Sales and Marketing Policies, Procedures, and Forms How to Drive Customer Satisfaction with Improved Strategies and Tactics using Easily Editable Company Policies and Procedures
Bizmanualz, Inc. St. Louis, MO, USA Copyright © 2007 / Bizmanualz, Inc. All rights reserved.
TRADEMARKS Bizmanualz™ is a Trademark of Bizmanualz, Inc.
This publication is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If legal advice or other expert assistance is required, the services of a competent professional should be sought. The Publisher cannot in any way guarantee the forms, agreements and statements in this manual are being used for the purpose intended and therefore assume no responsibility for their proper and correct use.
Copyright © 1994 – 2007, Bizmanualz, Inc. All rights reserved. Printed in the United States of America ISBN 1-931591-03-2 Reproduction or translation of any part of this work beyond that permitted by section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful except as follows: Forms, Agreements and Procedure Statements may be reproduced by the purchaser for use in connection with his or her company records or manual preparation. All other publisher's rights under the copyright laws will be strictly enforced. Requests for permission or further information should be addressed to the Information Requests and Permissions Department, Bizmanualz, Inc. Other Products from Bizmanualz, Inc., Include: ABR211 ABR213 ABR217 ABR31M ABR32 ABR33 ABR34 ABR41
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ISBN 1-931591-075 ISBN 1-931591-296 ISBN 1-931591-261 ISBN 1-931591-059 ISBN 1-931591-024 ISBN 1-931591-016 ISBN 1-931591-067 ISBN 1-931591-008
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Sales & Marketing Policies, Procedures, and Forms Manual
Bizmanualz.com
Sales and Marketing Policies, Procedures, and Forms
Table of Contents Section Name
Section ID
Tab
100
Introduction...................................................................... Tab 1
200
Manual Preparation.......................................................... Tab 2 1. Introduction 2. Installation Instructions 3. Your Sales and Marketing Executives' Manual 4. Effective Communication 5. Sales and Marketing Procedures Sales and Marketing Executives' Manual ...................... Tab 3
300
1.0 Purpose 2.0 Scope 3.0 Management Responsibility 4.0 Sales & Marketing Management System 5.0 Processes and Controls 6.0 Resource Management Marketing Planning.......................................................... Tab 4
400 MP1000
Strategy Team
1.0 Forming the Strategy Team 2.0 Planning a Development Schedule 3.0 Project Cycle Management 4.0 Project Review Forms/Records MP1000-1 Project Planning Timeline MP1000-2 Project Status Report MP1000-3 Strategy Team Review Checklist
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Section ID
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MP1000-4 Project Progress Review Checklist MP1010
Stakeholder Analysis
1.0 Identify Project Stakeholders and Interests 2.0 Determine Stakeholder Influence and Importance 3.0 Stakeholder Analysis Review 4.0 Stakeholder Analysis Report Forms/Records MP1010-1 Stakeholder Analysis Matrix MP1010-2 Stakeholder Analysis Review Checklist MP1010-3 Stakeholder Analysis Report MP1020
Vision and Mission
1.0 Vision and Mission Statement – Background 2.0 Mission Statement 3.0 Vision Statement 4.0 Communicating the Vision / Mission 5.0 Vision / Mission Review MP1030
Marketing Research / Analysis
1.0 Objective – The Target Market 2.0 Identifying the Target Market 3.0 Collecting and Organizing Market Data 4.0 Analyzing and Interpreting Market Data 5.0 Findings & Conclusions 6.0 Adjusting the Marketing Database Forms/Records MP1030-1 Market Segmentation Worksheet MP1030-2 Marketing Database MP1030-3 Market Analysis
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Section ID MP1040
Section Name
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Situational Analysis
1.0 Situational Analysis – Introduction 2.0 Assessing the Company's Situation 3.0 Scoring Attributes 4.0 Analyzing Data 5.0 Situational Analysis Report Forms/Records MP1040-1 SWOT Analysis Worksheet MP1040-2 Competitive Analysis Worksheet MP1040-3 Situational Analysis Report MP1050
Goals and Objectives
1.0 Goals and Objectives – Background 2.0 Setting Goals and Objectives 3.0 Reviewing and Finalizing Goals and Objectives 4.0 Communicating Goals and Objectives 5.0 Monitoring Goals and Objectives Forms/Records MP1050-1 Goals/Objectives Worksheet MP1050-2 Goals/Objectives Statement MP1060
Marketing Strategy
1.0
Marketing Strategy – Introduction
