Organizing Marketing and Sales Mastering Contemporary B2B Challenges 1st Edition by Per Andersson, Bjö Axelsson, Christopher Rosenqvist ISBN 9781787549685 1787549682

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ISBN 10: 1787549682
ISBN 13: 9781787549685
Author: Per Andersson, Bjö Axelsson, Christopher Rosenqvist

Organizing Marketing and Sales Mastering Contemporary B2B Challenges 1st Edition Table of contents:

Part I Introduction: Organizing Marketing and Sales

Chapter 1 Contemporary Developments and Challenges in Sales Organizations: Some Observations

Introduction

Value Creation in Contemporary B2B Business

What Kind of Challenges?

A Renewed Toolbox

Improving Efficiency and Effectiveness by Changing Organizational Design

Alfa Laval

Cisco

Improving Efficiency and Effectiveness by Utilizing Information Systems’ Foremost IT Tools

Tacton Inc.’s Use of IT When Operating Sales

Thermo-Calc Utilizing IT and Social Media

Improving Efficiency and Effectiveness by Developing Staff Including Methods of Follow-up and Motiva

“Weather Forecast” Developing New KPIs

“Electronic Firm” Developing a System for Recommended Learning Path Training Linked with Job Pro

Improving Efficiency and Effectiveness by Leadership Development

Car Inc. Improving Efficiency from Outsourcing Sales Activities

Conclusions and Connections to Upcoming Chapters

Chapter 2 Marketing Reorganization in a Globalized Market: The Case of ABB Robotics

Introduction

Marketing Reorganization in ABB Robotics: Background

General Description of the World Market of Industrial Robots

The Organization of Robotics

Organizational Description

Development of Robotics’ Business

Competitors

The Customer Approach of Robotics

Perspectives and Opinions of Employees in the Matrix

The Voice and Situation of an Industrial Segment Manager

The Voice and Situation of an LDU Manager in France

The Voice and Situation of an LDU Manager in China

The Voice and Situation of a Factory Manager

The Voice and Situation of a Factory Support Manager

The Voice and Situation of a Manager of Global Partner Programs

The Voice and Situation of the Manager of Marketing and Communication

The Challenges Indicating Measures to Be Taken

Measures Really Taken: What Happened?

Comments on the Case

Chapter 3 Marketing Organization Research and Ideas Revisited

Introduction

1991: Achrol’s View of New Organizational Forms Adapted to Turbulent Environments

2000: Homburg et al. Draw Attention to the Customer-focused Marketing Organization

2010: Day on the Need for New Marketing Capabilities and Hult Linking Organization Theory and Market

Marketing Organization Management Issues from 2010: Empirical Observations

New Organizational Circumstances: General Organizational Drivers for Change

Learning from History: Early Marketing Organization Issues

In Parallel: Increased Attention to Marketing Organization Issues in Marketing Management Textbooks

2015: Continued Interest in Marketing Organization Issues

Adaptation of Business Practice, Marketing Practice and Organization to Business Trends

Toward the Market and Customer-oriented Organization

Investigating Shifts in Marketing’s General Role and Influence within the Firm

Marketing’s Strategic Role and Connection to Business Management

Continued Interest in Marketing’s Interactions with Other Internal Functions

Marketing Organization and the Application of a Wider Spectrum of Organization Theories

Perspectives on Marketing Organization: From Organization to Organizing

Part II Sales Management and Organization Revisited

Chapter 4 Value-based Selling in the Service-dominated Business Landscape: Creating, Acting, and Org

Introduction

What Is Value and What Creates Value in B2B and B2G?

