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Compact case
Supplement
-
Reference no. 9-508-051
Subject category: Marketing
Authors: David B Godes
Published by: Harvard Business Publishing
Originally published in: 2008
Version: 26 May 2009
Length: 4 pages
Data source: Field research

Abstract

Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the firm, and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. In the (B) case, we see their strategy in the form of a 'unified funnel' and a demand generation framework. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked 'vertically' - in the sense that Marketing's leads should flow seamlessly into Sales' funnel - but they should also be integrated horizontally. This latter point refers to the idea that Sales and Marketing should each play a role in each phase of the process from email marketing solutions right through to the close. That is, they argue that the two functions are best integrated by encouraging them to work simultaneously, not just sequentially. The demand generation framework, on the other hand, makes explicit what it means for them to work together. For example, they stipulate that Marketing should be included on the weekly sales conference call. The students are then asked to think about how they would implement these ideas. In the (C) case, the implementation plan for a specific market - Brazil - is described. In particular, we are given data that were used in the roll-out process that showed the market's managers how they compared with other markets on a number of dimensions. Finally, the (D) case shows some early data suggesting that this new method of working together has had a significant impact.
Industry:
Size:
USD5 billion; 19,000 employees
Other setting(s):
2006-2007

About

Abstract

Avaya's top management wants to improve demand generation. This requires an improvement in the relationship between Sales and Marketing. This case series (Avaya (A)-(D)) walks the student through each phase of this process. The (A) case begins with background on the firm, and asks the student to come up with a strategy to improve the way in which Sales and Marketing work together. In the (B) case, we see their strategy in the form of a 'unified funnel' and a demand generation framework. The unified funnel communicates the idea that not only should the marketing funnel and the sales funnel be linked 'vertically' - in the sense that Marketing's leads should flow seamlessly into Sales' funnel - but they should also be integrated horizontally. This latter point refers to the idea that Sales and Marketing should each play a role in each phase of the process from email marketing solutions right through to the close. That is, they argue that the two functions are best integrated by encouraging them to work simultaneously, not just sequentially. The demand generation framework, on the other hand, makes explicit what it means for them to work together. For example, they stipulate that Marketing should be included on the weekly sales conference call. The students are then asked to think about how they would implement these ideas. In the (C) case, the implementation plan for a specific market - Brazil - is described. In particular, we are given data that were used in the roll-out process that showed the market's managers how they compared with other markets on a number of dimensions. Finally, the (D) case shows some early data suggesting that this new method of working together has had a significant impact.

Settings

Industry:
Size:
USD5 billion; 19,000 employees
Other setting(s):
2006-2007

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