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ERP Course: Sales and MarketingReading: Chapter 4 from Mary Sumner
Peter Dologdolog [at] cs [dot] aau [dot] dkE2-201Information SystemsSeptember 20, 2006
2Peter Dolog, ERP Course, Sales and Marketing Module
Sales
Personal• Driven by a seller• Targets individuals directly without a prior request for
services or products• A special case is retail
Complex Sales• Sometimes called Enterprise Sales as well• Driven by a customer• With request for a proposal and a bid stage and contract
at the end• State, government, services, software, cosulting, and so
on
3Peter Dolog, ERP Course, Sales and Marketing Module
Sales and Marketing Processes in the Large
Sales Lead IdentificationProspectingCustomer Need IdentificationProposal to a CustomerClosing/ContractDeal Transaction
Marketing
Sales
4Peter Dolog, ERP Course, Sales and Marketing Module
Sales Lead Identification
To identify a potentialy interested party to buy services or outcomes of the services
It usually comes from lead generation such as:• Trade shows• Direct marketing (usually comes with
CRM/individualized)• Advertising• Internet Marketing• Cold Calling
All connected with contact bases
5Peter Dolog, ERP Course, Sales and Marketing Module
Prospecting
Discarding unqualified leads from qualified to contact (just those who will with high probability buy products)• Criteria for qualified leads• Metrics• Selection tools• Clustering tools• Personalization/scripting (criteria may differ from
campaign to campaign)• Different actions (appointments, sending a white
paper, and so on)
6Peter Dolog, ERP Course, Sales and Marketing Module
Customer Need Identification
Several sessions to clarify cutomer requests
Identifying a gap between current state and future planned state
The gap implies a suggested solution
Sometimes this stage is called as Sales Opportunity in different stages
7Peter Dolog, ERP Course, Sales and Marketing Module
Closing
Differs from sales to sales and from business to business
Can be:• Transfer of money• Signature on a contract and transfer to another
unit/department• No sales possible
Not all sales opportunities close possitively
8Peter Dolog, ERP Course, Sales and Marketing Module
Deal Transaction
After closing the sales processRepresent a compex exchange of money for a
service and productCan include configuration, training, development,
manufacturing and so onLonger period of time
9Peter Dolog, ERP Course, Sales and Marketing Module
Sales at the Operational Level
ProspectingContact ManagementTelemarketingDirect MailProducts
10Peter Dolog, ERP Course, Sales and Marketing Module
Prospecting
Selecting contacts/leads based on:• Budget availability• Earlier closed transactions• Payment history• Strategic value• Relationships with others
Support for lead types and customer kinds
11Peter Dolog, ERP Course, Sales and Marketing Module
Contact Management
New contact vs. CustomersContacts historiesContacts vs. AccountsContacts in relations to other contactsVertical vs. horizontal clustering into business areas
and segmentsPlaned vs. done ActivitiesChannels of interaction for the contact
12Peter Dolog, ERP Course, Sales and Marketing Module
Telemarketing
Identification who is calling and to whom you callSupport for basic facts recordingEffective access to all information about contact –
sales and payment history, interests, latest acquisitions, activities performed with the contact, …
Reminders for next marketing events or calls
13Peter Dolog, ERP Course, Sales and Marketing Module
Direct Mail
Integration with main mailing toolsGenerating mails for customersIntegration with product catalogIntegration with a reporting tool and
information/document baseGenerating task messages for a sales team member
14Peter Dolog, ERP Course, Sales and Marketing Module
Product
Information about product typesProduct white papers and advertising materialsPricing informationDiscount strategiesCustomer benefits programsConfiguration packagesFuture product plansProduct featuresProduct sales historyRelations of products to customers
15Peter Dolog, ERP Course, Sales and Marketing Module
Management Control
Product PricingSales ManagementAdvertising and PromotionSales Forecasting
16Peter Dolog, ERP Course, Sales and Marketing Module
Product Pricing
Curstomer LoyaltyQuantityCustomer program/configuration package chosenImage based on priceExpenses connected with productPrice should
• Guarantee financial goal• Fit the reality of marketplace• Product positioning
17Peter Dolog, ERP Course, Sales and Marketing Module
Sales Management
Sales team membersTeritories and their shape and clusteringPlanning to do lists – calling, meetings, maling
scripts and so onLead selection programsProducts profitability
18Peter Dolog, ERP Course, Sales and Marketing Module
Evaluating
Comparison of the sales person productivity against average (money, time, possitively closed opprotunities)
Most profitable productsProducts and Customers which have the highest
percentage of salesWeak products per terotoriesSale person performance per product type
19Peter Dolog, ERP Course, Sales and Marketing Module
Promotion
Media selectionWhich media channels are the most effectiveMonitoring of themPlanning the campaigns and fairsPlanning and evaluating day to day marketing
activitiesHow many campaigns lead to closed opportunities
and revenues
20Peter Dolog, ERP Course, Sales and Marketing Module
Sales Forecasting
Segmenting potential customers• By teritory• Products• Services• New products
Using past information and information about competition, customer demand and demographic trends
21Peter Dolog, ERP Course, Sales and Marketing Module
Problem with Sales Orders Processing
Incorrect pricing and customer informationDelays in inventory updates, partial shipmentDelays in deliveryIncomplete invoicesIncorrect posting of paymentsDelays in accounting (reminders to customers who
have paid and so on)
22Peter Dolog, ERP Course, Sales and Marketing Module
Interaction with Other Modules
Business rules for:• Correct customer information based on contact
data and customer order/contract => Accounting module, Material Module
• Correct information on configuration items/services ordered/subscribed to => production
• Correct addresses and times to deliver => Production module, ressource planning, warehasouce module
• Customer, Product and Items, Financial Information, Right Units to be informed
23Peter Dolog, ERP Course, Sales and Marketing Module
Interaction of Sales and Other Modules
Sales
Business Information
Billing Orders
Item/Product Reservations
PackagingProjecting/
ConfigurationsProduction
24Peter Dolog, ERP Course, Sales and Marketing Module
Advantages of Integrated Sales System
Standard codes for products and customersCommon database for all modulesStandard documents based on common templates
(e.g. transactions numbers)Audit trails (tracking the state of a business
transaction)Sales records integrated with accounting records