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Sales Channel Excellence – Eine KMU-Erfolgsgeschichte aus dem Maschinenbau

In: Praxishandbuch B2B-Marketing

Author

Listed:
  • Klara Gölles
  • Uwe Seebacher

Abstract

Zusammenfassung Diese Fallstudie zeigt, wie das B2B-Marketing eine moderne MarTech-Infrastruktur für das Sales Channel Management in Abstimmung mit dem Vertrieb kurzfristig und umsatzstark nutzen kann. Dieser wichtige Vertriebskanal wird von den meisten B2B-Marketingabteilungen kaum oder gar nicht bearbeitet, obwohl gerade in diesem Bereich enorme Potenziale im Sinne von sogenannten „low hanging fruits“ realisiert werden können. Das Projekt wird vorgestellt und inhaltlich beschrieben. Im Artikel werden sowohl Herausforderungen als auch Fallstricke und Problembereiche im Detail behandelt. Die Fallstudie ermöglicht es, einfach und effektiv ein modernes Sales Channel Management 4.0 aufzubauen.

Suggested Citation

  • Klara Gölles & Uwe Seebacher, 2021. "Sales Channel Excellence – Eine KMU-Erfolgsgeschichte aus dem Maschinenbau," Springer Books, in: Uwe Seebacher (ed.), Praxishandbuch B2B-Marketing, pages 763-786, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-31651-8_30
    DOI: 10.1007/978-3-658-31651-8_30
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