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Sales

Defination:

Sales career can be one of many paths such as sales representative, sales engineer, account manager, sales director etc. each playing a very different but a critical role in closing a sale and maintaining relationship with a customer. Sales career basically involves creating long lasting relationships with the potential and existing clients. Sales is more of customer relationship management career in many medium to large enterprises. For someone to be successful in sales, you not only require passion for the product and the sales process itself, but it’s very important to have traits like patience and perseverance in addition to other related soft skills like excellent communication and presentation skills. People from all walks of life can switch to sales. Many sales careers in medium to big enterprises do tend to involve considerable travel. Compensation for sales people typically involves two components, fixed salary plus commission based on actual sale done.

Typical Day In The Life of a Professional – DILO:

This is a fictitious calendar and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with. This may differ from organization to organization and context.

Context For DILO:

Context: A sales account manager at a big enterprise managing a very important client relationship

DILO Calendar:

Time Activity
9:00am to 11:00 am Program review meeting with all the project managers assigned to the client. Review the status of the ongoing projects, identify potential issues and make a summary note listing the risk mitigation plans presented by the project managers.
11:00am to 12:00 noon Meeting with the client senior management. Listen to client concerns. Respond to their queries. Identify and assign resources from engineer, support and sales to work on the issues raised by the client.
12:30 pm to 2:00 pm Conduct a training session for sales account executives and sales managers on client relationship. Review the sales dashboard and update the sales forecast for the current and the next quarter.
2:00 pm to 3:00 pm Chair the upcoming sales campaign meeting. Prepare for the upcoming trade show. Listen to the campaign proposals and provide suggestions and guidance to the sales team to identify the prospects.
3:00pm to 5:30 pm Make a presentation to the client proposing new solutions and pitch for a cross sell and upsell of the related products and services.

Career Ladder Disclaimer:

Exact ladder may change from organization to organization, but below is a typical path. Note. These are roles. Not necessarily titles in an organization. Titles amy differ for the same role based on the customer facing needs of the organization.

Typical Career Ladder:

Sales_CareerLadder

Certifications:

Certification Description Career Level Certifying Body
Certified Sales Professional The Certified Sales Professional program is a sales certification for professionals who are employed as sales representatives, account managers, distributor representatives, and business development personnel credibility of the profession SMI
SCPS Online Sales Certification Course is self study course provides applicants with a view of the principle areas of sales under the theme “Partnering to Create Value”. Learning Method SMEI
CSE Online Sales Management Certification Course is self study course prepares you for the exciting challenges related to leading sales organizations in today’s hyper-competitive global economy. Learning Method SMEI
PCM The American Marketing Association created the Professional Certified Marketer program to officially recognize the knowledge and expertise of marketing professionals. Study Circle AMA
Strategic Selling The Miller Heiman Certified Sales Professional programme is advanced professional B2B training, based on the proven Miller Heiman Sales System that will take your performance to the next level and elevate your status within the global sales community. Foundation level Miller Heimen

Associations and Groups:

Association Description More Info
SMEI Sales & Marketing Executives International SMEI
NASP National Association of Sales Professionals NASP
AMA American Marketing Association AMA
SMI Sales and Marketing Institute International SMI

Sales Tools:

Tool Purpose More info
SalesForce Cloud based CRM solution SalesForce
GetResponse Powerful email marketing and analytical tool GetResponse
Consumer Barometer Offers companies trying to attract clients online crucial information about online consumers, of whom they need to make more informed business decisions Consumer Barometer

Sales Methods:

Method Description
Direct sales Involving person to person contact. Door to door, retail sales etc.
Agency based Ex: Real Estate agents, B2C (aka Business to Consumer) utilizing contact centers etc.
RFP Request for proposal – An invitation for suppliers, through a bidding process, to submit a proposal on a specific product or service. An RFP usually represents part of a complex sales process, also known as “enterprise sales”.
B2B Business-to-business – Business-to-business (“B2B”) sales are much more relationship-based owing to the lack of emotional attachmentto the products in question. Industrial/professional sales involves selling from one business to another
Indirect Ex: Mail-order, vending machine etc.

Sales Experts:


Product Management

Definition:

Product Managers can be thought of as CEOs of their respective products. The primary responsibility is to own the success of the product and defining and executing the product strategy. Product Managers are expected to possess a unique blend of business and technical skills. Product management is a cross-functional role that requires the professional to work with many divisions across the organizations, from Engineering to Management and from Sales to Operations. Typically has got strong quantitative and qualitative analysis skills.

Typical Day In The Life of a Professional – DILO:

This is a fictitious calendar and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with. This may differ from organization to organization and context.

Context For DILO:

Context: Software product in pilot phase. Product manager is in the midst of receiving the feedback from pilot phase analysis and also planning the next release at the same time.

DILO Calendar:

Time Activity
9:00 am – 11:00 am Review market feedback and customer survey data from the pilot. Based on the data, prepare the list of feature enhancements. Review the competitive scenario data and prepare a list of proposed features for the next release.
11: 00 am – 12:30 pm Meeting with an engineering counterpart to understand the technical aspects of the proposed features, features changes and define product release requirements for the next phase
1:30 pm – 2:30 pm Review sales data sheet. Give a presentation to marketing communications to define the go-to-market strategy, helping them understand the product positioning, key benefits, and target customer.
2:30 pm – 3:30 pm Attend a sales call with customer and support sales in explaining the product features.
3:30 pm – 4:00 pm Prepare next release product road map and hand over to the project manager for execution planning.
4:00 pm – 4:30 pm Meeting with senior leadership on business case /ROI analysis, feasibility and price modeling to provide the proposed feature recommendations to sr. management.
4:30 pm – 5:30 pm Prepare the goals and objectives document for the focus group study for the proposed release 2 features. Meeting with the marketing research group to plan the proposed focus group study schedule and resource requirements.

Career Ladder Disclaimer:

Exact ladder may change from organization to organization, but below is a typical path. Note. These are roles. Not necessarily titles in an organization. Titles amy differ for the same role based on the customer facing needs of the organization.

Typical Career Ladder:

Marketing_PrM_CareerLadder.jpg

Certifications:

Certification Description Career Level Certifying Body
Certified Product Manager (CPM) Certification exam that shows mastery of core Product Management & Product Marketing concepts essential to managing strategic and tactical efforts for a product and portfolio. Product Managers and marketers with some experience (and/or an MBA) AIPMM
Agile Certified Product Manager (ACPM) Certification exam that shows mastery of core Product Management & Product Marketing concepts essential to managing strategic and tactical efforts for a product and portfolio. Product Managers of all levels who are new to Agile or transitioning to Agile AIPMM
Pragmatic Marketing Certified Course and Test based Level I to Level VI (Level 1 to Level 6) Pragmatic Marketing

Associations and Groups:

Association Description More Info
PDMA Product Development and Management Association PDMA
AIPMM The Association of International Product Marketing and Management (AIPMM) AIPMM

Product Management Tools:

Tool Purpose More info
ProdPad A way to visualize the roadmap, collaborate with teams and manage features, feedback and their priorities ProdPad
InnovateNow Enterprise software for Product Management. It has some key capabilities essential for Product Management, including, the ability to manage roadmap, ideas, features, backlogs, timelines etc. InnovateNow

Product Management Methods:

Method Description
Develop product road map Product Managers use Product Roadmap to show the high level vision of the expected evolution of the product in terms of features and the release timeline.
Conduct concept test Concept is an idea aimed at satisfying consumer wants and needs.

