Executive Management Program In Sales & Marketing Leadership

Foundations Of Sales And Marketing Management

Understanding The Customer

• Transitioning to a CBO: Buck stops here
• Leading the Org 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 proposition

• Customer Journey Map and Experience
• Customer Acquisition and Lead Generation
• Customer Insights
• ROI: Life Time Value, CAC, Conversion Ratios, CRM

Leveraging Marketing Research And Marketing Analytics

Strategic Brand Management

• Quantitative Research: Experiment & ANOVA
• Predictive Analytics & Experimental Analytics
• Time series analytics for Demand forecasting
• Qualitative Research Methods
• CART: Classification and regression tree (CART) in marketing
• Customer Lifetime Value Analysis
• Market basket analysis
• Logistic Regression Techniques
• Cluster Analysis
• Factor Analysis
• Digital, Social Media and Text Analytics
• Conjoint techniques (with use case and Python)
• Positioning Maps, Discriminant Analysis

• Meaning, Aesthetics, Metaphors, ZMET technique
• Forging deep consumer engagement
• Crafting brands in uncertain environments,
• Real Options thinking while branding,
• Brand Strategy & Brand Valuation

Digital Transformation And Social Media Marketing Strategies

Managing Marketing Campaign

• Online reputation management
• Digital-marketing
• Search Engine Optimization ( SEO)
• Google and Web Analytics

• Marketing Communication Message
• Media Mix, messaging and communication
• Packaging, bundling, promotions
• Communication in the Digital Era

Go To Market And Establishing Distribution

Foundation Skills For A Sales Professionals

• Go to Market Strategy
• Distribution Management
• Strategic Channel Choices, Types and Classification, and Structure of Marketing Channels
• Channel Coordination, Channel Conflict, The Dynamic Nature of Channel
• Channel Intensity, Costs and Margins
• Managing and Calibrating channel ROI

• Negotiation and Persuasion Strategies
• Sales forecasting, marketing budgeting and ROI
• Selling Skills for Retail customers
• Relationship Selling Skills for B2B Customers

Salesforce Management And People Skills

B2B Sales

• Sales Force Management
• Goal Setting, Performance Appraisal, Counselling
• Designing Incentives and Rewards for Sales Team
• Recruiting and Managing Performing Sales Teams
• Understanding Teams

• Individual Buying behaviour & Organisational buying behaviour 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 proposition

Managing Business Metrics

Launching Building Product And Brand Portfolio

• Sales forecasting, marketing budgeting and ROI
• Digital Marketing Channels and Metrics
• Product Performance Metrics
• Calculating C-SAT scores, Measuring NPS, Profitability, NPV, IRR, XIRR

• Design and Thinking Framework
• Product Management for E-commerce, Cloud and SAAS-Based Platforms
• Metrics for product management
• Competitive Strategy
• Developing Strong Brands
• Pricing models

Financial Acumen For Sales & Marketing Professionals

Sectoral Marketing

• Interpreting Financial Statements
• Pricing Strategies & Decisions, Consumer, Value, Competition, Dynamic Adaptive Pricing
• Understanding Cash Flows
• Understanding and Managing Outstanding Cycle
• Understanding Costs - Direct, Indirect, Variable
• Costing for Marketing
• Leading a P&L
• NPV and IRR

• BFSI Marketing
• Rural Marketing in Indian Context
• Marketing in BOP, BOP Innovation
• Business to Business and Industrial Marketing
• Retail Marketing : Modern Retail Strategies
• Services Marketing: Services Marketing Mix
• After Sales Services
• Unique Characteristics
• Customer Participation in Services
• Professional Services
• Managing Service Quality and Customer Experience

Marketing To Gen Z

Transformational Leadership And A C-Suite Bird's Eye View

• AI and ML for Marketing Managers
• Chatbots - A bane or boon?
• Exploring AR, VR and Metaverse for Sales and Marketing Managers

• Change Management
• Understanding Self and Personality Profiling
• Scaling up Business Strategy and Implementation