Know-How Exchange : Student Questions

I am writing a thesis about KPI reporting within the Sales&Marketing department. One of the things I have to do is to differentiate and classify KPI's based on certain aspects, like use, BSC perspective and functional job perspective.
For this last one I need to find which specific functional tasks there are in a company. I came up with the list below and I was hoping someone could help me by commenting on it. Any words of advise, additions, changes are welcome. My precise question might not be very clear since some things got lost in translation (im Dutch) but what I am looking for is a list of functions/tasks in S&M, not specific jobs but their use/focus in the department. Thanks in advance.

My list so far:
Marketing functions

Trade marketer
Trade marketing is a discipline that focuses on everything between Sales and Marketing. Any employee concerned with business analysis, channel development, category development, in-store marketing and trade communication is in fact working within the trade marketing domain. Rather then to focus on individual customers, trade marketers focus on the relationship with retailers and distributors. By trying to determine how much to sell, where to sell it and with which retail-partner, they try to get a competitive edge in stores rather then markets.

Marketing manager
The marketing manager is concerned with managing the concrete execution of a firm’s marketing activities. As head of the marketing department they are responsible for “regulating the level, timing, and character of demand in a way that will help the organization achieve its objectives” (Kotler, 1980, p 22).

Marketeer
Although any marketing professional who is concerned with advertising, public relations, customer demands and similar issues can be considered a marketeer, the term is typically used to represent people who promote and sell products. Marketeers try to discover customer preferences and needs in order to create marketing and advertisement campaigns.

Product manager
The product manager is concerned with managing every aspect of a product, whether the product is a tangible good or an intangible service. They can be responsible for both outbound marketing activities such as product placement and product development, as well as internal scheduling and resource management.

Market researcher
Marketing research is the systematic gathering, recording and analyzing of market information, to determine the preferences and behavior of a target population. Given the results of these analyses, market researchers can aid management with solving marketing issues.

Marketing coordinator
The marketing coordinator is concerned with external communications and relationships. Their focus lies more on the company and brand as a whole then on individual products. They are concerned with the creation and guidance of companywide marketing campaigns.

Functions sales

Sales manager
Sales managers direct the firm’s sales program. They assign sales territories, set goals, and establish training programs for the sales representatives. Sales managers maintain contact with dealers and distributors. They are responsible for the planning, organization, and performance of the sales force. [15][19]

Sales account manager
? (what is the functional difference compared to the regular sales manager?)

Customer service representative
Customer service representatives are the direct connection with the company’s customers. By helping customers with questions and complaints, they focus on providing service to the customer. [18]

Account manager
Account managers focus on predefined groups of customers. They are responsible for any aspect of selling products, delivering services and maintaining relations with those customers.

Sales representative
Sales representatives are responsible for creating interest for the company’s products. They can represent a single brand or product or a line of multiple products. By educating and informing possible leads they try to convert them into prospects and eventually into customers. Sales representatives are often also concerned with parts of after-sales. [21]

Sales support representative
Sales support representatives make sure the sales representatives can focus all their attention on creating new sales and acquiring new customers. They provide the administrative support for the selling process to run smoothly.