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Sales Managnement

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Submitted By denizyuliya
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Sales management
Case Study 3
The San Francisco Giants A GRM Case Analysis 1. What suggestions would you have for Dan to help to ensure Profiler 3 is more and more smoothly implemented than Profiler 2?
San Francisco Giants are the major League Baseball team based in San Francisco, California, playing in the National league west division.
Profile1-introduced during 2001-2002 was designed to gather customer information for the Giants renewal sales group, so they could use the data to increase sales productivity. But profile 1 limited salespeople’s productivity because they had trouble manipulating their customer information.
The salespeople needed a system that was more campaigning friendly and had better user interfaces.
That why was introduced Profiler2 1. Helpful addition was text mining –text mining allows the system to search the customer e-mail database for particular words or phrases. 2. The system saves e mail as records that can be searched.
But it was again difficult to get the renewal group to use the new system. Representatives were not utilizing the information provided by customers e-mails and were not using the channel as an effective way to communicate.
Dan decided to introduce the Profiler3:
Suggestions:

Technical limitation, plagued the system, speed within the email application, the current system has reporting capabilities. * Social media will help -sites like Twitter, LinkedIn, and Facebook, are amplifying the voice of people in the market place and are having profound and far reaching effects on the ways in which people buy. * Marketing staff should be able to leverage client information form sales from service to better target campaign and offers. * Advertising (the main point about sport and health). On TV… with famous baseball player. Interview with the baseball players, maybe

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