PROGRAM'S BACKGROUND

Any marketing or sales manager would agree that if you fail to plan, you plan to fail. Research shows that successful firms of all sizes succeed primarily because they develop superior marketing strategies implemented through flawless sales execution. The goal of this program is to provide you with a set of straightforward tools and techniques to gather information on your customers and competitors, and develop appropriate marketing strategies to execute these strategies via your sales and customer plans.

PROGRAM'S OBJECTIVES

This Program’s Attendees Will Be More Able To:

›       Define the concept and scope of strategic marketing

›       Apply the concept of market segmentation

›       Understand the principles of Blue Ocean Strategies

›       Develop the components of the strategic marketing plan

›       Understand the critical relationship between marketing planning and sales execution

›       Use practical templates to develop strategic marketing plans, sales plans and customer plans

›       Learn how to analyze and use key data on customers, markets and competitors

›       Learn how to segment your markets and customers to increase profitability

›       Prepare tactical plans that convert marketing strategies into detailed action steps

›       Communicate your marketing activities into actionable sales and customer strategies

›       Develop the framework for organizational alignment – marketing, sales and other functions – working together to identify, satisfy and keep customers

›       Create profit-driven marketing, sales and customer plans

›       Learn how to plan, implement, review and recalibrate your market strategy

PROGRAM'S ATTENDEES

›       Marketing professionals

›       Marketing managers

›       Marketing Assistants

›       Sales Professionals who are involved in marketing activities

›       Marketing, Sales and Customer Service Personnel

›       Corporate planning and business development

›       Product, advertising and brand management

›       Key account and territory management

›       Client Services Personnel

›       Regional and Divisional Operations Personnel

PROGRAM'S OUTLINE

THE ROLE OF MARKETING AND SALES IN SUCCESSFUL ORGANIZATIONS

›       Marketing and sales secrets of successful organizations: summary of academic research

›       What happens when marketing and sales do not work together

›       How to align marketing, sales, and other functions around a common customer strategy

›       Critical linkages to develop in strategy formulation and implementation

UNDERSTANDING CUSTOMER NEEDS

›       Root cause of weak marketing and sales strategies: poor understanding of customer needs

›       Distinguishing between a customer need and a basic care variable

›       A powerful tool to understand customer needs and value drivers

THE MARKETING CONCEPT

›       Scope and Functions

›       A New Approach to Marketing

›       Competitive Pressures Changing the World

›       The Smart Bomb Strategic Approach

THE MARKET SEGMENTATION

›       The Gap Growth Analysis Matrix

›       Optimal Segments: Multifactor Analysis

›       Enterprise Growth Segmentation Opportunities

›       Analyzing Segments Attractiveness and the Company Capability Related to Them

›       Drawing the Segment Selection Matrix

DEVELOPING A STRONG MARKETING PLAN

›       Analyzing customers, markets and competitors

›       From data to insight: identifying opportunities and threats for the business

›       Compete effectively by identifying key issues facing your business

›       Using the marketing mix elements (product, price, channel of distribution and marketing communications) to develop your go-to-market strategy

MARKET SEGMENTATION: THE KEY TO MARKETING & SALES SUCCESS

›       Why are most senior managers not happy with their segmentation efforts?

›       Three principles behind successful segmentation models

›       How to properly segment your markets and customers

›       Avoiding common mistakes in market segmentation

SUCCESSFULLY TRANSLATING STRATEGIC MARKETING PLANS INTO SALES & CUSTOMER PLANS

›       Establishing an annual planning calendar

›       Developing sales plans to focus the sales effort

›       Developing customer plans to formulate and deliver customer value propositions

›       Aligning the enterprise: getting different functional groups to work together to identify, satisfy and keep customers

PREPARING POWERFUL MARKETING & SALES PLANS FOR YOUR ORGANIZATION

›       Time in class to work on your own strategic marketing and sales plans

›       Sample plans and templates to use in your business

›       Review of course take-home materials for back at the office

BLUE OCEAN STRATEGIES

›       The Principles of Blue Ocean Strategies

›       Moving from Red Ocean to Blue

›       Formulating a Blue Ocean Strategy

›       Reconstruct Market Boundaries

›       Reach Beyond Existing Demand

THE BUSINESS SITUATION ANALYSIS

›       SWOT Analysis

›       Competitive Analysis

›       Environmental Analysis

STRATEGIC MARKETING PLANNING

›       Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company

›       The Marketing Planning Process

STRATEGY DEVELOPMENT

›       Considering Different Strategic Alternatives

›       Analyzing Different Marketing Strategies

›       Formulating Long Term Marketing Goals

›       Selecting and Developing the Marketing Strategy for the 4Ps

TACTICAL PLANNING ACTIVITIES & DEVELOPING THE MARKETING ACTION PLAN

›       Short Term Marketing Objectives

›       Developing Activities for the 4 Ps

›       Scheduling Activities

›       Allocation of Human and Financial Resources

›       Using the Yearly Master Action Plan

ADDITIONAL DETAILS