ASSIGNMENT - 1

Name: ABHIJEETH S

Register Number: 20MBA1015

Mail ID: abhijeeth.s2020@vitstudent.ac.in

Phone No: 9043769551

ASSIGNMENT 1

S.no Title Page no.

1 Ending the war between sales and marketing 2

2 Customer value propositions in business markets 4

3 Understanding B2B customers and market insights 6

4 Role of marketing in b2b organizations 8

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ENDING THE WAR BETWEEN SALES AND MARKETING

SUMMARY
1. Introduction:
 Ranking directors regularly portray the working connection among deals and promoting as unsuitable,
they say the two capacities under communicate, fail to meet expectations and over complain.
 At the point when deals and promoting function admirably together, organizations see significant
enhancement for execution measurements.
 Conclusions in the end: Marketing function has different forms in different companies; the sources of
conflicts are economic and cultural.
2. As organizations become bigger, the promoting bunch handles more elevated level undertakings and starts
working all the more intimately with different departments, so the relationship within sales and marketing is
positive. It cannot be happened in the smaller companies.
3. Monetary grinding is produced by the need to separate the complete financial plan conceded by senior
administration to help the two deals and advertising.
4. Economic concern:
 Marketing cost: The advertising bunch needs to go through cash to make brand mindfulness, while the
outreach group frequently sees these huge wholes went through on advancement a misuse of cash.
 Pricing decisions: The advertising bundle needs to experience money to make brand care, while the
effort bunch regularly sees these gigantic wholes experienced on progression a wasting of money.
 Financial plan: The assigned budget plan will in general reflect which office yields more force inside
the association. The executive officers will in general support the sales people when setting the financial
plan.
 Product: Advertisers discharge a product whose highlights have wide allure, while sales representatives
frequently whine the item which doesn’t have any features which each customer wants.
5. Cultural concern:
Marketers and sales people: Marketing people are profoundly logical, information arranged and project
centered. Their principle objective is to make upper hand. Sales people are Relationship-developers,
they invest their energy conversing with existing and possible clients. Their principle objective is to
bring deals to a close.
6. Sales and marketing are completely incorporated and limits become obscured. The two gatherings update the
relationship to share designs, frameworks and prizes. They create and actualize shared measurements and
planning turns out to be more adaptable and less argumentative. They are defined in general as they are
concentrated on their own activity but both of them work together on large project.
7. Relationship improvement between marketing and sales:
 During the conflicts, the marketing people will have to interfere and solve the problem.

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 Due to change in industry world, it is necessary for both of them to update their new skills.
 Regular meeting should be conducted between both of them for regular updating and to eliminate
miscommunication
 Both groups have to be close so that they will communicate informally or formally and are more likely
to work well together.
 Sales and Marketing are liable for a succession of exercises and occasions. Showcasing ordinarily
makes client brand mindfulness and creates leads for the business power; these are the initial phases in
the purchasing channel. At that point Sales executes the advertising plan and circles back to leads. This
division of work has merit yet in addition makes critical challenges. The two offices will in general
accuse each other when a lead goes cold. A few organizations anyway have incorporated Marketing into
the business pipe, this showcasing association ought to be coordinated by contribution of deals in the
upstream, essential choices the promoting bunch is making.
8. In the conclusion where both the sales and marketing people should help to provide the customer needs and
building better products in the future according to the customer needs. Providing better option for the products
and with rewards for the customer to have mutual bonding.

Questions raised?

Does relationship between sales and marketing actually matter? How does Artificial intelligence sway the
selling interaction?

Important points!

 The sales mission hasn’t changed, but the marketing mission has & relationship between sales and
marketing.
 Relationship between marketing & sales team evolve as the company grows
 Marketing professionals & sales professionals should comprehend each other’s tasks and the
organization should be metrics driven to avoid conflicts.

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Customer value proposition in business markets

