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McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
Integrating Sales w/ Other
Functions
Sales’
adoption of
marketing
concepts Hire
Finance excellent
sales
R&D employe
Cross- Sales es
function
al
meeting
Mfg
s
Mkg
IT
HR
CRM
Common
Cause
Source: HR Chally Group (2007) The Chally World Class Excellence Research Report:
The Route to the Summit. Dayton, OH: HR Chally Group. 3-2
Customer Relationship
Management (CRM)
Comprehensive business
model for increasing
revenues and profits by
focusing on customers
Overarching business
philosophy and process
tool to facilitate a
customer-driven enterprise
3-3
Example of CRM Software
Sales and Marketing Module
Sources: www.Stromasoft.com, StromasoftCRM software,, Customer Support Helpdesk
Module, Sales & Marketing Module, Copyright (©) 2007 StromaSoft Ltd 3-4
Example of CRM Software
Support Helpdesk Module
Sources: www.Stromasoft.com, StromasoftCRM software,, Customer Support Helpdesk
Module, Sales & Marketing Module, Copyright (©) 2007 StromaSoft Ltd 3-5
3.1 Sales Process Software
The Relationship
What kind of relationship do we want to build?
How do we foster exchange?
How do we work together and share control?
3-7
3.2 CRM Failures Often
Management’s Fault
Lack of focus
No change management
initiative
Minimal buy-in
Business unit silos
Complicated procedures
Poor training
3-8
Market Orientation
Successful salespeople
think beyond “selling”
Market-driven companies
do better market sensing
Market-driven companies
develop stronger
relationships with
customers and channels
Internal partnering a
critical component
3-9
Classifying capabilities
of market-oriented
firms
measurable
, and
realistically
attainable
3-11
3.5
Steps in developing
and implementing
strategies
3-12
Soul of Dell
Statement of Dell’s
corporate philosophy
Who we are, aspire to
become
Guides actions
Basis for “winning culture’
Core elements focus on
Customers
Dell team
Direct relationship
3-13
SBU Strategy
Generic business
strategies and their
implications for the
sales force
Source: Adapted from William L. Cron and Michael Levy, “Sales Management
3.4a Performance Evaluation: A Residual Income Perspective,” Journal of Personal Selling
& 3-16
Sales Management 7 (August 1987), pp. 57–66.
Miles & Snow’s Typology
Business Strategies Sales Force Implications
Generic business
strategies and their
implications for the
sales force
Source: Adapted from William L. Cron and Michael Levy, “Sales Management
3.4b Performance Evaluation: A Residual Income Perspective,” Journal of Personal Selling
& 3-17
Sales Management 7 (August 1987), pp. 57–66.
Types of
relationships between
3.6 buyers and sellers
Source: Barton Weitz, Stephen Castleberry, and John Tanner, Selling: Building
Partnerships, 6th ed. (New York: Irwin/McGraw-Hill, 2005).
3-18
Personal Selling’s Role in
Market Exchanges
Definition - one-shot
transactions occurring
between a buyer and seller
with limited thought of
future consideration
Roles of salespeople
Create new value
Adapt
“Make the market”
Exit
3-19
Personal Selling’s Role in
Functional Relationships
Definition - long-term
relationships where both
parties make significant
investments
Roles of salespeople
Direct communication with
production, production designers,
and others
Relationship manager and
general manager
Work with clients large enough to
make investments worthwhile 3-21
Relationship Development
3-22
Integrated Marketing
Communication (IMC)
Source: Adapted from David W. Cravens and Nigel F. Piercy, Strategic Marketing, 8th
ed. (New York: Irwin/McGraw-Hill, 2005), p. 348. 3-25
Customer Feedback
3-26
3.4 Leveraging Value in Era
3
Era 1 Era 2 Era 3
1950-75 1975-95 1995-
Economy Unlimited Globalization, Overcapacity
expansion more suppliers