Ending the war between sales and marketing marketing, 5 ways to end the war between sales and marketing

1. Ending
“THE WAR”
between
Sales & Marketing
SALES MARKETING
VS
Harishankar Sahu
Naresh Mali
Amit Vyas
Piyush Tripathi
‘By

2. SALESMARKETING
 Involves a number of activities
planning, pricing, promotion, use
of middlemen for sale,
warehousing, transportation etc.
 All these activities taken together
are termed as Marketing
 Flow of goods and services from
producers to consumers.
 Converting customers need into
product.
 Targets on selling the product
produced
 Sales is a part of MARKETING
 MAIN AIM TO EARN PROFITS
 Converting product into cash.

3. Sales VS Marketing Perspectives
SALES MARKETING
 When sales are disappointing, marketing
blame sales for poor execution of plan
 Sales focuses on individual customers
instead of the entire market
 Companies should be “marketing- led”
 Marketing set price too high
 Marketing spend too much of the
budget
 Marketing doesn’t understand the
customer enough

4. Relationship and how it works
Undefined Defined
Aligned Integrated

5. Why Sales and Marketing need each other
SALES MARKETING
 Marketing metrics can
drive sales
 Marketing create
message
 Develop collateral
materials to help sales
force attract, qualify
leads and close sales
 Using sales wins
analysis to identify
right target market
 Sales have a
conversation
 Average growth
of 32% in annual
revenue
 Improved
Marketing & Sales
ROI
POSITIVE EFFECTS

6. 5 ways to end the war between
sales and marketing

7. 1. Understand sales and marketing
have the same end game
Both sales and marketing are working to grow the company. Both want more
customers, more brand awareness and more profits. While each team works
differently to achieve it, ultimately everyone is still on the same side.
2. Have regular meetings
Communication, as in every other walk of life, is key. You need to have regular
meetings, with agreed topics for discussion and hard data to back up queries or gripes

8. 3. Create a standard hand-off process
The two teams will be able to work much better if their technology is integrated.
Creating a closed-loop reporting system between marketing and sales helps with the
hand-off process.
4. Transparency
There needs to be both transparency and a relationship between the targets set for
marketing and sales.
5. Educate each other on your differences
If you can educate each team on what the other is doing and why, and present it in a
way that explains the mutual benefits their efforts produce, you may just have the
beginnings of a long-lasting peace treaty.

9. • The company is
small.
• The company has
good
• informal
relationships.
• Marketing is still a
sales
• support function.
• The company’s
products and services
are fairly cut and-dried.
• Traditional marketing
and sales roles work in
the market.
• There’s no clear and
compelling reason to
change
• The company lacks a
culture of shared
responsibility.
• Sales and Marketing
report separately.
• The sales cycle is
fairly short
Don’t make any change if …
Undefined Defined Aligned
Points to be taken into consideration

10. •Jointly involve Sales &
Marketing in product
planning and in setting
sales targets.
• Jointly involve Sales &
Marketing in generating
value propositions for
different market
segments.
• Jointly involve Sales &
Marketing in assessing
customer needs.
• Jointly involve Sales &
Marketing in analyzing
the top opportunities
by Segment.
•Implement systems to
track & manage Sales
and Marketing’s joint
activities.
• Utilize & regularly
update shared
databases.
• Establish common
metrics
for evaluating the
overall success of Sales
and Marketing efforts.
•Emphasize culture of
each other
•Emphasize metrics.
•Enforce divisions’
conformity to systems &
Processes
Integrate Activities Integrate Processes & Systems Enable the Culture
Way for Integration of Sales and Marketing
To achieve integration between Sales & Marketing, companies needs to focus on the following tasks

11. Conclusion
Carefully planned enhancements of will bring salespeople’s intimate
knowledge of your customers into the company’s core.
These improvements will also:
• Help to serve customers better now and build better products for the
future.
• Helps to integrate the work of marketing and sales.
• Force your organization to closely consider how people are rewarded.
• Boost your top-line and bottom-line growth.

12. PatientDemand In
Pharmaceutical Selling
Case: 2##

13. What is All About
• This case looks at a sales Scenario in the
hormone replacement therapy market for
Menopausal women.
• Market Leader = Blockbuster
• Product is derived from Horse urine
• Competitor Re-Introduce the hormone
replacement drug

14. • It was derived from soybean plant
• Identical to human estrogen found in body.
• Sales reps promoted the drug on natural aspect,
and presented clinical studies.
• Doctors start switching the therapy from
blockbuster drug to natural product.

15. When Side Effects Scare Off
Customers
STORY

16. Dr. W New Drug Launched
For Stomach Ulcers
Initially Launched with
Q6H
Dr. W’s Three Friends

17. Dr. W
I will never prescribe
the product again.
Dr. W was potentially one of the most important
customers in the entire sales territory.

18. What happened next ?
• Medical Rep was to continue supporting Dr. W for
this new drug’s side effects.
• He was invited to a CME where Dr. W learned
that at lower dose (B.D.) of this drug, patients did
not get any side effect.
• Over the next few months, Dr. W prescribed the
drug to a huge portion of his elderly patients with
success.
• As a result of his performance, the rep was
promoted to a senior hospital specialist rep
position.