The sales department and marketing department of an enterprise are the two basic functional departments of enterprise marketing. The task of the marketing department is to solve the market demand for the company's products, and the task of the sales department is to solve the problem of whether the product can be purchased in the market. These two problems affect the market at the same time, which is the marketing work we do today. The market is the leader of an enterprise and the main functional department for the enterprise to turn products into funds and profits; the quantity, variety, specifications, packaging, style, etc. of the products produced by the enterprise must be market-oriented. Whether it is a manufacturing company or a brand marketing company, the construction of a marketing department is very important, especially for large brand marketing companies like Changjiang Furniture. As an integral part of brand marketing, the functional construction of the marketing department needs attention. Therefore, some research needs to be done on the marketing department, especially on the relationship between the marketing department and the sales department.
I would like to talk about the difference in the nature of the work of the marketing department and the sales department:
1. The relationship between "brand" and "sales": the main goal of the marketing department is to establish Brand, expand brand awareness, enhance reputation, provide customers with reasons and stimulation to purchase products, in comparison, it has some "idealistic" nature. The job of the sales department is to deliver products to customers and successfully recover funds to realize the value of the goods. It mainly involves the construction and management of logistics, capital flow and sales channels. In comparison, it pays more attention to reality and has more "materialistic" elements in its work.
2. The relationship between "strategy" and "tactics": The main work of the marketing department is related to products, prices, channels and promotions before, during, and after production, as well as before, during, and after sales. The overall work of producers, middlemen and customers is a matter of strategic level, equivalent to the general staff in the army. The work of the sales department is mainly to implement the products researched and planned by the marketing department according to the designed channels, prices and promotional methods, ensuring that the channels are smooth and the logistics and capital flows are safe and smooth. This is a matter of tactical implementation.
3. The relationship between "surface" and "point": the marketing department takes charge of the overall situation and works for the overall situation, from product conception and combination, industry and competitive brand research, market position, Market cycle, market layout, etc. The interests of some individuals may be sacrificed while ensuring the overall interests. For example, if you want to stop the production of an old product and develop a new product, the possible situation is that the old product sells very well but the prospects are not promising, while the new product currently has difficulty in selling and may even require large market investment and a long revenue cycle. So as a market The department must adhere to the correct strategy to do its work. The sales department considers it relatively simple and implements it according to the established policies and strategies to launch the product and get the money back. What they care about is how many goods have been shipped and how many styles have been returned. Use more time- and place-specific tactical skills to solve problems from the sales link.
4. The relationship between "theory" and "practice": Due to the different work content and nature of the two departments, the marketing department often carries out "retreating theoretical work", while the sales department often carries out " pragmatic practical work”. Without correct theory, there is no correct practice. Theory needs to be tested in practice, and practice also provides support for theory. The starting point and final point of all the work of the marketing department is market share and sales volume. As far as the current situation of brand marketing is concerned, the hardware foundation of our Yangtze Furniture sales (sales force, sales network, etc.) is quite good, but the theoretical research on brand marketing is still quite lacking, which should be said to be our theoretical dilemma.
5. The relationship between "overall interests" and "partial interests": Because the work of the marketing department is overall and represents the overall interests, in addition to sales, there is also brand awareness and brand reputation. Degree etc. Assessment standards are also difficult to determine and specifically quantify. The job of the sales department is reflected in the sales of goods and the amount of repayment. No sales and no repayment for a month is unbearable, and the assessment criteria are also intuitive and simple: sales volume, repayment. Obviously, so far, in every summary, we have mostly discussed digital sales indicators, and it is difficult to see specific quantitative marketing department work indicators.
6. The relationship between "long-term interests" and "short-term interests": The marketing department's market strategy research and brand planning and construction generally use annual, five-year or even ten-year testing cycles as a test cycle, so the relationship is It is the long-term benefit of the enterprise. The sales department's sales are often based on monthly, quarterly, or at most annual units, so what is related to the short-term interests of the company is the company's short-term interests.
The above six major relationships between the marketing department and the sales department are not completely independent. In actual work, they will also overlap and integrate to a certain extent, which involves cooperation, communication and cooperation between departments. Coordination issues.
In short, the marketing department is equivalent to the staff department, and the sales department is equivalent to the operations department, each with different roles. Therefore, we must first clarify responsibilities and define our roles; secondly, we must seek mutual cooperation and integration. Only in this way can the functions of the marketing department be truly brought into play and the company's marketing level be raised to a new level.
The main tasks of the marketing department
The main tasks of the marketing department have four major aspects:
(1) As the company’s intelligence agency
< p>1) Track industry development trends and establish and improve marketing information collection, processing, communication and confidentiality systems.2) Collect industry information, especially the collection, organization and analysis of performance, price, competition methods and other information of competitive brand products;
3) Conduct market research and understand consumers Purchasing psychology and behavior provide decision-making basis for the company's market activities;
4) Participate in the construction of the company's website.
(2) As the company’s advisory body
1) Formulate the company’s brand strategy, marketing strategy and product planning strategy;
2) Formulate the company’s business short-term, Medium and long-term goals;
3) Make sales forecasts and propose future market analysis, development directions and plans;
4) New product launch planning;
5) Participate in formulating product prices;
6) Make suggestions for major bidding activities and engineering consultation;
7) Organize and analyze business data and information of the company's various business departments.
