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Sales & Marketing Policies & Procedures

 

The Sales and Marketing Policies and Procedures Manual includes 32 prewritten policies and procedures, most with accompanying forms and records. All policies and procedures are in Microsoft® Word files so that you can easily edit and customize them to fit your needs.

The sales and marketing procedures in this manual are based on best practices and use the process approach (plan-do-check-act) for maximum effectiveness.

The sales and marketing procedures are intended to help you achieve the improvement you need and desire in your Sales and Marketing operation. While no book or manual can explain and detail every objective and subjective aspect of running a sales and marketing department, we feel takes a somewhat unique approach in managing sales and marketing as other business operations are managed.

The procedures are organized into five subgroups - marketing planning, marketing tactics, sales, administration and product management.

List of Sales and Marketing Procedures

Procedures for Marketing Planning

Strategy Team

Activities

• Forming the Strategy Team
• Planning a Development Schedule
• Project Cycle Management
• Project Review

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Project Planning Timeline
• Project Status Report
• Strategy Team Review Checklist
• Projetc Progress Review Checklist
• Marketing

Stakeholder Analysis

Activities

• Identify Project Stakeholders and Interests
• Determine Stakeholder Influence and Importance
• Stakeholder Analysis Review
• Stakeholder Analysis Report

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Stakeholder Analysis Matrix
• Stakeholder Analysis Review Checklist
• Stakeholder Analysis Report
• Marketing Plan

Vision and Mission

Activities

• Vision and Mission Statement – Background
• Mission Statement
• Vision Statement
• Communicating the Vision/ Mission
• Vision/Mission Review

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Marketing Research / Analysis

Activities

• Objective – The Target Market
• Identifying the Target Market
• Collecting and Organizing Market Data
• Analyzing and Interpreting Market Data
• Finding/Conclusions
• Adjusting the Marketing Database

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Marketing Segmentation Worksheet
• Marketing Database
• Market Analysis

Situational Analysis

Activities

• Situational Analysis – Introduction
• Assessing the Company's Situation
• Scoring Attributes
• Analyzing the Data
• Situational Analysis Report

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• SWOT Analysis Worksheet
• Competitive Analysis Worksheet
• Situational Analysis Report

Goals and Objectives

Activities

• Goals and Objectives – Background
• Setting Goals and Objectives
• Reviewing and Finalizing Goals and Objectives
• Communicationg Goals and Objectives
• Monitoring Goals and Ojectives

References

• Sales & Marketing Executives' Manual
• Regulatons/Statutes

Forms

• Goals/Objectives Worksheet
• Goals/Ojectives Statement

Marketing Strategy

Activities

• Marketing Strategy – Introduction
• Developing Marketing Strategy
• Finalizing Marketing Strategies
• Marketing Strategy Review

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Marketing Strategy Matrix
• Strategy Checklist
• Marketing Strategy

Marketing Plan

Activities

• Marketing Plan – Barckground
• Developing the Marketing Plan
• Reviewing and Finalizing the Marketing Plan
• Monitoring the Marketing Plan

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Marketing Plan
• Marketing Budget Template

The Marketing Planning section includes 20 forms and records.

Procedures for Marketing Tactics

Advertising

Activities

• The Advertising Plan – Background
• Developing the Advertising Plan
• Monitoring/Measuring the Advertising Plan
• Updating the Advertising Plan

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Advertising Review Worksheet
• Advertising Objectives–Strategies Worksheet
• Adveriting Plan
• Advertising Achedule (Sample)

Internet Marketing

Activities

• Internet Marketing - Background
• Developing the Internet Plan
• Implementing the Internet Plan
• Monitoring the Internet Plan
• Updating the Internet Plan

References

• Sales & Marketing Executives' Manual
• "Guide to Internet Marketing" (Section 500)
• Regulations/Statutes

Forms

• Internet Planning Worksheet
• Internet Plan
• Keyword Log

Public Relations

Activities

• Background
• Developing a Public Relations Plan
Implementing the PR Plan
• Monitoring the Plan
• Updating the PR Plan