2.0
Developing Marketing Strategy
3.0
Finalizing Marketing Strategies
4.0
Marketing Strategy Review Forms/Records
MP1060-1 Marketing Strategy Matrix MP1060-2 Strategy Checklist MP1060-3 Marketing Strategy
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Section ID MP1070
Section Name
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Marketing Plan
1.0 Marketing Plan – Background 2.0 Developing the Marketing Plan 3.0 Reviewing and Finalizing the Marketing Plan 4.0 Monitoring the Marketing Plan Forms/Records MP1070-1 Marketing Plan MP1070-2 Marketing Budget Template Marketing Tactics............................................................. Tab 5
410 MT1000
Advertising
1.0 Advertising Plan – Background 2.0 Developing the Advertising Plan 3.0 Monitoring & Measuring the Advertising Plan 4.0 Updating the Advertising Plan Forms/Records MT1000-1 Advertising Review Worksheet MT1000-2 Advertising Objectives-Strategies Worksheet MT1000-3 Advertising Plan MT1000-4 Advertising Schedule (Sample) MT1010
Internet Marketing
1.0 Internet Marketing – Background 2.0 Developing the Internet Plan 3.0 Implementing the Internet Plan 4.0 Monitoring the Internet Plan 5.0 Updating the Internet Plan Forms/Records MT1010-1 Internet Planning Worksheet MT1010-2 Internet Plan MT1010-3 Keyword Log
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Section ID MT1020
Section Name
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Public Relations
1.0 Background 2.0 Developing a Public Relations Plan 3.0 Implementing the PR Plan 4.0 Monitoring the PR Plan 5.0 Updating the PR Plan Forms/Records MT1020-1 Public Relations Plan Worksheet MT1020-2 PR Event Checklist MT1020-3 Public Relations Plan MT1020-4 Media Kit Checklist MT1020-5 Press Release Template MT1020-6 PR Events Log MT1030
Trade Shows / Events
1.0 Planning Trade Shows and Events 2.0 Exhibiting 3.0 Trade Show/Exhibit Evaluation 4.0 Adjusting the Trade Show/Exhibit Plan Forms/Records MT1030-1 Trade Show / Event Planning Worksheet MT1030-2 Trade Show Plan MT1030-3 Trade Show Worksheet MT1030-4 Trade Show Checklist MT1030-5 Trade Show / Event Supply Checklist MT1030-6 Equipment Request from Inventory MT1030-7 Show Registration MT1030-8 Visitor Evaluation MT1030-9 Trade Show / Exhibit Summary
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Section ID MT1040
Section Name
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Tab
Direct Mail
1.0 Introduction / Background 2.0 Direct Mail Planning 3.0 Direct Mail Campaign 4.0 Monitoring and Measuring Direct Mail 5.0 Adjusting the Direct Mail Plan Forms/Records MT1040-1 Direct Mail Planning Worksheet MT1040-2 Direct Mail Budget Worksheet MT1040-3 Direct Mail Plan MT1050
Lead Management
1.0 Planning Lead Management 2.0 Implementing the Lead Management Plan 3.0 Monitoring and Measuring Lead Management 4.0 Improving Lead Management Forms/Records MT1050-1 Lead Management Plan MT1050-2 Leads Database MT1050-3 Lead Management Status Report Sales ................................................................................. Tab 6
420 SL1000
Customer Life Cycle Management
1.0 Customer Life Cycle Stages and the Sales Pipeline 2.0 Customer Life Cycle Management Plan 3.0 Customer Life Cycle Management 4.0 Monitoring Customer Life Cycle Management 5.0 Improving Customer Life Cycle Management Forms/Records SL1000-1 Customer Life Cycle Management Plan
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Section ID SL1010
Section Name
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Sales Management
1.0 Sales Management Plan Overview 2.0 Developing the Sales Management Plan 3.0 Executing the Sales Management Plan 4.0 Monitoring the Sales Management Plan 5.0 Correcting the Sales Management Plan Forms/Records SL1010-1 Sales Management Plan SL1010-2 Sales Forecast SL1010-3 Weekly Sales Summary SL1020
Qualifying Leads
1.0 Qualifying Leads – Planning 2.0 Qualifying Leads 3.0 Monitoring the Qualifying Process 4.0 Improving the Qualifying Process Forms/Records SL1020-1 Prospect Management Plan SL1020-2 Prospect Database SL1020-3 Qualifying Questionnaire SL1030
Sales Calls
1.0 Planning Sales Calls 2.0 Conducting Sales Calls 3.0 Monitoring Sales Call Effectiveness 4.0 Adjusting the Sales Call Process 5.0 Sales Account Maintenance Forms/Records SL1030-1 Sales Plan SL1030-2 Customer Database SL1030-3 Order Database
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Section ID
Section Name
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Tab
SL1030-4 Customer Contact Worksheet SL1030-5 Sales Account Maintenance Plan SL1040
Customer Improvement
