Marketing and Sales

Building Strategies to Prioritise Sales Opportunities

Develop the judgement and the documentation needed to run sales opportunity prioritisation properly.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Strategies to Prioritise Sales Opportunities
5days

About the programme

Course Overview

Buyers now complete much of their decision on sales opportunity prioritisation before speaking to anyone. Most disappointing results in this aspect of marketing and commercial practice trace back to an audience defined too broadly. Participants leave with a method for the wider marketing and commercial practice agenda, not a set of opinions about it. It suits anyone whose decisions touch sales opportunity prioritisation, in large organisations and small ones alike. Field experience suggests that the barrier to better the marketing and commercial practice capability is rarely technical. The difficulty is not agreeing that the marketing and commercial practice discipline matters — it is deciding what to stop doing to make room for it. The programme uses small-group work so that each participant's treatment of sales opportunity prioritisation is examined, not just described. Participants finish able to explain the marketing and commercial practice capability to a non-specialist audience without losing precision. The final session converts the week's work on this area of marketing and commercial practice into commitments with owners and dates.

Expected Learning Outcomes

  • Build the content that moves a buyer through sales opportunity prioritisation rather than merely informing them.

  • Agree the first three actions on sales opportunity prioritisation that will be taken on returning to work.

  • Set the attribution model for sales opportunity prioritisation and understand its limits.

  • Estimate what sales opportunity prioritisation costs to run properly, and what is lost when it is not.

  • Translate policy on sales opportunity prioritisation into procedures that hold up under day-to-day pressure.

  • Choose channels for sales opportunity prioritisation on evidence of where the audience decides.

  • Build the sales process for sales opportunity prioritisation so it is repeatable across the team.

Who Should Attend

  • Brand and communications specialists shaping sales opportunity prioritisation.

  • Business development managers pursuing opportunities in sales opportunity prioritisation.

  • Anyone whose accountability for sales opportunity prioritisation exceeds their current formal training in it.

  • Customer experience managers improving sales opportunity prioritisation.

  • Sales managers leading teams that deliver sales opportunity prioritisation.

  • Officers preparing reports on sales opportunity prioritisation for boards or oversight committees.

Course Modules

Open any module to see its sessions and topics.

01

Sales opportunity prioritisation: alignment between marketing and sales

2 sessions · 8 points

Session 1Measuring sales opportunity prioritisation when attribution is imperfect

  • Collect evidence on the present handling of sales opportunity prioritisation before proposing changes.
  • Anticipate the objections sales opportunity prioritisation will raise and prepare the answers.
  • Script the three most common objections in sales opportunity prioritisation and the responses.
  • Confirm that those complying with sales opportunity prioritisation understand why it exists.

Session 2The claim about sales opportunity prioritisation competitors cannot copy

  • Estimate the resource sales opportunity prioritisation requires to run as designed.
  • Compare cost of acquisition against value in sales opportunity prioritisation.
  • Review whether short-term tactics on sales opportunity prioritisation are damaging the brand.
  • Review whether sales opportunity prioritisation is aligned with the objectives of the commercial team.
02

Sales opportunity prioritisation: pricing, value and discount control

2 sessions · 8 points

Session 1Pricing sales opportunity prioritisation on value rather than cost

  • Test creative for sales opportunity prioritisation at small scale before full commitment.
  • Identify where judgement in sales opportunity prioritisation is legitimate and where it is not.
  • Identify single points of dependency in sales opportunity prioritisation and reduce them.
  • Define the handover point between marketing and sales in sales opportunity prioritisation.

Session 2The handover between marketing and sales in sales opportunity prioritisation

  • Set the review interval for sales opportunity prioritisation and who attends.
  • Design the retention action triggered when a customer of sales opportunity prioritisation goes quiet.
  • Close out actions on sales opportunity prioritisation rather than leaving them open indefinitely.
  • Build the report on sales opportunity prioritisation that answers whether to spend more or less.
03

Sales opportunity prioritisation: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1Comparing sales opportunity prioritisation with recognised practice

  • Benchmark the organisation's sales opportunity prioritisation against comparable operations.
  • Agree the indicators that will show whether sales opportunity prioritisation is improving.
  • Measure lifetime value from sales opportunity prioritisation, not just first purchase.
  • Agree the attribution model for sales opportunity prioritisation and state its known limits.

Session 2Moving sales opportunity prioritisation from approval to execution

  • Establish what evidence demonstrates sales opportunity prioritisation is under control.
  • Build the competence framework that supports sales opportunity prioritisation.
  • Document the sales process for sales opportunity prioritisation so a new joiner can follow it.
  • Agree what will be standardised in sales opportunity prioritisation and what will not.
04

Sales opportunity prioritisation: qualification and pipeline discipline

2 sessions · 8 points

Session 1Keeping sales opportunity prioritisation alive after the initial push

  • Map the decision journey for sales opportunity prioritisation and mark where the choice is actually made.
  • Define acceptance criteria for sales opportunity prioritisation in advance.
  • Select channels for sales opportunity prioritisation based on evidence, then cut the rest.
  • Write the positioning claim for sales opportunity prioritisation and test whether a competitor could say it too.

Session 2Keeping customers acquired through sales opportunity prioritisation

  • Structure pricing for sales opportunity prioritisation against perceived value.
  • Build the content that answers the buyer's real question about sales opportunity prioritisation.
  • Describe the buyer for sales opportunity prioritisation specifically enough to name who is excluded.
  • Set escalation thresholds for sales opportunity prioritisation that work out of hours.

Choose the package that suits you

Silver Package

At least 3 people

USD1,250
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Gold Package

At least 3 people

USD1,850
  • 5-night stay in a 5-star hotel
  • Workshop or Program Participation
  • Airport Transfers
  • Customized Badge
  • Expert Mentorship (Private Sessions)
  • Supervision & Secretarial Services
  • Accredited Certificate of Participation
  • Complete Training Kit
  • Coffee Break
  • Closing Ceremony

Complete your registration

We will contact you within one business day to confirm.

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