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Sales & Marketing Alignment

Approx. 16 hours to complete

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Course Summary

This course will teach you how to align sales and marketing teams to improve business results. You will learn how to create a shared vision and strategy, and use data to measure success.

Key Learning Points

Understand the importance of sales and marketing alignment
Learn how to create a shared vision and strategy
Discover how to use data to measure success

Learning Outcomes

Create a shared vision and strategy for sales and marketing teams
Use data to measure success and make informed business decisions
Improve customer engagement and drive business growth

Prerequisites or good to have knowledge before taking this course

Basic understanding of sales and marketing concepts
Familiarity with data analysis tools

Course Difficulty Level

Intermediate

Course Format

Online self-paced
Video lectures
Assignments and quizzes

Similar Courses

Marketing Analytics and Data Science
Sales Strategies: Mastering the Selling Process

Related Education Paths

Related Books

Description

Welcome to Course 4 – Sales & Marketing Alignment.

This course focus on what is considered by most academics and practitioners as the biggest challenge that sales professionals have to face. As we discussed in Course 1 – Effective Sales, strategy, and sales must be integrated to support a high potential for value creation through the sales functions. We also mentioned that strategy and sales integration can be supported by marketing functions. The discussions then went through sales strategy supported by intelligence analysis (Course 2), sales models and frameworks to support sales planning (Course 3). By the consequence, at this point of this specialization, you are in a good position to go further in the sales planning and management functions. And this is the moment to tackle one of the biggest challenges that most sales professionals must address with diligence – Sales & Marketing Alignment. The primary learning outcome of this course is to prepare you to apply concepts to support this alignment, with prescriptions and recommendations that contribute to improving the alignment. The improvement in the knowledge, competencies, and skills regarding sales & marketing alignment will contribute to increasing the potential for value creation from a strategic sales planning approach.

Outline

MODULE 1 - Marketing Principles for Strategic Planning
Video 0 - Welcome to Course 4 - Why this Course is Absolutely Crucial to Anyone in Sales
Video 1 - How to Market a Mousetrap
Video 2 - Marketing Overview - A Brief History of Marketing
Video 1 - Pricing Impact on Sales - Pt 1
Video 2 - Pricing Impact on Sales - Pt 2 (Pricing Generic Strategies)
Video 3 - Pricing Impact on Sales - Pt 3 (Revenue Management)
Video 4 - Pricing Impact on Sales - Pt 4 (Improving the Pocket Price)
Video 1 - Place & Point of Sales
Video 1 - Promotion & Advertising Allowances to Sales Force
Video 1 - The Missing "P": The Role of Sales in Product Development
Video 1 - Module 1 Wrap-up session
Introducing the History of Marketing Theory and Practice
Should Salespeople be given pricing authority?
How to effectively avoid and handle objections based on value?
Price Elasticity 101: The Necessities and Your Pricing Strategy
The power of pricing
The Profit Leakage: The Price Waterfall
Book: Principles of Marketing
Book: Principles of Marketing. Chapter 13.1
Whitepaper "Friction Between Sales & Marketing in Channel Decisions" - C.Rodrigues
The Costly Bargain of Trade Promotion
What strategic role does sales play in product design and development - StartUp Sales. Quora, 2011.
Involve sales in product development - Jeff Lash. How To Be a Good Product Manager, 2007.
Test your learning by doing this quiz
Test your learning by doing this quiz
Test your learning by doing this quiz
Test your learning by doing this quiz
Test your learning by doing this quiz
Test your learning on this module topics, by doing this graded quiz

Module 2 - Sales & Marketing Harmonization
Video 1- What Marketing Thinks About Salespeople
Video 2 - What Sales thinks about marketers
Video 1 - The Typical Conflicts - Harmonizing Sales & Marketing
Video 2 - The Typical Conflicts - Harmonizing Sales & Marketing - Interview
Video 1 - Sales & Marketing Harmonization Wrap-Up
Sales and Marketing Integration: A Proposed Framework
New Commercial Models: What's Working and what's not.
Sales and Marketing Integration: A Proposed Framework
Sales and Marketing Integration: A Proposed Framework
Test your learning through this quiz
Test your learning by doing this quiz
Test your learning on this module topics, by doing this graded quiz

Module 3 - A Checklist On Sales & Marketing Integration
Video 1 - Testing Your Company's Strategic Alignment
Video 1 - Types of Misalignment
Video 2 - Strategic Misalignment: Portfolio & Positioning
Video 3 - Misalignment: Value & S&T
Video 1 - Where does the misalignment reside?
Video 1 - Filling The Gaps in The Sales & Marketing Connection: Taking the Alignment to the Next Level
Video 2 - Filling The Gaps in The Sales & Marketing Connection: Communication
Video 3 - Filling The Gaps in The Sales & Marketing Connection: Structure & Processes
Video 1- A Checklist on Sales & Marketing Alignment - Module Wrap-Up session
A Simple Way to Test Your Company’s Strategic Alignment
The Ultimate Marketing Machine
Ending the war between sales and marketing
A Few Words About Jack Trout & Positioning
Ending the war between sales and marketing
Ending the war between sales and marketing
Sales and Marketing Integration
Test your learning through this practice quiz
Practice quiz to test your learning
Practice quiz - Lesson 3
Test your learning on this module topics, by doing this graded quiz

Module 4 - Strategic Sales Management In Action – the journey goes on
Video 1 - Understanding the background
Rodrigo Antunes, Chief Marketing Officer speaks
Case: The Sales Point of View: Walter Miron
Instructions for the assignment and peer-review
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel

Summary of User Reviews

The Sales and Marketing Alignment course is highly recommended by users for its comprehensive coverage of the subject matter. Many users appreciate the real-life examples and case studies presented in the course.

Key Aspect Users Liked About This Course

Real-life examples and case studies

Pros from User Reviews

Comprehensive coverage of the subject matter
Engaging and interactive course content
Valuable insights and practical applications
Expert instructors with industry experience
Flexible learning options and schedule

Cons from User Reviews

Some users found the course to be too basic
Limited focus on advanced marketing strategies
High course fee compared to other online courses
Lack of personalized feedback and interaction
No certification or credential offered upon completion

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