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Public Relations Plan Worksheet
• PR Event Checklist
• Public Relations Plan
• Media Kit Checklist
• Press Release Template
• PR Events Log

Trade Shows / Events

avtivities

• Planning Trade Shows and Events
• Planning Trade Shows and Events
• Trade Show/Exhibit Evaluation
• Adjusting the Trade Show/Exhibit Plan

References

• Sales & Marketing Executives' Manual
• Regulations/Statutes

Forms

• Trade Show / Event Planning Worksheet
• Trade Show Plan
• Trade Show Worksheet
• Trade Show Checklist
• Trade Show / Event Supply Checklist
• Equipment Request from Inventory
• Show Registration
• Visitor Evaluation
• Trade Show / Exhibit Summary

Direct Mail

Activities

• Introduction / Background
• Direct Mail Planning
• Direct Mail Campaign
• Monitoring and Measuring Direct Mail
• Adjusting the Direct Mail Plan

References

• Sales & Marketing Executives' Manual
• Sales & Marketing Procedures
• Regulatiory/ Statutory Considereations

Forms

• Direct Mail Planning Worksheet
• Direct Mail Budget Worksheet
• Direct Mail Plan

Lead Management

Activities

• Planning Lead Management
• Implementing the Lead Management Plan
• Monitoring and Measuring Lead Management
• Improving Lead Management

References

• Sales & Marketing Executives' Manual
• Regulatiory/ Statutory Considereations

Forms

• Lead Management Plan
• Leads Database
• Lead Management Status Report

The Marketing Tactics section includes 28 forms and records.

Procedures for Sales Operations

Customer Life Cycle Management

Activities

• Customer Life Cycle Stages and the Sales Pipeline
• Customer Life Cycle Management Plan
• Customer Life Cycle Management
• Monitoring Customer Life Cycle Management
• Improving Customer Life Cycle Management

References

• Sales & Marketing Executives' Manual

Forms

• Customer Life Cycle Management Plan
• Customer Database

Sales Management

Activities

• Sales Management Plan Overview
• Developing the Sales Management Plan
• Executing the Sales Management Plan
• Monitoring the Sales Management Plan
• Correcting the Sales Management Plan

References

• Sales & Marketing Executives' Manual

Forms

• Sales Management Plan
• Sales Forecast
• Weekly Sales Summary

Qualifying Leads

Activities

• Qualifying Leads - Planning
• Qualifying Leads
• Monitoring the Qualifying Process
• Improving the Qualifying Process

References

• Sales & Marketing Executives' Manual

Forms

• Prospect Management Plan
• Prospect Database
• Qualifying Questionnaire

Sales Calls

Activities

• Planning Sales Calls
• Conducting Sales Calls
• Monitoring Sales Call Effectiveness
• Adjusting the Sales Call Process
• Sales Account Maintenance

References

• Sales & Marketinf Executives' manual

Forms

• Sales Plan
• Customer Database
• Order Database
• Customer Contact Worksheet
• Sales Account Maintenance Plan

Customer Improvement

Activities

• Customer Improvement Plan
• Customer Improvement Actions
• Measuring Customer Improvement
• Enhancing Customer Improvement

References

• Sales & Marketing Executives' Manual

Forms

• Customer Improvement Plan
• Customer Improvement Goals Worksheet
• Customer Database
• Customer Feedback Form

Customer Service

Activities

• Customer Service Goals
• Customer Service Plan
• Servicing Complaints and Feedback
• Measuring Customer Service
• Improving Customer Service

References

• ISO 10002:2004,Quality Management–Customer Satisfaction–Guidelines for Compliaints Handling in Organizations.
• Sales & Marketing Executives' Manual

Forms

• Customer Feedback Form
• Customer Complaint-Feedback Strategy

The Sales section includes 16 forms and records

Procedures for Sales & Marketing Administration

Document Control

Activities

• Procedure Format
• Work Instructions
• Forms
• Sales Collateral
• Document Approval
• Temporary Document Changes
• Document Revisions
• External Documents
• Document Distribution
• Document / Collateral Review

