Just as in modern society, an ‘arranged’ marriage is a rare occurance, so to should this be the case in the modern corporate world. Commercial outcomes are thwarted if the only involvement of the Sales function in the determination of strategy is at the execution phase. Sales & Marketing should be connected throughout the courtship phase of strategy development – Define, Develop and Deliver.
Once the business has delved and mined for insights and provided the organisational strategy, Sales & Marketing are ready to define the commercial strategy. This is then signed off and a batton is passed for the two functions to develop respective plans which when aligned can be delivered into the marketplace.
In the same way that the Superior Integrated Way facilitates communication across markets, it also facilitates communication across different functions. Managing multiple brands, delivered via multiple channels across different regions requires the cooperation of many people in different functions, across the company. Each functional team plays an important role in developing and executing your commercial strategy.
With so many different teams it is no surprise that sometimes decisions made by one team do not always hand off cleanly to other teams. Portfolio decisions made by senior leaders do not always get carried through individual brand and channel strategies. Effectively translating the individual strategies into in-market activities can also be a challenge. The Superior Integrated Way will provide a variety of tools and templates that capture and hand off important decisions at each stage of the commercial strategy development.