R&D and marketing are the two ends of the smile curve.

Over the past two decades, continuous R&D investment and technological innovation have led Genfo to launch a series of technologically leading flagship products, while also building a strong R&D team of over 60 people. R&D is internal skill, while marketing is externalization. Marketing that lacks research and development is just a gimmick, and it's not worth looking at or using; Lack of marketing research and development makes it easy to build cars behind closed doors, improve technology, and become disconnected from the market and customers.

Therefore, research and development and marketing must work together to achieve efficient collaboration. The market continues to iterate and the situation is constantly changing, but marketing management should always adhere to the principle of "customer-centric and meritorious", sharing the same frequency in the market and empathizing with customers.

In order to truly establish a customer-centric marketing mechanism, promote the transformation from product sales to marketing, upgrade from sales manager to product manager, and comprehensively enhance the combat capabilities of the marketing team, on November 2, 2023, the Genfo/News Power Marketing Center held an exciting marketing system reform conference. Taubes, the head of the Genfo/New Power marketing center, Chen Li, the sales director, Li Feijin, the administrative director, and all members of the marketing center participated in this meeting.

At the beginning of the meeting, Taubes provided a detailed introduction and empowerment of the marketing transformation background and plan.

The marketing transformation mainly involves several modules, including the "Iron and Blood" marketing team, sales channels, customer insight, market insight, product definition, customer relationship management, and brand building.

At the meeting, everyone had a thorough discussion on the purpose and content of marketing management:

01.Conduct market analysis and competitive analysis

02.Develop products and services to ensure that they meet customer needs

03.Increase sales and market share

04.Pricing management to ensure reasonable profitability

05.Strengthen brand building

06.Strengthen customer relationship management

Taubes emphasizes that a good marketer is not just selling products to customers. In the past, we only knew how to do simple sales, but now we need to truly understand the pain points, difficulties, challenges, and pressures behind our customers, in order to help them effectively solve problems and ultimately establish a positive partnership with them.

Only by understanding the product can marketing be done well. Products are the soul of marketing. Every member of the marketing team should become a product manager.

 

Subsequently, Taubes underwent a marketing transformationDetailed sharing of the content

1.Team building

The organizational structure of the original sales department is relatively scattered, with weak marketing foundation management and marketing system planning capabilities, and weak customer centered product marketing and service capabilities. Based on the trend of marketing management reform, we are carrying out team design to create a team that is "daring to attack, daring to fight" and possesses the "iron and iron" gene, fully competing and activating the organization.

Subsequently, the sales team will be divided into groups A and B, with shift leaders within the group. Through incentives, evaluations, and punishments, sales performance will be improved, effective competition will be promoted, and ultimately customer satisfaction will be improved.

In order to promote the implementation of marketing strategies, in addition to the sales and marketing departments, the new Genfo marketing center will also add a marketing strategy execution department to deepen the marketing strategy execution function and ensure that marketing strategies can be transformed from concepts to reality.

The management team of the marketing center will fully leverage the role of the "combat command center", immerse themselves in the situation, go deep into the frontline, and listen to the gunfire. At the same time, all marketing members should have a self leadership role and fully utilize the functions of L-PDCA.

2.CRM and Customer Insight Construction

In order to manage customer data in a unified manner and provide full lifecycle service to customers, adopt personalized sales strategies, improve work efficiency and customer experience, Genfo Marketing Center plans to optimize CRM construction.

The customer profile in CRM is designed according to the methodology of 7531, divided into 7 customer information, 5 dimensional analysis (decision chain, business strategy, demand pain points, customer value, customer attributes), and 3 execution cases (action cases, opportunity points, resource allocation), to establish detailed and effective customer profiles for each customer.

At the same time, there are corresponding requirements for marketing personnel's travel plans and reports in CRM. Each travel personnel needs to submit a plan for this trip before the trip, as well as the report and information obtained after the trip. They need to continuously review and optimize, better share information internally, and better serve customers.

CRM is also the key to project implementation. Marketing project import: After creating customer requirements, the corresponding R&D personnel should make corresponding plan outputs in the system. Each project related marketing personnel and R&D engineers should continuously track, interact, and closed-loop activities to ensure project delivery.

3.Online channel construction

With the intensification of market competition and the rise of new media, users' information acquisition channels and consumption methods have undergone tremendous changes. Online communication has become the only way for enterprises to adapt to market changes. In order to adapt to the overall environment, Jinfeng established a marketing department and an online channel construction team this year, building official websites, self media video accounts, information accounts, and product manuals to better convey the spirit of corporate philosophy and product services to customers, and establish multidimensional connections with customers more quickly.

4.Four sales expansion methods

Using the "Four Sales Expansion Methods" to escort marketing transformation.

One is to generate vitality for change, anchor change goals, and drive marketing mechanisms with change goals.

The second is to enhance service motivation, innovate marketing management models, establish a "Iron Triangle" team collaboration mechanism, and a "Four Haves" (responsible, capable, practical, and service-oriented) marketing iron army, focusing on customer value and achieving customer ideals.

The third is to stimulate team effectiveness, shape a marketing culture that is customer-centric and meritorious, stimulate the vitality of the marketing team, promote high frequency of marketing personnel and core cultural values, and assist in the development and upgrading of marketing organizations. The fourth is to enhance marketing organizational strength and competitiveness by building a marketing talent pool, drawing a marketing career development path map, enhancing the professional skills and literacy of the marketing team.

5.Customer demand management construction

From requirement source, requirement identification, requirement import to requirement confirmation, business personnel are required to accurately manage customer requirements. Our goal is never to get an order from a customer, but to gain a deeper understanding of their needs, bring more added value to them, help them coexist with the enterprise, promote long-term cooperation, and strengthen the concept of "customer centeredness" from top to bottom and implement it effectively. Customer centeredness cannot be just a slogan or a sporty behavior.

6.Clarify team discipline and incentive measures

The significance of marketing transformation is significant and requires the active participation of all employees. Change is bound to change everyone's original work methods and habits, and it is necessary to accept change and "establish" from "breaking". Clearly stipulate management rules and team discipline, requiring each marketing member to behave properly, with the motto of "customer first, integrity, and unity of knowledge and action". Maintain an open mindset and continuously learn, achieving dual enhancement of personal value and company value.

Following the guidance of "making a hole with strength and making a hole with profit", design a "commission type+innovation bonus+KPI achievement bonus+opportunity and honor award+negative incentive award". Based on actual evaluation, value contribution, and striving for excellence, realize the transformation from planned game to proactive challenge, motivate employees to surpass themselves, improve efficiency, and create first-class performance.

The transformation of Genfo is driven by the vision of becoming an outstanding service provider of intelligent products for social life. Facing the beautiful vision, the marketing center needs to move forward bravely, with the market and customer needs as the fundamental driving force to drive the internal organization, trigger chemical reactions, and trigger more changes.

For the marketing iron army, "mission must reach" is not just a slogan, but a banner and totem of marketing transformation. It is injected into the big tree of Jinfeng like flowing nutrient solution, dispersed and spread to various branches, promoting the growth and breeding of the tree towards a wider area, and enduring for a long time!