01 Coaching programs
Small companies at the beginning mainly formally don’t have marketing and all the marketing ideas come from sales staff, managers or agency. When a small company starts to grow and becomes successful, they usually bring in a person for marketing that chooses the best markets and channels, determines potential buyer’s motives, coordinates advertising and promotion with agencies, sends direct mail and participates in trade events.
In this phase the relationship of marketing and sales is usually undefined, functions grow separately and are occupied with their own tasks. As a company develops further, the connection between these two functions starts being more defined in a sense that they both know what are they doing, they start building a common language and are being careful in trying not to overlap.
However, every big and successful company has it’s own marketing department that deals with marketing mix, segmentation, targeting and positioning. Long term strategies are developed and they rather choose brands than products, while taking a wide range of marketing actions on their own. In that phase of development of the functions, marketing and sales become structured, flexible, but with clear boundaries between the two. Sales understand and use marketing’s terminology, while marketing acknowledges sales’ big and meaningful role. However, we still can’t talk about an integrated relationship between the two functions until their borders become completely indistinct, development and implementation unified and the culture highlighted with their mutual grows and drops.
This is where Ivana and her team jump in! They help companies in the process of integrating marketing and sales in activities, processes and systems, creating a mutual culture and arrangement within the organisational structure.
Smarketing is a lecture about the need of integrating marketing and sales or a series of workshops that help companies implement the integration.
Smarketing it! is an expanded version of the Smarketing lecture, which indicates an integration of the IT support with marketing and sales.
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