Achieving Integrated Marketing, Sales & Customer Strategies / In-Class
The Role of Marketing and Sales in Successful Organizations
- Marketing and sales secrets of successful organizations: summary of academic research
- What happens when marketing and sales do not work together
- How to align marketing, sales and other functions around a common customer strategy
- Critical linkages to develop in strategy formulation and implementation
Understanding Customer Needs
- Root cause of weak marketing and sales strategies: poor understanding of customer needs
- Distinguishing between a customer need and a basic care variable
- A powerful tool to understand customer needs and value drivers
Developing A Strong Marketing Plan
- Analyzing customers, markets and competitors
- From data to insight: identifying opportunities and threats for the business
- Compete effectively by identifying key issues facing your business
- Using the marketing mix elements (product, price, channel of distribution and marketing communications) to develop your go-to-market strategy
Market Segmentation: The Key to Marketing and Sales Success
- Why are most senior managers not happy with their segmentation efforts?
- Three principles behind successful segmentation models
- How to properly segment your markets and customers
- Avoiding common mistakes in market segmentation
Successfully Translating Strategic Marketing Plans into Sales and Customer Plans
- Establishing an annual planning calendar
- Developing sales plans to focus the sales effort
- Developing customer plans to formulate and deliver customer value propositions
- Aligning the enterprise: getting different functional groups to work together to identify, satisfy and keep customers
Preparing Powerful Marketing and Sales Plans for Your Organization
- Time in class to work on your own strategic marketing and sales plans
- Sample plans and templates to use in your business
- Review of course take-home materials for back at the office
Added Course Features
A world-class standard of learning with our one-to-one marketing plan feedback. After the course, send your marketing and sales plans to receive expert feedback from Dr. Sirsi.
In addition to your detailed course binder, receive a free copy of Dr. Sirsi’s book to reinforce your learning, Marketing Led – Sales Driven: How Successful Businesses Use The Power Of Marketing Plans And Sales Execution To Win In The Marketplace.
