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In many organizations, people claim that marketing and sales are ''joined at the hip.'' Have you ever thought about your sales staff as customers? A team of sales managers and sales people met to construct a set of internal metrics to predict success with the 16 categories. The employee team then related the internal predictive metrics and survey data to the categories of wants and needs via a process known as Quality Function Deployment (the most powerful metrics are those than can affect several needs rather than just one).
The internal predictive metrics and survey results were used to generate strategies for improving sales success and evaluated. This company had learned how to treat their sales force as customers of management and management decisions.
Treating their sales staff as customers of management and management systems resulted in increased revenues and profits for the company as well, and that is the mission of the sales staff, isn’t it? Chris Stiehl is an author (co-author of the soon-to-be-released Pain Killer Marketing), teacher (at several prominent universities), and consultant for Fortune 500 companies.
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The figure above explains the working of a customer driven organization.A customer driven organization might have Customer and business intelligence as its strategy for which it needs to use Data mining, Database marketing and Decision support. As you may recall from the ''Voice of the Customer'' article I wrote for CRM in 2004, there are benefits to following a robust process for developing customer-centric products and services (see the figure below). For example, the ''amount of time required to generate reports'' back to the home office was seen as a metric linked to sales employee satisfaction. The management saw that treating sales people like customers resulted in better service to the customers and higher customer satisfaction scores as well. Chris has expertise in growing business, customer, and employee satisfaction as well as developing predictive internal metrics.
These tactics help understand the customer and provides value to the organization.A customer driven organization also has its branding and marketing strategy in place for which it needs regular brand assessment and development.


He wanted to pay them enough and charge the buyers so little that his employees could afford to buy the cars that they made.
What we have done in these companies is to follow the same process for developing ideas to improve the performance of sales staff.
The sales people wanted this metric to be reduced so that they could spend more time and effort selling. In a very real sense, the sales employees wrote the employee satisfaction survey, as the questions were derived from the categories that they had created. In this company, several key strategies emerged which lead to a tremendous reduction in the time required to track and report sales progress. He was a member of the Malcolm Baldrige National Quality Award team at Cadillac in 1990 and served on one of the Three Mile Island commissions in 1979. Because of these tactics the organization builds the right expectations for the customers from the brand.
However, what I am suggesting here is that we should go even farther with the sales staff — we should literally treat them as customers of their company's management.Many sales people are incented to sell.
Management had assumed that the sales people would want more perks, more money, and more time off.
In this way, the survey was telling managers what sales employees wanted to say, rather than what management might have asked.
Through its online interactivity, these organizations provide websites that prove very compelling to use and are very practical.
In fact, most of the wants, needs, and pains that were described had to do with reducing roadblocks that get in the way of doing a good job: excess paperwork and reports, travel restrictions, and a lack of up-to-date sales tools. Some of the tools required the sales person to enter customer information multiple times in different tracking tools.
The sales staff worldwide were surveyed to determine how well they felt they were supported by the company. There was a recent Dilbert cartoon strip which focused on strategies for selling without a sales staff.


Twenty sales people from around the world were interviewed one-on-one, as is commonly recommended in ''Voice of the Customer'' studies. It was felt that this was wasted time and effort that had nothing to do with sales success.
Nearly everyone responded as they recognized that the issues in the survey were their issues, phrased in their language. A robust system of metrics, surveys, and analysis had been created which could be perpetuated. For such a strategy, the organization needs to design a really effective website and develop the supporting web solutions.The customer driven organization also needs to have an integrated marketing approach through email, web or phone. The pointy-haired boss thought he could reduce headcount by eliminating sales but needed marketing to find a way to get customers to select their products, pay for them, and pick them up at the warehouse. After we had generated a list of 75 specific wants and needs from these interviews, in the language of the sales people, we had a focus group of sales people organize and categorize the needs.
Employee satisfaction improved significantly, as the sales staff felt that management was listening to them and being responsive. For this to happen it needs completely co-ordinated channels and operations such that it can reach the customer through these channels.Finally the organization needs real time knowledge transfer between employees and customers such that it promotes the organizations products by themselves. In such real time knowledge transfer customers get to research and interact about upcoming products and services thereby increasing the sales ratio for the organization. These represented their major ideas for describing the ideal sales person experience in the company. Marketing Mix Of Allen Solly 5 Marketing tips for photography business Understanding brand identity and its impact on an organization Marketing Mix Of Acc Cement – ACC marketing mix Why and how your marketing strategy can fail?



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