Course overview
Sales and marketing teams are expected to produce measurable revenue while protecting margin, customer trust and brand position. That requires more than persuasive selling or promotional activity. Managers must identify attractive segments, define customer value, set commercial priorities, manage pipelines, coordinate channels and use evidence to improve conversion, retention and account growth. Weak alignment between marketing plans and sales execution often creates wasted campaign spend, inconsistent messaging, poor forecasts and avoidable discounting.
This course develops the practical management skills expected of sales and marketing professionals. Participants apply market analysis, segmentation, targeting, positioning, buyer-persona development and customer-journey mapping to real commercial situations. They build marketing plans using the STP framework, marketing mix, RACE planning and campaign measurement. On the sales side, the course covers consultative selling, opportunity qualification, account planning, territory design, pipeline management, negotiation, forecasting, sales performance management and customer retention.
Instruction combines concise faculty briefings with sector-based cases, group analysis, sales simulations and structured application to participants' own products, services or accounts. Participants progressively build a sales and marketing management plan from the first week, testing assumptions with market evidence, customer needs and commercial metrics. They leave with a completed plan containing segment choices, value propositions, campaign priorities, sales process controls, account actions and performance measures.
The course suits professionals moving into sales or marketing management, as well as experienced commercial staff who need a more disciplined approach to planning, cross-functional coordination and revenue performance.
