PRIORITIES FOR PROFESSIONALIZING SALES AND MARKETING DEPARTMENT

1. Target Setting

This will give direction to the department and motivate the team to achieve. It will give an opportunity
to management at different levels to assess, guide and offer corrective measures/strategies towards
realizing the set target. This is a Key Performance Indicator area. In this order, the targets will be set.

• Cumulative Target (Both properties) =Set by Management

• House Targets = Set by Management
• Departmental Targets = Set by Management for Sales, F&B, H/Keeping, Front Office)
• SAM’s Targets = Set by Departmental Head (OTA/ Online, SAMs)
• Segment Targets = Set by Departmental Head

2. Segmentation

Once targets are set, Account Managers will be assigned key accounts and segments for prospecting and
managing. The following are the active accounts currently in the SSD market.

1. UN Missions
2. INGO
3. Regional Bodies (AU, EAC, IGAD, EU, EC)
4. NGO &CBO
5. Government and Parastatals
6. Professional Associations
7. Corporates
• Telcos
• Banks
• Insurance
• Manufacturing
8. Mining, Oil and Gas Companies
9. Training and Consulting Companies
10. Embassies

3. Resources Allocation, Motivation and Monitoring

Once Segments have been allocated, we need to evaluate resources required to achieve the set targets,
establish levels of motivation for continuous and consistent performance as well as determine how
management will monitor departmental and individual performance.

• Human Resources (HoD, Sales Account Manager, Sales Coordinator)

• Job Description and KPI development (sales targets, account activation, contracts, meeting, cold
calls, conversions)
• Facilitation and Incentive Plans
• Collaterals and Presentations (e-resources, tablets)
 4. Process Improvement

As a minimum standard, the following MUST be implemented on the onset so as the department to
operate at a professional level.

• Budgeting and Planning

• SOPs
• Reporting
• Documentation standardization (quotations, Invoices, Letters of acceptance…)

5. Marketing
• Packaging (Birthday, End of Year Corporate parties, Wedding Packages, Honeymoon, Wellness
and Spa…)
• Pricing (Rack rate, Corporate Rate, LTA/Framework Contract rates)
• Promotion (Networking, CSR, Billboards, Professional and Lifestyle magazines, Newspapers, TVs
• Social Media( Social media optimization, Influencer marketing, testimonials, reviews,…)
• Website (E-commerce, SEO, Virtual reality…)
• Offline and online brand propagation