Integrated Sales Process Management: A methodology for improving sales effectiveness in the 21st Century
By Michael W. Lodato Ph.D.
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This 400-page book targets sales and marketing executives from businesses that use personal selling to sell high-priced products and services, to other businesses employing long, multi-step solution selling cycles. The book also targets recent college graduates who are entering the marketing and sales field.
This book introduces the concepts of Integrated Sales Process Management (ISPM), Integrated Territory Management (ITM) and Integrated Channel Management (ICM) to marketing and sales executives and provides them with a direction to achieving these concepts in their own organizations. Integrated is defined as concerned with connected wholes or complete systems rather than the analysis or treatment of separate parts. We see the job of managing sales as that of managing the interrelationships among a system of sales management processes to implement sales and marketing plans. The book provides an overview of ISPM, ITM and ICM and hints on how to implement them.
The central theme in the book is that if you want to solve sales effectiveness problems permanently, or prevent them from occurring, you must become more management process driven. There are many such processes. The key to consistent success is to manage the interaction among management processes.
Because sales effectiveness is so dependent on marketing strategy and planning, the link and interaction between the product marketing management process (PMMP) and the sales management processes are emphasized.
Following only the sales management processes will give short-term gains in sales and provide insights into what PMMP should accomplish. Long-term success is more likely when the organization has and follows both processes. I have developed generic versions of all of these processes and tailored them to the peculiarities of specific clients.