Strategic Marketing and Sales Management Training Course

In highly competitive markets, organizations rely on skilled marketing and sales professionals who can understand customer needs, interpret market signals, and shape strategies that drive meaningful results. The Strategic Marketing and Sales Management Training Course, offered by Geneve Institute of Business Management, is designed to strengthen participants’ ability to think strategically, plan effectively, and manage sales efforts with clarity and confidence.
This program blends essential marketing concepts with practical sales management insights, helping participants understand how both functions work together to support growth, strengthen brand presence, and build long-term customer relationships. Through structured guidance and industry-focused content, attendees gain the knowledge needed to lead marketing and sales initiatives with purpose and precision.

Target Group

• Marketing professionals aiming to expand their strategic capabilities and enhance their commercial impact.

• Sales managers and supervisors seeking a stronger understanding of integrated marketing and sales functions.

• Business development officers who want to refine their approach to customer engagement and market positioning.

• Professionals transitioning into marketing or sales roles who need a structured foundation.

• Entrepreneurs and company owners looking to strengthen their market presence and sales performance.

Objectives

• Strengthen participants’ understanding of modern strategic marketing principles and their application in competitive markets.

• Provide practical insights into the development of sales strategies that align with customer needs and organizational goals.

• Enhance participants’ ability to evaluate market opportunities, define clear value propositions, and position products effectively.

• Build awareness of how sales teams should be structured, guided, and measured for consistent performance.

• Improve participants’ capability to integrate marketing and sales planning for cohesive and sustainable commercial results.

Course Outline 

Foundations of Strategic Marketing

• Core Marketing Concepts:

  • Understanding market needs and shifting customer expectations.

  • The role of value creation in shaping market success.

  • How branding influences customer decisions.

• Analyzing Market Environments:

  • Identifying key internal and external market factors.

  • Understanding competitive forces and industry trends.

  • How market insights support strategic planning.

Market Segmentation and Targeting Strategies

• Segmentation Techniques:

  • Identifying meaningful customer segments.

  • Behavioral, demographic, and psychographic segmentation approaches.

  • Selecting segments that offer sustainable value.

• Targeting and Market Positioning:

  • Defining a distinct value proposition.

  • Positioning products to appeal to chosen segments.

  • Aligning communication efforts with target audiences.

Sales Management Principles

• Structuring Effective Sales Teams:

  • Roles and responsibilities within a sales unit.

  • Managing territories and defining coverage plans.

  • Supporting continuous skill development within teams.

• Sales Planning and Forecasting:

  • Setting realistic sales targets and performance expectations.

  • Methods for forecasting demand and tracking progress.

  • Monitoring key indicators that reflect sales performance.

Managing Customer Relationships and Communication

• Customer Relationship Principles:

  • Building trust through consistent and professional interaction.

  • Identifying customer needs across different stages of engagement.

  • Strengthening long-term loyalty through value-focused approaches.

• Marketing and Sales Communication:

  • Crafting messages that capture interest and support conversion.

  • Choosing communication channels that match audience behavior.

  • Ensuring alignment between marketing messages and sales delivery.

Strategic Integration of Marketing and Sales

• Coordinating Marketing and Sales Goals:

  • Aligning plans to support revenue and brand-building objectives.

  • Ensuring consistency between customer expectations and actual delivery.

  • Establishing workflows that promote collaboration between teams.

• Developing Strategic Commercial Plans:

  • Creating integrated initiatives that strengthen market impact.

  • Prioritizing actions that support long-term growth.

  • Evaluating results to refine future marketing and sales strategies.