Mission of a Marketing and Sales Organization | PURPOSE
Marketing Mission and a Changed Understanding of Roles
We are currently experiencing a significant change in the way marketing and sales organizations see (understand) their roles. Both areas increasingly close the ranks in their shared responsibility for the entire customer experience, causing marketing and sales tasks to be hardly distinguishable in digital sales channels. In addition, through topics such as Programmatic Advertising, Dynamic Pricing and Customer Data Warehouse the two divisions have become significantly more technical in recent years. Marketing and sales are increasingly being assigned the task of coordinating with internal technical and commercial departments and, if necessary, also interdisciplinary external service providers.
At the same time, solely by the sheer number of coordinated customer touchpoints, complexity has been significantly increased which in turn causes increasing demands on existing tasks.
For these reasons, we consider the question of the purpose of marketing and sales in terms of a marketing mission to be indispensable; it should serve both management and each employee as an orientation framework for their tasks and alignment towards the overall goal. The practice often looks different: In many cases, employees in marketing and sales do not have a common understanding of their role and that of their neighbouring areas. This results in irritation causing frictional losses and errors in the processes.
The following figure shows schematically possible role characteristics of a marketing organization. It illustrates that the current and future marketing role can be very different depending on the industry, orientation and history of the company.
Why a Vision of the Future Marketing/Sales Role is of such Importance
If an organization has to be changed, a sustainable vision of its future role is particularly important. Several aspects should be clarified, BEFORE the changes are designed:
- Is there a clearly formulated sales or marketing mission?
- How should the role of marketing/sales within the company change in the next few years?
- Which tasks will be added as a result, which ones should be dropped?
- In companies with different business areas: Is the role the same towards all business units? Especially in relation to business areas outside of the core business, it must be clarified which reasonable role marketing or sales should take on.
- How should the new role be divided among individual units or locations? What should be processed centrally, what should be processed decentrally?
- With which adjacent areas will the cooperation be intensified? WHERE do dependencies build up?
- Which goals are derived from this and how can the achievement of these goals be measured?
- Which competencies must be established or expanded for this purpose?
Depending on the vision for the future role, a different target organisation will be appropriate. This is why this specification of the organizational framework is so important and trend-setting for sales and marketing optimization.
Derivation of the Target System
Out of the purpose, the objectives for the organizational area and the departments and teams below can then be derived. Especially because measurable goals are of such importance for the orientation of managers and employees, the setting up of a goal system and the tracking of the individual goals should be situated in the overall context of the marketing or sales role. In our projects we experienced that setting up transparent and consistently pursued goals on the employee side provides clarity regarding the respective tasks and their contribution to the overall goal, which in turn improves cooperation and motivation.
In this respect, the fundamental trend is also reflected in the organisation: marketing and sales have become much more measurable in our digital age, and this opportunity must be seized!
Did we arouse your interest? If so, feel free to contact one of our experts directly, we would be happy to support you with our project experience in tackling this opportunity. We are looking forward to the discussion with you!