ERP-Systeme werden in Unternehmen eingesetzt, um die Leistung zu steigern und dabei Kosten zu reduzieren. Im Vergleich zur klassischen Warenwirtschaft decken die Softwarelösungen sämtliche Geschäftsprozesse eines Unternehmens ab und verknüpfen sie grenzübergreifend miteinander. Allen Mitarbeitern steht eine einheitliche Datenbank mit Informationen zur Verfügung, die nahezu in Echtzeit aktualisiert werden. Redundante Datenhaltung wird vermieden. Die große Unterstützung moderner ERP-Systeme ermöglicht den Abteilungen Vertrieb und Marketing die transparente und zuverlässige Gestaltung von Geschäftsbeziehungen.

Sales and marketing tasks

The sales department offers the company’s products and services to customers and handles sales. This is done via various sales channels. Services and capital goods are often sold by telephone or direct contact, while consumer goods are usually sold via online stores or local retailers. Sales are supported by marketing.

It identifies the needs of the target groups and develops strategies to address potential customers in a targeted manner in order to increase sales. Acquiring new customers and retaining existing customers are extremely important for a company to survive on the market. An efficient and effective customer relationship management system can secure a decisive competitive advantage. Modern ERP solutions generally have corresponding modules that cover this functional area.

ERP systems improve customer care and added value

An ERP system offers sales staff a cross-divisional database that allows them to individually plan, process and document communication with customers. Sales staff can not only call up the status of order processing, but also receive information on customer requests and complaints, for example. On this basis, customer relationships can be made more reliable and transparent.

In addition, ERP systems enable the individual implementation of sales and marketing campaigns and the rapid creation of sales forecasts. In this way, they make an important contribution to increasing customer satisfaction and value creation.

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FAQ on sales and marketing

What is meant by sales and marketing?

Sales and marketing comprise the two areas of the company in which products or services are offered and sold on the market in a targeted manner (sales) and the strategic orientation, branding and addressing of potential and existing customers takes place (marketing). Together, the aim is to generate demand, maintain customer relationships and ensure successful sales in the long term.

Which tasks typically belong to the area of sales and marketing?

Marketing includes analyzing target groups, developing brand and communication strategies as well as planning and managing campaigns. Sales then takes over the implementation in direct customer contact, for example by preparing offers, negotiating contracts and delivery. Both areas work together to acquire new customers and retain existing customers.

Why are sales and marketing important for companies?

Because they have a direct impact on sales: without a well thought-out marketing strategy, products have difficulty finding their target group; without efficient sales, sales potential remains untapped. At the same time, good interaction between the two areas promotes customer satisfaction, strengthens brand perception and secures competitive advantages.

How are sales and marketing linked to an ERP system?

A modern ERP system provides a company-wide database with which marketing and sales processes can be designed transparently and effectively. For example, the sales team can call up current order and stock data at any time and the marketing department can use this data to plan targeted campaigns. This seamlessly supports the process from initial contact to delivery.

What are the advantages of integrated sales and marketing management?

The integration of marketing and sales data enables targeted actions based on real customer data. This leads to greater responsiveness, better offers, closer customer loyalty and therefore more efficient processes and increased sales.

What are the challenges in implementing sales and marketing?

The challenges include mapping complex customer and sales channels (e.g. online vs. offline sales), ensuring data quality in marketing and sales data, coordination between the two areas and digital links with systems such as CRM or ERP so that there are no media disruptions.