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Sales and Marketing

 

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Sales for Marketers

Sales for Marketers

What is the programme about?

This programme gives marketers an understanding of the core elements of sales, looking at B2B, B2C and/or B2B2C as appropriate. Marketers are shown the buying process through the lens of the salesperson rather than the marketer, and how that perspective can add value to their own roles. For example:

  • Understanding the nature of value-based and insight-based selling can influence the choice of segmentation strategies and target segments, along with approaches to lead generation
  • Seeing salespeople as facilitators of the buying process rather than 'deal-doers' can help marketing communications to support the sales effort more actively
  • It can also, in turn, make marketers more receptive to market intelligence from the sales channel

Who will benefit from this programme?

This programme can be of value to all marketers, and especially those in roles that influence (or can be influenced) by sales activity, e.g. proposition and price development, campaign development and execution, and customer segmentation and targeting.

What challenges will this programme help you address?

This programme will help you achieve:

  • Better communications between Sales and Marketing, through shared language and an appreciation that both disciplines are fundamentally about uncovering, designing and delivering customer value
  • Better propositions that are more saleable, because the propositions team has understood not just the underlying need but also the often complex decision process involved in purchasing a new product or service
  • More effective marketing communications and campaigns that work with, rather than against, the sales effort
  • Better use of insights gathered from the sales team within the marketing process

Marketing for Salespeople

Marketing for Salespeople

What is the programme about?

Marketing for Salespeople gives your front-line revenue generators a better understanding of the customer segments in their market, how to recognise customers in each segment, and what the specific positioning needs to be to each.

At a tactical level, it also builds a deeper understanding of marketing implementation, including pricing and promotion, to allow salespeople better to leverage campaign materials, discount funds, etc.

Finally, the creativity and customer insight tools in marketing can provide an additional angle to help salespeople to understand their customers’ needs and possible solutions in more creative, challenging ways.

Who will benefit from this programme?

This programme can be of value to all salespeople, from retail sales staff (who need to understand customer segments in some depth) through to Strategic Account Managers.

What challenges will this programme help you address?

This programme will help you achieve:

  • Better communications between sales and marketing, through shared language and an appreciation that both disciplines are fundamentally about uncovering, designing and delivering customer value
  • Better implementation of your marketing strategy (segmentation, targeting and positioning)
  • Better intelligence provided back to marketing, based on an understanding of what information is of value to them
  • Greater creativity within the sales team
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Tools

  • Explore your priorities

    Explore Imparta’s thinking through the lens of your business priorities

  • Estimate the impact

    Estimate the impact of Sales training to help create a business case for change

  • Design your solution

    Scope out how you could make training stick, using our Capability Building® System

  • Compare vendors

    Clarify your decision criteria & download a customised spreadsheet