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Cross Functional Communication in Marketing

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How to End the Battle between Marketing & Sales?

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Cross Functional Communication in Marketing

  1. 1. How to End the Battle between Marketing & Sales? Cross Functional Communications in Marketing Aleks Lynnyk Kyiv, 11.02.2015
  2. 2. It`s me ALEKS LYNNYK • 16 years in Marketing, from Marketing Assistant till Marketing Director • Ukraine, Georgia, Armenia, Azerbaijan • Master Degree, Management, Kyiv Shevchenko National University • Business Strategy development • Strategic Marketing decisions • Researches • Market positioning • Marketing Planning and Budgeting P&L • Product and Pricing Management • Trade Marketing Channel Management • Promo and Communication Policies development • Risk management CSR • CRM development • People Management
  3. 3. People are different
  4. 4. What is it?
  5. 5. Organizational structures
  6. 6. Owners Investors Governme nt EmployeesJournalists People living around Customers Company 5 levels of communication External Functional Process Informal Human energy
  7. 7. Cross-functional processes New product development Order execution Production planning and sales Promotion and Advertising
  8. 8. Which department do you prefer more?))
  9. 9. • IT: Stop! Who is trying to manage my desktop through the Remote Desktop? • Sales Staff: Where they are during whole day? • Bookkeeping: I'll give you this documents tomorrow! May be! • Every employee knows, what kind of advertising is THE BEST I like the next))
  10. 10. Is a big problem misunderstanding between departments?
  11. 11. The problems of cross-functional interaction: • Conflict between departments as a part of business model • Departments can understand business priorities in their own way • The "natural" conflicts • Resistance to communicate with other departments • Attempt to avoid tasks responsibility, trying transfer this tasks to other people • Cross-functional conflicts can be informal “long war with a smile on faces“ The main questions
  12. 12. MARKETING IT SALES IT ISN`T MY TASK WE DON`T HAVE MONEY I WANT TO HELP YOU BUT… WHO CAN HELP ME WITH PROJECT? As result we have…
  13. 13. • Goals KPIs and functions cascading in the right way • Networking at all levels • Development of employee engagement • Cross-functional teams development • “Open doors” principle • TOP Managers team building • Competencies of TOP Managers development (incl. Leadership) • Professional level of TOP Managers (subordinates copy his behavior) • Principle “WIN-WIN” (cooperation) What should we do? We are removing the “barriers”
  14. 14. • Employee engagement as KPIs for TOP Managers • New functional positions (for example Marketing Technology) What should we do? We are removing the “barriers” • Project office creation • Develop themselves psychologically • We take responsibility on itself (never criticize coworkers!)
  15. 15. • Self Management (in stressful situations, patience during communication with colleagues) • Impact on people without authority (interpersonal communication) • Understanding and acceptance of business goals by all employees • Responsibility for the functional area (not only for the job description) • Focus on the efficient operation of all units • Empathy • Efficiency Business Performance As result we will have
  16. 16. It`s very important to create interpersonal contact between Marketing Director and Sales Director Effective cooperation between Marketing & Sales №1
  17. 17. Min 1 practice week in Sales Department (the territory visits with Field Forces, negotiations with clients, work as a Merchandiser, etc.) Effective cooperation between Marketing & Sales №2
  18. 18. Development of the personal contacts with Sales Staff Effective cooperation between Marketing & Sales №3
  19. 19. Sincere praise for the great job they did Effective cooperation between Marketing & Sales №4
  20. 20. Setting to Sales Staff the clear objectives and monitor the results, teaching their on the territory Effective cooperation between Marketing & Sales №5
  21. 21. To hear the Sales (ask for and give feedback) Effective cooperation between Marketing & Sales №6
  22. 22. Effective cooperation between Marketing & Sales №… What are your opinions?
  23. 23. Thank You For Attention! lynnyk.o(at)gmail.com

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