What changes could be made to improve their relationship with accounts to ensure improved results and develop a more substantial company position?

Task
• This is an individual task.
• Read the information below and answer the questions.
• Answer the question in report format but make sure you answer the questions, and you have clear structure.
Information:
You are the Sales Manager for an organisation that sells information to mostly to airports and transport companies. The company is 18 months old. The
company treats all accounts in a similar way.
Most of their communication with clients is done using e-mails and inbound tools (Jumplead). You have around 200 clients you work with. The balance of the
accounts is as follows: 80% of your clients account for around 20% of your sales revenue. The remaining 20% of your clients represent the remaining 80% of
your sales revenue but this proportion is falling.
The company currently operates on a European level with focus on UK, Germany and France,l with 3 telesales operators and 1 media (inbound/media)
manager. There is one consultant (a technician) that the company works with who is employed to personalise the software for larger clients. You cover
the CEO and General Manager roles.
Questions

1. How does the current approach to sales fail to generate their true revenue potential and, therefore, hinder their contribution to the organizational and sales
   strategy?
2. What changes could be made to improve their relationship with accounts to ensure improved results and develop a more substantial company position?
3. Describe how a more integrated marketing communications (Sales/Marketing) might be adapted to enable positive performance.
4. Describe how purchasing would work in this organisation with emphasis on how value would be delivered to clients?
   • Formalities:
   • Wordcount: 2000 words
   • Cover, Table of Contents, References and Appendix are excluded of the total wordcount.
   • Font: Arial 12,5 pts.
   • Text alignment: Justified.
   • The in-text References and the Bibliography have to be in Harvard’s citation style.