Marketing Executive Power: Management Wisdom In Business Process

Marketing includes process and result, while the former is often ignored, and enterprises always pursue the result too much, especially in a highly competitive market environment.

Marketing results are instantaneous actions and can not be managed. Therefore, only the marketing of results will be concerned, and their execution will be impossible.

Many enterprises, especially small and medium-sized enterprises, this is a common phenomenon, as long as the sales results, regardless of the sales process.

The reason is that the result is that the short-term behavior of marketing is too much, only to complete the sales task of the enterprise for the purpose of behavior, but not to build and standardize the perfect sales system.

This resulted in a series of problems: there is no way to find out the problems in the sales process and solve them in time; the price system in the sales network is chaotic; the profits are decreasing; the dealers are not motivated; they are not loyal to the enterprises; the phenomenon of fleeing the goods is serious; accounts receivable are heap up; the salesmen have no plan, no assessment, and can not control the actions of the salesmen, so that the sales plan is not guaranteed; the sales process is opaque, which leads to the increase of business risks; the low efficiency of the salesmen, the high cost of sales, the ineffective construction of the salesmen, and the fact that the sales network that the enterprises are struggling to build is destroyed.

The above problems are fundamentally rooted in the results of sales and sales process: enterprises only focus on sales results, while ignoring sales process management and control.

The reason is lack of management of marketing process, and marketing execution can only be reflected in the process.

Marketing process management, also known as marketing business process management, is a series of marketing activities that break down the sales chain and manage the operation process for these activities.

Its goal is to deconstruct the marketing business process and adopt appropriate methods to ensure that the implementation results of various marketing activities in the enterprise can have a certain level and accuracy. At the same time, it can continuously improve the way of activities, and link up the operation process of activities so that enterprises can have a strong sales chain and remain competitive in the market.

The core of marketing process management is workflow, because whether the process is clear or not is closely related to whether the sales plan can be effectively executed.

Many marketing management problems are related to the sales chain operation procedure, that is, marketing activities. Various levels of process improvement (such as sales plan, plan decomposition, business collaboration, stage progress, sales steps, operation procedures of stage results) play a key role in the marketing results of enterprises.

problem analysis

The boss of many enterprises, they have such confusion: the sales performance of the enterprise is not ideal, although feel that what place is not smooth, but it is not clear where the problem is.

Business personnel focus on sales goals, and are busy with all kinds of work such as developing customers, undertaking orders, sending goods and collecting money. All of these are all right. However, the market infrastructure and maintenance work of enterprises is always neglected, or even often neglected. Lack of intensive cultivation is always busy or exhausted. Terminal management has no long term planning and always has a hammer in the East. The promotion process of products is also lack of timely and effective management; the performance of the whole company seems to rely on inertia to support and maintain.

Some of their own ideas and ideas are very good at planning and designing. However, once the plan is implemented, there are often piles of problems, difficulties and premature plans.

So, what's wrong with it?

Why does sales always seem to be maintaining rather than developing and improving healthily?

Why is a good marketing plan always not well implemented?

Why do you want to see the market and sales business always fail to see?

Poor implementation of sales plan is a common phenomenon in enterprises. What factors will lead to poor implementation of sales plan?

Now, let's take a case to analyze the problem.

The annual marketing work conference of an enterprise was convened. Before the meeting, sales managers everywhere knew the sales targets of the new year, which is still unattainable.

The sales director blew the wind, "only high goals, great power."

Though I don't think so, I still have to follow.

No, it's impossible. Anyway, it's the same every year.

The following work is also very logical. We should decompose the index down, and turn the big number into small figures according to the different areas, channels, and quarterly, and distribute to the people, manage each piece, and finish the work.

However, the report is always like people, and will never have an ideal performance. Therefore, the east one hammer, West hammer to think of a way to catch the dog head, catch the cat's head, and it is another year, the performance is still dragging a large amount of time, waiting for the board, but fortunately everyone is not much, the penalty can not be punished.

The company's performance has not improved, and sales management has not improved. Other than salesmen in batches, others are always the same.

This is a typical case of marketing departments in many companies.

Target problem

When making sales targets, the enterprises do not carry out industry analysis or analyze their own sales ability. They usually estimate a number based on the sales volume and sales cost at the end of the year, plus a percentage, draw the sales target for the next year, and then make sales plans according to the sales target. Such sales plan may have two errors, one is the wrong goal, the other is the erroneous plan resulted from the wrong goal, and the sales plan in the decomposed area lacks practical completion.

Moreover, such an unattainable goal will also affect morale. The sales manager lacks confidence in the completion of the goal at the very beginning and will not be able to get rid of it for the whole year.

Execution problem

The release of a sales plan is often a simple objective or even a figure, without the guidance of corresponding analysis and arrangement, so that sales organizations at all levels and salesmen at all levels can understand and execute the sales plan by script src=>.