The Sales & Marketing Management MBA

Day 1: Building & Selecting Sales teams

The Best-Selling Business Book ‘Good to Great’ specified that the most critical difference between being excellent and being merely ‘Good’ was the attraction, selection, and retention of great people ‘getting the right people on the bus’. On Day 1 we shall be examining best practices in recruitment, interviewing and candidate selection, alongside techniques for ensuring the motivation and focus of those already with your company.

• 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”

• Effective Inter-Departmental Communication Strategies

• Motivation Strategies

• How to build a strong sales culture

Day 2: Managing the Sales Team

The extent to which a team is led and Managed is the most important single factor in the success (or otherwise) of that team. On Day 2 we shall be examining proven tools and techniques to ensure optimal motivation and effectiveness of your sales team. Delegates will understand their own drives and motivations, as well as those of others, and will learn how to develop winning strategies for optimally managing each member of the team as an individual.

• 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

• Models of Management

• Your Management Style

• Understand the forces that oppose personal change

• Situational Leadership

Day 3: Marketing Definitions, Purposes, and Process

There is a lot of talk about Marketing, what it is, what it isn’t, and what it can do. Much of this talk is nonsense! Here we share those elements of Marketing that have been proven to be effective in some of the world’s most successful companies

• Define, “What is Marketing? What is it not?”

• Understand the Marketing Model

• Understand the issues raised by the Marketing Model

• Understanding ‘Good’ Marketing

• Understanding the Marketing Process

• Understand how to write a Marketing Plan

• The Strategic Market Audit

  • Market Research

  • Types of Research

  • Role in Decision-Making

• Understanding the Strategic Audit

• Tools & techniques o Analytical models

• PESTLE

• Directional Policy Matrix

• Porter’s 5 forces

• Market Mapping

Day 4: Strategic Positioning

There is simply not enough strategy! When there is, there is often a disturbing lack of clarity. Day 3 strips away the nonsense of Marketing strategy and de-constructs it into a series of modules that make sense, which can be clearly communicated to staff and customers alike and which will deliver tangible results and outcomes.

• 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

• 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 Marketing mix are functionally aligned

• Learn how to manage a portfolio of products for optimal profit

Day 5: The Tactical Mix & Action Planning

This is where we bring it all together, where the ‘Rubber meets the road’. The best marketing strategies in the world will fail if the execution is poor. Here delegates will get the opportunity to take their learning and put it into workable, effective and instantly executable plans. On leaving the workshop, delegates will be fully equipped to play their part in driving your business forward.

• Learn how to create and carry out a Tactical audit

  • Customer satisfaction surveys

  • Tracking Promotional spend effectiveness

• Managing a Portfolio

• Marketing a service

• The Product Life Cycle Management

• Commodity Products

• Added Value products

• Channel Management

• Logistics & Supply Chain Management

• The Marketing/Sales interface

• Purpose

• Campaign planning

• Selecting & briefing an agency

• Pricing Methods

• Competitive pricing strategies

• Open book pricing

• Pricing self-assessment

• The Place of Supply Channels

• The Promotions

• The Price

• A Marketing Health Check

• Create effective action plans