(3) As a regulatory agency for the company’s business
1) Business system integrity inspection;
2) Whether the store decoration and market behavior of business partners comply with Company requirements;
3) Understand, master and build the mentality of salespersons;
4) Responsible for training and training of new business personnel, business personnel of specialty stores and dealers Supervision;
5) Responsible for the coordination of production and marketing.
(4) As the company’s public relations agency
1) Implement brand planning and brand image building;
2) Formulate and implement market advertising and promotion activities and public relations activities;
3) Improve and standardize various external documents of the business system;
4) Responsible for the construction of the company’s honor room and the collection and sorting of various materials (such as customer thank yous) letters, banners, news reports, etc.);
5) Properly select and manage advertising media and agents;
6) Carry out pre-sales, sales, and after-sales for the company Service work;
7) Release information that needs to be released on behalf of the company.
The marketing department has different priorities at different stages of product promotion.
1. During the product introduction period, the key responsibilities of the marketing department include: conducting market research and analysis; formulating product launch plans; formulating implementation goals for each stage; formulating product prices; and formulating product planning strategies.
2． During the product growth period, the key responsibilities of the marketing department include: establishing and improving the marketing information collection, processing, communication and confidentiality system; formulating annual marketing target plans; and being responsible for the coordination of production and marketing.
3. During the product maturity period, the key responsibilities of the marketing department include: analysis of competitive brand advertising strategies and competition methods; sales forecasting, proposing future market analysis, development direction and planning; formulating product planning strategies; formulating advertising strategies; and implementing brand planning .
2. Responsibilities of each position in the Marketing Department
In line with the eight-character policy of "support, service, supervision, and guidance", according to work needs, the positions that the Marketing Department should set up are: Manager 1 name, one manager assistant, one research planner, one customer service specialist, and one general clerk; the responsibilities of each position are as follows:
(1) Responsibilities of the marketing manager
< p>Be fully responsible for the business and personnel management of the marketing department. The specific responsibilities are:1) Comprehensively plan, arrange and manage the work of the marketing department;
2) Formulate annual marketing strategies and Marketing plan, formulate and supervise the implementation of market planning and budget;
3) Coordinate the cooperative relationship within the department and other departments;
4) Guide, inspect and control all aspects of the department Implementation of this work;
5) Formulate advertising strategies and annual, quarterly, and monthly advertising expense plans;
6) Conduct scientific forecasts and analyzes of the market, and provide support for product development , production and market preparation;
7) Work with R&D, production, procurement, finance and other departments to plan product commercialization operations; formulate and supervise the implementation of new product launch plans and budgets;
8) Responsible for the organization and execution of audits of business systems and branches.
9) Complete other tasks assigned by company leaders.
(2) Responsibilities of the Assistant Marketing Manager
1) Organize and implement training plans for business personnel and track training effects;
2) Formulate and supervise the implementation of marketing Research plan;
3) Standardize the company's business document system;
4) Guide the sales activities of regional dealers and specialty stores.
5) Establish and improve the marketing information system, and formulate internal information and market intelligence collection, sorting, analysis, communication and confidentiality systems;
6) Responsible for the construction and management of the company’s honor room;< /p>
7) Select the advertising company correctly and be responsible for the planning and execution of the company's products and public relations activities;
8) Coordinate the work of the company's business departments, branches and other departments of the company ;
9) Complete other tasks assigned by the department manager.
(3) Responsibilities of the Research Planning Specialist
1) Responsible for organizing the formulation and implementation of the market research plan;
2) Assisting the marketing manager in formulating various plans A marketing plan;
3) Collect market intelligence from competing manufacturers and industry policies and information issued by governments at all levels, industry groups, and societies;
4) Responsible for all-round product planning , including price planning, packaging planning, channel planning, and extension planning;
5) Provide information support for decision-making in this department and other departments;
6) Complete other tasks assigned by the department manager .
(4) Responsibilities of Customer Service Specialist
1) Handle customer complaints and problems during product repair and maintenance in a timely and accurate manner;
2 ) Establish customer files, conduct phone calls and door-to-door visits;
3) Timely summarize existing problems in the company's products and services, write reports and put forward suggestions for improvement;
4) Customer satisfaction survey and analysis and the formulation and implementation of corrective measures;
5) Archiving and updating of customer information;
6) Complete other tasks assigned by the department manager.
(5) Responsibilities of Comprehensive Clerk
1) Register, count, summarize and file the sales diaries of business personnel;
2) Monthly Collect statistics on the performance statistics of each business department, and make recommendations for promotion or demotion to relevant business personnel based on performance and the promotion and demotion system for business personnel, and submit them for approval according to relevant procedures;
3) Monthly statistics Each business department's "Engineering Drawing Application Form" shall be submitted for review according to relevant procedures;
4) Responsible for formulating various sales forms and sales plans, supervising the implementation of their plans, and conducting effect evaluations; Analyze, organize, and summarize the annual, quarterly, and monthly sales of each business unit, and formulate sales plans and expense budgets for the next period accordingly;
5) Organize and archive documents related to this department Work;
6) Complete other tasks assigned by the department manager.