How Much are Marketing & Sales Capabilities

Really Worth ?BY PIYUSH TRIPATHI

MBA PM

M&S Capabilities have a definite impact on a company’s Financial Performance is a known fact. The problem here in identifying the key capabilities which contribute the most.

Major Factors that Matter Growth Expectation Participants & Stakeholders Promotional Activities

Conducted a research study to assess the relationship.

Investing in M&S Capabilities has a Significant Impact on the

Bottom-lineAccenture surveyed 68 senior M&S executives, representing 18 large pharmaceutical companies in NA.

The survey consisted of 400 questions covering the Strategy, Process, Technology & People.

Two Key Findings M&S Capabilities have a Significant

Impact on Financial Performance.[account for 42%]

Relatively Small Group of Capabilities Differentiates the High Performing Business Units.

[14 capabilities impacted]

Relationship b/w Financial Performance and M&S

Capabilities1. Highly Skilled and Motivated

Sales Force2. Sophisticated Sales Planning3. Excellence in Customer

Information Management4. Effective Leverage of Advertising

& Promotional Vehicles5. Ability to Understand Customer

Economics.

1. Highly Skilled and Motivated Sales Force

[$45m]Capabilities Financial Impact

Developing the right sales skills

$16 million

Effective sales compensation and

rewards

$15 million

Attracting and retaining the best sales talent

$14 million

1. Highly Skilled and Motivated Sales Force [$45m]

Intensive up-front training pays off because the representatives become productive faster.

Effective Compensation & Reward Programs, Straightforward Incentive Programs, Focusing on Key Metrics, Clear Communication.

Attracting and Retaining the Best Sales Talent and Building world-class Sales Executives, Development of Unique Culture.

2. Sophisticated Sales Planning [$24m]

Capabilities Financial ImpactConsultative selling

approach$12 million

Robust sales planning processes

$12 million

2. Sophisticated Sales Planning [$24m]

Robust Sales Planning Processes which are Methodical, Disciplined and Emphasize Close Integration and Cooperation.

This ensures that Marketing Strategies are effectively translated into Sales Training & Sales-delivered Programs.

Key Learning Points• Marketing and Sales are the most

important factors to increase Financial Performance.

• The heart of your business success lies in its marketing. Most aspects of your business depend on successful marketing. The overall marketing umbrella covers advertising, public relations, promotions and sales.