The current market dynamics drastically changed the way in which products and services were marketed, thus requiring greater coordination in the management of marketing, off-trade, and e-commerce. Here are 5 steps to achieve it and not keep losing sales.

COMMUN GROUND: Traditionally, sales tend to target geographically and focus more on the short term, while marketing traditionally targets segments and focuses more on long-term segments. Differences in scope make it difficult to have a common baseline to compare and check progress, and you need to change.
ALIGNMENT OF THE 3 MAIN MACROPROCESSES. Both departments will have to have a monthly meeting and at least align 3 Macro-processes to monitor which aspects of those who work together are giving results and which are not, that is; If the increase in the advertising budget is having an effect on the awareness and trail indicators, determine how it influences e-commerce and POS.
G-FORCES CAPABILITIES. New times, new tools. These two departments need to be updated with the capabilities required to operate in this new competitive context. The analogy we use at Horizones Consulting is that of fighter pilots, who are the elite of the military, and they are given training since otherwise a normal soldier could not withstand even 3 G-forces and would pass out while driving. a fighter plane that reaches up to 9 G-forces, so it is essential to equip them with tools and training for successful tactical execution.
STRENGTHEN THE GO-TO-MARKET CYCLE, CONSIDERING THE CONVERSION TO SALES. Both departments are complementary and there is interdependence between them, what is sought is to find synergies in this “Commun Groud” to analyze joint achievements and implement increasingly ambitious strategies in the 7 phases of the go-market cycle (attached image)

We hope these steps and recommendations will be useful in articulating the adjustment of your business strategy. In the end, what we are looking for with both teams is to achieve more sales and increase the preference for our brands. To know more contact us:

M. +52 (1)? 55 2614 3330 / e.?connect@horizonesconsulting.com www.horizonesconsulting.com