Sales and Marketing Policies, Procedures, and Forms

Sales and Marketing Policies, Procedures,

and Forms

How to Drive Customer Satisfaction with Improved Strategies and Tactics

using Easily Editable Company Policies and Procedures

Bizmanualz, Inc. St. Louis, MO, USA

Copyright © 2007 / Bizmanualz, Inc.

All rights reserved.

TRADEMARKS

Bizmanualz™ is a Trademark of Bizmanualz, Inc.

This publication is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought. The Publisher cannot in any way guarantee the forms, agreements and statements in this manual are being used for the purpose intended and therefore assume no responsibility for their proper and correct use. Copyright © 1994 – 2007, Bizmanualz, Inc. All rights reserved. Printed in the United States of America ISBN 1-931591-03-2 Reproduction or translation of any part of this work beyond that permitted by section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful except as follows: Forms, Agreements and Procedure Statements may be reproduced by the purchaser for use in connection with his or her company records or manual preparation. All other publisher's rights under the copyright laws will be strictly enforced. Requests for permission or further information should be addressed to the Information Requests and Permissions Department, Bizmanualz, Inc.

Other Products from Bizmanualz, Inc., Include: ABR211 ISO 9001 QMS Policies, Procedures, and Forms ISBN 1-931591-075 ABR213 ISO 22000 FSMS Policies, Procedures, and Forms ISBN 1-931591-296 ABR217 AS9100 QMS Policies, Procedures, and Forms ISBN 1-931591-261 ABR31M Accounting Policies, Procedures, and Forms ISBN 1-931591-059 ABR32 Security Planning Policies, Procedures, and Forms ISBN 1-931591-024 ABR33 Disaster Recovery Policies, Procedures, and Forms ISBN 1-931591-016 ABR34 Computer & Network Policies, Procedures, and Forms ISBN 1-931591-067 ABR41 Human Resources Policies, Procedures, and Forms ISBN 1-931591-008