Understanding and Estimating Value

Electronic Goods Retailer

Diapers in Elderly Care

The Food Retailer

Ten Steps toward Value-in-use Analysis

Some Limitations of the Value-in-use Pricing

Product Selling versus Value-based Selling and Capability Challenges

Capability Challenges in Solution Business

Sales-force Challenges in Solution-based Selling

Organizational Challenges

Conclusions

Chapter 5 Organizing for Sales in VUCA Contexts: The Transformation Process from Products to Solutio

Introduction

VUCA in the News Industry

The First Case of Editorial Outsourcing in the Swedish News Industry

Invisible and Ignored Customer

Structural Disruption and Company Crisis

Decision to Save TT

Accepting the Premise of the Customer

Customer Orientation in Action

Process of Trial and Error

Entrepreneurial Company in the Company

Technology, Products, and Selling

Svenska Dagbladet: The Customer of Editorial Outsourcing

Hard Times for All and a Hard Choice for SvD

Details Matter When Five Competitors Become Two

Similar Proposal, Similar Pricing But Vastly Different Attitudes

New Content Delivery Partner

A Case of Transformation, Disruption, Stability, and Evolution

Chapter 6 Business Maneuvering: A Dynamic View of B2B Selling Processes

Introduction

The Need for a New Perspective

Business Maneuvering

An Example of Business Maneuvering

Practical Contributions

Is There a Need to Replace the Win–Win Concept?

How Does the Business Maneuvering Model Comply with Solutions Business?

Chapter 7 Organizational Balancing: An Integrated View of Sales Management

Introduction

Developing an Integrated View

The Findings

Frame Development

Development of Individual Salespeople

An Example of Organizational Balancing

General Model Discussion

What Kind of Leadership in Sales Organizations?

Transformational and Transactional Leadership

Sales Leadership When Selling Solutions: A Comment

What Kind of Metrics and Salesperson Profiles When Selling Solutions?

Metrics and Follow-up Systems

Competence and Skills

Conclusion

Part III Organizing Interactions with Customers

Chapter 8 The Other Side of the Coin: On Developments in Procurement Practices and Their Implication

Introduction

Background

Maturity Models

A Professional Approach to Purchasing

The Purchasing Process

Category Management

Organizational Designs

The Private versus the Public Sector: A Short Comment

Purchasing Challenges in the Move from Product to Solutions

Implications of Purchasing Developments for Sales

Chapter 9 Successful and Value-creating Interplay between Buyer and Seller: Organizing Mutuality

Introduction

Principles of Designing Sales and Marketing Organizations

The Interaction Model

The Interaction Model

The IT Company and Its New Sales Organization

Efficient and Effective Interface Design

Processes over Time

Purchasing Organizational Designs as Prerequisites for Sales Strategy and Interface Management

Illustration: Sensing the Procurement Organization in Search for Matching Interface Designs

Purchasing Maturity and Interface Design as a Prerequisite for Sales Strategy

Successful Implementation of Integrated Solutions

Summary and Conclusion

Chapter 10 Potential Business Improvements when Utilizing CRM Tools: and Challenges in Making It Hap

Introduction: Rethinking Traditional Business Practices

Empirical Case: Identifying Problems and Improving Business

Unorganized Business Practices as Sources of Problems in Business

Problems of Inefficiency of Business

Problems with Offer and Order Management

Problems with Pricing and Value

Problems with Customer Planning and Daily Work Routines

Improving Business by Organizing Business Practices Using CRM Tools

Addressing Three Challenges to Efficiency through Organizing Business Practices

Pricing, Mix, and Profitability Management

Value-based Selling for Increased Service Orientation

Sales Efficiency as Automation of Customer Management

Several Emerging Difficulties with Organizing Business

Summary: Organizing Sales and Utilizing CRM Tools to Achieve Efficient and Effective Business Practi

Chapter 11 The Next Generation CRM Tools: Bridging the Gaps between Sales Needs and CRM Tools Archit

Introduction

CRM Tools’ Main Contributions

Sales Activities: A Sense-making Exercise

Gaps between Sales Needs and CRM Tools

Function Gap: What You Can Do

Interface Gap: How You Can Interact with It

Status Gap: How You Feel about It

Efficiency Gap: How to Balance Time

The Architecture of a CRM Sense-making Tool

Supporting Structure

Supporting Links

Supporting Design

Conclusion: The Next Generation CRM Tools

Part IV Organizing for Business Development and Extended Customer Offerings

Chapter 12 Outside in — To Capture the In-betweens: Organizing the Sociotechnical Embedding Proces

