Case Study Questions: Avaya
1. Why do marketing and sales not work well together in this firm?
The Marketing Funnel and the Sales Funnel cannot work well together because both parties work independently like two individual entities. They have different goals and some of their job responsibilities are overlapped. The goal of the Marketing Funnel is to create leads, meaning that they care more about quantity of the leads than quality of the leads. They are judged by the amount of leads they can hand over to the Sales Funnel. Meanwhile, the Sales Funnel needs quality leads in order to close the sales. As noted in the case, there is a gap between Sales and Marketing. The leads aren’t always qualified when they come from Marketing but Marketing says it’s their ‘win regardless. When and if a sale is made, Sales takes the credit. From this ...view middle of the document...
2. What is the best demand generating engine? Why?
The best demand generating engine is not just a mere marketing campaign but it is about understanding the needs and wants of customers and delivering the experience they expect and those they do not expect. The goal of demand generating engine is to build and nurture key prospect and customer relationships for the long term. The progress starts from pre-sale to post-sale. The company has to offer values to customer, not just products or services.
3. What should the role of sales be in the firm?
The roles of sales is to focus on identifying leads, delivering qualified leads, closing the leads, and building a relationship and trust with customers. In this case, the Sales have their own marketing team, going beyond the scope of what they should do. This overlap causes a mistrust between both parties.
4. How should marketing and sales be integrated?
As mentioned earlier, one of the conflicts comes from the overlapped job responsibilities. Their responsibilities should be separated distinctly. The Marketing delivers leads to the Sales and then the Sales close the leads. The Sales team is prohibited to have its own marketing teams. They must work towards the same goal, closing the sales. The Marketing should receive commission when the Sales close the leads. The Sales will be rewarded when they can generate high conversation rate from leads to closing leads.
5. How would you implement the integration?
Firstly, we have to come up with the new compensation plan for the Sales and the Marketing team and then announce that throughout the company. Secondly, we will integrate the marketing in the Sales department with the Marketing team. Next, we will form teams which include member from both parties and those member will discuss their concerns and become a contact point between both teams. These efforts will lead both parties to work towards the same goals and reduce the conflict between them.