nach oben

Erschienen in:

2021 | OriginalPaper | Buchkapitel

29. Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence

verfasst von : Klara Gölles, Uwe G. Seebacher

Erschienen in: B2B Marketing

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config

KI-gestützte Suche

Aus

Abstract

This case study shows how B2B marketing can use a modern MarTech infrastructure for sales channel management in coordination with the sales department in the short term and with a high turnover. This important sales channel is hardly or not at all handled by most B2B marketing departments, although especially in this area enormous potentials in terms of so-called “low hanging fruits” can be realized. The project is presented and described in terms of content. The article deals with challenges as well as pitfalls and problem areas in detail. The case study makes it possible to set up a modern Sales Channel Management 4.0 easily and effectively.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

über 102.000 Bücher
über 537 Zeitschriften

aus folgenden Fachgebieten:

Automobil + Motoren
Bauwesen + Immobilien
Business IT + Informatik
Elektrotechnik + Elektronik
Energie + Nachhaltigkeit
Finance + Banking
Management + Führung
Marketing + Vertrieb
Maschinenbau + Werkstoffe
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

über 67.000 Bücher
über 340 Zeitschriften

aus folgenden Fachgebieten:

Bauwesen + Immobilien
Business IT + Informatik
Finance + Banking
Management + Führung
Marketing + Vertrieb
Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Vorheriges Kapitel User Experience and Touchpoint Management: A Case Study for the Mechanical and Engineering Industry

Nächstes Kapitel Central Business Intelligence: A Lean Development Process for SMEs

https://economictimes.indiatimes.com/definition/channel-management. Accessed: May 20, 2020.

http://www.businessdictionary.com/definition/sales-channel.html. Accessed: May 20, 2020.

https://en.wikipedia.org/wiki/Big_data. Accessed: May 20, 2020.

See Strohmeier’s contribution on the topic of Predictive Intelligence with regard to the structure of such an application or department in this publication.

See the article by Halb and Seebacher on the topic of customer experience and touchpoint management in this publication.

https://www.investopedia.com/terms/c/cagr.asp Accessed: May 21, 2020.

See the article by Halb and Seebacher on Touchpoint Management and Customer Experience in this publication.

See the article by Seebacher on the Marketing Maturity Model at the beginning of this publication and the comments on the Marketing Process Library.

See the chapter by Mrohs in this publication.

See the chapters by Klaus and Romero-Palma in this publication.

See Strohmeier on “Central Business Intelligence” in this publication.

See the article by Negovan in this publication.

https://en.wikipedia.org/wiki/Performance_indicator. Accessed: May 20, 2020.

https://www.brainshark.com/ideas-blog/2013/July/what-is-sales-enablement-3-defintions. Accessed: May 21, 2020.

http://www.gainsight.com/guides/essential-guide-channel-partner-success/. Accessed: May 26, 2020.

Albro, S. (2019). Sales enablement: The who, what, how, when amd why of sales enablement. TOPO [online]. Retrieved May 19, 2020, from Blog.topohq.com. https://blog.topohq.com/sales-enablement-who-what-how-when-why/

B2B Marketing. (2019). The tech marketer’s guide to channel marketing. B2B Marketing [Online]. Retrieved May 19, 2020, from b2bmarketing.net. https://www.b2bmarketing.net/en-gb/free-downloadable-guides/tech-marketeres-guide-channel-marketing

Gorchels, L., et al. (2004). The Manager’s guide to distribution channels. New York: McGraw Hill.

Kaplan, R. S., & Norton, D. P. (1996, Augustus 2). The balanced scorecard: Translating strategy into action. Cambridge. Harvard Business Review Press; 1.

Krus, K. (2016). Channel marketing. Leadtributor. [online]. Leadtributor.de. Retrieved May 19, 2020, from https://www.leadtributor.de/enzyklopaedie/channel-marketing/

Krus, K. (2017). Vertriebscontrolling. [online]. Leadtributor.de. Retrieved May 19, 2020, from https://www.leadtributor.de/enzyklopaedie/vertriebscontrolling/

Lughofer, E., & Sayed-Mouchaweh, M. (2019). Predictive maintenance in dynamic systems: Advanced methods, decision support tools and real-world applications. Heidelberg: Springer.CrossRef

Neubach, R. (2018). KPIs und Metrics – Wie Sie aus Daten Wissen machen. [online]. Contentglory.com. www.contentglory.com/blog/kpis-und-metrics-wie-sie-aus-daten-wissen-machen/

Weese, R. J. (2015). How to find, recruit & manage independent sales agents: Part of the action plan for sales success series. Ottawa: B2B Sales Connections.

Titel: Sales Channel Management: A Low-Cost Quick Win Showcase for External Salesforce Excellence
verfasst von: Klara Gölles
Uwe G. Seebacher
Verlag: Springer International Publishing
Buch: B2B Marketing
Print ISBN: 978-3-030-54291-7

Electronic ISBN: 978-3-030-54292-4

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-54292-4_29