Job posting confirms Microsoft sales incentives to carrier sales staff

We know Windows Phone 7 sales have been dogged by retail sales staff simply refusing to sell Windows Phones to people coming in specifically asking for it.

The reasons for this is not 100% clear, but could range from ignorance about the operating system to a simple bias towards another.

Whatever the cause however, it is well known that financial incentives are a pretty good cure for all these ills.

According to a recent job posting at Microsoft for  a Windows Phone Channel Marketer in Australia, Microsoft will be offering just such incentives, funded by Microsoft but approved by the carrier, to Retail Sales Persons, with point 4.e reading:

e. RSP Sales Incentives (Funded and Approved by Windows Phone BG and telco approval gained by telco account manager)

The incentives are just part of a larger plan that includes better displays, more education of sales staff and a bigger presence at stores, but I suspect it is the one element that will make the biggest difference.

Incentivising phone retail staff is not a new practice, but this is likely the first time the OS vendor itself takes part in the arrangement.  It is however I feel long overdue.

It is however an interesting departure from their earlier statement, when Greg Sullivan said they would educate, not financially incentivise retail staff.

Read the full job posting, in case Microsoft pulls it, after the break.

Job Category: Marketing
Location: Australia, Sydney
Job ID: 77507467182
Product: Windows Phone
Division: Marketing

