Anticipate the objections that sales and marketing alignment will attract internally and answer them in advance.
Designing Effective Communication Strategies Between Sales and Marketing
A concise, decision-focused programme covering sales and marketing alignment end to end.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about sales and marketing alignment that tries to reach everyone reaches nobody. Activity in marketing alignment is easy to generate and easy to mistake for progress. The course gives participants a defensible structure for the marketing and commercial practice capability and the judgement to adapt it. Participants gain a realistic view of what sales and marketing alignment costs and what it returns. The programme works equally well for those formalising the marketing and commercial practice discipline for the first time and those improving an existing approach. What blocks progress on marketing alignment is usually unclear ownership rather than unclear intent. The teaching approach is deliberately practical: participants build a go-to-market plan for sales and marketing alignment as they go. Organisations that document marketing alignment properly resolve disputes about it far more quickly. It ends with a prioritised list of changes to this aspect of marketing and commercial practice that the participant is prepared to defend internally.
Expected Learning Outcomes
Handle objections in marketing alignment without conceding position immediately.
Build the sales process for sales and marketing alignment so it is repeatable across the team.
Align marketing alignment with the wider objectives of the commercial team rather than optimising it in isolation.
Structure pricing for sales and marketing alignment to reflect value rather than cost.
Define the audience for marketing alignment precisely enough to exclude people.
Apply a repeatable review cycle to sales and marketing alignment and act on what it produces.
Who Should Attend
Newly appointed managers taking on sales and marketing alignment for the first time.
Sales managers leading teams that deliver marketing alignment.
Operations staff who encounter the consequences of sales and marketing alignment directly.
Retail and channel managers executing marketing alignment in the field.
Commercial analysts measuring performance of sales and marketing alignment.
Founders and owner-managers running marketing alignment personally.
Course Modules
Sales and marketing alignment: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Qualifying out of sales and marketing alignment early and without guilt
- Select channels for sales and marketing alignment based on evidence, then cut the rest.
- Set the discount authority for marketing alignment and require justification.
- Record the rationale for each significant choice made about sales and marketing alignment.
- Write the positioning claim for marketing alignment and test whether a competitor could say it too.
Session 2Choosing channels for marketing alignment on evidence
- Set the review interval for sales and marketing alignment and who attends.
- Script the three most common objections in marketing alignment and the responses.
- Record what was learned when sales and marketing alignment did not go as planned.
- Define acceptance criteria for marketing alignment in advance.
Marketing alignment: objection handling and negotiation
2 sessions · 8 pointsSession 1The cost of marketing alignment and how to present it
- Describe the buyer for sales and marketing alignment specifically enough to name who is excluded.
- Compare the cost of marketing alignment with the cost of its absence.
- Test creative for sales and marketing alignment at small scale before full commitment.
- Choose the next segment for marketing alignment and state why it is next.
Session 2Keeping customers acquired through marketing alignment
- Map the handovers in sales and marketing alignment between functions and secure them.
- Measure lifetime value from marketing alignment, not just first purchase.
- Document the sales process for sales and marketing alignment so a new joiner can follow it.
- Test the procedure for marketing alignment against a realistic scenario.
Marketing alignment: pricing, value and discount control
2 sessions · 8 pointsSession 1The paperwork for marketing alignment that is actually needed
- Agree the attribution model for sales and marketing alignment and state its known limits.
- Define the handover point between marketing and sales in marketing alignment.
- Anticipate the objections sales and marketing alignment will raise and prepare the answers.
- Map the decision journey for marketing alignment and mark where the choice is actually made.
Session 2Getting other functions to support sales and marketing alignment
- Estimate the resource sales and marketing alignment requires to run as designed.
- Build the content that answers the buyer's real question about marketing alignment.
- Compare cost of acquisition against value in sales and marketing alignment.
- Rehearse the briefing on marketing alignment that would follow an incident.
Marketing alignment: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Testing the message on marketing alignment before spending
- Agree the smallest change to sales and marketing alignment that would be visibly useful.
- Identify the data already collected that bears on marketing alignment.
- Define qualification criteria that disqualify quickly in sales and marketing alignment.
- Remove steps in marketing alignment that add effort without adding assurance.
Session 2Pricing marketing alignment on value rather than cost
- Decide what will be stopped to create capacity for sales and marketing alignment.
- Structure pricing for marketing alignment against perceived value.
- Set escalation thresholds for sales and marketing alignment that work out of hours.
- Agree the indicators that will show whether marketing alignment is improving.
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.