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Aligning Sales and Marketing

What is the programme about?

The tensions between sales and marketing departments are evident in many organisations. The existence of these tensions is not surprising, as the departments compete for budget and rely on each other for their success. Because of this interdependency, they can blame each other for failures. This tension is a source of lost opportunity and inefficiency in many organisations.

This programme helps marketers understand how salespeople operate and sell, and how marketing can underpin and influence their success. Marketers are given planning tools as well as practise in refining propositions and developing communications that optimise the performance of their sales channels.

Who will benefit from the programme?

All marketers involved in developing strategy, communications or propositions for sales channels.  

What challenges will this programme help you address?

  • Increased Revenues: Salespeople will have the optimal tools and resources they need to build their pipelines and drive revenues.
  • Customer Satisfaction: Customers will receive greater value from their interactions with the sales teams leading to higher engagement and satisfaction.
  • More Successful Launches: An aligned approach between marketing and sales leads to more impactful, successful launches.  The buying criteria of the customers will be understood and anticipated and sales people fully briefed and resourced.  
  • Stronger Organisational Alignment: A stronger working relationship between marketing and sales will lead to on-going improvements in performance and effectiveness as information is better shared and opportunities tackled together.
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Segmentation and Targeting

ST teaches marketers up-to-date segmentation techniques, tailored to their market and business challenges, enabling them to target the most attractive groups with carefully planned propositions and communications

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Turning Data into Effective Propositions

DEP develops capabilities to identify the data that provides the most value, enabling marketers to understand trends and insights into market and customer performance

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Customers at the Heart of Your Brand

CHO provides processes to help generate insights and identify those of most value, and teaches techniques to use in probing customer motivations and behaviors using both rational and creative thinking skills

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Data Driven Insight

DDI provides marketers and data analysts with a range of tailored techniques to turn data into actionable customer insights and new segmentation schemes with which to inform critical brand, proposition and planning decisions

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Managing Market Research Programmes

MR enables marketers to track market changes to maintain alignment with customer and channel needs, preferences and satisfaction by leveraging internal and external data and interpreting trends emerging from this information

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Creative Thinking

CT gives marketers the opportunity to test creative thinking techniques on live business opportunities, providing fresh new solutions across multiple forms, media and channels

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Developing Winning Propositions

WP provides a robust and creative process for the development of new propositions, equipping marketers to identify and scope the size and achievability of an opportunity, drive insight from customer data and engagement, creatively develop ideas to stretch and optimise the proposition and plan for its development and execution

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Marketing Strategy and Planning

S&P draws on a range of strategic marketing tools and concepts to help participants consider ways to improve competitor analysis, boost their understanding of the issues shaping their marketing plans and drive value innovation in their markets. Integrates top-down and bottom-up planning to improve the quality of the overall strategic marketing plan

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Living the Brand

LB addresses the importance of interpreting and executing against a brand’s positioning for the purpose of company differentiation, exploring examples of value creations and destruction in brand value, and analysing existing and ongoing campaigns for brand alignment and opportunities to build and reinforce the brand

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Marketing Through the Digital Lens

DL provides marketers with an up-to-date understanding of the role of the spectrum of digital technology in marketing, enabling future propositions and communications to be properly explored, extended and implemented

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Social Media

SM introduces marketers to the use and context of social media within an integrated mix of marketing messages and campaigns, enabling them to identify where their company is on the social spectrum in terms of presence, performance, exposure and channels, and providing tools and resources to brief and plan social media campaigns Read more...

Developing Powerful Communications

DPC explores how to effectively plan and execute marketing communications as part of a wider campaign, using both direct marketing and more generic brand-oriented communications

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Delivering Value Through Effective CRM

CRM – demonstrates how to find, interpret and apply data to support decision making, heavily tailored to participants’ level of experience, the information sources they have access to, their roles and intended use of the data, and the day-to-day business challenges they face

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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

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