Programme Content
Understanding the Role of CBO
Gain exposure to the foundations of Sales & Marketing management and how it’ll enable one to transition to a CBO.
Foundations of Sales and Marketing Management
Transitioning to a Sales and Marketing Leader Leadership Paradigm: Leading the organisation and people to a bigger vision beyond current thinking, capabilities and resources Operational Paradigm: Sangam of Finance, Sales, Marketing, Brand and Product functions Market Paradigm: Building the future markets where current competition is irrelevant Dynamics of Economic and Business Landscape Marketing Strategy and Marketing Plan; Discovering new markets and market sizing Market Segmentation, Persona, and Value propositionUnderstanding the Customer
Customer Journey Map and Experience Customer Acquisition and Lead Generation Customer Insights ROI: Life Time Value, CAC, Conversion Ratios CRMMastering the Science behind Marketing Acumen
Explore essentials of marketing research, analytics, strategic brand management, digital transformation, and social media strategies.
Leveraging Marketing Research and Marketing Analytics
Qualitative and Quantitative Market Research Overview of the Multivariate Methods Examination of Data Design of Experiments and Sample Surveys and its applications in Marketing Exploratory Factor Analysis and its applications Multiple Regression Analysis Logistic Regression Analysis Multiple Discriminant Analysis Conjoint Analysis Cluster Analysis Positioning MapsStrategic Brand Management
Fundamentals of Branding Brand Aesthetics, Forging deep consumer engagement Brand Strategy, Brand Equity Crafing brands in uncertain environments Online Brand ReputationDigital Transformation and Social Media Marketing Strategies
Digital Marketing Search Engine Optimization (SEO) Google and Web AnalyticsManaging Marketing Campaign
Marketing Communication Message, Media Mix Packaging, bundling, promotions Communication in Digital EraAchieving the Art of Sales excellence
Understand fundamentals of Go-to-market, establishing distribution, salesforce management, B2B sales and managing business metrics.
Go to Market and Establishing Distribution
Go to Market Strategy Distribution Management Strategic Channel Choices, Types and Classification, Structure of Marketing Channels Channel Coordination, Channel Conflict The Dynamic Nature of Channel Channel Intensity Costs and Margins Managing and Calibrating channel ROIFoundation Skills for a Sales Professionals
Sales Forecasting, Marketing Budgeting and ROI Selling Skills for Retail customers Relationship Selling Skills for B2B Customers Negotiation and Persuasion StrategiesSalesforce Management and People Skills
Sales Force Management Goal Setting, Performance Appraisal, Counselling Designing Incentives and Rewards for Sales Team Recruiting and Managing Performing Sales Teams Understanding TeamsB2B Sales
Individual Buying behavior & Organisational buying behavior Segmentation B2B Marketing in Online Context 1-1 Marketing Managing Key Opinion Leaders Pipeline Management Strategies for Key Account Management (KAM) Delivering Value in B2B Context: Developing an optimal sales propositionManaging Business Metrics
Calculating C-SAT Scores Measuring NPS, Profitability, NPV, IRR, XIRRAcquiring Strategic Product Management expertise
Understand fundamentals of design thinking, product management for E-Commerce, Cloud & SaaS based platforms including metrics, competitive strategy and pricing models.
Launching Building Product and Brand Portfolio
Design and Thinking Framework Product Management for Ecommerce, Cloud and SAAS Based Platforms Metrics for product management Competitive Strategy Pricing: Strategies and Decisions, Concumer Value, Competition, Dynamic Adaptive PricingPracticing Financial discipline in your business
Learn to interpret financial statements, understand cash flows, understand concepts of customer value, pricing strategies, direct costs, indirect costs, variable costs, NPV, IRR and leading a P&L.
Financial acumen for Sales & Marketing Professionals
Interpreting Financial Statements Understanding Cash Flows Understanding and Managing Outstanding Cycle Understanding Costs - Direct, Indirect, Variable Costing for Marketing Leading a P&LPreparing for the future of MarTech & Transformational Leadership
Understand essentials of sectoral marketing, marketing to Gen Z, Chat Bots, AI/ML, AR/VR and Metaverse. Understand the core essence of transformational leadership and C-Suite’s bird’s eye view.
