ISBN: 9783842844322

Inhaltsangabe:Introduction: Problem Definition: In recent years many firms in the business to business (B2B) environment were trying to increase their market position by better product po… mais…

Inhaltsangabe:Introduction: Problem Definition: In recent years many firms in the business to business (B2B) environment were trying to increase their market position by better product portfolios. After these products became more and more complex product oriented firms started to offer services first as a reaction on customer requirements but soon also to create additional revenue on top of the core business. This transformation included that service departments were not longer considered as a cost center but a business unit. With increasing demand for higher customer satisfaction, the recognition that customer requirements must be better understood, but also external drivers e.g. shareholders who pushed firms to focus on core competencies, the term solution was defined as a combination of products and services that are required to gain competitive advantage. After so called solutions are now known for many years still many companies did not succeed in transforming their businesses. Even worse besides failing in the transformation they sometimes even lost core markets. Scholars work has proven that although well defined in many framework constructs the practical implications for a successful solution transition especially in the sales domain are often not implemented or even unknown. This becomes especially obvious in the metrics that are used by sales organizations today. These do typically not indicate the necessary transformation that is expected due to the solution orientation. Objectives of This Work: The overall objective of this thesis is to provide a metric that helps to assess the solution readiness status of a firm¿s sales force. Sales is often considered to be a part of marketing. It will be analyzed to what extent this perspective is justified and how this is influenced by the emergence of solutions. As part of that an overview about the sales marketing interface will be given to create awareness for this topic. This study will furthermore increase the understanding of the reader about applied metric concepts in marketing departments that can be found in existing firms today. It will be demonstrated how shareholder value influenced their design and why these metrics are not aligned with latest research about firm value. Scope of Work: This work will outline metric elements that shall be applied for sales forces when moving towards solution orientation. The structure of this thesis is split into 6 chapters and organized as follows. To begin with the history of marketing metrics will be portrayed in dependence on the theory of the firm and its implications on the marketing functions. An explanation will be given in what ways marketing can influence the firm value and how this shall be measured. Chapter 3 is describing why solutions are emerging and what consequences can be expected. To achieve a better understanding the author will depict the product centered logic and how it has been redeemed by the service centered logic over time. This chapter provides a meaningful insight into product dominated market challenges since the recognition of these is fundamental to understand the requirements for companies that shift their business from there towards service or solution oriented markets. Chapter 4 will provide an overview about metrics that are applied in sales and marketing organizations today and the development of Sales Force Control systems. After the overview about the historical progress was provided, considerations about requirements in regards to the sales forces in solution business environments are started with chapter 5. First a description of how customers perceive a solution is given. From there main influencing variables are derived that are likely to impact the success of sales persons. Major valuable measurement suggestions that are fundamental to test solution readiness are justified and outlined throughout chapter 5. The thesis is finalized with a detailed metric proposal for firms that want to benchmark their sales force against solution readiness in chapter 6.Inhaltsverzeichnis:Table of Contents: Table of ContentI Index of IllustrationsIII Index of TablesIV Index of AbbreviationsV 1.Introduction1 1.1.Problem Definition1 1.2.Objectives of This Work1 1.3.Scope of Work2 2.Role of Marketing in a Firm3 2.1.Theory of the Firm and the Traditional Role of Marketing3 2.2.Value Creation in a Firm5 2.3.How Marketing Influences the Firm Value8 2.4.Conclusions about the Role of Marketing11 3.The Emergence of Solutions12 3.1.Product Orientation12 3.2.Service Level Definition13 3.3.Shift from Product to Service Orientation14 3.4.Solution Definition and Demarcation16 3.5.Drivers for Solution Orientation18 3.6.Conclusions about the Evolution from Product to Solution Orientation20 4.Dominant Metrics used to Determine Marketing and Sales Performance22 4.1.Performance Assessment in Product Centric Firms22 4.2.Proposal for Joint Marketing Sales Metrics26 4.3.Key Influencers of Market Success in Service Dominant Markets28 4.4.Sales Force Control Systems and BCCS29 4.5.Conclusion about Existing Metric Readiness for Solution Orientation31 5.Potential Sales Metric Evolution in the Context of Solution Orientation33 5.1.Definition of a Customer Solution34 5.2.Metrics that Determine Customer Solution Effectiveness35 5.3.Selection of an Appropriate Solution Selling Process37 5.4.Determinants for Relationship Value41 5.5.Impacting Factors on Interrelationship Performance43 5.6.Implementation of Consultancy Mind Set in Sales45 5.7.Sales and Effort Forecast as a Challenge in Solution Business46 5.8.Growing Importance of Professional Maturity49 5.9.Independent Measurements that Help to Predict Sales Performance50 5.10.Marketing Sales Interface53 6.Scorecard Metrics to Measure Solution Orientation56 6.1.Discussion56 6.2.Managerial Implications57 6.3.Limitations and Future Research Directions59 6.4.Solution Readiness Metric60 Declaration in lieu of oath61 Bibliography62 Internet Sources70Textprobe:Text Sample: Chapter 2., Role of Marketing in a Firm: This chapter describes the history of metrics in firms and their evolution in marketing departments. Hereafter the influence of marketing on the firm value is portrayed. Objective of this section is to create awareness why metrics are required and how the idea of firm value influences its design. At the end of this chapter latest research results about firm value creation are compared to the currently dominating metrics to identify their suitability. 