Welcome back. As the name of this module says, we will now put sales and marketing alignment into practice. To do that, we will explore a real life case involving a commercial decision, a strategy choice for retail. During one of our lessons in Module One, we talked about the decision of place and point of sales, which is often a contentious one. Marketing and sales fight for decision power, especially when you talk about retail selection. Marketing will be thinking along these lines, which retail type is best to maximize demand, taking into account my customer preferences. Sales will approach the decision from another point of view. They may go like, "What's the best place to maximize sales and also take into account our business partners' interests?". Most of the times, marketing and sales interests meet, there is some conflict. Some other times, the viewpoints may seem so antagonistic, that a compromise seems just impossible. The solution for this case is not so simple. Many aspects should be considered, and this is your mission: To make a diagnosis of the situation and propose ways to overcome the conflict. The situation is explained in detail in the case study reading. You can get all the information you need there, but I will take this opportunity to give you a little overview of the circumstances surrounding this case. It talks about a company called Savite. Savite, is a European pharmaceutical company that although being one of the largest ones in the world, is finding it hard to achieve substantial growth. In Brazil, Savite has a broad product portfolio ranging from vitamins, all the way to cancer treatments. There are few product launches which can rejuvenate the portfolio, and one of the most promising ones is Opti, which is an Osteoporosis treatment. A few months after launch, the marketing team seems to have found the key to success for Opti, the use of a retail channel called, deliveries. Deliveries have an interesting business model that meets customers and patients' needs and can increase per capita sales for Opti. There are not too many deliveries around the country, but their importance is growing. Now, let's talk about the most important type of pharmaceutical retailer, pharmacy, and drugstore chains. They are the traditional retailer channel, the one that has been used to sell Opti, so far. They are loyal partners, and they will stock and sell the full line of products. They offer the advantage of being present all over the country. Now, the sales function does not agree with the marketing recommendation of using deliveries. They think it's too risky to alienate the most important clients, drugstores, and pharmacy chains. All right. That is the center of the drama, but as the saying goes, "Products don't manage themselves", there are people involved, and people tend to be messy. Instead of telling you about the characters involved in the case, let's give them their own voice, let them tell their own side of the story. In the next two videos, you'll meet the protagonists of this case. First, Walter Myel, the Sales Vice President and Rodrigo Antones, the Chief marketing officer of Savite. Since they will be alone in each video, I'm not taking part in any of those videos. I ask you to try to understand them, and avoid making judgments, try to stay neutral. I'll be back in two lessons, to give instructions on how to do your assignment, and how to solve the case. Hope to see you then. Bye bye.