Channel Marketing, Retail Sales & Marketing (RSM)
Job Purpose
Contribute in providing leadership and strategic direction for the Windows Phone product family in store and retail online execution. In this role you will be working closely with the Windows Phone category leads as well as the teams around the region in RSM primarily but also with the Windows Phone Business Group to define the strategies to drive and execute the retail merchandising, field activities including POP implementation, Store Staff engagement, and field sales programs. Ensure optimal execution, efficient operations and supporting tools. Create the Windows Phone consumer experience at retail following global guidance.
In this role you are also responsible for formulating the RSM partner training and field labor strategy, defining how we will engage and train retail store staff – online / web / customised account training / one-to-many events and via field labor teams etc.
Primary Job Functions
1. Windows Phone Channel Marketing: Develop, communicate & set in place unique and effective channel marketing strategies for Windows Phone. Drive the virtual Windows Phone Channel Marketing team to embrace direction, share ideas, develop best practice and demonstrate cost efficiencies – based on a common calendar and framework.
Ensure these channel marketing plans are well described in the overall Joint Marketing Agreements with the OEM’s. Provide guidance for subs on these Joint Marketing Agreements and ensure clear metrics and measurements are in place to track OEM execution according to the Joint Marketing Agreements. Own retail execution KPI for Windows Phones
Be the Windows Phone channel marketing point of contact for the WorldWide retail services team and make sure the needs are well presented in global discussions and planning.
2. Training Development and Execution: Responsible for formulating the RSM partner training strategy, defining how we will engage and train retail store staff – online / web / customised account training / one-to-many events etc. Leverage WW HQ key retail knowledge throughout the region and provide recommendations to the respective marketing, sales and product groups on strategies / tactics to optimize retail training and engagement programs. Create detailed overview of exact field labor programs on a sub level incl profiles, reporting, vendors and contracts. Work with global training and field labor team to see how subs can align with WW strategy. Develop a way for local vendors to report on standard set of KPI’s on a monthly base. Avoid extra workload and costs for local subs.
3. Campaign Development and Briefing – Develop and execute retail specific promotional campaigns for Windows Phone as requested, approved and funded from the Windows Phone BG. Ensure all campaign briefs are submitted on time with a high attention to detail to the retail services department. In addition secure feedback from account managers, retail services, telco’s and retailers to ensure execution excellence. Liaise with retail services to ensure all campaigns are delivered on time and on budget using project management disciplines and good cross collaboration skills.
4. Channel Marketing Plan Creation – Work with the Windows Phone BG team to inform and develop broad channel marketing plans down to discrete retail plans. This will encompass, by retailer:
a. Visual Merchandising and Assortment to deliver in store presence
b. Retail Online e-tail and marketing sites to deliver online demand generation
c. Training to deliver Retailer Salesperson advocacy
d. Field Labour to deliver instore presence
e. RSP Sales Incentives (Funded and Approved by Windows Phone BG and telco approval gained by telco account manager)
f. Assist in catalogue presence for demand generation
g. Develop training, online, visual merchandising & retail fundamental objectives. Track and report.
5. In store Customer Experience. Partner with the Windows Phone BG to create a customer walk through experience in telco’s. This includes 3D visuals of planograms and retail salesperson advocacy messaging. The customer experience by retailer will clearly articulate desired in store experience for all teams and be signed off by the telco for execution.
6. Knowledge Management – Own the Windows Phone ‘Playbook’ for retail and telco execution across Australia. Develop & deliver programs & learning that continue to place Microsoft as the thought & executional leader in the categories in which we compete.
7. Key Stakeholder Management – Develop and maintain strong partnerships with: Corporate, Regional and Subsidiary RSM Windows Phones contacts; Regional Windows Phone Category lead; Corporate, regional and subsidiary Retail Services teams; Corporate training and field labor leads; RSM Country Leads and Key Account Managers
Role in the Business
What business results is this position accountable for? What are the key initiatives and challenges facing this position over the next 6 months to 3 years?
Measurement & Analysis of Performance and Programs
Measure deployment agreed channel marketing execution KPI’s and strategies via sub reporting and potentially mystery shopping
Measure the impact of specified executions like store staff training and incentive programs etc
In what ways and levels does this position affect Microsoft: department-wide impact, division-wide impact, domestic only, worldwide, etc.?
Impacts local Retail Sales & Marketing execution and customer experience in managed retail and telecommunications
What are the key decisions that this job makes? What is the importance of these decisions? On what decisions would this job need to defer to its manager or client?
Determines the scope on campaign briefs based on direction of Windows Phone BG
Decides on how to develop relationships with all key internal and external stakeholders.
Seeks manager direction about strategic decisions or relationship challenges. May also seek support for negotiation strategy, inter- departmental collaboration and external agency communication.
Decides on how to promote and market Microsoft products through retail and telecommunication channel.
To what extent is the position responsible for the strategy, design, development, rollout or implementation of programs, products and/or services?
Will determine strategy in consultation with the Windows Phone BG & sales managers.
Responsible for design, rollout and implementation of programs in consultation with retail services, sales team & retail partners.
Will seek direction from manager on overall impact of plans to the overall RSM business.
What procedures and methods for performing this position have been established? If none, explain the role this position has in developing new procedures and methods.
There are well established practices for writing marketing plans, channel launch preparation, communications briefings, pricing reviews, forecast preparation and business planning initiatives.
The retail play-book will require development from scratch in combination with other channel marketers, and retail services lead
What other internal communication/business relationships does this position have with management, direct reports, peers and positions outside immediate work group? What is the purpose/type of communication: data collection, negotiation, status reports, etc.?
Works with a very broad set of groups within Microsoft including:
Retail Services – manage your strategies through them to deliver tactics & executional elements – on time, to specification & on budget.
Operator Channel and Managed retail Account Management team – work with team to understand account specific objectives & leverage their relationships to deliver programs specific to that retail partner.
Windows Phone BG -fully understand brief, re-define brief based on roles expertise.
What type of external communication/business relationships does this position have with vendors, partners, press and etc.?
In conjunction with sales partner account managers, build and manage retail and telecommunication relationships with particular focus on the retail operations, visual merchandising, training and on-line teams
Manage agencies to achieve maximum value from budgets, ensure timely delivery of marketing materials and positive and constructive working relationships.
Skiills and experience:
5 -7 yrs of relevant experience in the FMCG or Electrical Goods retail channel, channel marketing/retail execution as well as store staff training or field labor programs.
Strong understanding of Consumer Marketing, Telecommunication and Retail environment is crucial.
The candidate is comfortable dealing with senior management.
This job is critical to the success of the Microsoft’s consumer business. The business is key to the success of reaching and influencing consumers to Microsoft’s vision to deliver the digital lifestyle needs.
This description has been designed to indicate the general nature and level of work performed by employees within this position. The actual duties, responsibilities, and qualifications may vary based on assignment or group. Microsoft is an equal opportunity employer and does not discriminate against individuals on the basis of race, gender, age, national origin, religion, marital status, veteran status, or sexual orientation.

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