Methodology

This training course uses a variety of traditional and interactive methods, such as a number of self-assessments, models, group exercises, and relevant video clips, which help participants acquire the targeted competencies and skills in the field of marketing and sales, and then apply them in a smooth and professional manner.

Course Objectives

By the end of the course, participants will be able to:

• Define the scope of marketing and sales operations and understand their functions and institutional value.

• Conduct an effective audit of marketing operations to verify the company’s internal and external environment in order to develop a consistent marketing plan.

• Integrate and synchronize promotional campaigns online and offline through a clear understanding of digital marketing functions and platforms.

• Master sales operations and develop sales opportunity plans to increase sales revenues and profitability.

• Develop marketing and sales standards to measure performance levels and ensure alignment with the desired objectives and outcomes.

Target Audience 

This training course is designed for all individuals working in the field of business, including executives, department heads, sales and marketing managers, and anyone who wishes to enhance their skills in this field.

Targeted Competencies

• Marketing planning

• Auditing marketing efforts

• Digital marketing

• Sales operations / buying and selling process

• Sales opportunity planning

• Cross-selling and up-selling techniques

General Topics:

Day One:

• Scope of marketing and sales

• Definition of marketing functions

• Definition of sales functions

• Differences between marketing and sales

• Self-assessment of readiness for sales

• Self-assessment of readiness for marketing

• Joint efforts of sales and marketing (SMarketing – the new approach)

Day Two:

• Basic marketing practices

• The marketing mix: setting the scene

• Understanding the marketing environment

• Various techniques for marketing analysis

• Competitive environment analysis

• Porter’s Five Forces Analysis

• PEST analysis (external environment)

• Proposed framework for the marketing plan

• SWOT analysis (strengths, weaknesses, opportunities, and threats)

• TOWS analysis (detailed analysis of strengths, weaknesses, opportunities, and threats)

• Criteria for prioritizing action plans

• Conducting a comprehensive audit of marketing practices

• Writing a strategic marketing plan

Day Three:

• Fundamentals of digital marketing

• Traditional marketing vs. digital marketing

• Key platforms for digital marketing in business

• Free and paid search campaigns

• Auditing the effectiveness of your website

• Auditing your social media initiatives

Day Four:

• Basic sales practices

• Sales operations

• Objectives of sales operations

• Competitive analysis matrix

• Designing impactful presentations

• Handling sales objections

• Sales and buying process

• Sales opportunity planning

• How to differentiate yourself from competitors

• Building strong professional relationships

• Identifying different buyer personas

• Understanding different decision-making roles

• Capturing the most important sales opportunities

• Marketing for sales employees

• The seven essential elements of marketing

• Tips to win the best buyers

Day Five:

• Measuring the effectiveness of marketing and sales efforts

• Holding effective meetings between marketing and sales units

• Tips to enhance communication between marketing and sales

• Suggested key performance indicators (KPIs) for sales

• Suggested key performance indicators (KPIs) for marketing

• Creating an effective balanced scorecard