Senior management Avaya wants to increase demand generation. This requires improvement in the relationship between sales and marketing. This case series (Avaya (A) - (D)) walks students through each stage of the process. (A) case begins with background on the company, and asks students to come up with a strategy to improve the way in which the sales and marketing work together. In (B) case, we see the strategy as a "single cone" and the structure of demand generation. Single funnel reports that not only should the funnel marketing and sales funnel be linked "vertically" - in the sense that the results of marketing must result in the sales funnel "- but they also need to be integrated horizontally. This last point relates to the fact that sales and marketing must each play a role in each stage of the process of e-mail marketing solutions, right up to the closing. That is, they argue that these two functions are integrated better, encouraging them to work together, not only sequentially. Part of the demand, on the other hand, makes explicit what it means for them to work together. For example, they provide that marketing should be included in a weekly conference call sales. Students are then asked to think about how they will implement these ideas. In (C) If the implementation of a plan for a specific market - Brazil - described. In particular, data that were used in the deployment process, which showed managers of the market, how they compared with other markets in the number of dimensions. Finally, (D) case shows some early evidence that this new method of working together had a significant impact.
To enhance their effectiveness, color cases should be printed in color. "Hide
by David B. Godes Source: Harvard Business School 23 pages. Publication Date: February 21, 2008. Prod. #: 508048-PDF-ENG
