SALES & MARKETING RISK REGISTER

EVENT OWNER
AUDITOR INTERNAL AUDIT TEAM
AREA SALES & MARKETING AIC METALS

Inherent Residual Risk

Area Risk Description Potential Impact Risk Category Observation Current controls, if any Risk Response Recommendation

Risk Score

Risk Score
Likelihood

Likelihood
Impact

Impact
Price Sensitive Leakage of price sensitive information 1) Loss of potential projects Strategic It has been observed that currently there is no Code of Likely High As and when a sales engineer joins the team , it is Possible Moderate We recommend establishing and implementing a
Information 2) Loss of revenue Operational Conduct policy and regular trainings for the same on the ensured that by the sales GM to be with them for a exhaustive and comprehensive Code of Conduct policy
3) Leakage of confidential information Financial ethical practices to be followed. period of atleast 3-4 months in dealing with all taking all aspects into consideration like leakage of
There could be leakage of price sensitive information as client inquiries and quotations roll out. The prices confidential information, bribery, corruption etc.
employees do have acquaintances with employees from for this kind of product line is generally known in The Company should also conduct regular trainings for
competitors and might meet them as well casually. the market and hence the risk considered by the the same so as to build a culture of ethical practices
sales GM is less in terms of leakage of price across the company and among the employees.
sensitive information or other ethical practices to
be followed.

Communication Lack of defined langauge to be used for 1) Possibility of wrong interpretation by client Operational It has been observed that currently a formal structure of Possible Moderate There is a double check maintained by the sales GM Possible Moderate The Company is advised to develop such norms and
Language communication 2) Possibility of false promises being made Reputational emails or other form of communication is not being in term of formal language to be used on the official provide regular trainings for the same.
mainatined by the company. mails when communicating with the client.

Social Media Presence No strong social media presence 1) Reduced brand awareness Strategic It has been observed that currently company is not actively Possible Moderate Possible Moderate Company should be agressively promoting itself through
2) Improved search engine rakings promoting its product lines, capabilities, flagship projects social media channels and social media presence. This
3) More inquires from prospective client and other distinctive features on social media. will benefit the company not just in terms of marketing
and more lead generation but also a comprehensive
competitive analysis across many countries, positioning
itself across its competitors, better search engine results,
The company, apart from developing a strong social
media presence, should also consider the advertising
campaigns and track their effectiveness.
There also should be more focus on getting memberships
in industry, trade or professional associations and being
active in them.

Employee Trainings No training protocols and procedures in place 1) Lack of product awareness for sales staff Strategic
2) Possibility of customer not getting all critical information
3) Reduced efforts of targeting potential customers
It has been observed that currently there are no training Possible Moderate Possible Moderate The company must stress and emphasize the importance
programmes within the department for any of the training of regular training programmes for the employees. This
needs for the employees. To highight the importance and would lead to better performance, incresed employee
need of employee trainings, following fact can be statisfaction, addressing weaknesses, consistent
highlighted: performance levels, more innovation, enhanced company
The sales team consists of mechanical engineers dealing reputation.
with HVAC product line and electrical engineers dealing with
cables management product line. There is a need of training
so that mechanical engineers can deal with electrical
products and vice versa. This would ensure that each of the
sales managers is aware of product lines and capable of
dealing with customers on all queries.

Customer Relationship No customer relationship management 1) Possibility of inability to cross sell
Management system in place 2) Possibility of incomplete customers' data
3) Lack of improved information among different sales
departments
4) Missing oppurtunity of automation
Strategic It has been observed that currently there is no Customer Possible Moderate Possible Low The Company should look for the possibility of having a
Operational Relationship Management system or portal. The details of dedicated customer relationship management system.
the customer is being mainatined on excel files. The sales
team, however, do update inquiry and specification
information in the system which means a customer code is
created before rolling out the quotation.