1.0 Customer Improvement Plan 2.0 Customer Improvement Actions 3.0 Measuring Customer Improvement 4.0 Enhancing Customer Improvement Forms/Records SL1040-1 Customer Improvement Plan SL1040-2 Customer Improvement Goals Worksheet SL1050
Customer Service
1.0 Customer Service Goals 2.0 Customer Service Plan 3.0 Servicing Complaints and Feedback 4.0 Measuring Customer Service 5.0 Improving Customer Service Forms/Records SL1050-1 Customer Feedback Form SL1050-2 Customer Complaint-Feedback Strategy 430
Sales / Marketing Administration ................................... Tab 7
AD1000
Document Control
1.0 Procedure Format 2.0 Work Instructions 3.0 Forms 4.0 Sales Collateral 5.0 Document Approval 6.0 Temporary Document Changes 7.0 Document Revisions
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8.0 External Documents 9.0 Document Distribution 10.0 Document / Collateral Review Forms/Records AD1000-1 Document Request AD1000-2 Document Control Database AD1010
Record Control
1.0 Identification of Records 2.0 Record Generation 3.0 Filing and Tracking 4.0 Record Maintenance Forms/Records AD1010-1 Sales/Marketing Records List AD1020
Sales Supplies
1.0 Identifying Sales Supplies 2.0 Supplying Salespeople 3.0 Measuring Use and Effectiveness of Sales Supplies 4.0 Updating the Sales Supply List Forms/Records AD1020-1 Sales Supply Checklist/Order Form AD1030
Sales Compensation
1.0 Sales Compensation Plan - Background 2.0 Creating the Sales Compensation Plan 3.0 Monitoring the Sales Compensation Plan 4.0 Improving the Sales Compensation Plan Forms/Records AD1030-1 Sales Compensation Plan
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Section ID AD1040
Section Name
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Sales Hiring
1.0 Sales Hiring Plan 2.0 Selecting Sales Candidates 3.0 Interviewing Sales Candidates 4.0 Second Interviews and Making an Offer 5.0 Monitoring the Sales Hiring Process 6.0 Improving the Sales Hiring Process Forms/Records AD1040-1 Qualification Checklist AD1040-2 Interview Guidelines AD1050
Sales Training
1.0 Sales Training Plan 2.0 Sales Training 3.0 Monitoring Sales Training 4.0 Improving Sales Training Forms/Records AD1050-1 Sales Competency Matrix AD1050-2 Individual Sales Training Record AD1050-3 Sales Training Plan AD1060
Meetings
1.0 Meetings – Background 2.0 Preparing for Meetings 3.0 Conducting Meetings 4.0 Meeting Follow-Up 5.0 Meeting Review Forms/Records AD1060-1 Meeting Agenda
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Section ID 440
Section Name
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Tab
Product Management ...................................................... Tab 8
PM1000
Product Life Cycle Management
1.0 Product Life Cycle Management – Background 2.0 Product Life Cycle Management Plan 3.0 Following the Product Life Cycle 4.0 Monitoring Product Life Cycle Management 5.0 Improving Product Life Cycle Management Forms/Records PM1000-1 Product Life Cycle Management Plan PM1010
Product Development
1.0 Product/Process Initiation 2.0 Determining Requirements and Objectives 3.0 Meeting Requirements and Objectives 4.0 Design Acceptance 5.0 Design Validation and Testing Forms/Records PM1010-1 Request for Engineering Action PM1010-2 Requirements Definition PM1010-3 Product Brief PM1010-4 Design Review Checklist PM1010-5 Design Completion Checklist – Electromechanical Devices PM1010-6 Design Completion Checklist – Non-Electromechanical Devices PM1010-7 Product Test PM1020
Product Launch
1.0 Product Launch Plan 2.0 Executing the Product Launch Plan 3.0 Monitoring the Product Launch Plan 4.0 Improving the Product Launch Plan
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Section ID
Section Name
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Tab
Forms/Records PM1020-1 Product Launch Plan PM1030
Product Recalls
1.0 Product Recall Initiation 2.0 Product Recall Communications 3.0 Handling Recalled Product 4.0 Review of Product Recall Process Forms/Records PM1030-1 Product Recall Request (Internal) PM1030-2 Food Product Recall Checklist PM1030-3 Non-Food Product Recall Checklist PM1030-4 Product Return Form PM1040
Customer Requirements
1.0 Requirements – General 2.0 Requirements Acquisition 3.0 Revised Requirements 4.0 Requirements Review Forms/Records PM1040-1 Customer Requirements Checklist 500
Guide to Internet Marketing ............................................ Tab 9
600
Index ................................................................................. Tab 10
700
Notes................................................................................. Tab 11
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