Rodrigo Antunes, Chief Marketing Officer speaks

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来自 Fundação Instituto de Administração 的课程

Sales & Marketing Alignment

14 个评分

Fundação Instituto de Administração

Sales & Marketing Alignment

14 个评分

课程 4（共 5 门，Specialization Strategic Sales Management）

Welcome to Course 4 – Sales & Marketing Alignment. This course focus on what is considered by most academics and practitioners as the biggest challenge that sales professionals have to face. As we discussed in Course 1 – Effective Sales, strategy, and sales must be integrated to support a high potential for value creation through the sales functions. We also mentioned that strategy and sales integration can be supported by marketing functions. The discussions then went through sales strategy supported by intelligence analysis (Course 2), sales models and frameworks to support sales planning (Course 3). By the consequence, at this point of this specialization, you are in a good position to go further in the sales planning and management functions. And this is the moment to tackle one of the biggest challenges that most sales professionals must address with diligence – Sales & Marketing Alignment. The primary learning outcome of this course is to prepare you to apply concepts to support this alignment, with prescriptions and recommendations that contribute to improving the alignment. The improvement in the knowledge, competencies, and skills regarding sales & marketing alignment will contribute to increasing the potential for value creation from a strategic sales planning approach.

从本节课中

Module 4 - Strategic Sales Management In Action – the journey goes on

Welcome to Applying Sales & Marketing Alignment Module. In this module, you'll develop a final assignment on the topics regarding sales & marketing alignment. And you'll do it on a real-life business case. The instructions for the final assignment bring the business case; the questions prompts to develop the analyses and the peer-review rubrics that you'll apply to evaluate another Learner's assignment. The primary learning outcome of this module is the design of actions and recommendations that support the alignment of sales & marketing.

Rodrigo Antunes, Chief Marketing Officer speaks6:23

与讲师见面

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

[SOUND]

Is it recording already?

Hi.

Nice to meet you.

My name is Rodrigo Artunis, and

I used to be Chief Marketing Officer for Sadvit Brazil.

I still work Sadvit but I and know in an international assignment.

I understand you will read my curriculum later on so

I'm not going to bore you with my professional life.

All I can say here is I am a marketer with many,

many, many years of experience in pharma business.

I know my stuff, I can tell you that.

Let's get to the chase.

My choice of deliverers with has the way to succeed with Opti.

You see, if there is a product I know about, is Opti.

I was the global product manager for its launch all over the world.

I worked three years on it.

I have seen all types of strategies in Over 50 countries so I know what works.

I know what doesn't work.

The key to succeed with Opti is to insure the patients keep taking the drug for

as long as possible.

The only way to make this happen is through

a 360 degree approach toward the patient.

I created a patient program that could do that based on five pillars.

Rewarding, rebating,

ready delivery, relationship and

another one that I forgot, nevermind.

To me, there is only one type of retailer that can do all that, It's the deliveries.

The deliveries have the means to do that.

They can manage it.

The delivery of the product is straight to the customer's door and

also provide the free treatment.

I know they will pass along the extra discount to the patient.

We don't have to worry about them putting these discounts to improve their margins.

Furthermore, they can contact each individual client,

each patient, and remind them it is time to buy the product for the next month.

And keep them motivated through, phone calls, birthday cards and whatnot.

Could it work?

It does work!

We did test markets, I'll tell you that.

We did test markets with delivers, and

the program showed we can double the sales by selling up.

Through the deliveries We did the financial analysis and

results are good, they are quite good.

And everything was ready to be approved by my boss,

Marcus, the president of the company.

But then, Walter Mirren shows up.

Well, I'll tell you about him, Walter Mirren is the sales vice-president.

He's a good guy, you know?

I've known him for many years.

The trouble is he's so conservative, so short-sighted.

I had been trying to explain him the rational behind

deliveries and how the opt patient program works.

I mean I've been trying to do this for months.

He just doesn't listen, he says this is foolish,

this type of retail has no future.

If we go ahead with it, we will have to go back soon to drug stores.

We'll have to bag them to buy Opti again.

He thinks marketing has no role in retail channel decisions.

He patronizes me.

I mean just because he's older and he has more experience in sales only.

My proposal, again, was this close to be accepted.

But then Walter had to show up at the meeting, mess up the whole thing.

Now our president is mad at both of us.

He wants us, Walter and I,

to agree on one proposal.

That's impossible, that's impossible.

We don't see eye to eye, he's so stubborn.

I think I will do our President should just take my side, approve the proposal.

He keep saying, we need more big products, we need more big products.

Well, I have showed how to make Opti a big product.

Okay, thanks for letting me tell my side of the story.

I know Walter will speak to you and tell his side of the story.

I said, he's a good guy, but his point of view

just lacks good sense, lacks good sense.

Okay, good.

[SOUND]

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