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Trinity Finance’s Sales Organization and Sales Approach (D): Sales Management Process

CASELET, SALES AND DISTRIBUTION MANAGEMENT
ET Cases, 4 Pages
AUTHOR(S) : Y. Bala Bharathi and Dr. Nagendra V. Chowdary

Case Preview

Trinity Finance’s Sales Organization and Sales Approach (D): Sales Management Process

 

One of the six areas identified for realignment with Trinity Finance Ltd.’s (Trinity) organizational agenda of RACE (Radical Approach to Customer Engagement) was to review the sales management process. With broad guidelines, a brief note was circulated with a mandate to discuss and finalize a blueprint that could be executed to usher in an effective and efficient sales management process.

On May 27th 2016, few Leadership Team (LT) members including CEO (Samir Nair), CMO (Suman Wadhwa), CSO (Sunil Kapoor), CPO (Swapnil Mukherjee), CFO (Shankar Mahadevan) met in Trinity’s board room with the agenda to review the existing sales management process and suggest a new system that could aid Trinity in steering itself towards a robust and highly effective sales management process........................

Teaching Note Preview

Trinity Finance’s Sales Organization and Sales Approach (D): Sales Management Process

 

Synopsis

This caselet, 4th in the series of seven caselets, draws attention to the sales management process of a sales organization such as Trinity Finance Ltd. (Trinity). Trinity, which has been a market leader in Automobile financing in rural and sub-urban areas of India, gradually lost its market share from 82% to 60% during the last few years. The growing prospects of the industry as well as the rural economy attracted new players into the market, which ate into Trinity’s market share. The caselet deliberates on the drawbacks of the existing sales management process. It also suggests an effective market-oriented approach for an efficient sales management process to meet Trinity’s organizational mandate of ‘RACE’ (Radical Approach to Customer Engagement).

Prerequisite Conceptual Understanding/Before the Classroom Discussion

  • • Richard Hofmaier, “Marketing, Sales and Customer Management (MSC): An Integrated Overall B2B Management”, Walter de Gruyter GmbH & Co KG, May 19th 2015 – To understand the concepts of Customer Relationship Management (CRM) and Key Account Management (KAM)
  • • Alex Rawson, et al., “The Truth About Customer Experience”, https://hbr.org/2013/09/the-truthabout-customer-experience, September 2013 (accessed date: November 25th 2016)

 

Case Positioning and Setting

The caselet can be suitably used for any of the following:

  • • Management Program in Sales Management – To understand the critical elements of sales management process
  • • MBA Program in Marketing Management – To understand how to integrate marketing and sales functions for the growth and development of sales organizations
  • • MBA program in Customer Relationship Management – To understand concept of Customer Life Cycle and Relationship Building

 

Preamble to the Case Analysis

This caselet provides an effective medium to understand the dynamics of a sales management process operating in a financial services industry. The discussion focused on revising the existing sales management process and evolve with a revised efficient sales process with necessary critical elements. Thereafter, the discussion was navigated to the various initiatives that were proposed for Trinity to emerge as a market driven sales organization. The classroom discussion for caselet is given in Exhibit (TN)-I..............

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Product code: SDM-2-0001(d), SDM-2-0001A

Abstract

The caselet, fourth in the series of seven caselets, draws attention to Trinity Finance Limited’s (Trinity) sales management process. Having been a market leader over the last two decades, Trinity was largely been an order-fulfilling sales organization. Accordingly, all the internal processes and structures, including staffing, had been implemented. With new and nimble competitors knocking on Trinity’s market share, with their aggressive, innovative products and technological interventions, Trinity’s Leadership Team (LT) had to decide what would be the new sales management process levers and how should be the new systems and processes be integrated to meet Trinity’s organizational mandate of ‘RACE’ (Radical Approach to Customer Engagement) and emerge as order-creating sales organization.



Pedagogical Objectives

  • To analyze the dynamics of sales management process in sales organizations and to revise the existing sale management process of Trinity
  • To understand and analyze the best practices proposed by Trinity’s management to evolve as a market-oriented sales organization

Case Positioning and Setting

This caselet can be suitably used for any of the following:

  • Management Program in Sales Management – To understand the critical elements of sales management process
  • MBA Program in Marketing Management – To understand how to integrate marketing and sales functions for the growth and development of sales organizations
  • MBA Program in Customer Relationship Management – To understand concept of Customer Life Cycle and Relationship Building



This Case Pack Includes:
- Abstract
- Caselet
- Teaching Note & Supplement (**ONLY for Academicians)
$3.66
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