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Cẩm nang chiến lược bán hàng - Một số tài liệu hữu ích về quản trị bán hàng và chiến lược cạnh tranh trong kinh doanhBusiness
Part ITHE BIG PICTUREChapter 2:Strategy and Sales Program Planning The natural progressionHow to make sales force and sales program decision BusinessStrategyMarketingStrategyGo-to-MarketStrategySupply Chain Management (SCM)CustomerRelationshipManagement (CRM)LEVEL 2StrategyImplementationDecisionsProduct DevelopmentManagement(PDM)LEVEL 1Top ManagementDecisionsFigure 2-1 The Sales Force Decision SequenceLEVEL 3Sales ForceProgramDecisionsAccount RelationshipStrategy Business Strategy Figure 2-2: Factors Influencing Strategic ManagementDistinct competenciesMarketingFinancialTechnologyInformationEnvironmental constraintsLegal & regulatoryDemographicsEconomic ConditionsTechnologyCompetitive conditionsSociocultural factorsStrategic ManagementPlanningResourcesFinancialR&DPersonnelBrand EquityProductionFirm’s historymanagement culture Marketing Strategy Figure 2-3: Hierarchy of Sales ObjectivesCorporate goalsMaximize shareholder wealthBusiness unit objectives12% revenue growthGrow pre-tax profits by 18%Marketing objectivesIncrease product A’s market share by 2 pointsGrow contributions after sales & marketing by 20%Sales department objectivesAchieve sales revenue of $210 millionGrow contributions after sales expenses by 25%Sales district objectiveAchieve sales revenue of $10.5 million in product AObtain $7 million contributions after direct sellingSalesperson objectiveAchieve sales revenues of $1.2 million in product AObtain $0.8 million in gross margin dollarsMajor account objectiveAchieve sales revenues of $95,000 in product AObtain an average gross margin of 80% A Look into What Companies Want . . . . 01070605040302029.8%31.9%66.1%7.7%14.0%7.8%BuildingBrand ofCompany/productEnhancingcredibilityof companyproductIncreasingsales/revenueInvestorrelationsSavingcostsOtherWhat Goals are Most Important to You? 010060804020BuildingBrand ofCompany/productEnhancingcredibilityof companyproductIncreasingsales/revenueInvestorrelationsSavingcostsOtherHow Successful Were You at Reaching Your Goals?68%58%72%94%83%93%32%42%28%6%17%7%