000 Title-License Page 2 of 6

Sales & Marketing Policies, Procedures, and Forms Manual Bizmanualz.com

000 Table of Contents Page 1 of 12

Sales and Marketing Policies, Procedures, and Forms

Table of Contents

Section ID Section Name Tab

100 Introduction...................................................................... Tab 1

200 Manual Preparation.......................................................... Tab 2 1. Introduction

2. Installation Instructions

3. Your Sales and Marketing Executives' Manual

4. Effective Communication

5. Sales and Marketing Procedures

300 Sales and Marketing Executives' Manual ...................... Tab 3 1.0 Purpose

2.0 Scope

3.0 Management Responsibility

4.0 Sales & Marketing Management System

5.0 Processes and Controls

6.0 Resource Management

400 Marketing Planning.......................................................... Tab 4 MP1000 Strategy Team

1.0 Forming the Strategy Team

2.0 Planning a Development Schedule

3.0 Project Cycle Management

4.0 Project Review

Forms/Records

MP1000-1 Project Planning Timeline

MP1000-2 Project Status Report

MP1000-3 Strategy Team Review Checklist




MP1000-4 Project Progress Review Checklist

MP1010 Stakeholder Analysis 1.0 Identify Project Stakeholders and Interests

2.0 Determine Stakeholder Influence and Importance

3.0 Stakeholder Analysis Review

4.0 Stakeholder Analysis Report

Forms/Records

MP1010-1 Stakeholder Analysis Matrix

MP1010-2 Stakeholder Analysis Review Checklist

MP1010-3 Stakeholder Analysis Report

MP1020 Vision and Mission 1.0 Vision and Mission Statement – Background

2.0 Mission Statement

3.0 Vision Statement

4.0 Communicating the Vision / Mission

5.0 Vision / Mission Review

MP1030 Marketing Research / Analysis 1.0 Objective – The Target Market

2.0 Identifying the Target Market

3.0 Collecting and Organizing Market Data

4.0 Analyzing and Interpreting Market Data

5.0 Findings & Conclusions

6.0 Adjusting the Marketing Database

Forms/Records

MP1030-1 Market Segmentation Worksheet

MP1030-2 Marketing Database

MP1030-3 Market Analysis




MP1040 Situational Analysis 1.0 Situational Analysis – Introduction

2.0 Assessing the Company's Situation

3.0 Scoring Attributes

4.0 Analyzing Data

5.0 Situational Analysis Report

Forms/Records

MP1040-1 SWOT Analysis Worksheet

MP1040-2 Competitive Analysis Worksheet

MP1040-3 Situational Analysis Report

MP1050 Goals and Objectives 1.0 Goals and Objectives – Background

2.0 Setting Goals and Objectives

3.0 Reviewing and Finalizing Goals and Objectives

4.0 Communicating Goals and Objectives

5.0 Monitoring Goals and Objectives

Forms/Records

MP1050-1 Goals/Objectives Worksheet

MP1050-2 Goals/Objectives Statement

MP1060 Marketing Strategy 1.0 Marketing Strategy – Introduction

2.0 Developing Marketing Strategy

3.0 Finalizing Marketing Strategies

4.0 Marketing Strategy Review

Forms/Records

MP1060-1 Marketing Strategy Matrix

MP1060-2 Strategy Checklist

MP1060-3 Marketing Strategy




MP1070 Marketing Plan 1.0 Marketing Plan – Background

2.0 Developing the Marketing Plan

3.0 Reviewing and Finalizing the Marketing Plan

4.0 Monitoring the Marketing Plan

Forms/Records

MP1070-1 Marketing Plan

MP1070-2 Marketing Budget Template

410 Marketing Tactics............................................................. Tab 5 MT1000 Advertising

1.0 Advertising Plan – Background

2.0 Developing the Advertising Plan

3.0 Monitoring & Measuring the Advertising Plan

4.0 Updating the Advertising Plan

Forms/Records

MT1000-1 Advertising Review Worksheet

MT1000-2 Advertising Objectives-Strategies Worksheet

MT1000-3 Advertising Plan

MT1000-4 Advertising Schedule (Sample)

MT1010 Internet Marketing 1.0 Internet Marketing – Background

2.0 Developing the Internet Plan

3.0 Implementing the Internet Plan

4.0 Monitoring the Internet Plan

5.0 Updating the Internet Plan

Forms/Records

MT1010-1 Internet Planning Worksheet

MT1010-2 Internet Plan

MT1010-3 Keyword Log




MT1020 Public Relations 1.0 Background

2.0 Developing a Public Relations Plan

3.0 Implementing the PR Plan

4.0 Monitoring the PR Plan

5.0 Updating the PR Plan

Forms/Records

MT1020-1 Public Relations Plan Worksheet

MT1020-2 PR Event Checklist

MT1020-3 Public Relations Plan

MT1020-4 Media Kit Checklist

MT1020-5 Press Release Template

MT1020-6 PR Events Log

MT1030 Trade Shows / Events 1.0 Planning Trade Shows and Events

2.0 Exhibiting

3.0 Trade Show/Exhibit Evaluation

4.0 Adjusting the Trade Show/Exhibit Plan

Forms/Records

MT1030-1 Trade Show / Event Planning Worksheet

MT1030-2 Trade Show Plan

MT1030-3 Trade Show Worksheet

MT1030-4 Trade Show Checklist

MT1030-5 Trade Show / Event Supply Checklist

MT1030-6 Equipment Request from Inventory

MT1030-7 Show Registration

MT1030-8 Visitor Evaluation

MT1030-9 Trade Show / Exhibit Summary




MT1040 Direct Mail 1.0 Introduction / Background

2.0 Direct Mail Planning

3.0 Direct Mail Campaign

4.0 Monitoring and Measuring Direct Mail

5.0 Adjusting the Direct Mail Plan

Forms/Records

MT1040-1 Direct Mail Planning Worksheet

MT1040-2 Direct Mail Budget Worksheet

MT1040-3 Direct Mail Plan

MT1050 Lead Management 1.0 Planning Lead Management

2.0 Implementing the Lead Management Plan

3.0 Monitoring and Measuring Lead Management

4.0 Improving Lead Management

Forms/Records

MT1050-1 Lead Management Plan

MT1050-2 Leads Database

MT1050-3 Lead Management Status Report

420 Sales ................................................................................. Tab 6 SL1000 Customer Life Cycle Management

