Aligning Marketing and Sales - Gulf Region
Create customer value and drive sustainable, profitable growth
3-Day Program
About the Program
In today's competitive marketplace, designing, communicating, and delivering customer value is the basis of successful marketing management. Queen’s Aligning Marketing and Sales Program is an intensive three-day management education experience in innovative marketing approaches that can create customer value and drive sustainable, profitable growth.
The Program is structured to ensure relevance of content and sensitivity to the differing needs of:
- product marketing versus service marketing
- public sector versus private sector
- business-to-business versus consumer marketing
- Internet marketing
About Queen's School of Business
Queen's School of Business is Canada's premier business school, renowned for exceptional programs, outstanding faculty and research, and the quality of its graduates. Queen's is one of the world's most innovative business schools, offering students academic excellence and a superior overall experience.
The School is located at Queen's University in Kingston, Ontario, where Canada's first Commerce program was launched in 1919, and also delivers programs at other locations across Canada, as well in the United States, the United Arab Emirates, Saudi Arabia and in cooperation with the College of Banking and Financial Studies in Muscat, Oman.
Who should attend
This program is for individuals who are in a management role and want to examine innovative marketing approaches that can create customer value and drive sustainable and profitable growth.
Organizational benefits
Bringing new marketing concepts and practices into your organization will have a profoundly positive impact on your organization’s performance.
- Increase the level of strategic alignment across functional areas
- Create marketing strategies and plans that drive profitable growth for the organization
- Identify and respond to changing market trends
- Ensure that infrastructure and culture support your marketing strategy
- Evaluate alternative ways to meaningfully differentiate yourself from your competition
- Build brand equity to decrease the risk of commoditization
- Align marketing and sales for enhanced performance
Personal benefits
The concepts and techniques taught in the Program will enable you to develop marketing plans that drive profitable growth through designing, communicating, and delivering customer value.
- Create strategically aligned marketing plans that will drive profitable growth
- Gain a better understanding of how all the elements of marketing come together to produce effective marketing strategies and plans
- Strengthen your linkages to other functional areas
- Learn how to generate and use important insights into your customer's buying behaviour
- Integrate current marketing tools and techniques into your marketing plan
- Learn how to gain organization-wide buy-in to your marketing plan
- Network with marketing professionals from a variety of industries
Program content
The Program is built around four themes:
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Aligning Marketing with the Business Strategy
Ensuring alignment with the overall business strategy is critical to gaining organizational support and to successfully developing and implementing practical marketing plans.
- Deciding which strategic platform is right for you (be the best, be the lowest priced, or be the most focused)
- Understanding the profit drivers of each of the alternative strategic platforms, and the most common errors companies make in managing those drivers
- Selecting and targeting your most profitable customers
- Articulating your value proposition and identifying your customer’s compelling reason to buy
- Assessing alternative ways to meaningfully differentiate yourself from the competition
- Determining if infrastructure and culture can support your marketing strategy
- Determining the role of alliances and partnerships in developing the "total solution"
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Understanding the Key Concepts of Marketing
The Program will provide you with a breadth of marketing concepts and frameworks, and the ability to choose which are most appropriate for your business situation.
- Using segmentation to characterize customers and gain maximum insight into their behaviour and preferences
- Understanding the different types of buyers (price, convenience, relationship, value)
- Gaining insights into your competitor’s products, technologies and strategies
- Developing a positioning statement that identifies a target market and the basis of your competitive advantage
- Building brand equity to decrease the risk of commoditization
- Evaluating and optimizing your product line
- Understanding how pricing, promotion, and distribution policies must be revised to accommodate different market conditions
- Recognizing and reacting to the natural changes in market characteristics and competitive behaviours that occur over the life of a product or service
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Building an Effective Sales Strategy
An effective sales strategy is the cornerstone of a high-performance sales organization. The successful integration of the sales strategy into the corporate strategy is a critical first step. The Program provides valuable insights into the following:
- Developing and implementing an effective sales planning process at all levels – strategic, market, territory, and account
- Integrating sales strategy into the corporate strategy
- Aligning marketing and sales strategies
- Developing targeting, positioning and benefit statements
- Understanding the make-or-break issues for your organization
- Identifying your most important customers
- Using best practices and cutting-edge sales tools to ensure the successful execution of your sales strategy
- Understanding and capitalizing on the strengths and weaknesses of customers, distributors, and competitors
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Creating Value for Your Customer
In today’s competitive environment, customers are looking for suppliers who can add value. Servicing customers has become more complicated than ever. The Program will provide you with the tools to create real value for your customers.
- Understanding customer buying behaviour and how to use consultative, transactional and enterprise selling
- Effectively managing high-leverage customer interactions
- Creating a “customer first” mindset throughout the organization and sales team
- Adding value to create customer intimacy and long-term loyalty
- Meeting the needs of your customers by creating and shaping value-added services
- Achieving and maintaining superior levels of customer service
Session Leaders
Session leaders include senior professors from Queen's School of Business and knowledgeable experts from industry. These outstanding teachers are constantly in touch with today's business world through real-world business experience, Board memberships and their own consulting practices.
Dr. John Pliniussen - Marketing and Innovation, Queen's School of Business
John Pliniussen is an authority on innovation, sales management and e-marketing. He has worked or consulted for several Fortune 100 companies, some of Canada’s fastest growing SMEs, many federal and provincial ministries, and numerous agencies and NPOs. His past clients include IBM, London Life, Torstar, Schindler, GM, Constellation Software, and many federal and provincial ministries.
