Avaya (C): Implementing Demand Generation in Brazil Harvard Case Solution & Analysis

Senior management of Avaya wants to increase demand. This calls for improvement in the coordination between sales function and marketing. This case series (Avaya (A) - (D)) tells about each stage of the process. (A) case starts off with introduction on the organization and requires the students to come forward with a strategic analysis to better the possibilities in which the sales and marketing can coordinate. In (B) case, we look at the strategy as a "single cone" (unified funnel) and the structure of demand generation. Single funnel reports that not only should the funnel marketing and sales funnel be linked "vertically" - in the sense that the results of marketing must result in the sales funnel "- but they also need to be integrated horizontally.

 

This last point relates to the fact that sales and marketing must each come up with a role in each stage of the process of e-mail marketing solutions, right up to the end. That is, they argue that these two functions are integrated better, encouraging them to work together, not only sequentially. Part of the demand, on the other hand, makes explicit what it means for them to work together.

For example, they provide that marketing must be a part of weekly conference call sales. Students are then required to think about how they will do implementation. In (C) If the implementation of a plan for a specific market i.e. Brazil is narrated. In particular, data that were used in the deployment process, which showed managers of the market, how stood as against the competitive markets in the number of dimensions. Finally, (D) case tells about the new way of collaborating together had a profound impact. "Hide
by David B. Godes Source: Harvard Business School 4 pages. Publication Date: February 21, 2008. Prod. #: 508050-PDF-ENG

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