Marketing Management Essentials

Introduction

The discipline of essential Sales & marketing will enable you to build powerful brands that command a place within the psyche of your customers.  Executed well, Sales & marketing can have a profound effect on your bottom line and can enable your organization to grow exponentially, even in very difficult trading conditions.  Done poorly, Sales & marketing will waste a lot of money and frustrate your salespeople and your executive team.

The purpose of this workshop is to enable you to systematically adopt, employ, and execute proven Sales & marketing strategies that will help you to build enduring and powerful brands. It will provide an overview of the Sales & marketing process with a suite of tools, models, and theories and will then move on to the practical application and execution of the tools & techniques required for a winning Sales & marketing strategy.

Objectives

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 Sales & marketing Model
• Understand and be able to manipulate, adjust and manage each aspect of the Sales & 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 Sales & marketing tactical mix

Training Methodology

This is an interactive course. There will be open question and answer sessions, regular group exercises and activities, videos, case studies, and presentations on best practice. Participants will have the opportunity to share with the facilitator and other participants on what works well and not so well for them, as well as work on issues from their own organizations. The online course is conducted online using MS-Teams/ClickMeeting.

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 Managers 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 Sales & marketing professionals who would like to formalize their thinking and strategies along proven, strategic lines.
• Those who are new to the Sales & 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 Sales & 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 Managers 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 Sales & marketing knowledge and skills

Course Outline

DAY 1: 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 Internally

• Effective Cost Management
• Implementing Sales Force automation
• Managing Sales Channels
• Efficiency in SalesForce Control
• Effective Inter-Departmental Communication Strategies
  • Enhancing Team Dialogue

DAY 2: 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

DAY 3: Tools, next steps & Action Planning

• Gap Analysis
• Moving from Training to Performance Improvement
• The Performance Measuring tool (What, Why & How Report)
• Models of Management
• Your Management Style
• Create effective action plans

Definitions, Purposes, and Process

• Define, “What is Sales Marketing? What is it not?”
• Understand the Sales & marketing Model
• Understand the issues raised by the Sales & marketing Model
• Understanding ‘Good’ Sales & marketing
• Understanding the Sales & Marketing Process
• Understand how to write a Sales & Marketing Plan

DAY 4: The Strategic Market Audit

• Market Research
  • Types of Research
  • Role in Decision-Making
  • Doing your own Market Research
  • Why you need Market Research
• Understanding the Strategic Audit
• Tools & techniques
• Analytical models
  • PESTLE
  • Directional Policy Matrix
  • Porter’s 5 forces
  • Market Mapping
• Case Study

Strategic Positioning

• Learn how to do Visioning & Objective setting
• Learn how to develop Growth Strategies
  • How will we grow?
  • How will we compete
  • What will drive us?
  • Who will we serve
• Branding
• Brand Positioning
• Valuing the brand
• The overall Brand architecture

DAY 5: Delivering the Value

• Analyze the Competitive Environment & Position Your Firm
• Learn how to segment markets properly
• Learn how to develop a compelling value proposition for your brand
• Learn how to conduct Relationship Management
• Learn how to execute Brand Management Strategies
• Learn how to ensure all aspects of the Sales & marketing mix are functionally aligned
• Learn how to manage a portfolio of products for optimal profit

The Tactical Mix & Action Planning

• Learn how to create and carry out a Tactical audit
  • Customer satisfaction surveys
  • Tracking Promotional spend effectiveness
• The Product
• Life Cycle Management
• Commodity Products
• Added Value products
• Supply Channels
• Channel Management
• Logistics & Supply Chain Management
• The Sales marketing/Sales interface
• Purpose
• Campaign planning
• Selecting & briefing an agency
• 4 Pricing Methods
• Competitive pricing strategies
• Open book pricing
• Pricing self-assessment
• The Place
• The Promotions
• The Price
• A Sales & Marketing Health Check
• Create effective action plans