SUMMARY

1. It unmistakably features the significance of separating your contribution with the opposition, while zeroing in
on those advantages pertinent to the client. They discussed the different kinds of value propositions that
have been put into practice and suggest ways of developing a relevant value proposition.
2. All benefits – Defined to be receiving all benefits from the market; the potential fall down happens when
company provides high advantage features which doesn’t have any value to customer and providing features
where competitors provide the same. So, the executives need to identify the key take away of lead and loss.
3. Favourable points of difference - Benefits consumers strongly associate with a brand, positively evaluate and
believe they could not find to the same extent with a competing brand. In customer’s perception would be
that why we should purchase your product instead of from your competitor? It requires a detailed
understanding of the customer’s requirements and preferences. It says that company assumes that favourable
points of difference must be the customers value.
4. Resonating focus – The one or two points of difference whose improvements will deliver the greatest value to
the customer in the coming future. Always focus on the few elements of the products that matter to the target
customers. Demonstrating, documentation and communicating the customer to show the value of superior
performance of the products. This concept requires the knowledge of how own market offering delivers
superior value to customers, compared with the next best alternatives. Resonating focus value proposition are
very effective but they are not easy to craft.
5. Substantiate value customers: Any providers offer astonishing offers yet don't really have individuals, cycles,
devices and experience important to back up their cases. This has driven numerous clients to excuse offers as
promoting puffery. Providers should have the option to exhibit and report client offers to convince clients. An
approach to do this is by utilizing a worth word condition, which communicates in words and numerical
administrators how to survey contrasts in execution between a contribution and the following best other
option. The information required for the worth word condition to offer some benefit gauges is gathered from
the client's business activities through cooperation between the provider and client chiefs or even from
outside sources.
6. Demonstrate customer value in advance: Ahead of time, imminent clients should have the option to see the
expense reserve funds or added esteem they can anticipate from picking a provider's contribution throughout
the following best other option. Best-practice providers use esteem case chronicles or worth adding machines
to exhibit this. Worth case accounts record the expense reserve funds or added esteem that reference clients
have gotten from their utilization of the provider's contribution. Worth mini-computers, then again, are client

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esteem appraisal devices that sales reps use to exhibit the worth that potential clients could get in utilizing the
providers' contributions.
7. Document customer value: Just exhibiting an incentive to potential clients is not, at this point adequate to be
a best-practice player. Providers should likewise record cost investment funds and steady benefits in
organizations that have bought their contributions. The utilization of significant worth documenters makes it
conceivable to refine client esteem models and to make esteem case chronicles. It improves the validity of the
provider's contribution and empowers client directors to get credit. As worth gave to clients is recorded, a
provider additionally gains information, experience and certainty about how their contributions convey better
an incentive than clients and how this conveyed esteem shifts across sorts of clients.
8. Superior business performance: Appropriately developed and conveyed client offers make a huge
commitment to business system and execution. A few organizations have just made these incentives a major
piece of their business methodology. For instance, at Sonoco, a worldwide bundling provider, each offer ought
to be unmistakable, quantifiable and supportable. They additionally track the connection between specialty
unit incentives and specialty unit execution. Client incentives can be a foundation for predominant business
execution, it isn't just the duty of promoting, yet additionally of senior and general administration. Best-
practice providers understand that developing and validating an incentive is certifiably not a onetime
endeavour. They ensure their kin realize how to recognize what the following incentives should be. Doing
client esteem research pays off in finding that straightforward, yet capably enamouring client incentive that
organizations can execute to impart the better worth they offer than target market fragments and clients.

Questions raised?

As there is possibility to have many value propositions in a single customer segment - so the features of the
offerings should be more or the number of benefits that the company provide should be more?

Important points!

 Relationship between marketing & sales team evolve as the company grows
 Marketing professionals & sales professionals should comprehend each other’s tasks and the organization
should be metrics driven to avoid conflicts.
 There is no limit for value proposition, there can be a many value proposition for a segment.

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Understanding B2B customers and market Insights

Guest: Karen Mangia, VP - Customer & Market Insights, Salesforce

SUMMARY:

1. In a B2B model, achievement can be accomplished by understanding the client's prosperity. Empowering a 360º
view inside the channels of G2M. Understanding's client will give a favourable position in persuading the DMU
of your client. Practices to accomplish an understanding of your client include:
 Understanding the profession of the DMU.
 Working on their priorities
 Understanding the geographics of the business
 Discussing about the customers success.
2. Voice of the customers:
Here and there, a clients' view of their clients may incorporate commotions. For example, an
organization's case of client centricity could be a fantasy. As various groups (salespersons, marketers) break
down client centre gatherings at different scales, solidification and planning data into prerequisites become
troublesome. Besides, the voice of the customers has their own gatherings of the voice of the customers. Hence,
the wellspring of voices of customers is regularly acknowledged from the view of relationship proprietor,
audience and analyst.
3. Technology and evolution of marketing and sales in B2B model in the past scenario:
 Looking and taking advantage of the data of customers has been troublesome.
 The complexity of conventional parametric analysis is reduced by the limited availability of data.
 The task to be accomplished could be challenging. The task at hand could be difficult.
 Focus groups were more easily selected and needs prioritized.
 More difficult to establish an aftersales connection with customers.
 Accessibility of research sites by customers is limited before buying decisions are made.
4. Technology and evolution of marketing and sales in B2B model in present scenario:
 Research and exploitation of client information have become easier.
 Increased complexity in analysing classical parameters due to limited data availability.
 With this background, automation and artificial intelligence could help automate sales and marketing
processes from time to time
 Access to abundant information has made it difficult to select focus groups and set priorities.
 AI tools such as analysing key factors and feelings can be used to advance selected marketing indicators
in the right direction.

