downstream marketers develop advertising and promotion campaigns, collateral material, case
histories, and sales tools. They help salespeople develop and qualify leads. The downstream team uses
market research and feedback from the sales reps to help sell existing products in new market
segments, to create new messages, and to design better sales tools. Upstream marketers engage in
customer sensing. That is, they monitor the voice of the customer and develop a long view of the
companys business opportunities and threats.
The upstream team shares its insights with senior managers and product developers and it participates
in product development.

Conceptual Model of Marketing & Sells Interfaces

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

5 conceptual domains.
Each domaincontains one or more conceptual dimensions. The conceptual domains are not constructs
of a higher order but merely conceptual categories, or conceptual containers, of similar constructs. It
emphasize that the order of the domains does not suggest a hierarchical structure, especially not in the
strong sense that one domain is a functional prerequisite of another.
1.
2.
3.
4.
5.

information sharing.
Structural linkages
Power
Orientations
Knowledge

Area Identification of Marketing and Sales Integration for a product

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

Above Figure illustrates the need for interaction between sales and marketing. The activities in the
circle on the left are primarily undertaken by the marketing function with input from sales, and the
activities in the circle on the right are primarily undertaken by the sales function with input from
marketing. The activities in the intersection of the two circles can be performed effectively only through
a coordinated effort between sales and marketing. Thus, all of the activities shown in above figure
require some level of interaction between sales and marketing.
This model helps to mind-set coordination between employees of both departments in the following
areas. Customer versus product, Personal relationships versus analysis, Continuous daily activity versus,
sporadic projects, Field versus office, Results versus process, Short-term versus long-term orientation

A Framework for SalesMarketing Integration

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

4 types of mechanisms for improving salesmarketing integration

(1) structure (2) process/systems, (3) culture, and (4) people.

Structure:

Some structural approaches for improving salesmarketing integration are (1) decentralization, (2),
cross-functional teams, and (3) integrators.

Process/System

Some process and system approaches for improving salesmarketing integration are
(1) communications, (2) job rotation, (3) integrated goals, and (4) incentives or reward and recognition
systems

Organizational Culture

Organizational cultures with norms of sharing and adapting positively affect the degree of sales
marketing integration.

People

promote people in sales and marketing who are open-minded, team players.who feel that working
together with other functional areas enhances their personal performance as well as the performance of
their functional area and firm.
Effects of Moderating Variables
We consider four categories of moderators: (1) environment, (2) customers,(3) competitors, and
(4)company.
Company
The higher a firms reliance on a new products/services strategy, the stronger the positive effect of
salesmarketing integration on business performance.

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

Marketing and Sales as part of the Value Chain by Kotler and Keller
5 key processes value chain in which companies have to be excellent in order to outperform their
competitors. Out of these five key processes there are four which are directly or indirectly linked to the
marketing and sales relationship.
o

market sensing process

which includes all activities related to information

management, communicating new insights throughout the company and to all relevant parts of the
chain which have to act accordingly
o

new offering realization process

Which consists of market research, development and realizing new products.R&D belongs to the
support activities of the chain where, for example, research has shown that R&D sales cooperation as
well as salesmarketing cooperation during the concept development stage has an overall positive
influence on new product development.
o

customer acquisition process and the customer relationship management process

which are both related to targeting and understanding of customer needs.

o

fulfillment management process

which is not referring to the marketing and sales relationship but to the order fulfillment and supply
chain management process and therefore belongs to the primary activities.

Muhammad Rizwan Yaseen

Senior Product Marketing Engineer

Contents of a Marketing Plan by Kotler, Philip. A Framework for Marketing

Management
Executive summary and table of contents

Current marketing situation (3Cs)

Opportunity and issue analysis (3Cs)

Objectives

Marketing strategy (4Ps)

Action programs (4Ps)

Financial projections
Controls

Includes a brief overview of the proposed plan

including goals and recommendations and a table
of contents
Presents background data on sales, costs, profits,
competitors, distribution, and the macroenvironment
Describes the main opportunities/threats,
strengths/weaknesses identified through SWOT
analysis
Defines the plans financial and marketing
objectives in terms of sales volume, market share
and profit
Presents the broad marketing approach that will
be used to accomplish the plans objectives such
as market segments, value proposition and
marketing mix
Presents the specific marketing programs designed
to achieve the business objectives. Include
coordinating resources and activities with other
departments (e.g., production, finance,
purchasing, etc.)
Includes budgets and plans forecasted sales
volumes, costs, and profits
Proposes controls to assess results after
implementation, identify problems and initiate
corrective actions

The Marketing Plan In order to achieve its goals, each product and/or brand within a SBU must develop
a detailed marketing plan. The marketing plan integrates the 3Cs (Customer Analysis, Competitor
Analysis and Company Analysis) and the 4Ps (Product, Price, Placement/Distribution and Promotion)
and constitutes the central instrument for directing and coordinating the marketing

Muhammad Rizwan Yaseen

Key Business Process Phases and Roles B2B

Senior Product Marketing Engineer