Introduction

Theoretical Framework

Resource Interaction and Embedding Process of New Technology

Features of the Focal Technology and Its Embedding Process

Organizing the Embedding Process

Case Illustration

Episode 1: Developing SAM Capability Platform in 2010

Episode 2 (2011–2014): SAM in Different Business Settings

Analysis

Resource Interaction

Organizing the Embedding Process

Conceptual Interface-specific Outcome Knowledge

Specific Interface Knowledge

Technical Interface Knowledge

Social Interface Knowledge

Chapter 13 Creating and Delivering Sustainable Customer Solutions: On Organizing Capabilities in the

Introduction

A Sustainable and Customer-oriented View on the Solution

Distinctive Capabilities

Understanding the Customer’s Actual and Ongoing Needs

Communication with the Customer’s Decision Makers

Scrutinizing the Customer-activity Chain

Researching the Customer’s Customers

Leveraging Installed Base Data

Organizing Responsive Systems Integration

Establishing Internal Mechanisms

Structuring External Mechanisms

Ensuring Continuous Customer Value Creation

Supporting Customer Value Experience

Verifying Customer Value

Sustaining the Solution in the Network

Deepening Customer Relationship

Managing Continuous Value Cocreation in the Supply Network

Managerial Implications

Chapter 14 Marketing and Sales in Ambidextrous Organizations: Organizational Challenges from Digital

Introduction

The Focal Phenomenon and Driver of Organizational Change: Digitalization in the Networked Society

Users/Consumers

Offerings

Platforms and Infrastructures

Industries and Market Structures

Examples

Marketing and the Role of New Technical Platforms

Consequences of Digitalization for Marketing Management and Organization: Managing Dual Forces

Propositions for Marketing Management and Organizations

In Conclusion: Consequences for Processes of (Re-)Organizing Marketing: Managing Dual Forces

Part V New Perspectives on Marketing Organizing Processes

Chapter 15 Toward a Conceptual Model for Analyzing Marketing Reorganization and Transition Processes

Introduction

Knowledge Gap: The Dynamics of Marketing Reorganization Processes

Marketing Organization Models and Change

In Focus: Marketing Transition Processes

Transition Processes in Marketing Organizations

Marketing Reorganization as Change Episodes in a Moving Context

Marketing Change Episodes and Transitional Changes in Marketing Organizations

Marketing Reorganizations and Inter-contextual Contradictions and Tensions

Marketing Organization Change and Ambiguity

Toward a Process Model of Marketing Reorganization and Transitions: The Dynamics of Marketing Change

Marketing Organization Transitions: Implications

Chapter 16 Organizing Marketing and Sales in a Networked Business World

Introduction

Two Contrasting Views on Markets

Markets-as-Markets

Markets-as-Networks

Implications for Marketing, Sales, and Purchasing

Implications for the Organization of Sales and Marketing

Organizational Variety and Ongoing Processes of Organizational Adaptation

Coordination and Communication in Business Interactions as a Starting Point for Organizing Marketing

Conclusions

Chapter 17 Brand Orientation as a Method to Inspire, Change Culture, and Lead the Implementation of

Introduction

Marketing as a Perspective of Organizing

Outline of the Chapter

The Market Orientation Model

The Underlying Theory for Unifying Marketing (Gap 1)

A View of the Organization and Its Behavior in Terms of Meaning (Gap 2)

Value Creation: Depicting the Plausible (Gap 3)

Case: Brand Orientation as a Method to Change from Products to Solutions

Managerial Implications

Theoretical Implications: Widening the Market Orientation Concept

Conclusion: Meaning — An Important Resource That Needs to Be Organized

Chapter 18 Future Studies of Marketing and Sales Organization

Introduction

Practical Problems and Topics for Research in Marketing Organization

The New Business Landscape with Well-informed and Capable Procurement Organizations

Organizing Marketing to Deal with Customers in the Public Sector

Organizing Marketing as Part of the (Re-)organizing of Markets

Roles and Responsibilities in the Practices of Organizing Marketing: Who Is in Charge?

What Kind of Partnering Strategy?

Content Marketing and Automation

Organizing of Pricing

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Tags: Per Andersson, Bjö Axelsson, Christopher Rosenqvist, Organizing Marketing, B2B Challenges