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ISM Endorsed Core Marketing and Sales Skills for Business Professionals
DATE
2022-12-14;
LOCATION
To Be Determined;
Why Attend?
A recently conducted benchmarking study by McKinsey & Company involving 15,000 employees at more than 140 leading B2B and B2B2C global businesses showed revenue growth at companies with more advanced marketing and sales capabilities tended to be 30 percent greater than the average company within their sector. Advanced marketing and sales are now becoming true cross functional competencies in the most successful organizations. Based on these 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 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!
Course Objectives
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This Course Objective Hasn't Been Provided Yet
Target Audience
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.
- 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
- SMarketing - 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
- PEDSTLE 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
- The sales process
- Measuring marketing and sales effectiveness
- Suggested sales KPIs and metrics
- Suggested marketing KPIs and metrics
- Creating an effective balanced scorecard
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