Об этом курсе
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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....
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Intermediate Level

Промежуточный уровень

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Approx. 15 hours to complete

Предполагаемая нагрузка: 4 weeks, 3 to 5 hours per week...
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Субтитры: English...
Globe

Только онлайн-курсы

Начните сейчас и учитесь по собственному графику.
Calendar

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Intermediate Level

Промежуточный уровень

Clock

Approx. 15 hours to complete

Предполагаемая нагрузка: 4 weeks, 3 to 5 hours per week...
Comment Dots

English

Субтитры: English...

Программа курса: что вы изучите

Week
1
Clock
4 ч. на завершение

MODULE 1 - Marketing Principles for Strategic Planning

This module is aimed to deepen the discussion regarding marketing and strategy concepts. And these concepts play a critical role in the sales planning and management functions. A company's managers can perform this role smoothly; another company's managers may have limitations in this process. In the latter case, marketing and sales functions will be misaligned, which reduces the company's value creation potential through the sales. Therefore, this module initiates Course 4 with focus on the marketing foundations that relate to sales. The module's primary learning outcomes are - Improved understanding of the foundations of marketing and how they interact with sales; identify the interactions between marketing related variables and the sales functions; and improved knowledge and skills to support marketing planning through the sales team contributions in product development, pricing, place, and promotions. ...
Reading
11 видео (всего 63 мин.), 12 материалов для самостоятельного изучения, 6 тестов
Video11 видео
Video 1 - How to Market a Mousetrap7мин
Video 2 - Marketing Overview - A Brief History of Marketing6мин
Video 1 - Pricing Impact on Sales - Pt 14мин
Video 2 - Pricing Impact on Sales - Pt 2 (Pricing Generic Strategies)5мин
Video 3 - Pricing Impact on Sales - Pt 3 (Revenue Management)7мин
Video 4 - Pricing Impact on Sales - Pt 4 (Improving the Pocket Price)5мин
Video 1 - Place & Point of Sales5мин
Video 1 - Promotion & Advertising Allowances to Sales Force7мин
Video 1 - The Missing "P": The Role of Sales in Product Development7мин
Video 1 - Module 1 Wrap-up session2мин
Reading12 материала для самостоятельного изучения
Introducing the History of Marketing Theory and Practice10мин
Should Salespeople be given pricing authority?10мин
How to effectively avoid and handle objections based on value?10мин
Price Elasticity 101: The Necessities and Your Pricing Strategy10мин
The power of pricing10мин
The Profit Leakage: The Price Waterfall10мин
Book: Principles of Marketing10мин
Book: Principles of Marketing. Chapter 13.110мин
Whitepaper "Friction Between Sales & Marketing in Channel Decisions" - C.Rodrigues10мин
The Costly Bargain of Trade Promotion10мин
What strategic role does sales play in product design and development - StartUp Sales. Quora, 2011.10мин
Involve sales in product development - Jeff Lash. How To Be a Good Product Manager, 2007.10мин
Quiz6 практического упражнения
Test your learning by doing this quiz12мин
Test your learning by doing this quiz16мин
Test your learning by doing this quiz8мин
Test your learning by doing this quiz8мин
Test your learning by doing this quiz10мин
Test your learning on this module topics, by doing this graded quiz30мин
Week
2
Clock
2 ч. на завершение

Module 2 - Sales & Marketing Harmonization

Welcome to Sales & Marketing Harmonization module. The learning outcomes of this module are - Deeper awareness and understanding of the typical conflicts between marketing and sales; depicting the roots of the conflicts to support more accurate analyses to address them, and integrating the recommendations and prescriptions applicable to mitigate the conflicts' effects or to prevent them from occurring. In this module, you'll go further on the conceptual basis to improve the potential of value creation through the sales functions, by strengthening the cohesion of marketing and sales functions....
Reading
5 видео (всего 36 мин.), 4 материалов для самостоятельного изучения, 3 тестов
Video5 видео
Video 2 - What Sales thinks about marketers4мин
Video 1 - The Typical Conflicts - Harmonizing Sales & Marketing9мин
Video 2 - The Typical Conflicts - Harmonizing Sales & Marketing - Interview13мин
Video 1 - Sales & Marketing Harmonization Wrap-Up2мин
Reading4 материала для самостоятельного изучения
Sales and Marketing Integration: A Proposed Framework10мин
New Commercial Models: What's Working and what's not.10мин
Sales and Marketing Integration: A Proposed Framework10мин
Sales and Marketing Integration: A Proposed Framework10мин
Quiz3 практического упражнения
Test your learning through this quiz12мин
Test your learning by doing this quiz16мин
Test your learning on this module topics, by doing this graded quiz30мин
Week
3
Clock
4 ч. на завершение