References

• Sales & Marketing Executives' Manual
• Sales & Marketing Provedures
• Statutoty/Regulatory Requirementes

Forms

• Document Request
• Document Control Database

Record Control

Activities

• Identification of Records
• Record Generation
• Filing and Tracking
• Record Maintenance

References

• Sales & Marketing Executives' Manual
• Statutory/Regulatory Requirements

Forms

• Sales/Marketing Records List

Sales Supplies

Activities

• Identifying Sales Supplies
• Supplying Salespeople
• Measuring Use and Effectiveness of Sales Supplies
• Updating the Sales Supply List

References

• Sales & Marketing Executives' Manual
• Statutory/Regulatory Requirements

Forms

• Sales Supply Checklist/Order Form

Sales Compensation

Activities

• Sales Compensation Plan - Background
• Creating the Sales Compensation Plan
• Monitoring the Sales Compensation Plan
• Improving the Sales Compensation Plan

References

• Sales & Marketing Executives' Manual

Forms

• Sales Compensation Plan

Sales Hiring

Activities

• Sales Hiring Plan
• Selecting Sales Candidates
• Interviewing Sales Candidates
• Second Interviews and Making an Offer
• Monitoring the Sales Hiring Process
• Improving the Sales Hiring Process

References

• Sales & Marketing Executives' Manual
• U.S. Equal Employment Opportunity Commission (EEOC)
• U.S. Department of labor (DOL)
• Regulations/Statutory

Forms

• Qualification Checklist
• Interview Guidelines

Sales Training

Activities

• Sales Training Plan
• Sales Training
• Monitoring Sales Training
• Improving Sales Training

References

• Sales & Marketing Executives' Manual
• Human Resources Policies. Procedures and Forms Manual, Bizmanualz, Inc.

Forms

• Sales Competency Matrix
• Individual Sales Training Record
• Sales Training Plan

Meetings

Activities

• Meetings - Background
• Preparing for Meetings
• Conducting Meetings
• Meeting Follow-Up
• Meeting Review

References

• Sales & Marketing Executives' Manual
• Regulations and guidelines

Forms

• Meeting Agenda

The Sales & Marketing Administration section includes 11 forms and records

Procedures for Product Management

Product Life Cycle Management

Activities

• Product Life Cycle Management - Background
• Product Life Cycle Management Plan
• Following the Product Life Cycle
• Monitoring Product Life Cycle Management
• Improving Product Life Cycle Management

References

• Sales Marketing Executives' Manual

Forms

• Product Life Cycle Management Plan

Product Development

Activities

• Product/Process Initiation
• Determining Requirements and Objectives
• Meeting Requirements and Objectives
• Design Acceptance
• Design Validation and Testing

References

Sales & marketing Executives' Manual
• Sales & Marketing Procedures

Forms

• Request for Engineering Action
• Requirements Definition
• Product Brief
• Design Review Checlist
• Design Completion Checklist - Electromechanical Devices
• Design Completion Checklist - Non-Electromechanical Devices
• Product Test

Product Launch

Activities

• Product Launch Plan
• Executing the Product Launch Plan
• Monitoring the Product Launch Plan
• Improving the Product Launch Plan

References

• Sales & Marketing Executives' Manual

Forms

• Product Launch Plan

Product Recalls

Activities

• Product Recall Initiation
• Product Recall Communications
• Handling Recalled Product
• Review of Product Recall Process

References

• Sales & Marketing Executives' Manual

Forms

• Product Recall Request (Internal)
• Food Product Recall Checklist
• Non-Food Product Recall Checklist
• Product Return Form

Customer Requirement

Activities

• Requirements - General
• Requirements Acquisition
• Revised Requirements
• Requirements Review

References

• Sales & Marketing Executives' Manual
• Sales & Marketing Procedures
• ISO 9001:2000–Quality Management Systems Requirements
• Regulatory Requirements

Forms

• Customer Requirements Checklist
• Customer Database

The Product Management section includes 14 forms and records.

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