Human Resource Service Centre Sales & Marketing Profession How to build a successful Career path By David C. Nsiyona
Marketing broadly What is marketing? The broader understanding of Marketing Marketing is the link between customer needs and the pattern of Business ’ s response. The business response is achieved by identifying, anticipating and satisfying customer requirements profitably Therefore marketing encompasses Sales, Distribution, branding, personal selling, public relations, Advertising & Sales Promotion Sales are activities related to the number of goods sold in a given targeted time. The delivery of a service for a cost is also considered a sale Brand Marketing is the promotion of products and services that links your identity, values and personality with communication to your audience
Subject at hand: Sales & Marketing profession How to build a successful career path Its a challenging question indeed. Why??? I also state that there is no silver bullet to a successful sales & marketing profession
3 Areas of concern (achieve success) The 3 determinant success areas:- Technical capability (Sales Capability / Marketing capability) Leadership Personal Qualities
Planning as a tool The obligation of Planning in marketing is to UNCOVER HOW to develop a long-lasting, bonding relationship with the customer There must be a connection
Strategic & Analytical thinking How to build a successful Career? I would like to share my experience. Strategic Thinking:- Understand your Business – “Its not always as simple as you may believe” Strategic thinking begins with: Understanding the market and market trends…….. Understanding your product / service in that market…. Understanding your Customer – what, who, where, when, why Understanding the competition in the market….. Then interpret the above for opportunities Therefore, the ability to grasp the insights of the above or what l have mentioned earlier is what creates the opportunity
Strategic Planning There is a need to understand how marketing fits into the bigger picture. The bigger picture begins with the Vision: What you stand for Mission: Why you exist Core Values: Strategy: The elements that enables us to succeed. Strategy reflects the pattern of choices an organization makes to position its self for superior performance over time Structure: People: Process: Systems:
Marketing Capabilities Business Judgment Commerciality Translating the Greater Customer & Consumer insight to growth opportunity- Ability to convert strategy to Execution- bringing the strategy to life Ability to work with cross functional teams to ensure the Mission is achieved.
Sales Capability Channel Profitability Ability to inspire partners & other Key players in order to develop & improve capacity & capability to deliver mission. Clear understanding of segmentation Distribution efficiency (right cost, right time) & effectiveness (right place, right volume, right brand/product mix, right condition) Availability - Financial health, stock levels across all SKUs, buffer stocks, delivery frequency Visibility - Merchandising in store & signage as per the Out let segment intended to beat competition
Sales Capability Business Awareness Sales Team Management Audit Parameters:- Trade Audit (Product Audit & marketing Audit) & Admin Audit (service Audit)
Leadership Understanding that the secret of a good leader is creating a good team and more leader. Provide a Positive & Mission focused leadership at all levels Create an enabling environment for the team to succeed & excel. Value them Hold the team responsible and accountable Empowerment at the various levels Being innovative and searching for new ideas that drive growth, innovative ways of doing things Emotional Energy:- Strong Heart & Mind, resilient Attitude …….
Leadership Edge:- Sales strategy driven by Innovation. Teams:- Listening ear, reason, fairness, emphatic, firm People development in order to un-lock the potential in them The ability to be sufficiently Alert to specifics in order to be accountable considering detail but with out loosing the broader perspective A team is as good as its leader
Personal Qualities (8) Ability to self start: Self motivation Integrity Drive & Determination Commitment Passion & love for a challenge Independence Strategic Sense of accountability and responsibility Ability to see the company as a whole Communication
The Marketing Concept As a Marketing professional, you should always recall the marketing concept: The marketing concept holds that the key to achieving organizational goals lies in determining the needs and wants of target markets and delivering the desired satisfactions more efficiently and effectively than competition. The concept puts the customer at the heart of the organization’ activities. The organization is thus market led
Marketing Truth Brand names are not built by advertising and promotions. They're built by living up to your promises, by repeat daily performance against a standard of excellence
Challenges Building a recognizable Brand name. Getting content infront of readers with a good ROI return Understanding Marketing results ROI Vs Brand awareness Political uncertainty Declining organic reach
Top Level Marketer with Chief Executive Ambition - Attributes Ability to build a shared vision and translate into the team Inspire & Motivation: Ability to inspire & motivate the team Ability to exploit and maximise business opportunity Delivering results Championing customer focus (Forbic) Courage. Taking the big decisions. Balancing risk but being courageous Diversity and inclusiveness. Appreciating and exploiting peoples differences and use those differences to achieve the bigger goal
The Future With the COVID 19, pandemic, the role of the marketer is threatened. So we need to prepare the todays marketer for tomorrow to fit the disruptive environment we are facing and innovation and technology shall play an important role. This in its self is a challenge as there is need to adjust our way of work
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