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