Hoe marketing leidt tot het allerbeste verkoopteam

2. Hoe marketing leidt tot het allerbeste verkoopteam MarketingTop Angelique de Vries Director Sales 3 april 2007

6. De ‘SAP’ theorie

7. Het marketingplanningsproces 2007 Overall Planning & Budgeting Cycle Strategic Marketing Planning Program Strategy IMC Planning & Scheduling Program & Campaign Execution Tactical Marketing Planning Strategic Marketing Planning Guidance & Framework L4 L3 L2 L1 Level 2 process Level 4 process Level 3 process Level 1 process Milestones Process flows & Interfaces Input, Activities & Output Sheets, RACI Defined by level : sales input

9. Het marketingplanningsproces 2007: tactiek Marketing Programs Market Development Architectures Target Group specific tactics CPM 30% Change Perception 40% Lead Generation 30% Retention Set of Marketing Programs for each Topic with recommended budget & effort split Final LE & SME Programs Program overviews incl. detailed objectives, KPIs / Lead Targets, Budget, Roles & Target Group information, Key Messaging, Offerings, Offers, and high-level Timing Recommended tactics, preferred communication channels Marketing Programs: outline, objective, priorities, KPIs & budgets L3 CONCEPTUAL

10. Final Selection Marketing Mix Elements Ongoing Limitation / Selection Segment Topic Market Scenario Marketing Objectives Strategic KPIs Programs Target Group Blueprint (Low Budget, Small Target Universe) ERP LE ME SE Campaigns Waves Touches Architecture Installed Base New Acquisition Existing Product White Spots (LE, ME) New Product Introduction Existing Product New Product Introduction Het marketingplanningsproces 2007: totaal ILLUSTRATIVE

11. De praktijk

22. De marketinguitdaging: de oplossing