b2 b marketing
TRANSCRIPT
Prof. Abha Wankhede
Definition:-
“Business Marketing is the practice of individuals, or organizations,
including commercial businesses, governments and institutions, facilitating
the sale of their products or services to other companies or organizations
that in turn resell them, use them as components in products or services
they offer, or use them to support their operations”
National account manager Operations-◦ 5 / 10 accounts per head◦ Gets credit for sales made nationally◦ Travels across geographies
Approach◦ Customer industry needs◦ Process knowledge◦ Customer behavior and aspirations ◦ Increase wallet-share (up-sell, sell additional
services/products)◦ Value selling◦ Long Sales Cycle◦ Bulk business
National account manager
Operations-◦ 70 / 100 accounts per head◦ Mix of national and local accounts◦ Liaison with local support teams of other geographies for
fulfillment and assurance
Approach◦ Customer industry needs◦ Process knowledge◦ Value selling◦ Market penetration strategy (replication of success stories)◦ Run-rate business◦ Short- sale cycle
System Integrator/
Partner Relations
Marketing operations
Projects DeliveryFinance
Post-Sales &
Customer Service
Pre-Sales &
Solutions
National Account Manager
Regional Sales Head
National Sales Head
High-Touch/ Mid-Market
Accounts
Support Functions
OEM Company
Channel Partner
SME Customer
• Training
• Empowerment
• SLA/ Business
• Service – L2/ L3
• Consulting
• Sales
• Service – L1
• Consulting
Direct Touch
• Strategic Integration
• Marketing
C-Sat, Perception of partner, Brand value,
High frequency sales update (daily)
System Integrator/
Partner Relations
Marketing operations
Projects DeliveryFinance
Post-Sales &
Customer Service
Pre-Sales &
Solutions
Account Manager
Regional Sales Head
National Sales Head
SME
Accounts
Support Functions
Channel/ Partners
Distributor/Stockiest/MTO
Territory Manager/ Zonal structure based on geography
Brand creation thru mass media
Feet on street/ retail reach
Promotions ◦ Customer pull plans and schemes◦ Distributor/dealer push plans and incentive schemes
Price Driven, premium thru product differentiation and positioning
Place – availability at customer convenience
Product – flavors/ denominations
Tight MIS and cash flow management
Stringent monitoring and continuous availability of committed service level
System Integrator/
Partner Relations
Marketing Operations
Projects Delivery
Finance
Contact Centre
Pre-Sales &
Solutions
Territory Account Manager
Regional Sales Head
Common RolesNational Sales Head
Consumers
Distributors/ Stockists
Retails/ Shops/ Point of Sale