Workshop on Advanced Core Marketing and Sales Skills for Business Development Managers

Program Overview:

Advanced marketing and sales are now becoming true cross-functional competencies in the most successful organizations. Based on such facts, this course synchronizes sales, marketing and relevant digital practices to give business professionals of all levels and backgrounds a complete, in-depth and multi-dimensional insight into these disciplines. This 5-day course is a great opportunity to catch up with core practices and learn how these disciplines work together to create synergy and give your organization a clear competitive advantage in today’s market place. You will get it all in one place and at one time; take the challenge!

For Whom:

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; and current practitioners who would like to explore further skills in such disciplines

Learning Objectives:

At the end of the program, 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 by understanding the functions and platforms of digital marketing;
• master the selling process and develop sales opportunity plans to maximize sales revenues and profitability; and
• develop marketing and sales metrics to measure performance and ensure it is aligned with set objectives and desired results.

Course Outline:

 Day 1: Core selling practices

• The sales process
• Milestones of the sales process
• The competitive analysis matrix
• Making powerful sales presentation
• Handling objections
• The buying and selling process
• Sales opportunity planning
• How to differentiate yourself from the competition

Day 2: Building strong business relationships 

• Identifying the different buying personas
• Recognizing the different decision roles
• Capturing the most significant sales opportunities
• Marketing for sales people
• The seven musts of marketing
• Tips for getting the best buyers

Day 3: Measuring marketing and sales effectiveness

• Running effective meetings between marketing and sales
• Sales and marketing communication tips
• Suggested sales KPIs and metrics
• Suggested marketing KPIs and metrics
• Creating an effective balanced scorecard

Day 4: Core marketing practices

• The marketing mix: setting the scene
• Understanding the marketing environment
• Various marketing analysis techniques:
• Competition analysis
• Michael Porter analysis
• PEST analysis

Day 5: The Marketing Plan

• A suggested marketing plan framework:
• SWOT analysis
• TOWS analysis
• Criteria for prioritizing action plans
• Conducting a full marketing audit
• Writing the strategic marketing plan

Training Methodology

Lectures, discussions, exercises, case studies, audio-visual aids will be used to reinforce these teachings/learning methods.