B2 b marketing

Prof. Abha Wankhede

Definition:-

“Business Marketing is the practice of individuals, or organizations,

including commercial businesses, governments and institutions, facilitating

the sale of their products or services to other companies or organizations

that in turn resell them, use them as components in products or services

they offer, or use them to support their operations”

National account manager Operations-◦ 5 / 10 accounts per head◦ Gets credit for sales made nationally◦ Travels across geographies

Approach◦ Customer industry needs◦ Process knowledge◦ Customer behavior and aspirations ◦ Increase wallet-share (up-sell, sell additional

services/products)◦ Value selling◦ Long Sales Cycle◦ Bulk business

National account manager

Operations-◦ 70 / 100 accounts per head◦ Mix of national and local accounts◦ Liaison with local support teams of other geographies for

fulfillment and assurance

Approach◦ Customer industry needs◦ Process knowledge◦ Value selling◦ Market penetration strategy (replication of success stories)◦ Run-rate business◦ Short- sale cycle

System Integrator/

Partner Relations

Marketing operations

Projects DeliveryFinance

Post-Sales &

Customer Service

Pre-Sales &

Solutions

National Account Manager

Regional Sales Head

National Sales Head

High-Touch/ Mid-Market

Accounts

Support Functions

OEM Company

Channel Partner

SME Customer

• Training

• Empowerment

• SLA/ Business

• Service – L2/ L3

• Consulting

• Sales

• Service – L1

• Consulting

Direct Touch

• Strategic Integration

• Marketing

C-Sat, Perception of partner, Brand value,

High frequency sales update (daily)

System Integrator/

Partner Relations

Marketing operations

Projects DeliveryFinance

Post-Sales &

Customer Service

Pre-Sales &

Solutions

Account Manager

Regional Sales Head

National Sales Head

SME

Accounts

Support Functions

Channel/ Partners

Distributor/Stockiest/MTO

Territory Manager/ Zonal structure based on geography

Brand creation thru mass media

Feet on street/ retail reach

Promotions ◦ Customer pull plans and schemes◦ Distributor/dealer push plans and incentive schemes

Price Driven, premium thru product differentiation and positioning

Place – availability at customer convenience

Product – flavors/ denominations

Tight MIS and cash flow management

Stringent monitoring and continuous availability of committed service level

System Integrator/

Partner Relations

Marketing Operations

Projects Delivery

Finance

Contact Centre

Pre-Sales &

Solutions

Territory Account Manager

Regional Sales Head

Common RolesNational Sales Head

Consumers

Distributors/ Stockists

Retails/ Shops/ Point of Sale