Avaya Case Analysis

Avaya Prepared and presented by: ●

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Abhimanyu Sharma (1) Chirag Shah (9) Puravansh Sharma (24) Vivek Gupta (32)

Company

Industry 

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Communiation So!ution an" servies

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#api" shi$t to %nternet base" tehno!ogies(%P te!ephony & vi"eo on$erening et) 'oving $rom Pro"ut ous to So!ution provi"er(ni$ie" provi"er(ni$ie" Communiation & C*+P)

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Presene o$ both g!oba! an" regiona! p!ayers, #egiona! p!ayers ha" strongho!" in some !oa! markets, Absene o$ one stop so!ution provi"er g!oba!!y- 'ost p!ayers speia!i.e" a partiu!ar "omain, Ciso / #outers & Avaya / %P 0e!e et & orte! / *nterprise So!n,

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2 +usiness nits  GCS  AGS Provi"e" 4 GCS  %P 0e!ephony  ni$ie" Communiation  Contat Centers  C*+P ea"ers in 3 o$ the 4 GCS, AGS ontrats genera!!y $!oe" $rom !ients using Avaya Pro"uts,

Problem Identified 

Ambiguous re!ationship re!ationship beteen Sa!es an" 'arketing 'arketing 5epartments resu!ting in !ost sa!es ith eah "epartment b!aming the other one,

Objective 

%"enti$y the reason o$ $rition beteen sa!es an" marketing "epartments an" suggest steps to a!ign the ob6etives o$ the to "epartments,

o Man!s "and

Marketing & Sales

#emand $eneration 

Si!os / 7hat they say ◦

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Sa!es / 8ua!ity ea"s are !ess  'arketing / Sa!es not ab!e to onvert,

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5e$inition o$ :ua!ity !ea"s; is ambiguous, (varying 0ime Perio"s), *ah "epartment e!ebrates at onveniene,

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%nentives are "i$$erent!y a!igne", 'arketing / +ran" +ui!"ing & ea" generation ( east bothere" about :ua!ity)  Sa!es / Sa!es i!! try to maintain high onversion ratio thereby "e!iberate!y re6eting !ea"s,  ea"s Conversion #atio < ( Sa!es Generate" $rom ea"s = 0ota! 0ota! ea"s ) ◦

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Si!ene; beteen high vo!ume marketing ampaign, Sa!es might not be ab!e to han"!e,

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o *>tra %nentive $or e ustomer a:uisition, Aroun" ?@ !ea" by sa!es team an" ?@ business $rom o!" ustomer ( oini"eneBB)

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Sa!es 0eam might atua!!y be not giving "ue attention to !ea"s $rom 'arketing 'arketing an" might hoose to pursue on their on,

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Spi!!over o$ 7ork hih as to be "one by marketing to Sa!es,

Metrics Regional Global GlobaltoSales Lead Reenues Operations Final Marketing targets EnablementCustomer  ac!ieedSales Collaterals ,Intelligence and Usage of EBCs

Marketing ●

%unnels %mpressions

ea"s 8ua!i$ie" ea"s

So!iits Proposa! #espon"ers Pre-Contrat ea"s

'arketing

C!ose" Sa!es

Sa!es

Conflict of Interest Input of %unnel Output of %unnel Performance

Customer %ocus

#efinition of "ead

Marketing

Sales

%mpressions

ea"s

ea"s

C!ose" Sa!es

o, o$ ea" Generate"

Conversion o$ ea"s into C!ose" Sa!es an" meeting revenue targets

'ost!y on a:uiring ne Customers or i"enti$ying ne nee"s,

'ost!y on *>isting Customers

Potentia! ustomer o$ o$$ere" pro"uts=servies, 'ay or may not buy

Ative!y !ooking $or pro"uts=so!utions an" most !ike!y to buy in near $uture

Implications of separate %unnels

" %n or"er to reah the number & poor :ua!ity !ea"s provi"e" by marketing,

" %n mi"st o$ !ea"s; ons!aught & genuine !ea"s ou!" be over!ooke" over!ooke" by Sa!es,

"epartmen ts ausing eah other, other, " +!ame Games, +oth "epartments

" Partia! onership, 'arketing not onerne" ith sa!es !osure an" sa!es not onerne" ith improving improving !ea" :ua!ity $rom marketing,

Objectives: Marketing s' Sales 'arketing 

Create touh points ith ustomers

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Shoase Avaya Pro"uts

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Create top o$ min" rea!!

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Generate ea"s base" on ee" Ana!ysis o$ potentia! ustomers 'anage 'arketing Channe!s !ike *+Cs& *vents et,

Sa!es Convert !ea"s provi"e" by 'arketing

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Generate ne !ea"s $rom $ rom ne or e>isting ustomers 

%"enti$iation o$ spei$i !ient re:uirements  ustomi.ations 

#enea! o$ e>isting ontrats

Implementation Plan 

 Doint p!anning p!anning #eah #eah agree" agree" upon targets $or ea"s ea"s an" #evenue

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P!an in a"vane an" keep the pipe!ine $i!!e"

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8uarter!y 'onitoring o$ progress

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'arketing 'anagers to partiipate in sa!es a!!s

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Campaigns to be run throughout the year Enership o$ aounts(neessary $or $irst time aounts) par" an" 5onar" integration o$ metris, Conversion o$ 8ua!i$ie" ea"s ◦

Sales

#o*nstream

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#ividing Marketing ( )pstream and #o*nstream 5onstream i!! engage ith sa!es team an" take onership ti!! !osure o$ the "ea!, pstream / *ngage in onsumer sensing an" pro"ut "eve!opment,

Sales Manager vs Marketing Manager +Conversion ,atio vs o of "eads Accepted

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Sa!es 'anager / ea"s ere ba", % i!! push my team to $ous on their on e$$orts to ahieve the :uota, 'arketing 'arketing 'anager / Sa!es team "i" not have the apabi!ity to $o!!o up the !ea"s % provi"e, 7i!! reah out to higher authorities, authoritie s, +oth "epartments i!! b!ame eah other, other,

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Possibility of Conflict

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%nrease" responsibi!ity o$ 'arketing, Sa!es team might not e!ome the inter$erene as they $e!t that they one"; severa! proesses in hih 'arketing "ept ou!" not a"" any va!ue,

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Observations: En!y 2F o$ :uota o$ sa!es is $rom !ea"s generate" by 'arketing, #est F is by sa!es,   0here$ore&  0here$ore& Sa!es might not be be giving "ue attention to !ea"s $rom 'arketing 'arketing an" hoose to pursue !ea"s on their on,  5eve!oping e Customers is tougher $or Sa!es 0eam, o e>tra inentive $or the same, 0rans!ates to !ak o$ interest,  'arketing "ept "oes not have ontro! a$ter 'arketing to Sa!es !ea" trans$er proess,  Possibi!ity Possibi!ity o$ Gaming the system by sa!es team, te am, +Ske*ed Compensation System #esponsibi!ity o$ smooth transition proess/ "onstream marketing person, 

Sales Marketing Integration in Avaya

Mec.anism s Stru trutu ture

5ee 5een ntra tra!i. !i.atio ation( n(Co Com mmon He Hea") & C C0s & %ntegr tegra ator tor *mp!oyees ( 5onstream guys  ) 

Proess = System

Communiation& Dob #otation %ntegrate" Goa!s an" %nentive systems,

Cu!ture

Peop!e ( untiona! %"entity)

Moderators *nvironment

nertainty

Customers

+argaining Poer=Conentration

Competitors

%ntense Competition

%n"ustry

P5s