moving to a marketing led, customer-centered team
DESCRIPTION
Departments can become silos and that doesn't help drive sales. Here's an approach to shifting from reactive to proactiveTRANSCRIPT
THE BIG SHIFT
MOVING TO A MARKETING LED,
CUSTOMER-CENTERED TEAM
Departments can become
silos and that doesn't help
drive sales. Here's an
approach to shifting from
reactive to proactive.
• The way we THINK
• The things we DO
• Where we INVEST
• What we DELIVER
The
BIGShift
Consumer Customer
Sales Team
Customer Development
Product Management
•Packaging
•Collateral Material
•Web Mgm’t
•POS Reporting
•NPD
•Core Mgm’t
•Prep & Recap of Meetings
•Process Mgm’t
Consumer
Quality
Demand Planners Supply Planners
Finance
Current OrganizationIS SALES A SILO?
HOW SALES SEES OUR WORLD…
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JUST SOME OF THE BUCKETS…
SOME BUCKETS ARE…
MEANWHILE …
FIRE FIGHTING RESOURCES
No kiddin’…More Water
NOW!
ARE YOU PART OF THE BUCKET BRIGADE?
Identify issues &
opportunities
Set priorities
Develop plan
Work together to
provide solutions
Deliver solutions to customers
BECOMING A WELL EQUIPPED FIREFIGHTING TEAM
YOUR NEW FIRE DEPARTMENT WILL BE…
Faster, Smarter, Better!
Consumer Customer
Sales Team
Brand Management
Channel Management
Product Management
•Overarching Brand
•National Promo’s
•Collateral Material
•Web Mgm’t.
•Packaging
•Pricing/Promo’s
•Program Mgm’t.
•Category Mgm’t.
•Merchandising
•POP Requirements
•Product Feedback
•New Products
•In-depth Compt. Knowledge
•Driving Strategy
•Portfolio Mgm’t.
Consumer
Quality
Demand Planners
Supply Planners
Finance
High PerformanceOrganization
CREATING A MARKETING LED, CUSTOMER-CENTERED TEAM
THE MOST IMPORTANT BUCKET
WHICH BUCKETS NEED
ATTENTION FIRST?
Sales & Product data integrity
Refine our customers’ product road
Selling story – Presentations with market insights, consumer marketing trends
Understand ALL pricing and promotions -Profitable growth and financial optimization
The customer engagement process
What tools do our customers have to share?
15
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Greg Bonsib is a marketing expert and consultant who has worked with
various sales teams and customers such as Newell Rubbermaid, Owens Corning,
SentrySafe, Norandex, Reynolds Building Products and others to launch new products
and programs. He can be reached at [email protected].