The “war” between sales and marketing
1. What is the “war” between sales and marketing, and what must happen for these two functions to operate profitably? Show me you understand the causes and results of the problem.
2. Using the “sales funnel,” explain the different stages and what marketing and sales do at each stage. Pay attention to the tools used by each group to achieve their assigned objectives.
3. What do sales managers in B2B industries have to deal with (e.g., professional buyers, internal expectations, etc.) and how do they overcome these problems (be sure to include issues identified across all the readings)?
4. How do both marketing and sales functions support a firm’s customer experience? How is this similar and different than the “sales funnel” description?
5. Consider the “Take Away” part at the end of the video lecture. Describe the new KSAs (knowledge, skills and abilities) of next generation of marketers who will create customer experiences. Why is each important?
6. Describe the plan/outline you would use to present a workshop to your current/future employer based on the four articles of Topic 04. Show me you can take what we are doing in a single topic and use it to advance your career.
7. Why do we want a better customer focus than your competitors?
8. How can a small-to-medium size firm (10 to 100 employees) both effectively and efficiently develop a deep customer focus (e.g., compare and contrast the methods you might use)? Explain why you would prefer one over another?
9. How does a company-wide focus on the customer unify the organization both horizontally (across functional areas) and vertically (within a functional area)?
10. What are the characteristics of good design?
11. What is and what makes an effective Customer Service Intent Statement?
12. When Mapping the Touch Points what should be considered?
13. What are the characteristics of good implementation?
14. Is the implementation stage easy or difficult? Explain your choice.
15. What role does an organization’s culture play in maintaining a superior customer experience? Explain why?
