Today it is a necessity that all speak the same language organization, and not in the sense of the word, is where each of the partners know what they are there, develop the same philosophy, their actions are aimed at achieving the objectives, motivated and linked to the company, who want to contribute to the achievements and scope of the success of the strategy. This is fundamental and necessary to achieve organizational positive results. (Know, understand and operational the teleological component or mission)
Any action directed toward the company’s internal staff act in a meaningful way and have direct effector in areas such as performance, productivity, and thus link the competitive value or goodwill of the organization.
In developing this document we will see how satisfying each of the partners, not just in office but also in their relationship and stay in the company, involves other issues such as compensation system, ie, salary, rewards and incentives; the working environment, image and positioning of the company, its management, among others.
Some authors have classified Marketing objectives as follows:
- General: to achieve a constant motivation of employees and partners in such a way that consciously spreading on customers
- Strategic: among employees create an internal environment conducive to empowerment and customer service efficiency and quality.
- Tactical: to promote service campaigns and marketing efforts to employees so they understand that the first market of the company are its employees and partners.
We conclude that the main objective is to strengthen relations Marketing into the company’s role in integrating the notion of internal customers and suppliers, ensuring that employees have a shared vision about the business of the company, including sections such as management , goals, results, products, services and markets in which it operates. Thus achieve the product quality and productivity of employees and will be reflected in the working environment.
To understand a little more Marketing, we can perform the following similarities with general marketing components:
Internal Marketing General Marketing
Worker External Customer
Product or Service Company
Internal Communications Technical Sales
Sales Force Management Team
Objective Increase Motivation
Here, briefly, these elements:
1 .- Client = Worker. It is the company’s internal customer, their preferences, desires, concerns, needs, among others, should be known and considered when establishing the political and social strategy. It is necessary to rely on techniques similar to those used in the marketing market research surveys, panels, group meetings, etc.. In order to establish the worker agreements involving the management of the company.
2 .- Product = Company. The product offering to this customer is the organization’s internal strengths and weaknesses, threats and opportunities, organizational structure, objectives, policies and strategy to link in the process and search for the best result. Some authors consider that among the salient features of the product are: increased productivity levels, increased participation and improved working conditions.
3 .- Technical Sales = Internal Communication. Like all marketing communication plan is a necessary foundation for success and achievement of objectives. Thus, we could not talk about Endomarketing unrelated to the organization’s internal communication, for which you need to establish a plan of CI, which must develop and nurture in cascade, ie, it must inform all employees, at all levels and in every way.
Internal Communications will transmit down objectives, policies and actions, ie, sell the business idea you want to achieve. The ascending facilitate understanding of the internal market opinion, contrast the consistency of the messages and measure the degree of impact.
4 .- = Sales Force Management Team. All company employees, and especially middle managers and executives, salespeople must become the ideals and objectives of the organization, to promote the participation, retention of each of the members.
5 .- Final Target = Increase Motivation. We can not ignore, as expressed in the Marketing objective, which is to achieve an increase in the motivation of workers as a means to increase productivity, improve the climate and quality of work.
The success of Endomarketing plan is the result of the exchange process between the various departments of direction in its implementation within the organization, it is necessary that can result in a department, a committee, or an interdisciplinary team or common goals, etc. .
What is clear is that the level and successful exchange of information, taking into account the hierarchical levels, the quality of the message, the time spent, the understanding by the recipient, among others, all must be designed to satisfy both the objectives set out in the plan and for obvious reasons aligned to organizational strategy, in order that employees can reach them.