Marketing and product management
Sales and marketing synergies
Outcomes
- Define sales and marketing roles, goals and responsibilities
- Understand how each of these disciplines works effectively
- Use simple but powerful tools to work more effectively with each other
- Have the opportunity to get maximum value for the organisation from such collaborative working relationships
Indicative Content
- What is sales – definition of what selling involves (following discussion from the group and suggestions from marketing delegates)
- What is marketing – definitions of marketing and marketing responsibilities (following discussion from the group and suggestions from sales delegates)
- The marketing process – how it works
- The sales process – how it works
- The key common points – how the sales process maps to the marketing one and vice versa
- The war between sales and marketing and how to end it – some latest thinking from Kotler, Rackham, Krishnaswamy and Harvard Business School
- Market and competitor intelligence, their role in shaping the marketing and the sales and how sales can input to marketing on this
- When marketing’s work begins for sales – the strategic elements of marketing in relation to segmentation
- How sales can play a key role in segment selection
- Brand, value proposition and key messages, what they mean to sales and how marketing and sales can work together to reinforce them
- The marketing mix and the sales requirements
- Product development – the process and the sales input points
- The price is the price – or is it? How sales and marketing clash on price issues and how they can resolve them
- The issue of selling the value based price
- The marketing collateral and the sales requirements – their development, and use and where sales can and must input to these
- Integrating the marketing messages with the sales presentations
- Synchronising product launch, marketing campaigning and sales prospecting
- Marketing input to the buying cycle, working together to turn a prospect into a customer
- CRM – why it only works if sales make it work
- Lead sourcing – marketing’s responsibilities and sales’ role and how this can be made more effective
- What the delegates can do to action the outcomes
