Endorsed Core Marketing and Sales Skills for Business Professionals
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Endorsed Core Marketing and Sales Skills for Business Professionals Course
Introduction:
According to a recent benchmarking study conducted by McKinsey & Company, which involved 15,000 employees from over 140 leading global businesses in the B2B and B2B2C sectors, companies with more advanced marketing and sales capabilities experienced a revenue growth rate that was approximately 30 percent higher than the sector average. In the most successful organizations, advanced marketing and sales have evolved into true cross-functional competencies.
Taking these findings into account, this course aims to synchronize sales, marketing, and relevant digital practices, providing business professionals of all backgrounds and levels with a comprehensive, in-depth, and multi-dimensional understanding of these disciplines. Participating in this course presents an excellent opportunity to familiarize oneself with core practices and learn how these disciplines harmonize to generate synergy, thus granting your organization a distinct competitive advantage in today's marketplace. All the essential knowledge will be condensed and delivered in one place, at one time. Embrace the challenge and seize this opportunity!
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