Product Management Experts:


Market Research

Definition:

The Market Research Analyst is principally responsible for collecting and interpreting data from primary and secondary research and is expected to generate relevant insight from a customer, prospect, and consumer, competitive and market viewpoint to support a given product or a project and company’s business development, marketing and strategic efforts. The Market Research Analyst applies qualitative and quantitative techniques to interpret the data and produce reports. EDUCATION:: B.A. /B.S. preferably in social science (e.g., Psychology, Sociology, Anthropology). Course work in Statistics, ROI analysis, Presentations, Consumer Insights etc. is helpful in gaining foothold into these roles. You need to be comfortable working with statistical software packages to do quantitative analysis. Some positions may require MBA.

Typical Day In The Life of a Professional – DILO:

This is a fictitious calendar and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with. This may differ from organization to organization and context.

Context For DILO:

Context: A market researcher working on a mass consumer based project that is in trial phase.

DILO Calendar:

Time Activity
9:00 am – 11:00 am Review the data on market trends. Prepare trend report. Identify the areas that need further research. Prepare the questionnaire for the proposed survey. Submit the survey questionnaire to the vendor to carry out the same.
11: 00 am – 12:30 pm Moderate a focus group study. Prepare the report based on the findings from the study with suggestions on feature improvements.
1:00 pm – 3:00 pm Analyze and interpret data to identify patterns and solutions including surveys and focus group transcripts. Write detailed reports and present results to the product team.
3:00 pm – 5:00 pm Meeting with the customer. Present the findings from the research. Explain actionable recommendations. Obtain client sign off on the report.

Career Ladder Disclaimer:

Exact ladder may change from organization to organization, but below is a typical path. Note. These are roles. Not necessarily titles in an organization. Titles amy differ for the same role based on the customer facing needs of the organization.

Typical Career Ladder:

MarketResearch_CareerLadder

Certifications:

Certification Description Career Level Certifying Body
PRC Professional Researcher Certification Practitioner and Expert MRA (Market Research Association)
CMRA Certified market Research Analyst Beginner IIMRA(International Institute of Market Research and Analytics)

Associations and Groups:

Association Description More Info
MRS Market Research Society MRS
IIMRA International Institute of Market research and Analytics IIMRA
MRA Market Research Association Marketing Research Organisation
SMEI Sales and Marketing Professional Association SMEI

Market Research Tools:

Tool Purpose More info
Google Insights Databoard The Databoard lets you explore insights from Google research studies, share them with others, and create your own custom infographics. Databoard
Business Dynamics Statistics The Business Dynamics Statistics (BDS) provides annual measures of business dynamics (such as job creation and destruction, establishment births and deaths, and firm startups and shutdowns) for the economy and aggregated by establishment and firm characteristics. The BDS is created from the Longitudinal Business Database (LBD), a confidential database available to qualified researchers through secure Census Bureau Research Data Centers. The use of the LBD as its source data permits tracking establishments and firms over time. BDS
SurveyMonkey SurveyMonkey is a powerful tool for creating in-depth surveys that will help you understand the market and consumer preferences. SurveyMonkey

Market Research Methods:

Method Description
Primary Research Surveys, focus groups, interviews, observations, experiments, field trials
Secondary Research Secondary research basically based on using the existing data which many times happen to be free and can be done quickly and helps in identifying the areas where primary research needs to focus on. Secondary data could be Census data, Wikipedia, industry reports and much more.

Market Research Experts:


Advertising

Definition:

Advertising(Webster dictionary definition).The action of calling something to the attention of the public especially by paid announcements. In Latin, ad vertere means “to turn toward”.

Advertising career although has a creative element, it also requires strong verbal and written communication skills beside the much required people skills. Advertising is an integral part of marketing and sales.

There are roles adjacent to advertising that require writing skills such as public relations sales literature etc.

Advertising is a vast field with many roles such as advertising manager, promotions manager, creative director, public relations manager etc.

Education and Skills:

Entry into advertising usually require Bachelor’s degree in Advertising, Marketing, Graphics, Web Development, Communications, English or related fields (BA/BS).

