Svcs Mktg Gap 5 2011 资料.pptVIP

Services Marketing Workshop Gap 5 Prepare for Sales Execution Why is there a Gap 5? In many cases marketing and sales have worked in silos Historically we have had difficulties with sales execution Sales execution is critical to the success of the project Marketing vs. Sales What Customers Expect What Customers Perceive The gaps gap 5 Understand your markets and customers Design the offering Ensure offering can be delivered Communicate effectively Prepare for sales execution Basic Process: Review engagement, capacity , capability Communicate the details of the offering. Identify define any training needed 5.11 Sales Management 5.12 Sales Force 5.13 Prepare the Sales Execution Plan What Customers Perceive What Customers Expect Prepare for Sales Execution 5.13 Prepare Sales Execution Plan 5.11 Inputs 5.11 Outputs Marketing Data from 1.1, 1.2, 1.3 Revised Value Curve from 2.4 Revised Positioning Statement 2.4 Proposed Sales Channels 2.4 Validated priced offerings 2.6 Revised Service Blueprints 3.7 Revised Demand / Forecast per offering 3.7 Completed Communications, Learning, and  Reinforcement Plan 3.8 Marketing Communications Plan from 4.10 Internal External Awareness Plan 4.10 Gap 5 Checklist 5.11 Engage Sales Manager 5.12 Engage Salesforce Overview Performance Expectations Confirmation of Appropriate Sales  Channel(s) Sales Targets by Sales Channel Supporting Compensation Plan Gap 5 Action Plan based on Checklist Sales Execution Workshop Curriculum Gap 5 Checklist / Assessment Questions Ask the following questions to help determine the need for additional sales training: Step 5.11 Can all sales managers effectively communicate, to the sales force, who is the target segment and who will sell this offering to the target segment? Have overall sales goals and expectations for all sales channels been established? If so, have they been clearly defined and communicated to your sales force? Have you discussed sales