Avaya (D): Early Results of Demand Generation

Case Solution

David B. Godes
Harvard Business School ()

Avaya senior management wants to improve demand generation. This requires an improvement in the relationship between sales and marketing. This case series (Avaya (A) (D)) guides the student through each phase of this process. Case (A) begins with the company’s background and challenges the student to develop a strategy to improve the way sales and marketing work together. In case (B) we see their strategy in the form of a “Unified Funnel” and a Demand Generation Framework. The unified funnel communicates the idea that marketing funnels and sales funnels should not only be linked “vertically” in the sense that marketing leads flow seamlessly into the sales funnel, but they should also be integrated horizontally . The last point relates to the idea that sales and marketing have a role to play at every stage of the process, from email marketing solution to closing. That is, they argue that the two functions are better integrated when encouraged to work at the same time, rather than just one after the other. The demand generation framework, on the other hand, makes clear what it means for them to work together. For example, it stipulates that marketing should be included in the weekly conference call. Next, students should consider how they would implement these ideas. Case (C) describes the implementation plan for a specific Brazilian market. In particular, we get data that has been used in the implementation process and that has shown market managers how it compares to other markets in various dimensions. Finally, case (D) shows some initial data suggesting that this new collaborative method had a significant impact.

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