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What are the keys to effective internal marketing

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What are the keys to effective internal marketing

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What are the keys to effective internal marketing

  1. 1. MANAGING A HOLISTIC MARKETING ORGANIZATION FOR THE LONG RUN KEYS TO EFFECTIVE INTERNAL MARKETING
  2. 2. ORGANIZING THE MARKETING DEPARTMENT
  3. 3. FUNCTIONAL ORGANIZATION MARKETING VP MARKETING ADMINISTRATION MANAGER ADVERTISING AND SALES MANAGER SALES MANAGER MARKETING RESEARCH MANAGER NEW PRODUCTS MANAGER
  4. 4. GEOGRAPHIC ORGANIZATION NATIONAL SALES MANAGER AREA SALES MANAGER AREA MARKET SPECIALIST
  5. 5. “Companies like ‘Miami-Diado County’ hire market specialists who focus on very specific regions”
  6. 6. PRODUCT OR BRAND MANAGEMENT ORGANIZATION THE HUB-AND-SPOKE SYSTEM
  7. 7. 2nd Alternative: PRODUCT TEAMS
  8. 8. *TYPES OF PRODUCT TEAMS PM APM PA PM R C PM R C S D E F VERTICAL PRODUCT TEAM TRIANGULAR PRODUCT TEAM HORIZONTAL PRODUCT TEAM
  9. 9. KEY: PM: PRODUCT MANAGER APM: ASSOCIATE PRODUCT MANAGER PA: PRODUCT ASSISTANT R: MARKET RESEARCHER C: COMMUNICATION SPECIALIST S: SALES MANAGER D: DISTRIBUTION SPECIALIST F: FINANCE/ACCOUNTING SPECIALIST E: ENGINEER
  10. 10. 3rd Alternative: ASSIGN MORE PROJECTS TO A SINGLE PROJECT MANAGER
  11. 11. 4th Alternative: CATEGORY MANAGEMENT
  12. 12. MARKET MANAGEMENT ORGANIZATION MARKET CENTERED ORGANIZATION CONSUMER MANAGEMENTORGANIZATION
  13. 13. “Companies like Xerox & HP centered their businesses around market rather than product”
  14. 14. MATRIX MANAGEMENT ORGANIZATION COMPANIES HIRE BOTH PRODUCT AND MARKET MANAGERS
  15. 15. RELATIONSHIPS WITH OTHER DEPARTMENTS
  16. 16. Role of CMO: 1. COORDINATE WITH COMPNAY’S INTERNAL MARKETING ACTIVITIES 2. COORDINATING MARKETING WITH FINANCE,OPERATIONS AND OTHE RFUNCTIONS
  17. 17. BUILDING A CREATIVE MARKETING ORGANIZATION DEVELOPING A COMPANY- WIDE PASSION FOR CUSTOMERS ORGANIZING AROUND CUSTOMER SEGMENTS RATHER THAN PRODUCTS UNDERSTANDING CUSTOMERS THROUGH QUALITATIVE AND QUANTITATIVE RESEARCH

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