b2b marketing assignment
L. La Rocca page 27
P erso
n a
e : sm a
ll co m
p / A
g en
cy C F
O
M ichael L
• B
ackgro u
n d
: M ale
/ 4 5
•
Ed u
catio n
: M aste
r d e
gre e
in B
u sin
e ss sch
o o
l •
C o
m p
an y: D
. d igital age
n cy
• C
o m
m e
n t: “I w
an t to
se t th
e b
e st w
o rkin
g co n
d itio
n s fo
r o u
r age n
cy w ith
exp e
n se
lim its”
“I w an
t to m
o n
ito r th
e trave
l exp e
n se
s”
Job Title & R
ole
• CFO
• Associate
• Finance and operations
G oals
• Carry the com
pany growth •
M anage the expenses at right
level •
Value the com pany
• Set good working conditions for em
ployees •
Enrich his work life balance
Pain points
• (Travel) expense abuse
• Not being able to identify the travel expenses
Values
• Success
• Efficiency
• Credibility
• Innovation
• Happiness of his life
L. La Rocca page 28
P erso
n a
e : la rg
e co m
p a
n y / b
u yer
Estelle M •
B ackgro
u n
d :
Fe m
ale / 4
2 •
Ed u
catio n
: H
o sp
itality A d
e gre
e -
actin g
• C
o m
p an
y: C
o n
su ltin
g C o
m p
an y
• C
o m
m e
n t:
Se a sh
e p
ard vo
lu n
te e
r - B
io ve
gan co
m e
stics cre
ato r ELO
H A
Job Title & R
ole
• President assistant
• N
ew job as buyerfor
sustainable goods and services
• New m
anager of 6 travel m
anagers at G reenflex
• M
anage the sustainable purchase policy
• O
ur cham pion
G oals
• To Prove being capable
to m
anage the new job / new team •
Bring savings to G F : € and tim
e •
Range suppliers with full offer •
Set new suppliers in sustainable field to m
ake the com pany
consistent •
Be self consistent (G reen
activist)
Pain points
• Seen as not legitim
ate / not capable by president
• Bring radical changes that unbalance the team
• Being criticized with new service that is not as efficient as egencia
Values
• Service
• Efficiency
• Purpose