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Information Systems For Sales and Marketing

A marketing information system consists of people, equipment, and procedures to gather, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Sales managers need information from sales force automation tools and sales information systems to plan, monitor the sales force, and make pricing decisions. Channel systems and supply chain management systems provide visibility into inventory levels and supplier performance to keep goods moving and measure channel effectiveness.

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Disha Arora
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37 views21 pages

Information Systems For Sales and Marketing

A marketing information system consists of people, equipment, and procedures to gather, analyze, evaluate, and distribute timely and accurate information to marketing decision makers. Sales managers need information from sales force automation tools and sales information systems to plan, monitor the sales force, and make pricing decisions. Channel systems and supply chain management systems provide visibility into inventory levels and supplier performance to keep goods moving and measure channel effectiveness.

Uploaded by

Disha Arora
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Information Systems for Sales and

Marketing
Role Of Marketing Information
Systems
 For monitoring the efficiency and effectiveness
of the distribution of their products and services,
sales managers need information to plan and
monitor the sales force
 Management needs information on the
performance of specific products, product lines,
or brands
 Price, revenue, cost and growth information can
be used for pricing decisions, for evaluating the
performance of current products, and for
predicting the performance of future products
Marketing Information Systems

• A marketing information system consists of people,


equipment, and procedures to gather, sort, analyze,
evaluate, and distribute needed, timely, and accurate
information to marketing decision makers.
Main aspects of marketing information
System

Sales
Order-to-Payment
Information
Cycle
System
Databases,
Marketing
Warehousing,
Intelligence
Data mining
System
Mining
Multidimensional Analysis-OLAP
Steps to Improve Marketing Intelligence

Train
Train sales
sales force
force to
to scan
scan for
for new
new developments
developments

Motivate
Motivate channel
channel members
members to
to share
share intelligence
intelligence
Network
Network externally
externally
Utilize
Utilize aa customer
customer advisory
advisory panel
panel
Utilize
Utilize government
government data
data resources
resources
Purchase
Purchase information
information
Collect
Collect customer
customer feedback
feedback online
online
Sales information System-Ex
Channel Systems
• Systems which support the operations of the sales
and distribution channel are known as channel
systems
• An all encompassing information system which
helps informate the supply chain from the
customer side to the supplier side is a supply chain
management (SCM) system
What is Supply chain?

Supplier Manufacturer Distributor Retailer Customer

 Consists of all parties involved, directly


or indirectly, in fulfilling a customer
request
Flow Of Information Along the
Supply Chain
Importance of Channel Systems
 Keep Goods Moving
- provides you visibility to inventory levels at your suppliers, and visibility to inventory in-transit to you – as
well as how long it takes to get there and why
 Managing Supplier Performance
- SCM quantitatively tracks the performance of your suppliers – who delivers on-time, who delivers partially,
who has the best invoice accuracy – so that you can identify the best trading partners and give them the
majority of your business
 Measuring Channel Effectiveness
- keep track of your customers’ buying habits across increasingly more complex channel mixes
 Providing Customer Service
- SCM can help assemble the information needed, across your supply chain, to
answer the seemingly simple question, “Where is my order?” and explain a delay or
provide an alternative option, such as shipping a partial order or finding an alternate
source for a back-ordered item
 Managing co-ordination and uncertainity through dynamic scheduling of sales
and distribution
Flow of data from point of sale
terminals to suppliers
The Sales Process
 Plan
- activities in this stage include training, demand forecasting, call
targeting, and devising the channel strategy
 Pre-sale
- activities in this stage are lead management, generating proposals,
product planning, pricing and customer query handling
- main aim is to contact prospective customers and target sales efforts to
maximize results
 Sell Activities
- customer co-ordination, presentation tools, order entry, call
management, promotion management, etc.
 Post-sale Activities
- order status, billing, installation, warranty, etc.
 Relationship
- a very important step it involves, networking with customers, analysis
of customer requirements and problems, generating reports, etc.
 Review Business
- review, product development, creating recognition, analyzing
competition etc.
Sales Support Systems

• Sales support systems are applications that


facilitate the interface between the sales force and
the corporation in the support of the customer
Sales Force Automation Tools
 Sales Process/Activity Management
 Offer calendars to assist in the planning of key
customer events
 Proposal presentations
 Product demonstrations

 Alarm Reminders
 Signal important tasks
 Generate documents as they are needed
 Make decisions based on the user’s input
 Generate a mailing suggestions
Sales Force Automation Tools
 Sales and Territory Management
 Tools that enable sales managers and executives
on-demand access to sales activities
 Before, during and after the order

 Enables managers to set up sales teams and link


individual accounts, regions and industries.
 Allows tracing of territory assignments and
monitor pipelines and leads for individual
territories.
 Allows optimization of individual teams
Sales Force Automation Tools
 Contact Management
 Deals with organizing and managing data across
and within a company’s client and prospect
organizations.
 See p. 84 of the types of questions that can be
answered with this tool.
Sales Force Automation Tools
 Lead Management
 Also known as “opportunity management” and
“pipeline management”
 Track customer account history

 Monitor leads

 Generate next steps and

 Refine selling efforts online

 Allows sales management to automatically


distribute client leads to a field or telemarketing
rep based on the re’s product knowledge or
territory
Sales Force Automation Tools
 Configuration Support
 Automatically factors in complex customer
attributes and requirements to build a solution
from scratch
 Among the companies who may use such tools
 Computer technology vendors
 Appliance manufacturers
 Telephone companies
Knowledge Management-SFA
 Many CRM tools geared to SFA include
functions specific to accessing and conversing
on a range of corporate documentation to
supplement sales efforts and provide fast data
during the heat of a sale.

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