Course Methodology

In addition to the classical concepts, “Core Marketing and Sales Skills for Business Professional” uses a wide array of self-assessments, templates, group exercises, and relevant videos to help participants acquire the right marketing and sales competencies, and apply them in a seamless and professional manner.

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

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