evolving the role of marketing within your distributorship
TRANSCRIPT
Copyright Channel Marketing Group, 20157/29/2015, page 1
Taking Your Marketing Department to the Next Level
July 2015
Copyright Channel Marketing Group, 20157/29/2015, page 2
What do we want Marketing to be? To
contribute?
The answer starts with being introspective and asking “what do we want, have and is it culturally compatible?”
Copyright Channel Marketing Group, 20157/29/2015, page 3
Questions to Consider:1. Do you want to be:
Sales driven?Regional / territory / district / divisionally driven?Corporate strategy driven?Segment driven?
2. Organizationally, what is the concept of “Marketing”? The definition and expectation of? Is it accepted and aligned?Throughout the Executive Level?Communicated to key Leadership / Segment Managers?Throughout your sales / branch hierarchy structure?By an Executive Sponsor?
3. Is the concept of “marketing” respected?
Copyright Channel Marketing Group, 20157/29/2015, page 4
4. What do we want marketing to be?Agency?
Fulfillment or Strategy RecommenderCorporate, Geographically, Sales / Branch Structure and/or Segment FocusedResponder or Idea Generator
Role of Market ResearchCorporately Guided? Self-Motivated / Inquisitive?Business AnalysisOpportunity Generated
Is it viewed as a company asset? Is it culturally supported?Role in planning
Corporately?Segment?Area / Geographic?Any?Upon request?
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5. Does Marketing have the tools to reach customers to influence sales, demand generation and sales
Customer marketing database with multi-contact informationProduct sales / mix information by customerKey lines by branch for area specific supportAbility to solicit customer insight / feedbackSupplier involvementInput from sales / sales management / leadership
6. ComplementDoes marketing understand corporate, geographic, segment and other initiatives and know how it can support them?
Do Managers responsible for revenue generation and product marketing consider usage?, Consider as fulfillment or seek idea generation?
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7. Identified marketing budget?Infrastructure Support – PersonnelInfrastructure Activities – Foundational MarketingAnnual Activities – Corporate Initiatives, Segment Initiatives?Policies / Procedures regarding Geographic, Segment, Branch utilization and budgeting chargebacks, allocations or Marketing budgeting
Do areas budget for area specific marketing?How is co-op allocated (corporate vs area vs branch)?
8. What would be the definition of Marketing “being successful” / “meeting corporate expectations”?Is this achievable in the current model? With the current staff?
9. What is Marketing’s role, longer-term, to the company’s success?Is this achievable in the current model? With the current staff?
Copyright Channel Marketing Group, 20157/29/2015, page 7
# Customers Market to at 1x
# Pr
oduc
ts M
arke
t at 1
x
Many
Many
Few
Few
1D• Many products to many customers• Product-oriented• Promotions, Events,
Communication• Customer list
2D• Many to groups• Product focused by vertical /
topic• Value-added marketing• Customer segmentation
3D• Few customers and many
products• Application marketing• Understand needs (company
& customer)• Market Research
• CRM
4D• Few products to few
customers• Content marketing• Targeted needs• Marketing automation
Each quadrant builds upon the prior* CMG observational Concept
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Potential Activities / Areas of Involvement
Fulfillment Contributor
• Counter Days• Merchandising• Promotions & Incentives• “Events”• Customer Communication• Internal Communication• Supplier Communications• Customer Training•
• Strategy• Market Research
• Data Analytics• CRM
• eMarketing• Content Marketing• Unassigned Accounts• Lead Generation• Customer satisfaction• PR• Community Relations
and more
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Areas CoveredOrganizational ExpectationsExecutive SupportVisionCorporate Management AccessAwareness of Company Direction & PrioritiesReview & Determine Existing Staff NeedsMentoringGuidanceExposure / Experience
Sales / Branch Management Structure AcceptanceOrganizational Acceptance of IdeasReview Sphere of InfluenceDeliverables / Historical ReviewPatience
Conduct a Marketing Audit
Copyright Channel Marketing Group, 20157/29/2015, page 10
David GordonPresidentChannel Marketing [email protected]
Specializing in supporting manufacturers and distributors in the construction and industrial trades generate a competitive advantage and deliver growth
Strategy Development Marketing Strategy & Planning Market Research