Lead Point Africa
SALES AND MARKETING
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Course sections

Section 1
MODULE 1: INTRODUCTION
1
What is a Sales function?
2
Objectives of Sales in a company
3
Role of Sales department in the company
Section 2
MODULE 2: THE CONCEPT OF MARKETING
1
What is a Marketing function?
2
Objectives of Marketing
3
Role of marketing department in the company
4
Why the war between these two departments?
Section 3
MODULE 3: SALES AND MARKETING ALIGNMENT – I
1
Principle and practices of Sales and Marketing
2
Economics of Sales and Marketing
3
The orientation of the company towards the Market place
4
Planning for Sales
5
Developing marketing strategies
6
Understanding competition
7
Porter’s Model and analysis of the market
Section 4
MODULE 4: SALES AND MARKETING ALIGNMENT – II
1
What is Sales and Marketing Alignment?
2
How does misalignment impact the growth of the business?
3
Reasons for gap in alignment
4
Challenges in achieving true alignment
5
How to be an entrepreneur in Sales and Marketing?
Section 5
MODULE 5: ADDING VALUE
1
Value add by Sales to the Marketing department
2
Value add by Marketing to the sales department
3
Questions that the marketing department should ask the sales department
4
Problems both the departments can solve together
5
Levels of Marketing Alignment
6
Emotional Level
7
Processes level
8
Feedback Loop Level
Section 6
MODULE 6: OPTIMISING SALES AND MARKETING ALIGNMENT
1
Understanding and Defining common terminologies
2
Defining Strategy and Goals
3
Lead scoring
4
Metrics for leads generated by marketing and shared with sales department
5
Identifying Inter-departmental Service Agreements
Section 7
MODULE 7: BEST PRACTICES FOR SALES AND MARKETING ALIGNMENT
1
Goal sharing
2
Agree on processes
3
Centralise the channel of communication
4
Lead by example
5
Define ownership
6
Meet regularly
7
Making the alignment as a part of sales process
8
Attending weekly meetings
9
Having inter-departmental monthly or quarterly get together
10
Sharing reports and analysis
Section 8
MODULE 8: ALIGNMENT OF THE SALES AND MARKETING FUNCTION AT THE INTERNATIONAL LEVEL
1
How to sell and market products and services at the local and international level?
2
Aligning Strategic Planning in sales and marketing
3
Marketing research at the international level
4
Connecting with Local and Global customers
5
Analysing consumer and business markets
6
Supply Chain Management
7
Financial and legalities involved in selling and marketing at the international level

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