Core Marketing and Sales Skills for Business Professionals

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

​Measuring marketing and sales effectiveness   

• Suggested sales KPIs and metrics    
• Suggested marketing KPIs and metrics
• Creating an effective balanced scorecard