Marketing courses such as consumer behavior and promotions also help. Digital Communicationsand Social Media (e.g. Facebook, YouTube, Twitter, Pinterest, Instagram) are playing a big role in new age advertising.

Entry level professionals tend to start their careers with advertising agencies. If you’re looking to switch careers to advertising from some other field, be prepared to start from square one.

This career path often requires people to work their way up from bottom. Some advertisers or marketers are also required to travel regularly to meet with clients or customers.

Typical Day In The Life of a Professional – DILO:

This is a fictitious calendar and is meant to give an idea of the different tasks that the professional performs and different people that the professional needs to coordinate with. This may differ from organization to organization and context.

Context For DILO:

Advertising managers coordinate the work of art directors, sales agents and financial staff members. Context: An advertising manager working for an ad agency managing the release of an ad campaign for a big client and overseeing new contracts.

DILO Calendar:

Time Activity
9:00am – 10:00 am Review meeting with department heads to discuss the contract pipeline, upcoming campaigns and pricing strategy for agency’s products.
10:00am – 11:00am Meeting with internal team to plan the upcoming advertising campaign in various media including TV, Radio, Billboards, Internet, Print media etc. Inspect layouts for the new campaign.
11:00am – 12:00 pm Negotiate an advertising contract with a new client and clear the finer details.
1:00pm – 3:00pm Meeting with the client at the customer site to present the layouts for the upcoming ad campaign in different media.
3:00pm – 4:00pm Interview a candidate applying for creative director role.
4:00pm – 5:00pm Run the weekly meeting with the junior members and review their activities and guide them on the upcoming tasks.

Typical Career Ladder:

Advertising_CareerLadder.jpg

Certifications:

Certification Description Career Level Certifying Body
Certified Advertising Specialist The PPAI Professional Development Certification Program Certified Advertising Specialist (CAS) Certification is a PPAI industry credential awarded to promotional products professionals with at least three years of promotional products industry experience, and who have met rigorous educational course and testing requirements—demonstrating exemplary commitment to their profession. Professionals who have earned their CAS provide the highest standard of conduct and integrity. Presently serving in a position with a promotional products company CAS
Certified Communications Project Manager Program CCPM is for project and account managers interested in strengthening their skills in managing integrated production projects. CCPM offers a way to extend existing PM competencies into a leadership capability. CCPM is a unique applied project management approach reflecting the intricacies of production in the communications industry Project Managers ICA
Digital Ad Operations Certification Digital media moves fast. Clients expect you to understand their needs, and advertising jobs require that you stay on your top game to succeed. You can build client credibility, increase your salary potential, and enhance your career credentials with IAB’s Digital Media Certification. This is the only professional certification created specifically for digital media sales IAB
AdWords Certification The Google AdWords certification exams are designed to test your knowledge of Google advertising best practices, and are required to earn an AdWords certification or advanced certification. For Advertising agency Google

Associations and Groups:

Association Description More Info
AAAA American Association of Advertising Agencies AAAA
IAA International Advertising Association IAA
IAB Interactive Advertising Bureau IAB
DMA The Direct Marketing Association DMA
WFA World Federation of Advertisers WFA

Advertising Tools:

Tool Purpose More info
TV, News Paper, Billboards, Internet and Radio. Mainstream tools to reach mass consumer base. WordStream
Telemarketing, online chat discussions, word of mouth publicity, trade shows, YouTube etc. Targeting the consumers in a specific category. Telemarketing
Photoshop To create visual ads. Photoshop

Advertising Methods:

Method Description
Repetition Familiarity leads to likeability and hence advertisers try to get at least on an average 3 views from their target consumer.
Claims By making specific claims about the product/service features, advertises inform and educate their potential buyers.
Association By associating a product or a service with some other familiar subject, advertises draw attention to similar traits. Sporting goods companies tend to use successful sports starts in their campaigns.
Promotions Coupons, discount offers etc. are also a form of advertising to lure new buyers to try their product.

Advertising Experts: