Samaher Baidis MKBU 3434 Speaker Presentation Gabelli PDF

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MKBU 3434 - Integrated Marketing Com. October 23, 2017 Speaker Presentation Summary Marketing Spotlight Event with Dianne Ledingham: Director in Baine Consulting in the Boston office. She is a Global Leader for sales and obtained her MBA from Harvard Business School. Bain & Company is a top management consulting firm that helps other companies grow and find solutions for any problems that are preventing them from being where they want to be (B2B: Business to Business). Dianne Ledingham says that in consulting, the team provides strategies, management, solutions and operations across all industries. By helping global leaders and companies with critical issues, positive results are made that help the company grow and seek more business opportunities. She asks," When do you go to a consulting firm?" We understand that companies who need help fixing a problem and seek external help reach out to consulting firms whether it may be IT or operations related, or even regarding business expansion. This is important because consulting firms who have advisers and leaders with years of experiences, provide guidance and growth strategies to big domestic companies and global companies. Consulting firms are a trusted external source because they are groups of leaders that assist the consumers or businesses, whereas other external sources may not be reliable or have the experiences essential for solving complex issues. Dianne Ledingham introduced a case study on Software Co. and how they redesigned their sales model to turnaround their performance. With the help of Baine consulting, they renewed their customer segmentation and focused sales capacity on priority accounts. They installed new field sales coverage models and created a new management process. The results were impressive, where the company improved its efficiency by 5+% and new growth within 12 months, from a negative trend line to near double digit growth. Dianne also demonstrated a slide that included a chart breaking down external forces that shape the arena of B2B commercial excellence. For example, it listed markets are consolidating which means that sales representatives are responsible for bigger and more complex accounts. It forces companies to reorganize how they act differently and think of marketing sales. So they might reach out to a consulting firm to help them with these changes. The speaker mentions how you cannot nail the sales aspect of the business unless you have developed your marketing strategy. This is because sales "operates under performance" she says. If businesses lack a well developed marketing strategy, consulting firms may assist them and come up with a well thought out plan. Sometimes companies do not know when to increase or decrease their pricings. The management division in a consulting firm would find a strategic way. The audience asked, "How do you maintain confidentiality of companies when helping them?" She answers, "Our team has strict rules on how we serve companies, as well as specific information disposal policies that tell us how to deal with data." I think this is ideal and essential because companies needs laws and regulations so that there is some kind of control and appropriate restraints. I believe this speaker's visit was helpful and insightful because it showed me and other students more Marketing career tracks other than advertising and sales. Consulting is really all about helping consumers and businesses gain the most success possible, as well as thinking about their well being....