Marketing Integration

"The marketing organization will have to redefine its role from managing customer interactions to integrating and managing all the company´s customer-facing processes." (Philip Kotler, * 1931)
We design and reorganize demand chain processes (marketing, sales, customer service). Our Marketing Integration services along the marketing value drivers "customers", "demand chain" and "technology" are offered to organizations coping with the following issues:

Customer Delight

A marketing centered firm puts the customer at the core of its activities. This is barely news. What differentiates the best from the rest are delighted customers. Firms, delighting their customers are not just meeting expectations, they are overachieving. They do not just react to their customer´s need, they already know them and provide value proactively. They need not to ask their customers for recommendation, they are recommended by word-of-mouth distribution.

Customer Delight is a value-added marketing service for companies seeking to radically improve the customer experience along the demand chain. Here, we are covering not only the marketing, but also the sales and customer service function. Whereas Demand Chain Redesign is geared towards processes and organization, and Customer Relationship Management is dealing with technology, the consulting focus of Costumer Delight are the behavioral drivers of customer focus, i. e. leadership, people, policies and procedures, reward & recognition systems, etc.

Customer Delight is about changing the way how a company operates it´s customer facing processes and behavior. We analyze, evaluate, and change underlying procedures affecting customer delight. Furthermore, we are also pointing to opportunities in case of HR-related deficiencies and advice Management how to deal with them.

Demand Chain Redesign

Demand Chain Management has become an important task for many firms in recent years. Since opportunities in the supply chain have mostly been exploited, a management focus on the demand chain can boost revenues and concurrently keep marketing, sales, and service costs low. Prerequisite for efficient and effective demand chain management are aligned processes and accountabilities among marketing, sales, and customer service.

Demand Chain Redesign is a marketing consulting service for companies seeking to improve marketing, sales, and/or customer service processes and organizations. Contrary to Customer Care, which is about people and policies, and Customer Relationship Management which is about technology, the consulting focus of Demand Chain Redesign are either the structural elements of the demand chain functions or the collaboration between these departments.

Contrary to
Marketing Effectiveness and Efficiency, which addresses marketing performance improvements within a given strategic and structural framework, the Demand Chain Redesign approach is tailored to firms, who want to fundamentally change the operational parameters of their demand chain (personnel costs, media spendings, processes and organization in marketing, sales, customer service). Strategic parameters are not transformed.

Demand Chain Redesign initiatives consist of
6 workstreams:

  • Analyze and evaluate the external opportunities of the demand chain, starting with customer demand, and - if required - indirect sales channels
  • Analyze and evaluate the internal demand chain: AS IS processes, structures, systems, and decision making of the internal departments
  • Change processes and organizational design
  • Define new roles and responsibilities
  • Redesign incentive and reward mechanisms
  • Restructure the collaboration with sales partners

Customer Relationship Management

Customer Relationship Management (CRM) is a technology enabled approach to marketing integration. Initially driven by Sales for managing customer interactions, CRM has in many firms become a widely adopted business strategy, which synchronizes all customer-related business processes.

Implementing CRM software is usually accompanied by new working procedures, aligned processes and organizational units, and finally leads to more
customer orientation. Since our marketing change framework is already covering the three value drivers "customers", "value chain" and "technology" and our marketing integration services "Customer Delight" and "Demand Chain Redesign" address many CRM aspects anyway, we use the term "Customer Relationship Management" in the context of technology only.

The market for Customer Relationship Management technology is huge and growing rapidly. Many new players are entering this market, frequently offering new features traditional providers do not have in their portfolio. In many firms, the result is a fragmented and expensive IT infrastructure reenforcing organizational silos within the demand chain and therefore preventing "marketing integration".

We support companies in
making the right decisions regarding their customer relationship management software. Starting with clarified objectives of marketing, sales and customer service departments, a common understanding about AS IS processes, work procedures, and roles and responsibilities within the demand chain, and an agreed IT strategy, we work closely with all CRM stakeholders in preparing decision criteria, identifying and evaluating alternative solutions and attend the negotiation process with potential providers. Finally, we help companies with organizationally implementing CRM.
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The 4 C´s


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We acquire leads and customers and maximize online sales at target ROI. more

Marketing Integration is an approach for companies which have exploited marketing performance opportunities, but consider transforming their demand chain processes as a way to achieve breakthrough results in cost-efficient customer orientation. Contrary to marketing strategy, however, change doesn´t take place at a strategic level, but with regard to demand chain operations.

Drivers for marketing integration are usually
  • the implementation of new corporate or functional marketing and sales strategies,
  • the need for breakthrough cost cutting in the demand chain,
  • the clarification of roles and responsibilities among product development, marketing, sales, and customer service,
  • the introduction of cross-functional IT solutions, such as Customer Relationship Management software.

Firms using a "marketing integration approach" are applying a marketing mix of 4 C´s: Customer, Costs, Convenience, Communication.
  • They focus on the customer instead of the product.
  • They make price decisions according to the total costs of ownership.
  • They use a customer-oriented approach to placement and provide distribution channels prioritizing convenience.
  • They identified that one-way promotions do not work anymore have introduced some kind of two-way communication with their customers.