Advanced Marketing Strategy
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Advanced Marketing Strategy Course
Introduction:
In the business world, the term "Marketing" often gets mistaken for sales or simply creating flashy advertisements. However, in reality, marketing is a sophisticated and powerful methodology for conducting and growing a business. Let's consider a couple of examples: How is it that Prada can sell handbags to women for hundreds of dollars when you can easily find a bag for just a few dollars at a local market (or even get a free plastic bag at most supermarkets)? How is Ferrari able to command prices in the hundreds of thousands of dollars for their cars when you can purchase a car for a few hundred dollars that will get you from point A to point B? The answer lies in marketing.
The discipline of marketing empowers you to build strong brands that hold a significant place in the minds of your customers. When executed effectively, marketing can have a profound impact on your bottom line and enable exponential growth for your organization, even in challenging market conditions. However, if done poorly, marketing can squander resources and frustrate your sales team and executives.
The purpose of this workshop is to equip you with a systematic approach to adopting, implementing, and executing proven marketing strategies that will assist you in building enduring and influential brands. It will provide an overview of the marketing process, along with a comprehensive set of tools, models, and theories. Additionally, the workshop will focus on the practical application and execution of the necessary tools and techniques to develop a winning marketing strategy.
Course Objectives:
Participants who attend this program will learn skills to enable them to recruit, retain, manage, control, and motivate high-performing sales teams to achieve tangible bottom-line success.
Participants attending this program will:
- Learn techniques for optimal interviewing and recruitment of high performers
- Learn how to build, manage & develop high performing sales teams
- Understand and practice dealing with, Personal Motivational Styles to drive optimal performance and staff retention
- Develop effective communications strategies for optimal performance
- Learn how to design & implement an effective Performance Management system that produces results
- Develop cost management strategies to ensure financial goals are met
- Gap Analysis – effective tools & approaches for managing competencies and performance on the job
- Fully understand the Marketing Model
- Understand and be able to manipulate, adjust and manage each aspect of the marketing mix
- Understand how to do a Strategic Market Audit
- Understanding Strategic Product Positioning
- Understand Market Segmentation
- Understanding Branding for Growth
- Understand Value Creation, delivery & Capture
- Learn how to manage Brands and Product Portfolios
- Understand and deploy a marketing tactical mix
- Managers will learn how to channel their skills and motivation into improving the sales team’s performance across all aspects of the business.
- Sales forces are often a very expensive asset for an organization, this workshop will help delegates to get the maximum return of the investment that a sales force represents, and will enable the Sales Manager to be a coach, confidant, and manager, even when separated from the sales team by great physical distances. Managers will be equipped to make a significant contribution to top and bottom-line improvements by effective recruitment, retention, and stewardship of their sales teams.
- Marketing is a critical component of business success. It builds brands that highlight the company’s profile and drives profits. It protects against creeping commoditization by establishing a value that is beyond price. Good marketing can help guarantee a company’s success and wellbeing, bad marketing can drive you out of business.
- Participants will leave the program with new insights into their preferred leadership and management styles, as well as the personal motivation drivers of their sales teams.
- Participants will also learn and experience coaching techniques which will enable them to become much more effective leaders. The psychology of human interactions is also covered here, which will enable the participants to practice and develop their new skills in their daily, non-professional lives as well as whilst at work. They will also have refined their ability to influence senior management peers and subordinates.
Who Should Attend?
- Anyone who is responsible for the supervision, management, or coaching of salespeople, or those on the ‘Fast-track’ to management.
- Experienced Sales Professionals who want to learn new and exciting techniques for driving results forward, even in teams that ‘have seen it all’.
- Individuals who have some experience at the supervisor/manager level and are ready to take more management responsibilities.
- Individuals who are being groomed to make the transition from supervision to either a manager or leader of change.
- Individuals who need a deeper understanding of what drives individual behavior and group dynamics.
- Individuals who need to hone their coaching skills to produce results.
- Sales Leaders who are looking to improve their managerial knowledge and skills, and have been called to lead a change initiative.
- Individuals who are already Marketing Professionals who would like to formalize their thinking and strategies along proven, strategic lines.
- Those who are new to the marketing function or moving across from other disciplines within the company, as well as people with some sales experience but who have had no formal marketing training.
- Individuals who would like to improve and change the way they address and make offerings to their markets.
- Those looking for greater returns on their current investments.
- Business Professionals who need to break out of the ‘Commodity Trap’ and give a positive differentiation to their company, services, products and offerings.
- Leaders who are looking to improve their marketing knowledge and skills.
Course Outlines:
Building & Managing Sales teams
- Attracting, Recruiting & Retaining the Best Sales Team
- Interviewing Skills
- Appraisal Skills
- Ensuring we have the correct job requirements in place
- Effective Succession Planning
- Effective coaching techniques for Managers
- Incentive Management
- Define the terms “leader”, “manager”, “Coach” and “Mentor”
Managing the Sales Team
- Motivation Strategies
- How to build a strong sales culture
- Implementing effective educational strategies
- Motivating techniques
- Thinking ‘out-of-the-box’
- The four stages of team development
- Managing different personality types
- Build capacity in your people
- Understand the forces that oppose personal change
- Situational Leadership
Performance Management
- Adopting correct Key Performance Indicators
- Using technology to get a competitive advantage
- Maximizing Salesforce Return on Investment
- Designing & adopting Competencies
- Competency Management
- Coaching underperformance
- The disciplinary process
- Problem Solving & Decision-Making
- How to implement Performance Improvement
Marketing
- Marketing Overview
- The Power of Marketing – Learning from the Best (and the worst) – Case Studies of Marketing campaigns acknowledged as Best-in-Class and some disasters!
- Trade-offs and compromises - Understanding the issues raised by the Marketing Model
- Marketing as THE Prime differentiator
- Marketing Planning
- What REALLY should be there, what can we leave out?
- The Marketing Plan, Art-form, or Working Document?