Endorsed Core Marketing and Sales Skills for Business Professionals
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Endorsed Core Marketing and Sales Skills for Business Professionals Course
Introduction:
A recently conducted benchmarking study by McKinsey & Company involved 15,000 employees at more than 140 leading B2B and B2B2C global businesses. The study revealed that companies with advanced marketing and sales capabilities experienced revenue growth that was 30 percent greater than the sector average. The success of these organizations highlights the increasing importance of advanced marketing and sales as cross-functional competencies. This course aims to integrate sales, marketing, and relevant digital practices to provide comprehensive and in-depth insights into these disciplines for business professionals from all backgrounds and levels. Attending this course presents an excellent opportunity to familiarize yourself with core practices and understand how these disciplines collaborate to generate synergy and gain a distinct competitive advantage in today’s marketplace. All the essential knowledge will be presented in one place, enabling you to seize this opportunity effectively. Take on the challenge!
Course Objectives:
By the end of the course, participants will be able to:
- Define the scope of marketing and sales and understand their functions and fit in a business organization
- Conduct an effective marketing audit to examine the micro and macro environments of the company in order to build a consistent marketing plan
- Blend and synchronize online and offline campaigns thanks to a clear understanding of the functions and platforms of digital marketing
- Master the selling process and develop sales opportunity plans to maximize sales revenues and profitability
- Develop marketing and sales metrics to measure performance and ensure it is aligned with set objectives and desired results
Who Should Attend?
The course will be of interest to a wide range of marketing, PR, communications, sales, and operations professionals. It addresses professionals wishing to understand and build first-time competencies in marketing and sales as well as current practitioners who would like to explore further skills in these disciplines.
Target Competencies:
- Marketing planning
- Marketing audits
- Digital marketing
- The sales process/the buying and selling process
- Sales opportunity planning
- Upselling and cross-selling techniques
Course Outlines:
Scope of marketing and selling
- Definition and functions of marketing
- Definition and functions of selling
- Differences between marketing and selling
- Selling self-assessment readiness
- Marketing self-assessment readiness
- S-Marketing - The new trend
- Running effective meetings between marketing and sales
- Sales and marketing communication tips
Core marketing practices
- The marketing mix: setting the scene
- Understanding the marketing environment
- Various marketing analysis techniques:
- Competition analysis
- Michael Porter analysis
- PESTLE analysis
- A suggested marketing plan framework:
- SWOT analysis
- TOWS analysis
- Criteria for prioritizing action plans
- Conducting a full marketing audit
- Writing the strategic marketing plan
Foundations of digital marketing
- Traditional versus digital marketing
- Major digital marketing platforms for business
- Organic and paid search campaigns
- Auditing your website effectiveness
- Auditing your social media initiatives
Core selling practices
- The sales process
- Prospecting and qualifying
- The pre-approach
- The approach
- Presentation and demonstration
- Overcoming objections
- Closing the deal
- Retention and follow up
- The buying and selling process
- Sales opportunity planning
- How to differentiate yourself from the competition
- Building strong business relationships
- Identifying the different buying personas
- Recognizing the different decision roles
Measuring marketing and sales effectiveness
- Suggested sales KPIs and metrics
- Suggested marketing KPIs and metrics
- Creating an effective balanced scorecard