Cross Functional Communication in Marketing

How to End the Battle between

Marketing & Sales?Cross Functional Communications in Marketing

Aleks Lynnyk

Kyiv, 11.02.2015

It`s me

ALEKS LYNNYK

• 16 years in Marketing, from Marketing Assistant till Marketing Director

• Ukraine, Georgia, Armenia, Azerbaijan

• Master Degree, Management, Kyiv Shevchenko National University

• Business Strategy development

• Strategic Marketing decisions

• Researches

• Market positioning

• Marketing Planning and

Budgeting \ P&L

• Product and Pricing Management

• Trade Marketing \ Channel

Management

• Promo and Communication

Policies development

• Risk management \ CSR

• CRM development

• People Management

People are different

What is it?

Organizational structures

Owners

Investors

Government

EmployeesJournalists

People living

around

Customers

Company

5 levels of communication

External Functional

Process

Informal

Human energy

Cross-functional processes

New product development

Order execution

Production planning and sales

Promotion and Advertising

Which department do you prefer more?))

• IT: Stop! Who is trying to manage my desktop through the Remote Desktop?

• Sales Staff: Where they are during whole day?

• Bookkeeping: I'll give you this documents tomorrow! May be!

• Every employee knows, what kind of advertising is THE BEST

I like the next))

Is a big problem misunderstanding between departments?

The problems of cross-functional interaction:

• Conflict between departments as a part of business model

• Departments can understand business priorities in their own way

• The "natural" conflicts

• Resistance to communicate with other departments

• Attempt to avoid tasks \ responsibility, trying transfer this tasks to other people

• Cross-functional conflicts can be informal “long war with a smile on faces“

The main questions

MARKETING IT SALES

IT ISN`T MY TASK

WE DON`T HAVE

MONEY

I WANT TO HELP YOU

BUT…

WHO CAN HELP ME WITH PROJECT?

As result we have…

• Goals \ KPIs and functions cascading in the right way

• Networking at all levels

• Development of employee engagement

• Cross-functional teams development

• “Open doors” principle

• TOP Managers team building

• Competencies of TOP Managers development (incl. Leadership)

• Professional level of TOP Managers (subordinates copy his behavior)

• Principle “WIN-WIN” (cooperation)

What should we do? We are removing the “barriers”

• Employee engagement as KPIs for TOP Managers

• New functional positions (for example Marketing Technology)

What should we do? We are removing the “barriers”

• Project office creation

• Develop themselves psychologically

• We take responsibility on itself (never criticize coworkers!)

• Self Management (in stressful situations, patience during communication with colleagues)

• Impact on people without authority (interpersonal communication)

• Understanding and acceptance of business goals by all employees

• Responsibility for the functional area (not only for the job description)

• Focus on the efficient operation of all units

• Empathy

• Efficiency \ Business Performance

As result we will have

It`s very important to create interpersonal contact between Marketing Director and Sales Director

Effective cooperation between

Marketing & Sales

№1

Min 1 practice week in Sales Department (the territory visits with Field Forces, negotiations with clients, work as a

Merchandiser, etc.)

Effective cooperation between

Marketing & Sales

№2

Development of the personal contacts with Sales Staff

Effective cooperation between

Marketing & Sales

№3

Sincere praise for the great job they did

Effective cooperation between

Marketing & Sales

№4

Setting to Sales Staff the clear objectives and monitor the results, teaching their on the territory

Effective cooperation between

Marketing & Sales

№5

To hear the Sales (ask for and give

feedback)

Effective cooperation between

Marketing & Sales

№6

Effective cooperation between

Marketing & Sales

№…

What are your opinions?

Thank You For Attention!lynnyk.o(at)gmail.com