1.0 Customer Life Cycle Stages and the Sales Pipeline

2.0 Customer Life Cycle Management Plan

3.0 Customer Life Cycle Management

4.0 Monitoring Customer Life Cycle Management

5.0 Improving Customer Life Cycle Management

Forms/Records

SL1000-1 Customer Life Cycle Management Plan




SL1010 Sales Management 1.0 Sales Management Plan Overview

2.0 Developing the Sales Management Plan

3.0 Executing the Sales Management Plan

4.0 Monitoring the Sales Management Plan

5.0 Correcting the Sales Management Plan

Forms/Records

SL1010-1 Sales Management Plan

SL1010-2 Sales Forecast

SL1010-3 Weekly Sales Summary

SL1020 Qualifying Leads 1.0 Qualifying Leads – Planning

2.0 Qualifying Leads

3.0 Monitoring the Qualifying Process

4.0 Improving the Qualifying Process

Forms/Records

SL1020-1 Prospect Management Plan

SL1020-2 Prospect Database

SL1020-3 Qualifying Questionnaire

SL1030 Sales Calls 1.0 Planning Sales Calls

2.0 Conducting Sales Calls

3.0 Monitoring Sales Call Effectiveness

4.0 Adjusting the Sales Call Process

5.0 Sales Account Maintenance

Forms/Records

SL1030-1 Sales Plan

SL1030-2 Customer Database

SL1030-3 Order Database




SL1030-4 Customer Contact Worksheet

SL1030-5 Sales Account Maintenance Plan

SL1040 Customer Improvement 1.0 Customer Improvement Plan

2.0 Customer Improvement Actions

3.0 Measuring Customer Improvement

4.0 Enhancing Customer Improvement

Forms/Records

SL1040-1 Customer Improvement Plan

SL1040-2 Customer Improvement Goals Worksheet

SL1050 Customer Service 1.0 Customer Service Goals

2.0 Customer Service Plan

3.0 Servicing Complaints and Feedback

4.0 Measuring Customer Service

5.0 Improving Customer Service

Forms/Records

SL1050-1 Customer Feedback Form

SL1050-2 Customer Complaint-Feedback Strategy

430 Sales / Marketing Administration ................................... Tab 7 AD1000 Document Control

1.0 Procedure Format

2.0 Work Instructions

3.0 Forms

4.0 Sales Collateral

5.0 Document Approval

6.0 Temporary Document Changes

7.0 Document Revisions




8.0 External Documents

9.0 Document Distribution

10.0 Document / Collateral Review

Forms/Records

AD1000-1 Document Request

AD1000-2 Document Control Database

AD1010 Record Control 1.0 Identification of Records

2.0 Record Generation

3.0 Filing and Tracking

4.0 Record Maintenance

Forms/Records

AD1010-1 Sales/Marketing Records List

AD1020 Sales Supplies 1.0 Identifying Sales Supplies

2.0 Supplying Salespeople

3.0 Measuring Use and Effectiveness of Sales Supplies

4.0 Updating the Sales Supply List

Forms/Records

AD1020-1 Sales Supply Checklist/Order Form

AD1030 Sales Compensation

1.0 Sales Compensation Plan - Background

2.0 Creating the Sales Compensation Plan

3.0 Monitoring the Sales Compensation Plan

4.0 Improving the Sales Compensation Plan

Forms/Records

AD1030-1 Sales Compensation Plan




AD1040 Sales Hiring 1.0 Sales Hiring Plan

2.0 Selecting Sales Candidates

3.0 Interviewing Sales Candidates

4.0 Second Interviews and Making an Offer

5.0 Monitoring the Sales Hiring Process

6.0 Improving the Sales Hiring Process

Forms/Records

AD1040-1 Qualification Checklist

AD1040-2 Interview Guidelines

AD1050 Sales Training 1.0 Sales Training Plan

2.0 Sales Training

3.0 Monitoring Sales Training

4.0 Improving Sales Training

Forms/Records

AD1050-1 Sales Competency Matrix

AD1050-2 Individual Sales Training Record

AD1050-3 Sales Training Plan

AD1060 Meetings 1.0 Meetings – Background

2.0 Preparing for Meetings

3.0 Conducting Meetings

4.0 Meeting Follow-Up

5.0 Meeting Review

Forms/Records

AD1060-1 Meeting Agenda




440 Product Management ...................................................... Tab 8 PM1000 Product Life Cycle Management

1.0 Product Life Cycle Management – Background

2.0 Product Life Cycle Management Plan

3.0 Following the Product Life Cycle

4.0 Monitoring Product Life Cycle Management

5.0 Improving Product Life Cycle Management

Forms/Records

PM1000-1 Product Life Cycle Management Plan

PM1010 Product Development 1.0 Product/Process Initiation

2.0 Determining Requirements and Objectives

3.0 Meeting Requirements and Objectives

4.0 Design Acceptance

5.0 Design Validation and Testing

Forms/Records

PM1010-1 Request for Engineering Action

PM1010-2 Requirements Definition

PM1010-3 Product Brief

PM1010-4 Design Review Checklist

PM1010-5 Design Completion Checklist – Electromechanical Devices

PM1010-6 Design Completion Checklist – Non-Electromechanical Devices

PM1010-7 Product Test

PM1020 Product Launch 1.0 Product Launch Plan

2.0 Executing the Product Launch Plan

3.0 Monitoring the Product Launch Plan

4.0 Improving the Product Launch Plan




Forms/Records

PM1020-1 Product Launch Plan

PM1030 Product Recalls 1.0 Product Recall Initiation

2.0 Product Recall Communications

3.0 Handling Recalled Product

4.0 Review of Product Recall Process

Forms/Records

PM1030-1 Product Recall Request (Internal)

PM1030-2 Food Product Recall Checklist

PM1030-3 Non-Food Product Recall Checklist

PM1030-4 Product Return Form

PM1040 Customer Requirements 1.0 Requirements – General

2.0 Requirements Acquisition

3.0 Revised Requirements

4.0 Requirements Review

Forms/Records

PM1040-1 Customer Requirements Checklist

500 Guide to Internet Marketing ............................................ Tab 9

600 Index ................................................................................. Tab 10

700 Notes................................................................................. Tab 11