Introducing Showpad to support the marketing and sales processes at Carestream Dental in the EMEA region: Building an implementation plan

  • This thesis is assigned by Carestream Dental in order to implement a launch plan of the Showpad (A Sales Enablement Platform) application in the EMEA region for the sales and marketing teams. To ensure successful implementation, a thorough analysis was conducted in order to review and established the necessity of the Showpad application. It was imperative to build an implementation plan before the launch. The application was structured and tested among the sales and marketing team to examine the benefits of the application before making any decisions about the Launch. The purpose of this thesis was: To understand the full capabilities of the platform for sales and marketing. To define and build a structure that fits the EMEA sales needs. To this effect, build an implementation plan for a successful launch of the platform. Studying whether the application would add value to the sales and marketing team processes. This thesis was executed as quantitative research collecting data through primary research. A survey was conducted to find out whether the marketing and sales team found the platform useful for them and how they experienced the built-in structure and layout. The purpose of Showpad was to enable our sales and marketing work more efficiently when it comes to having materials for their working needs and the platform was intended to replace previous system, the decision to launch was based on their opinions and experiences. A workshop was organized with the sales and marketing representative as part of implementation plan to discuss internal and external processes of usage. The first step was to roll-out for internal marketing and sales and the second step to launch for external dealers. The overall look and feel of the platform was created in alignment with the Carestream Dental branding guidelines. The structure of the platform was built based on the sales needs and information collected during the workshop. The structure was clear, and content found easy to access in comparison to the platform already in place like Sharepoint. The platform improved the alignment and communication between the marketing and sales team to a good extent.

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Author:Joey Maformba Forghang
Advisor:Christoph Mergard
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/06/28
Release Date:2019/08/28
Tag:Digital technology; Sales and marketing alignment; Showpad
Degree Program:IBM - International Business Management
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG