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Aligning Sales and Marketing Strategies in B2B

One of the biggest challenges faced by business leaders is how to enhance cooperation between their sales and marketing teams. This is expressed in many ways – failing to share client information, not following up on leads generated by marketing activity, preference to rely on research rather than field generated intelligence, agreeing on target customers - the list seems endless. Issues such as these can contribute to inefficient resource allocation and failure to achieve business targets. How do we bring these important teams together and enable them to work together harmoniously? We examine some of the practical strategies and approaches used by experienced sales and marketing executives, the best research and tools and techniques to help move your team towards optimal performance. The result is a unique new course which is soundly based on current management thinking and gives practical guidance to you and your teams.

Turning 'Theory' into 'Practice'?

Every business, to remain viable, must be able to identify, capture and deliver Customer Value. Sales and marketing people play a vital role in achieving this outcome. If teams are aligned and capable of working together seamlessly, businesses achieve spectacular results. If they do not, results are at best mediocre or, worse, are destructive of the company’s brand, reputation and value delivery. We demonstrate how collaboration can stimulate value delivery by effective sales and marketing collaboration. We also demonstrate how value can be destroyed by dysfunctional teams. Using the lenses of Planning, Communication, Emotional Intelligence, Metrics and Leadership we examine the root causes of poor performance. We also derive strategies to help reverse the problems and heal the conflicts.

Who should attend?

Encouraging collaboration between sales and marketing teams to achieve optimal performance and reach business targets

Key areas to be covered in the programme and documentation

Bridging the Gaps in Cooperation Between Sales
and Marketing Teams
• What good sales and marketing collaboration “looks like”
• Creating and implementing strategic approach to successful collaboration
• Applying modern tools and techniques
Case Study: Delegates review a case study to identify potential causes
of poor cooperation between the teams. This will help to highlight
the importance of the course topics to be delivered

Contribution of Sales and Marketing to Customer Value
• Understanding Customer Value and using Sales and Marketing
activities to enhance this
• How can sales and marketing teams cooperate in delivering customer value?
• The Changing Faces of Selling and Marketing … how this impacts
customer-facing teams
Group Exercise/Discussion: Identification of the value customers
are seeking and how sales and marketing people individually can
contribute to this. Also, how working in teams this contribution can
be maximized. This will be based on the delegates’ own organisations

Beyond the Value Proposition
• Transition from product management to value proposition development
• How sales, marketing, customer service and product management
can work together on building the VP
• Tips and tools for joint working
• What a good value proposition looks like
Individual Exercise: Using these tools, delegates to prepare their own
for a one of their company’s products/services

Metrics to Apply for Assessing Teams’ Performance
• Range of metrics used to define good and bad performance
• Data to collect, track and analyse
• What analytics can tell you
• Correcting poor metrics
Practical Exercise: Identifying the metrics which are most likely
to measure and monitor company performance (e.g. customer
retention, time to market, time to money, Return on marketing
Investment (ROMI), profitability by segment, customers, etc.

Diagnosing Team Functionality
• How do we recognise the dysfunctional team
• Finding the root cause(s) of poor team performance
• Building and managing effective team communication
• Role of vision and leadership
Case study: Analysis of Part I of a Case Study in which Sales and
Marketing teams were not working optimally. Delegate groups to
recommend appropriate courses of action. Part II What actions were
taken and the results. (Case Study based on a consultancy assignment)

Using Emotional Intelligence for Improving Team
Communication and Performance
• How to harness emotions and apply them to thinking and problem solving
• How to manage our emotions in challenging situations
• How to manage the emotions of others
Exercise: Video in which delegates analyse discussions/interviews
identifying communications failure and how this might be resolved

Building Consensus
• Herding Cats – getting the whole team on board
• Removing roadblocks and obstacles and benefiting from successful sales
and marketing cooperation
• Analysing the problem using the tools discussed in the course
• Identifying a way ahead
• Action Plan
Round Table Discussion: Delegates will be asked in advance
of the course to think about their own situation and bring
a description to the session.
“Take-aways” and Q&A

Benefits to you

• Recognising how sales and marketing functions are changing and how you can develop your role in supporting these changes
• Understanding how your customers measure value, and thus how you can add value
• Getting useful tools to stimulate cooperation between sales and marketing teams
• Understanding the causes and consequences of conflict between sales and marketing teams and figuring out how to manage and resolve these
• Applying techniques for supporting effective team communication
• Learning how to use metrics to measure and monitor team performance

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac