CENTER FOR MARKETING AND SALES MANAGEMENT

PROGRAM PROSPECTUS

Center for Marketing and Sales Management

Strategic Marketing ManagementMarketing ‘Back-to-Basics’Key Account ManagementAchieving Breakthrough Customer ServiceStrategies in Sales ManagementEffective Sales Management

STRATEGIC MARKETING MANAGEMENT

CENTER FOR MARKETING AND SALES MANAGEMENT

Program OverviewAs global competition increases, there is one player who continues to gain relative power and influence — your customer. Sustained business performance requires an ever greater commitment to customer-focused strategies, processes, and plans.

Strategic Marketing Management delivers a detailed examination of all major components of marketing strategy - including analytical, managerial, and creative functions - as well as their integration into overall business operations. Throughout the program there will be explanations of key concepts and approaches, mixed with a combination of case studies and practical examples.

Return on Investment• Assess the market and customer orientation of

your strategic plans, measurement systems, and processes

• Develop highly effective product and service strategies

• Identify clear value propositions for target market segments

• Discover how to think creatively and develop effective solutions

• Identify innovative marketing strategies• Determine the key factors necessary to

outperform competitors• Understand how to drive customer satisfaction,

loyalty and retention

Who Should Attend?If you are a manager charged with creating more effective market strategies, marketing management, corporate communications management, or a greater overall customer focus for your organization, this program is designed to help you implement these initiatives.

Whilst it will be most appropriate for Marketing and Business Development Directors and Managers, other specialists such as Product Managers, Sales Directors, Sales Managers and Key Account Managers will derive great benefits from attending.

Program FocusStrategic Marketing Planning• Steps in the planning process• Market analysis• Customer, company, and competitor analysis

Market Segmentation• Market segmentation, targeting, and positioning• Segmentation tools• Building the value proposition

The Four Phases of Customer Orientation• Customer and market strategy and focus• Assessing customer needs, satisfaction, and

loyalty• Priority setting• Implementation through products, people, and

processes

Market and Customer Research• Interviews and focus groups• Surveys• Experiments• Secondary research

Strategic Price Management• Price changes: what to consider• Psychology of pricing

Strategic Brand Management• Understanding, creating and building brand

equity• Extending and leveraging brand equity• Valuing and tracking brand equity

Building a Customer Satisfaction, Loyalty, and Profit System• Identifying the purpose: strategy and planning• Building the “lens” of the customer• Building the quality-satisfaction-loyalty survey• From data to information: data analysis• From information to decisions: priority setting

Managing Customer Relationships• Customer portfolio management• Segmenting on the basis of loyalty• Understanding where loyalty resides• Managing customer contacts

MARKETING ‘BACK-TO-BASICS’

CENTER FOR MARKETING AND SALES MANAGEMENT

Program OverviewThis program provides you with the core concepts and strategic perspectives found in most marketing MBA programs. You will understand and apply the basic techniques of marketing, including segmenting and targeting customers, understanding the decision-making processes of your customers, using lifetime customer value in marketing planning, developing a unique brand, managing a product line, understanding distribution channels, and making effective advertising decisions.

This course will give you a significant, high-altitude view of marketing and a close-up, hands-on look at planning and strategy. In addition, you will be provided with a detailed analysis of how all the pieces of the marketing puzzle fit together to differentiate your offering - and reinforce your market position.

Return on Investment• Gain a clear, in-depth understanding of core

marketing concepts• Identify the essential elements of a strong

marketing plan • Develop a thorough understanding of your

customers • Determine what motivates and influences

customer behavior • Understand the value of your brand and how to

build and develop that value • Increase your effectiveness in working with your

marketing team • Win new business through ongoing referrals from

satisfied customers

Who Should Attend?This “essentials” program will benefit executives across the organization (in marketing, procurement, HR, engineering, R&D, finance, product development, accounting, sales, public relations, and other areas).

This program also targets managers and executives assuming marketing responsibilities for the first time, as well as managers and executives already in a marketing capacity but without significant formal education or experience in this discipline.

Program FocusUnderstanding the Marketing Process• What is Marketing• Business Environment• Marketing Myopia• Marketing Concept / Orientation• The Myth About Customer Needs• Making Profit, Is It a Marketing Objective?• The Marketing Mix• Segmentation

The Marketing Planning Process: I• Situation Analysis• SWOT Analysis• Setting Corporate Objectives• Developing the Core Marketing Strategy

The Marketing Planning Process: II• Myths & Misconception about Marketing Plans• Long Term vs. Short Term Planning• Implementation Procedures

The Customer and Market Audit• Importance of Marketing Information• Types of Customers• Customer Behavior• Types of Benefits• Customer Attributes

The Product Audit• Product Life Cycle• PLC & 4 P’s• Product Portfolio, BCG Matrix• GE 9 Cell Matrix

Setting Marketing Objectives and Strategies• Corporate Objectives• What is Marketing Objectives• How do we set Marketing Objectives• Responses to BCG• Ansoff’s Matrix• What Are Marketing Strategies• Choosing the Best Strategic Alternative

KEY ACCOUNT MANAGEMENT

CENTER FOR MARKETING AND SALES MANAGEMENT

Program OverviewThis program provides processes and tools that equip participants to identify and engage with their key customers on a strategic level, enabling them to build more profitable and sustainable relationships. Furthermore, this program aims to provide participants with the ability to determine key account success factors, develop a strategic insight into both their own organization's strategic edge and into the requirements of key clients and develop superior value for these clients.

Through in-class development of a creative, structured and value-generating strategic account plan, participants will learn to deliver “win-win” business solutions against these high-potential accounts and return with actionable tools to implement a Strategic Account Management plan in their organizations.

Return on Investment• Capitalize on new opportunities at strategic

accounts• Realign your organization against account

needs• Acquire tools to bring Strategic Account

Management to your organization• Understand the key issues surrounding

Strategic Account Management• Determine in which account you should best

invest your time, resources and energy• Build a comprehensive strategy to defend and

expand your business in each target account• Improving the effectiveness and profitability of

the sales department

Who Should Attend?Senior and mid-level sales and marketing executives who are involved in structuring, implementing and growing strategic accounts, as well as cross-functional managers charged with creating organizational cultures focused on strategic accounts will all find this program valuable.

Content is focused primarily on selling services and industrial products in a business-to-business environment.

Program FocusWhat are Key Accounts? • 3 Methods to Identify and select Key Accounts• Determining company comparative advantages• Setting up company profile• Segmenting the market• Analyzing industry level needs and requirements• Analyzing individual account needs • The matching process

Developing the offer• The product offering: - Product range and product types - Customization - After sales service - Training - Technical advice• The support system: - Research and development - Customization - JIT delivery - Logistic support - The price

The Long Term Plan• Setting objectives• Selecting strategies• Selecting the Account Team

The Short Term Plan• Scheduling of sales calls• Follow up of deliveries• Service delivery schedule

Key Account Handling• Taking on a new account• The Key Account profile• Getting organized• The Key Account Diary• Internal communication• Account meetings / Account follow up• Handing over an account

The Customer-Led Approach• Putting customer needs first• Making the customer feel special and valued• Ensuring there is a 'no pressure' relationship

ACHIEVING BREAKTHROUGH CUSTOMER SERVICE

CENTER FOR MARKETING AND SALES MANAGEMENT

Program OverviewMany of today's most successful and innovative companies know that "merely good" customer service is not good enough. This program is specifically designed to prepare executives to outdistance merely good competitors and propel their service to breakthrough levels. By leveraging the breakthrough service model, managers learn to target investments in order to develop employee and customer satisfaction levels for maximum competitive impact.

Most important, the program affords participants the opportunity to craft a customized strategy for their own businesses. They return to their professional roles with a strategic vision of the service mission, as well as with the tools and skills to implement breakthrough service throughout their career.

Return on Investment• Implement best practice to ensure internal and

external customer satisfaction• Build business through the sale of related

products and services to existing customers• Win new business through ongoing referrals from

satisfied customers• Value investments in people as much as or more

than investments in tangible assets• Create a customer (internal / external) centric

corporate culture• Link employee rewards to employee performance

at every level• Retain current customers and establish a

loyal customer base

Who Should Attend?This program is intended for a select group of executives in service, retail, and manufacturing firms who assume decision-making roles. Typical participants include, but are not limited to, general managers and executives responsible for service-related functions such as:

• Marketing / Sales / After-Sales / Customer Service • Human resource management• Operations / Quality assurance• Information Technology• Procurement

Program FocusCustomer Expectations• Emphasize the importance of customer

expectations• Recognize how expectations are formed• Define categories of expectations

