1. Marketing
Objective of Marketing is to provide Infrastructure
for Sales and Distribution function by way of effective nodes creation in
Market for Effective Sales and Easy Distribution of Goods/ Services. In order
to make it effective it has to focus on key aspects of Personal Network with
people who are going to ensure actual sale, Gathering Business Intelligence for
effective change in Internal Operations of Company, Cost Effective Deployment
of all resources Human and Assets etc., Market Mapping and Business Cycle Monitoring
to ensure smooth operations between Sales and Distribution, The
Responsibilities are often overlapping and as SME’s barely have resources to
separate same the use of technology becomes paramount for ensuring
effectiveness of functional responsibilities, operating departments can be
merged together for cost effectiveness or operational smoothness but the task
list needs to refined and scheduled in manner to complete the objective.
The responsibility of Marketing includes:
1.
Easy Access to New Dealers/ Distributors
2.
Balanced Margin to Distributors/ Resellers
3.
Higher Lead Generation Ratio
4.
Higher Lead Servicing Ratio
5.
Effective Market Cluster Design
6.
Avoiding Duplication of Efforts
7.
Best Travel Scheduling
8.
Risks Management in Marketing Department
9.
Training of People About Product, Market and
User and Internal Processes
10.
Maximized Use of Marketing Assets
11.
Effective Market Trend Analysis
12.
Cost Effective Marketing
13.
Co-ordination with Branding and Sales Department
for Developing Sales Pipeline
14.
Competitor Product and Process Benchmarking
15.
Controlled Attrition
16.
Reduction in Poaching of Clients and Key Sales
Personnel
17.
Creditworthiness Report of Clients and
Distributors
18.
Designing Schemes and Sales Tactics for
Increased Sales
19.
Effective Feedback System for Failed Sales and
Missed Opportunities
20.
Linkage of Pay with Effective Sales
21.
Adaptation of Advance Systems for Increased
Effectiveness of Function
22.
Backward Co-ordination of Lead Generation with
Production Planning for Full Utilization of Production Capacity with techniques
like Back Stacking Orders and Forward Scheduling
23.
Maintenance of Data for MIS and Planning Purpose
24.
**Does Order Fulfilment Cycle cost is Considered
while Quotation?
And to achieve same the responsibilities can be segregated
on Directorial Level, Functional Level, Operational Level and Personal Level as
Follows:
Director Level:
a.
Identification of All Markets and Providing
Product Portfolio with Best Costing
b.
Strategic Marketing Planning considering all
aspects of Business
c.
Resource Planning and Allocation of Human and
Other Assets
d.
Delegation of Authority Regarding Operational
Decisions
e.
Training of Personnel for Function Specific
Tasks and Detailed Business Insights for effective communication
f.
Risk Control regards to People, Process, Product
and Operations
g.
Competitors Profiling and Networking
h.
Personal Connection with Key People inside and
outside organization
i.
Thought Leadership and Effective Communication
of same with all team members
j.
Effective Real Time Monitoring System
k.
Providing Appropriate Channel of Communication
with each Individual and Director
l.
Periodic Review of Performance on Team and
Individual Level
Functional Level and Operational Level Responsibilities:
a.
Easy Access to New Dealers/ Distributors
b.
Balanced Margin to Distributors/ Resellers
c.
Higher Lead Generation Ratio
d.
Higher Lead Servicing Ratio
e.
Effective Market Cluster Design
f.
Avoiding Duplication of Efforts
g.
Best Travel Scheduling
h.
Risks Management in Marketing Department
i.
Training of People About Product, Market and
User and Internal Processes
j.
Maximized Use of Marketing Assets
k.
Effective Market Trend Analysis
l.
Cost Effective Marketing
m.
Co-ordination with Branding and Sales Department
for Developing Sales Pipeline
n.
Competitor Product and Process Benchmarking
o.
Controlled Attrition
p.
Reduction in Poaching of Clients and Key Sales
Personnel
q.
Creditworthiness Report of Clients and
Distributors
r.
Designing Schemes and Sales Tactics for
Increased Sales
s.
Effective Feedback System for Failed Sales and
Missed Opportunities
t.
Linkage of Pay with Effective Sales
u.
Adaptation of Advance Systems for Increased
Effectiveness of Function
v.
Backward Co-ordination of Lead Generation with
Production Planning for Full Utilization of Production Capacity with techniques
like Back Stacking Orders and Forward Scheduling
w.
Maintenance of Data for MIS and Planning Purpose
x.
Order Fulfilment Cycle Cost Coverage while time
of Quotation
Personal Level Responsibilities:
For Marketing Personnel
1.
Has A Marketing Route Is Defined?
2.
Does CRM base Detailed Information about the
Distributor, Key Client or Sales Co-ordinator (Free Lancer or on roll)?
3.
Are the Key Requirements of Potential Sale being
Mapped with Basic Tools and Appropriate alternatives are suggested?
4.
Is Secondary Connect is initiated with allowable
Time?
5.
Is Lead Generation Platform is Used Daily Basis
to Track the Communication and Lead Securing Activity
6.
Is Valid Lead is Transferred to Appropriate
Sales Personnel and Daily Follow up is taken with CRM for closing the sale
7.
Does Daily Performance Reporting is ensured for
Timely Tracking of Activities and Effectiveness
8.
Is Competitor’s Take on Each Sales Opportunity
is Analysed and reported to Decision Maker?
For Marketing Manager
1.
Is Marketing Team is Deployed along with Sales
Team to ensure that more people are trained for Cross Functional Training?
2.
Is Proper Training is provided to Marketing
People and appropriate level of engagement are made to ensure that right mix of
Experienced and New Comers handle each client to reduce work load and
experience is provided to junior members which also reduces risk of business
loss in event of attrition
3.
Is Technical Assessment from Ground Team being
Validated by Product Head or Technical Head?
4.
Is Budget
for Each Financial Period is adequately observed and Effectiveness of Marketing
is reflected through increased Sales or Market Share Retention
5.
Does Business Intelligence being communicated to
Management and Management is Pursued to take effective steps to ensure Goals of
Company
6.
Does External Stakeholders and treated with
utmost humility and are well communicated with?
7.
Does MIS is adequately reported to ensure
performance monitoring of all people and Fixed Pay and Incentives are mapped
accordingly?
8.
Does Credit Report of Resellers and Distributors
as well as Key Personnel is monitored to ensure uninterrupted business transactions.
9.
Is Feedback System is Effectively used to ensure
co-ordination between Business Intelligence team and Management
Again this list needs to be more effectively designed to
cater needs of individual Company for better understanding of business based on
Its Business Domain, Strength of Operations, Financial Capacity and Capacity of
BOD to effect the change. It also needs to further developed into a calendar to
attain repetitive efforts and continuous monitoring, And above all it needs to
translated into performance calendar to effectively map failure incidences its
frequency and cause effect relationship. This will help management make
decision regarding either change in operations or people to ensure best
interests of company. The calendar also ensures that people carrying out
various tasks are adequately informed for their respective responsibility on
individual level and because of same they prepare best work schedule and use
personal strengths achieve needed results.