„Developing Sales into Consultants for Multichannel Customers – Breaking Down Walls between Marketing & Sales“.
Background: at a global market leader in consumer durables for the home, the key account and field sales force was heterogeneously positioned in terms of digital skills. At one end of the scale were digital natives for online trade, at the other were those who looked after traditional customers with traditional tools. The transformation to an omnichannel market required an alignment of expertise. At the same time, the development of digital marketing added another function. The exchange across departmental boundaries was limited.
Steinbeis VMI solution approach:
- Assessment of training needs
- Conduct joint workshops across functions,
- Development of an interactive training for the relevant functions in sales, marketing, trade marketing and digital marketing for 10 countries in Europe.
- Develop tools for ongoing exchange and mutual support.