Name:Saad Nadeem

Student ID:22922

Assignment 1

In today's corporate world so many companies profess customer focus recognizing its
importance and yet fail so miserably to achieve it. Why because most companies do not
really know their customers or markets well enough to anticipate behavior. I used to work at
Domino’s Pizza Pakistan and their marketing manager Mr. Adnan Siddiqui as a marketer I
used to see his role in the company too narrowly to be the catalyst for product/service
innovation and execution. He used to see himself as enablers versus producers of value.
Reading this article helped me in understanding that marketing excellence means delivering
highly effective campaigns with predictable results that improve over time. Looking things in
this way helped me understand that a well thought out marketing strategy can build a
customer base at a faster rate, get out of plateaus and discover new audiences. For a
company looking for funding a clearly defined marketing strategy gives investors insight into
how customer base will grow over time.

Recently, Mr. Adnan Siddiqui is working on an innovative social media idea that his sales
team thought could really drive new sales. He was directed to get in touch with our
Marketing contacts to collaborate and coordinate a speedy implementation. I have to admit,
marketing is light-years ahead of Sales when it comes to using social, so I was excited to talk
to the marketing team to get their input. But I got confused as I began to navigate the
various ways we were marketing to customers: print, digital and paid SEO.  More worrying
was the fact that some of the marketing initiatives he was totally unaware of as a sales
person. Furthermore, some of the campaign pieces missed what I thought the main drivers
were with my customers for the services we sold. For me, this underlined a gap and the
need for sales and marketing to get in better synch with one another. In the way the gap was
filled between marketing and sales departments, I see some correlation to the concepts
introduced in article. The dynamic between the marketing and sales team was formed based
on the coordination. The way I see after reading the article the marketers in my job can be
defined as Instigators and sales team can be defined as Integrators. Marketers started
coordinating with sales teams to get insights on which channels their customers are using to
find information and thought-leadership. Every organization is going to have a few social
savvy sales people. Seek them out and help them push messages through their social
networks. We have developed this at my company. Each week the marketing team sends
out a note with examples of messages and content that is pre-packaged and easily sharable.
While it may be hard to quantify the impact of doing this, the cost and time required is
minimal and it drives sales teams to engage with marketing messages. Furthermore, it keeps
dialog and communications open between the teams which can drive future collaboration
and understanding.