Avaya

Prepared and presented by:

Abhimanyu Sharma (1) Chirag Shah (9) Puravansh Sharma (24) Vivek Gupta (32)

Industry

Company

Communi ation So!ution an" servi es #api" shi$t to %nternet base" te hno!ogies(%P te!ephony & vi"eo on$eren ing et ) 'oving $rom Pro"u t (o us to So!ution provi"er()ni$ie" Communi ation & C*+P) Presen e o$ both g!oba! an" regiona! p!ayers, #egiona! p!ayers ha" strongho!" in some !o a! markets, Absen e o$ one stop so!ution provi"er g!oba!!y- 'ost p!ayers spe ia!i.e" a parti u!ar "omain, Cis o / #outers & Avaya / %P 0e!e et & 1orte! / *nterprise So!n,

2 +usiness )nits2 GCS AGS Provi"e" 4 GCS %P 0e!ephony )ni$ie" Communi ation Conta t Centers C*+P 3ea"ers in 3 o$ the 4 GCS, AGS ontra ts genera!!y $!o4e" $rom !ients using Avaya Pro"u ts,

Problem Identified

Ambiguous re!ationship bet4een Sa!es an" 'arketing 5epartments resu!ting in !ost sa!es 4ith ea h "epartment b!aming the other one,

Objective

%"enti$y the reason o$ $ri tion bet4een sa!es an" marketing "epartments an" suggest steps to a!ign the ob6e tives o$ the t4o "epartments,

o Man!s "and

Marketing & Sales

#emand $eneration

Si!os / 7hat they say2

Sa!es / 8ua!ity 3ea"s are !ess 'arketing / Sa!es not ab!e to onvert,

5e$inition o$ 9:ua!ity !ea"s; is ambiguous, (varying 0ime Perio"s), *a h "epartment e!ebrates at onvenien e, %n entives are "i$$erent!y a!igne", 'arketing / +ran" +ui!"ing & 3ea" generation ( 3east bothere" about :ua!ity) Sa!es / Sa!es 4i!! try to maintain high onversion ratio thereby "e!iberate!y re6e ting !ea"s, 3ea"s Conversion #atio < ( Sa!es Generate" $rom 3ea"s = 0ota! 3ea"s ) 9Si!en e; bet4een high vo!ume marketing ampaign, Sa!es might not be ab!e to han"!e,

1o *>tra %n entive $or 1e4 ustomer a :uisition, Aroun" ?@A !ea" by sa!es team an" ?@A business $rom o!" ustomer ( oin i"en eBB) Sa!es 0eam might a tua!!y be not giving "ue attention to !ea"s $rom 'arketing an" might hoose to pursue on their o4n,

Spi!!over o$ 7ork 4hi h 4as to be "one by marketing to Sa!es,

Metrics

Marketing

Global Regional Global Lead Re enues toSales Operations Final Marketing targets EnablementCustomer ac!ie ed Sales Collaterals ,Intelligence and Usage of EBCs

%unnels
%mpressions 3ea"s 8ua!i$ie" 3ea"s So!i its Proposa! #espon"ers Pre-Contra t 3ea"s C!ose" Sa!es

'arketing

Sa!es

Conflict of Interest
Marketing Input of %unnel Output of %unnel Performance %mpressions 3ea"s 1o, o$ 3ea" Generate" Sales 3ea"s C!ose" Sa!es Conversion o$ 3ea"s into C!ose" Sa!es an" meeting revenue targets 'ost!y on *>isting Customers

Customer %ocus

'ost!y on a :uiring ne4 Customers or i"enti$ying ne4 nee"s, Potentia! ustomer o$ o$$ere" pro"u ts=servi es, 'ay or may not buy

#efinition of "ead

A tive!y !ooking $or pro"u ts=so!utions an" most !ike!y to buy in near $uture

Implications of separate %unnels

" %n or"er to rea h the number & poor :ua!ity !ea"s provi"e" by marketing, " %n mi"st o$ 9!ea"s; ons!aught & genuine !ea"s ou!" be over!ooke" by Sa!es, " +!ame Games, +oth "epartments a using ea h other,

" Partia! o4nership, 'arketing not on erne" 4ith sa!es !osure an" sa!es not on erne" 4ith improving !ea" :ua!ity $rom marketing,

Objectives: Marketing &s' Sales 'arketing

Sa!es

Create tou h points 4ith ustomers Sho4 ase Avaya Pro"u ts Create top o$ min" re a!! Generate 3ea"s base" on 1ee" Ana!ysis o$ potentia! ustomers 'anage 'arketing Channe!s !ike2 *+Cs& *vents et ,

Convert !ea"s provi"e" by 'arketing

Generate ne4 !ea"s $rom ne4 or e>isting ustomers

%"enti$i ation o$ spe i$i !ient re:uirements C ustomi.ations

#ene4a! o$ e>isting ontra ts

Implementation Plan

Doint p!anning2 #ea h agree" upon targets $or 3ea"s an" #evenue P!an in a"van e an" keep the pipe!ine $i!!e" 8uarter!y 'onitoring o$ progress 'arketing 'anagers to parti ipate in sa!es a!!s

Campaigns to be run throughout the year E4nership o$ a a ounts) ounts(ne essary $or $irst time

)p4ar" an" 5o4n4ar" integration o$ metri s, Conversion o$ 8ua!i$ie" 3ea"s

Sales

#o*nstream

#ividing Marketing ( )pstream and #o*nstream

5o4nstream 4i!! engage 4ith sa!es team an" take o4nership ti!! !osure o$ the "ea!, )pstream / *ngage in onsumer sensing an" pro"u t "eve!opment,

Sales Manager vs Marketing Manager

+Conversion ,atio vs

o of "eads Accepted-

Sa!es 'anager / 3ea"s 4ere ba", % 4i!! push my team to $o us on their o4n e$$orts to a hieve the :uota, 'arketing 'anager / Sa!es team "i" not have the apabi!ity to $o!!o4 up the !ea"s % provi"e, 7i!! rea h out to higher authorities, +oth "epartments 4i!! b!ame ea h other, Possibility of Conflict %n rease" responsibi!ity o$ 'arketing, Sa!es team might not 4e! ome the inter$eren e as they $e!t that they 9o4ne"; severa! pro esses in 4hi h 'arketing "ept ou!" not a"" any va!ue,

Observations:

En!y 2FA o$ :uota o$ sa!es is $rom !ea"s generate" by 'arketing, #est GFA is by sa!es, 0here$ore& Sa!es might not be giving "ue attention to !ea"s $rom 'arketing an" hoose to pursue !ea"s on their o4n, 5eve!oping 1e4 Customers is tougher $or Sa!es 0eam, 1o e>tra in entive $or the same, 0rans!ates to !a k o$ interest, 'arketing "ept "oes not have ontro! a$ter 'arketing to Sa!es !ea" trans$er pro ess, Possibi!ity o$ Gaming the system by sa!es team, +Ske*ed Compensation System#esponsibi!ity o$ smooth transition pro ess/ "o4nstream marketing person,

Sales Marketing Integration in Avaya

Mec.anism s Stru ture Pro ess = System Cu!ture Moderators *nvironment Customers Competitors %n"ustry )n ertainty +argaining Po4er=Con entration %ntense Competition 1P5s 5e entra!i.ation(Common Hea") & C(0s & %ntegrator *mp!oyees ( 5o4nstream guys ) Communi ation& Dob #otation %ntegrate" Goa!s an" %n entive systems, Peop!e ( (un tiona! %"entity)