2.1, Theory of the Firm and the Traditional Role of Marketing: The term `Theory of the firm¿ is describing which factors are influencing the emergence of firms, the behavior of firms and what objectives a firm follows. In doing so the theory of the firm is also trying to explain future activities of companies that are acting in an economical environment. An outcome of the theory development is how the value of a firm can be measured. According to Anderson the way of value assessment has evolved from the neoclassical model that focused on single period profit maximization to the market value model in which a more comprehensive approach is considered. The market value model takes into account several accounting periods, correlating profit expectations and other variables that are finally expressed in the firm value or stock price. In stock listed firms the owner is different from the management and may have dissimilar objectives. Thus the question rose in what way the relationship can be effectively managed to keep control costs low while ensuring maximization of the firm value. As a result the principal agent theory was formulated to overcome emerging conflicts related to value maximization on the one hand and more personal objectives on the other. According to the principal agent theory the firm agents (managers) are supposed to fulfill tasks in favor of the principal (shareholders). Since agents act mostly under limited observation of their principals it is required to identify measures that indicate the level of performance of managers to the owners or shareholders. Another aspect that has been reflected by Anderson is that each department is challenged for its individual contribution to the value maximization and here the role of marketing probably changed most significantly. Over time the marketing task has developed from being responsible for positive product market results to a role in that it is mainly responsible for the relation to the external environment. In between marketing was forced into a position being accountable for financial outcomes which still remains in many firms. This was caused out of a conflict with finance departments who argued that marketing also shall be responsible for financial performance indicators. Marketing struggled to develop its own transparent measurements to indicate its contribution. Therefore marketing got used to take the suggested financial figures into account to assess its performance and to justify its existence. These financial outcomes are named in various ways like return on investment, contribution margin, cash flow or cumulative compounded profits etc. Basically all of them describe profit maximization which is considered to be the predominant firm objective although it is recognized that firms follow multiple objectives. These figures however are most often short sighted and neglect the long term development needs. As a consequence many companies suffer from missing survival strategies and face tremendous challenges after a period of success. It is assumed that the short term financial figures orientation foils the essential role of marketing which is supposed to align a firm continuously with the market. As mentioned by Srivastava et al. stock prices were considered to be the most transparent identifier of firm value. There has been a strong belief that a positive stock price trend results mainly from superior financial achievements. It was observed that applied rules for stock selection are often based on the short term financial performance which is caused by the dynamic characteristics of investors who often do not consider the long term survival needs of a firm. Instead they shift their shares if they sense a better profit maximization opportunity. Knowing that value creation in a firm is the fundamental objective of a company several attempts were made to explain how this can be achieved after doubts raised those financial figures and outcomes are the only explanation. The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics: Inhaltsangabe:Introduction: Problem Definition: In recent years many firms in the business to business (B2B) environment were trying to increase their market position by better product portfolios. After these products became more and more complex product oriented firms started to offer services first as a reaction on customer requirements but soon also to create additional revenue on top of the core business. This transformation included that service departments were not longer considered as a cost center but a business unit. With increasing demand for higher customer satisfaction, the recognition that customer requirements must be better understood, but also external drivers e.g. shareholders who pushed firms to focus on core competencies, the term solution was defined as a combination of products and services that are required to gain competitive advantage. After so called solutions are now known for many years still many companies did not succeed in transforming their businesses. Even worse besides failing in the transformation they sometimes even lost core markets. Scholars work has proven that although well defined in many framework constructs the practical implications for a successful solution transition especially in the sales domain are often not implemented or even unknown. This becomes especially obvious in the metrics that are used by sales organizations today. These do typically not indicate the necessary transformation that is expected due to the solution orientation. Objectives of This Work: The overall objective of this thesis is to provide a metric that helps to assess the solution readiness status of a firm¿s sales force. Sales is often considered to be a part of marketing. It will be analyzed to what extent this perspective is justified and how this is influenced by the emergence of solutions. As part of that an overview about the sales marketing interface will be given to create awareness for this topic. This study will furthermore increase the understanding of the reader about applied metric concepts in marketing departments that can be found in existing firms today. It will be demonstrated how shareholder value influenced their design and why these metrics are not aligned with latest research about firm value. Scope of Work: This work will outline metric elements that shall be applied for sales forces when moving towards solution orientation. The structure of this thesis is split into 6 chapters and organized as follows. To begin with the history of marketing metrics will be portrayed in dependence on the theory of the firm and its implications on the marketing functions. An explanation will be given in what ways marketing can influence the firm value and how this shall be measured. Chapter 3 is describing why solutions are emerging and what consequences can be expected. To achieve a better understanding the author will depict the product centered logic and how it has been redeemed by the service centered logic over time. This chapter provides a meaningful insight into product dominated market challenges since the recognition of these is fundamental to understand the requirements for companies that shift their business from there towards service or solution oriented markets. Chapter 4 will provide an overview about metrics that are applied in sales and marketing organizations today and the development of Sales Force Control systems. After the overview about the historical progress was provided, considerations about requirements in regards to the sales forces in solution business environments are started with chapter 5. First a description of how customers perceive a solution is given. From there main influencing variables are derived that are likely to impact the success of sales pers, Diplomica Verlag<

ISBN: 9783842844322

The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics ab 38 € als pdf eBook: 1. Auflage. Aus dem Bereich: eBooks, Wirtschaft, Medien > Bücher, … mais…

The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics ab 38 € als pdf eBook: 1. Auflage. Aus dem Bereich: eBooks, Wirtschaft, Medien > Bücher, The Effect of Solution Transition on Steering the Sales Force: A Primer for New Marketing Metrics - eBook als pdf von Julien Schnerrer - Diplomica...<

ISBN: 9783842844322

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2012, ISBN: 9783842844322

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