£300 – £354

Marketing Masterclass for Sales Professionals

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Location

Nexus Business Space

21 Young Street

Edinburgh

EH2 4HU

United Kingdom

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Refund Policy

Refund Policy

Refunds up to 30 days before event

Event description

Description

“We’re all marketers now”

Marketing is (or should be) at the heart of an organisation’s revenue generating activities, influencing and being influenced by every aspect of the business. In high performing organisations marketing is no longer the domain of just the marketing team; it’s the responsibility of everyone in the business. So, an understanding of marketing is an essential skill for anyone leading, or aspiring to lead, other areas of the organisation. To quote management consultants McKinsey: “We’re all marketers now.”

Who should attend?

Sales, business development and commercial directors and managers, from all sectors and sizes of organisation, who want to advance their understanding of the marketing function and how to work more effectively with the marketing team to align marketing and sales strategies, generate more or better leads, and boost sales and profits by winning and retaining customers.

What will you learn?

  • Where, why and how marketers and sales teams should collaborate (e.g. knowledge of products, customers and sectors; product development; customer research, profiling and targeting; integrated campaigns; content management and social media; sales support materials; lead generation; customer onboarding, experience and retention; CRM, account management and cross-selling/up-selling; and so on).
  • What questions sales professionals should be asking their marketing team.
  • What information marketers need from the sales team.
  • Key concepts in marketing and what determines a customer-oriented business.
  • Market research techniques to understand customers and generate insight.
  • Tools for customer segmentation and targeting, branding and competitive positioning.
  • The structure of a strategic marketing plan, the process and tools required to develop it, and how to critique it.
  • The elements of the marketing mix, the different promotional and communications options available and how to select between them and integrate them with sales activities.
  • How to measure and evaluate marketing progress and effectiveness.

Course leaders

David Wallace MA (Hons) MBA FCIM, Director, Wallace Marketing

Fiona Melvin-Farr BA (Hons) MCIM Chartered Marketer, Director, Fiona Melvin-Farr Consulting

Download the Marketing Masterclass for Non-Marketers brochure for further details on all the courses in the series.

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Date and Time

Location

Nexus Business Space

21 Young Street

Edinburgh

EH2 4HU

United Kingdom

View Map

Refund Policy

Refunds up to 30 days before event

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