Video 5 - Integrating Strategies: Company, Sales & Marketing

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来自 Fundação Instituto de Administração 的课程

Effective Sales – An Overview

65 个评分

Fundação Instituto de Administração

Effective Sales – An Overview

65 个评分

课程 1（共 5 门，Specialization Strategic Sales Management）

Welcome to Strategic Sales Management specialization. This specialization course focus on providing conceptual and practical guidance on sales planning and management. The development of the specialization goes through the different phases of the sales planning process, keeping attention on the connection to the strategy of the company. Concepts discussed in this specialization aim to support the analyses on how to plan sales in alignment with the strategic guidelines of the company. The sales functions are discussed with models and frameworks that support the planning process, which includes assumptions regarding the strategic guidelines, such as aggregate revenue targets, company’s earnings, and expected cash flow from the company’s operations. These variables are all related to the strategy of the company. The target audience of this specialization include professionals with some experience in sales, they might have been promoted to a managing position recently, or they have plans to improve their expertise in the sales area to apply to more challenging positions in the future. Prerequisite for this specialization is general knowledge of business concepts, models, and tools. Professionals who have concluded undergraduate courses of business administration, and also of different areas of knowledge, such as engineering, economics, accounting, and social sciences. It’s also important to emphasize that sales involve a broad range of areas, there are products and services related to agriculture, petrochemical, automobile, aeronautics, chemical, pharmaceutical, medical, insurance, education, retail, and consulting industries, just to mention some examples. That means sales professionals are from all sectors. Therefore, learners of different academic backgrounds may benefit from doing this specialization, which is structured to support sales planning and management from a methodological standpoint. And this approach applies to a diverse range of sectors. The primary learning outcome of this specialization is the improvement of the sales planning and management competencies and skills, by providing a set of concepts, models, tools, and techniques to support the development of the sales plan structure, which will support the sale plan development.

从本节课中

Module 1 - Effective Sales Planning

Welcome to Effective Sales Planning module. This module brings a discussion about the sales functions and their interconnection to the strategy of the company. We’ll analyze the sales functions with a strategic view, in the sense that sales planning and management play a pivotal role to support the achievement of the strategic objectives of the company. Major issues of strategic sales planning are discussed, such as the potential dissonance between marketing and sales areas. We also do a historical perspective of the sales functions, the integration of sales to the strategy, and the sales strategy cycle overview to support the integration. The academic emphasis of this module is, therefore, in the process of improving the awareness about the importance of sales-strategy integration. By being aware of this integration, a sales professional will develop the sales planning process, which eventually will contribute to the whole sales management function.

Video 1 - Welcome video2:57

Video 2 - Presenting Logan Padawan - The new sales manager0:49

Video 3 - Xavier and Logan in: Integrating Strategies - Company, Sales & Marketing1:01

Video 4 - The integration of strategy, marketing, and sales4:50

Video 5 - Integrating Strategies: Company, Sales & Marketing8:12

Video 6 - The Strategizer: our hub for sales strategy - Episode 113:24

与讲师见面

Nelson Yoshida
Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Samantha Mazzero
MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Cesar Rodrigues
Specialist Professor
Edson Ito
Specialist Professor

Hello there, how are you doing?

I'm very happy to meet you here.

Let's recall some strategic knowledge to connect as a support for

our sales specialization.

Good, let's start.

In the past years, the economy has shifted from

a manufacturing oriented to a marketing oriented approach.

The impact of this change is that manager doesn't design the product,

applying a manufacturer's view of the process.

Instead, they do it by researching carefully what potential customers demand.

The change also impacts how manager design the commercial structure,

marketing, sales and promotions of the products or service.

Only after these step's we'll manage to develop the production,

manufacturing, and sourcing process to make the goods, and

to structure the services to developing and delivery.

In this process, it's clear that marketing and

sales function increased a lot in importance.

From the strategic perspective,

it's completely different from the previous approach.

In the previous approach, marketing sales functions,

where most focus on pushing the sales.

While in the new approach, marketing and sales focus on analyzing

how the market will fuel the demand of products and service.

And therefore designing the products and

service accordingly to the potential demand.

This discussion doesn't mean that market and sales function didn't and

help us before.

If you only emphasize that in the past,

the importance was only needed to sell the already made goods.

While in the new approach,

the importance in only needed to identify what the demand is.

Aiming to offer the right product and service.

Offers and context.

Under this strategic guidance, all aspects of the business should be integrated.

Otherwise, the goals may not be achieved.

The consequence of such strategic orientation is that the system

of operations of the company mobilizes the areas

towards customer satisfaction.

The role of sales is crucial because the integration of demands put

the philosophy into action, which means applying foresight view,

marketing research, products and services portfolio planning,

sales forecasting, advertising, incentive models, distribution,

sales performance analysis, monitoring, controlling, and feedback.

[SOUND] This path of processes clearly illustrates

the transition from strategy to sales results analysis.

Which highlights the integration between strategy and sales function.

It also emphasizes the link between marketing and sales.

If these areas integrate to a high level, the better for

the company in the transition from strategy to sales,

when the sales manager is on an approach that is market oriented,

is the fact that the personal selling plays a fundamental role in the company.

Let's apply this approach.

Managers should apply all of their efforts

to address sales teams development in this contest.

Also important is the fact that

the strategic guidelines give the directions for the company.

And these directions may include some key performance indicators.

At the strategic level, corporations establish corporate goals related to

the cash flow and earnings, which inspires corporate executives to define goals

like EBITDA Margin, expected cash flow, or earnings per share.

This is just an example of goals.

Leave the executives to establish heavily goals as the business liable,

the company liable.

Revenues are the driver to support the corporate goals set to strategic level.

And what are the drivers of the revenue?

Let's start thinking of products and service.

The portfolio of products and service are the drivers of revenue,

and to generate revenue, they must be sold.

As simple as that.

Here, we have the undeniable proof that sales function is one of the top

issues in the business, and to perform it at a high level sales,

managers need to support, offer assist, and plan it to keep the tools,

arguments, incentive programs, and adequate communication and distribution

to serve the potential customers, and to perform it at a high level.

In other words, sales function needs marketing function.

Marketing is a function that needs assumptions to be developed.

And a great deal of the assumptions come from the strategic level of the company.

Consequently, marketing needs strategic guidelines.

And then the transition path of strategy, marketing and

sales, is demonstrated in this discussion.

Now let's talk about flexible integration.

Up to this point, it's important to remember that strategic planning process

doesn't mean an inflexible plan.

Manage can adopt an emergence strategy that was not in the original plan.

Has proposed this approach and one of the example he use

to [INAUDIBLE] and favour of it relates to the sales area.

His point is that the sales person can have the initiative to sell

an existing product to a new customer.

And during the time,

sales people who have contact with the sales person, is that doing the same.

The consequence is the company develops a whole new market without

this strategy being even roughly planned.

Also the link between strategy and

sales function should be emphasized in the planning process, and

in a way that the resulting sale strategy works smarter not working harder.

States that sale strategy should focus on customers and

approach in the sales decision.

A final word emphasize the topic that we discussed in this meeting,

manager should make efforts to integrate the strategy, marketing and

sales should generate as similar like save the strategic plan.

Maybe the plan will not be complete, however,

it will give then the approach conditions to make the most from the sales plan, and

be able to capture immersion opportunities that might come in the future.

Did you like it?

Nice.

Now I invite you to see the first episode of the strategizer,

the place where the smart sales people meet.

See you there.

[SOUND]

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