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 With current technology, a classic method like feedback can help you ensure connectivity between you
and the client during the implementation and adoption phases.
 Networking & appropriate usability of social selling index (intended towards building social
relationships & generating leads) could promote brand visibility. Brand identity and positioning are
great factors for risk mitigation
 Due to the digital shift, C-suite work together. By combining the technical infrastructure in terms of
sales and market information, customers and employees can be engaged in a meaningful way. Shared
ownership of the client experience is an indicator of success.
5. Does Marketing people wasting money?
The topic of wastage occurs, when there is no immediate/quantifiable/simple approach to quantify the
exhibition credits. A measure on the correct factor (no. of leads, Generated Pipeline, Classic advertising
measurements, brand mindfulness across the city, and so forth) could help assess the endeavours of showcasing
experts. As the majority of the occasions, the outcome doesn't show an immediate relationship with the
showcasing factors, long haul steady advancement focuses guarantee the achievement of promoting.
Organizations perform well when advertising pioneers and deals pioneers team up. When moved from habitual
pettiness to execution game, the needle pointing towards the ideal measurement would move the normal way.
Contingent upon the picked esteem discipline, the correspondence synchronization between deals and
advertising groups could be examined. Normal gatherings can be help between deals pioneers, promoting
pioneers and clients.
6. Benefits between sales and voice of customer?
An association between sales group and voice of customer groups prepares for-early danger relief combined
comprehension of sets of the voice of customers, esteem-based conversations, development, arrangement of
extra incentive after-deals and cognizance of industry vertices at more profound levels.
7. Career shift:
A Career move from sales and marketing is discovered compelling while the alternate way isn't fitting. This is a
direct result of the 'customer driven' nature of organizations today. An outside-in methodology encourages the
outreach group's immediate association with the voice of customer. Accordingly, with openness to customer bits
of knowledge, a business expert can more readily shape showcasing exercises when exchanging the space.

Questions raised?
 In addition to providing additional products/services, taking into account the client's opinion, what other
techniques help build the relationship with the client?

Important points!

• Role of technology – it’s advantage & disadvantages (with respect to marketers, salesperson &
customers)
• Value of the customer is a composition of product, service, brand and ambassador
• 360º view of customers – customer service side

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Role of Marketing in B2B organisation

Guest: Darry Praill - Chief Marketing Officer, Vanilla Soft

SUMMARY

1. Industry's under-assessment of Marketing: Industry these days needs every marketer to have a similar outlook as
a sales rep and the other way around. Dubiously, experience in another field isn't viewed as a qualification
measure. In addition, 'promoting/deals' is treated as the alternative for representatives who couldn't find a way
into creation/R&D. Advertising's job is thought little of and all the more frequently turns into the best option
where the organizations cut off spending when deals numbers are dull.
2. Throughout the long term, B2B' spend on promoting has been seeing an inconsequential raise. The issue can be
because of the muddled visionary of the c-suite chiefs. A few organizations see deals alone as a contributing
element to income. Adding to the trouble in estimating the accomplishment of marketing, individuals think
marketing is simple.
3. How marketing helps sales:
 Providing quality life to sales team & smarter outreach to customers
 Amid the swarming competitors, market positioning is through which the customer’s attention is
achieved.
 The line between sales & marketing is blurring. Sales development representatives (SDR) are found in
the marketing team. While the scope of SDR is limited with marketing team qualifies lead through
nurturing & scoring. Over the years, marketing has conquered most of the pipeline (sales-qualification
process).
 Qualified lead generation by confronting customers with the right content at the right time.
4. The marketing role of marketing:
The marketing group well characterizes ideal clients, target personas and their trouble spots. Additionally,
marketers need to effectively be available and take an interest across different channels (correspondence through
Omni channels, utilizing web-based media promoting) where the possibilities and clients are.
A marketing position is slanted towards setting up trust and eliminating purposes behind a possibility to preclude
you. It gets testing to make content and draw in clients because of their critical character contrasts.
5. Value for firm created via marketing:
 Brand awareness, Influence on public perception & Establishes trust
 Builds lead development process through inbound tactics
 Ensures ‘Customer centricity’: Unite the organization on the ideal customer profile
 Customer success and Consistent customer experience from end to end
 Tech stack of information which identifies weaknesses throughout the infrastructure

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Questions raised?
What is the difference between an SDR-qualified lead & a marketing-qualified lead?
Important points!
• Marketing is occupying the most of ‘lead-qualification funnel’
• Value of the customer is a composition of product, service, brand and ambassador
• Besides the common value to the firm such as brand awareness & loyalty, marketing provides a tech-
stack where flaws across departments could be realized.