Practical Marketing Action Tools

This seminar is for Marketing and Sales professionals who want to learn “doable” and results-oriented strategies and tactics to succeed in today’s challenging business environment.

Program Description:

Sales and Marketing are two of the most important wheels that drive the progress of businesses. However, getting the best return out of sales and marketing efforts and investments seem to be a pressing issue among companies. This is a very critical issue during challenging times.

This seminar is geared to take the mystery out of marketing to help the participants understand how to develop relevant and cost-effective ways to win in the competitive marketplace. A key point of the seminar would be on how to coordinate the sales and marketing functions to deliver the expected results and returns.

Learning Points and Objectives:

The participants will be guided on how to:

  1. Assess your Marketing Strategies and Tools to achieve your company’s objectives
  2. Assess Above-the-line and Below-the-line Marketing Approaches that would work for your company
  3. Align your sales and marketing initiatives
  4. Analyze why marketing strategies fail and how to correct them
  5. Create cost-effective and ROI-centered marketing plans that fit your marketing situation

What makes this Seminar different?

This seminar is focused on helping the participants:

  1. Understand the basics of practical and results-oriented marketing
  2. Discover new ways of developing and implementing marketing strategies from a competitive standpoint
  3. Match your marketing efforts to the needs of the sales team for better coordination and  collaboration to deliver the best sales results
  4. Learn the basics of Marketing ROI and use Marketing Budgets effectively

Develop a practical and realistic Marketing Plan that achieves your company’s targets and objectives

Module 1 – Marketing Situation Analysis: Diagnosing your Present Marketing Challenges
    A. Assessing your Marketing Situation
         1. Product/Service Analysis
              a. Analyzing your Product or Service Portfolio
                   1) Anchors
                   2) Sitting Ducks
                   3) Bright Ideas
                   4) Problem Children
                   5) Rising Stars
                   6) Cash Cows
              b. Determining your Product Life Cycle Stage and the Customer Adoption Stage
              c. Analyzing the Branding and Positioning Elements of your Product/Service

        2. Competitive Situation Analysis
              a. Market Position
                   1) Market Leader
                   2) Market Follower
                   3) Market Nicher
                   4)Market Guerrilla
              b. Competitive Position
                   1) Macro-competitive Situation
                   2) Micro-competitive Situation
                   3) Aggressive vs. Peaceful Competitor: What’s your Stance?
              c. Customer Analysis
                   1) Primary Market Analysis
                   2) Secondary Market Analysis
                   3) Breaking down your Sales Targets based on Customer Segments to Serve

Breakout Activity: Marketing Situation Analysis

Identifying your Present Marketing Problems and Challenges
Defining your Competitive Edge and Opportunities
    B. Scenario Planning and Analysis
         1. Identifying the Driving Forces affecting your Industry and your Company
         2. Assessing the Impact of each driving force
         3. Creating your Best, Most Likely and Worst Case Scenarios
         4. Steps in Applying Scenario Marketing

Module 2 – Practical Marketing Action Tools: Targeting your Marketing
    A. Profiling your Best Target Market
         1. Macro-Segments - Broad Target Markets you can Tap
              a. Identifying Customers who need or want your Product/Service
              b. Identifying Institutional Groups who need or want your Product of Service
              c. Micro-Segments – Specific Target Markets you can access and acquire
                   1) Analyzing the Micro-segments’ Buying Criteria
                        a) What do they buy?
                        b) Where do they buy?
                        c) How do they buy?
                        d) When do they buy?
                        e) Why do they buy?
                   2) Identifying the Best Target Markets you can capture
                   3) Matching your Marketing Strategies to fit the needs and wants of your Target Market
    B. Analyzing your Marketing Mix Elements against your Target Market’s Preferences
         1. Product
         2. Price
         3. Place
         4. Promotion
         5. Process
         6. Physical Evidence
         7. People
    C. Communicating to the Right Market
         1. Account Segmentation and Categorization
              a. Key Accounts
              b. Average Accounts
              c. Minor Accounts     
         2. Adapting your Marketing Communication to your Account Categories
              a. Direct (High Touch) Marketing Activities
              b. Combination of Direct and Indirect (Touch) Marketing Activities
              c. Indirect (Low Touch) Marketing Activities
         3. Differentiating your Communication from Competitors
         4. Creating More Creative and Innovative Ways to Connect with Customers
         5. Possible Communication and Promotional tools you can use

Module 3 – Results-Based Marketing
    A. The Value of Marketing ROI
        1. Thinking like a Chief Financial Officer
         2. Analyzing your Marketing Budget
         3. Marketing MINI-MAX (Minimum costs, maximum impact)
    B. Aligning your Marketing with Sales
         1. Converging with ONE objective
         2. Creating Supportive Relationships between Sales and Marketing
         3. Setting up your Marketing and Sales War Room
    C. The Cultivator vs. Harvester Mindset
         1. Cultivating Mode
              a. Creating Visibility
              b. Communicating with Impact
              c. Generating Recall
         2. Harvesting Mode
              a. Lead Generation
              b. Systematic Follow-Ups and Follow-throughs
              c. Sales and Marketing Feedback and Coordination

    D. Measuring and Reviewing your Marketing Results
         1. Setting your Marketing Performance Metrics
         2. Reviewing the Results: Translating Marketing efforts into Revenues
         3. Correcting and re-designing Activities

Module 4 – The Practical Marketing Action Plan: Take-home Action Assignment


    A. Identifying and Focusing on your Best Target Market(s)
    B. Matching your Marketing Strategies and Activities to your Selected Customer Segments
    C. Identifying your Marketing Performance Metrics
    D. Market Testing before Rolling Out
    E. Reviewing your Results
    F. Re-designing your Action Plan