Module 3 - A Checklist On Sales & Marketing Integration

Welcome to A Checklist on Sales & Marketing Alignment Module. This module's learning outcomes are - Deepen the knowledge of sales & marketing alignment and business success, identifying the level of alignment and what are the gaps to be filled, and analyzing what to do to and implementing the actions to align sales and marketing. By the end of the module, you'll be able to do a critical analysis of the major issues between sales and marketing, identify the roots of the problems, and design alternative approaches to implement to mitigate the consequences and strengthen sales and marketing alignment....
Reading
9 видео (всего 58 мин.), 7 материалов для самостоятельного изучения, 4 тестов
Video9 видео
Video 1 - Types of Misalignment4мин
Video 2 - Strategic Misalignment: Portfolio & Positioning7мин
Video 3 - Misalignment: Value & S&T6мин
Video 1 - Where does the misalignment reside?7мин
Video 1 - Filling The Gaps in The Sales & Marketing Connection: Taking the Alignment to the Next Level5мин
Video 2 - Filling The Gaps in The Sales & Marketing Connection: Communication7мин
Video 3 - Filling The Gaps in The Sales & Marketing Connection: Structure & Processes8мин
Video 1- A Checklist on Sales & Marketing Alignment - Module Wrap-Up session3мин
Reading7 материала для самостоятельного изучения
A Simple Way to Test Your Company’s Strategic Alignment10мин
The Ultimate Marketing Machine10мин
Ending the war between sales and marketing10мин
A Few Words About Jack Trout & Positioning8мин
Ending the war between sales and marketing10мин
Ending the war between sales and marketing10мин
Sales and Marketing Integration10мин
Quiz4 практического упражнения
Test your learning through this practice quiz18мин
Practice quiz to test your learning26мин
Practice quiz - Lesson 312мин
Test your learning on this module topics, by doing this graded quiz30мин
Week
4
Clock
4 ч. на завершение

Module 4 - Strategic Sales Management In Action – the journey goes on

Welcome to Applying Sales & Marketing Alignment Module. In this module, you'll develop a final assignment on the topics regarding sales & marketing alignment. And you'll do it on a real-life business case. The instructions for the final assignment bring the business case; the questions prompts to develop the analyses and the peer-review rubrics that you'll apply to evaluate another Learner's assignment. The primary learning outcome of this module is the design of actions and recommendations that support the alignment of sales & marketing....
Reading
4 видео (всего 21 мин.), 4 материалов для самостоятельного изучения, 1 тест
Video4 видео
Rodrigo Antunes, Chief Marketing Officer speaks6мин
Case: The Sales Point of View: Walter Miron5мин
Instructions for the assignment and peer-review3мин
Reading4 материала для самостоятельного изучения
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel45мин
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10мин
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10мин
Opti™: A Marketing & Sales Conflict on Choice of Retail Channel10мин
4.6

Лучшие рецензии

автор: EHJul 31st 2018

Excellent material. Well presented. Comprehensive.

Преподавателя

Samantha Mazzero

MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program

Nelson Yoshida

Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program

Cesar Rodrigues

Specialist Professor

О Fundação Instituto de Administração

A FIA está entre as 3 melhores escolas de negócios do país e no grupo das 55 melhores do mundo, no ranking do Financial Times. Trabalhamos ininterruptamente na geração de conhecimento aplicado e de novas práticas de excelência na Administração. Atuando nas áreas da Consultoria, Educação Executiva e Pesquisa, em 2016, a FIA foi reconhecida/premiada como a melhor instituição com soluções voltadas a Educação Executiva, pela conceituada revista The New Economy....

О специализации ''Strategic Sales Management'

This Specialization is intended for sales professionals who seek to improve their sales planning and management competencies and skills. Through five courses, you will cover Effective Sales overview, Sales Strategy, Models and Frameworks to Support Sales Planning, Sales & Marketing Alignment, and you will develop a Final Project. By the end of this specialization, you'll have improved your knowledge, competencies, and skills regarding the sales planning process. And you will be able to apply the concepts integrating the sales planning process to the strategy of the company, by bridging the gap between strategy and sales. The potential for value creation through the sales functions will be increased at the end of the Specialization....
Strategic Sales Management

Часто задаваемые вопросы

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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