Governing Forces• Present forces that govern customer services• Compare systematic forces that are not within

the control of participants with those that are within their control

Moments of Truth• Provide an opportunity for participants to think

about their own customer service experiences

• Identify negative customer service behaviors• Determine if negative behaviors exist in their

own organizations

Determining Needs: Communication • Emphasize the importance of listening in

determining customer needs• Paraphrasing, emphasizing, and questioning• Body Language• Demonstrate the importance of body language in

communicating with customers• Practice non-verbal behavior • Positive Language• Change the paradigm from “what you can’t do”

to “what you can do”• Practice changing negative statements into

positive statements

Dealing with Anger• How to deal with angry customer• Present the “Stages of Frustration”• To end up with “Win-win” situation

Meeting Needs• Describe the steps of problem solving• Give an opportunity to practice problem solving• Final Equation Components• Recognize how to make the moments

memorable

Cost / Benefits• Appreciate the financial implications of business

decisions• Using calculations that make the difference

STRATEGIES IN SALES MANAGEMENT

CENTER FOR MARKETING AND SALES MANAGEMENT

Program OverviewThe successful sales manager has discovered that integrating the sales function with the company’s strategic planning increases productivity and maximizes profits. The principles presented in this program for developing a strategically oriented sales plan are proven to improve sales performance in corporations of all sizes.

Return on Investment• Focus your sales team’s resources• Integrate planning levels to create a competitive

advantage for your firm• Identify and correct barriers to the success of

your sales team• Develop and coach selling skills• Assess your customers’ true needs and buying

motives• Identify specific activities that produce long-term

results• Identify common barriers to results oriented

management• Acquire tools to strengthen your sales skills as a

driver of profitable growth.• Understand and shape the interplay between

corporate strategy and sales strategy.

Who Should Attend?This program is designed for experienced marketing managers, sales managers, and other managers associated with developing and evaluating sales operations.

Program FocusThe Strategic Perspective• Understanding the strategic intent of your firm• Models and tools used in strategic planning• The impact of “street smarts” in strategic

thinking

Financial Aspects of Sales Management• Measuring the profitability of market segments

and customers• Financial benchmarking of your sales

organization

Building and Managing the Account Portfolio• Initiating systems to identify key, target,

maintenance, and “why bother” accounts• Developing appropriate sales strategies for

each customer category• Building internal systems to support the value

proposition• Allocating selling resources for maximum ROI

The Market Plan• The marketing/sales interface• The purpose of a market plan: “Focus and Own”• Understanding the market: Segmentation

analysis tool• Developing the go-to-market strategy

Structuring the Sales Team• The drivers of sales success• The “Balanced Sales Team”: roles and

functions• Structural criteria: effectiveness, efficiency, and

flexibility• Owning or renting the sales channel

Programming Sales Performance• Sales leadership behavioral competencies• Sizing the sales team• The hiring/training trade off

Understanding Buying Behavior• Purchasing models• The one-to-one environment• Organizational buying• Selling through distribution

The Sales Team Audit• Issues in a turbulent economy• Barriers to success and how to overcome them

CENTER FOR MARKETING AND SALES MANAGEMENT

EFFECTIVE SALES MANAGEMENT

Program OverviewThe program addresses the changing business environment and the key role that sales management plays in creating a market-driven organization. Developing a team-oriented organizational structure designed to deliver value to customers is the primary focus.

Participants will learn how to identify and replicate specific activities that produce long-term results, identify and overcome barriers to results-oriented sales management, develop and sustain salespeople’s motivation, improve the performance of salespeople, and measure sales effectiveness against meaningful benchmarks for better-informed decision-making.

Return on Investment• Identify specific activities that produce long-term

results• Implement time-frame action plans• Identify common barriers to results-oriented

management• Generate methods to enhance performance of

sales people

Who Should Attend?Whether you are a newly appointed or an experienced sales manager who would like to step back and benchmark your behaviors, this program is appropriate. The program content is applicable to industrial and consumer markets, tangible products or services, and private or public sector firms.

Program FocusPlanning the Sales Program• The market plan: focus, priorities, and programs• The account portfolio• Drivers of sales success

The Role of the Sales Manager• Job descriptions, functions, and competencies• Transition from selling to managing

Results-Oriented Sales Management• Priority activities and time utilization• Setting objectives and goals• Assessing leadership style

Organizing the Sales Team• Roles of the seller• Organization and deployment of selling

resources• Measuring the effectiveness and efficiency of

the sales team• Sizing of the sales force• Territory and account management

Recruiting and Selecting Sellers• The hiring/training tradeoff

Training Issues• Role of the sales manager• Sources of training• Program content• Sales process models

Diagnosing and Improving Sales Performance• Identifying performers and non-performers• Sources of information• Factors impacting the numbers• Coaching• Performance appraisals• Motivation models

Building a “Can-Do” Sales Culture