ISM Endorsed Core Marketing and Sales Skills for Business Professionals - Virtual Learning

Course Objectives

ISM Endorsed Core Marketing and Sales Skills for Business Professionals - Virtual Learning

Course Objectives

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

  • Define the scope of marketing and sales and understand their functions and fit in a business organization
  • Conduct an effective marketing audit to examine the micro and macro environments of the company in order to build a consistent marketing plan
  • Blend and synchronize online and offline campaigns thanks to a clear understanding of the functions and platforms of digital marketing
  • Master the selling process and develop sales opportunity plans to maximize sales revenues and profitability
  • Develop marketing and sales metrics to measure performance and ensure it is aligned with set objectives and desired results

Target Audience

The course will be of interest to a wide range of marketing, PR, communications, sales and operations professionals. It addresses professionals wishing to understand and build first-time competencies in marketing and sales as well as current practitioners who would like to explore further skills in these disciplines.

Target Competencies

  • Marketing planning
  • Marketing audits
  • Digital marketing
  • The sales process/the buying and selling process
  • Sales opportunity planning
  • Upselling and cross-selling techniques

Course Outline

  • 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

Per participant

USD 2,250

Fees + VAT as applicable

Tax Registration Number : 100239834300003

Discount Plans & Cancellations Policy