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Sales & Marketing Alignment
  • Level Professional
  • Duration 16 hours
  • Course by Fundação Instituto de Administração
  • Offered by

About

Welcome to Course 4 – Sales & Marketing Alignment. This course focus on what is considered by most academics and practitioners as the biggest challenge that sales professionals have to face. As we discussed in Course 1 – Effective Sales, strategy, and sales must be integrated to support a high potential for value creation through the sales functions. We also mentioned that strategy and sales integration can be supported by marketing functions. The discussions then went through sales strategy supported by intelligence analysis (Course 2), sales models and frameworks to support sales planning (Course 3). By the consequence, at this point of this specialization, you are in a good position to go further in the sales planning and management functions. And this is the moment to tackle one of the biggest challenges that most sales professionals must address with diligence – Sales & Marketing Alignment. The primary learning outcome of this course is to prepare you to apply concepts to support this alignment, with prescriptions and recommendations that contribute to improving the alignment. The improvement in the knowledge, competencies, and skills regarding sales & marketing alignment will contribute to increasing the potential for value creation from a strategic sales planning approach.

Modules

Lesson 1 - Marketing Principles for Strategic Planning

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning by doing this quiz

3 Videos

  • Video 0 - Welcome to Course 4 - Why this Course is Absolutely Crucial to Anyone in Sales
  • Video 1 - How to Market a Mousetrap
  • Video 2 - Marketing Overview - A Brief History of Marketing

1 Readings

  • Introducing the History of Marketing Theory and Practice

Lesson 2 - Pricing Impact on Sales

    • 4 Videos
    • 5 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning by doing this quiz

4 Videos

  • Video 1 - Pricing Impact on Sales - Pt 1
  • Video 2 - Pricing Impact on Sales - Pt 2 (Pricing Generic Strategies)
  • Video 3 - Pricing Impact on Sales - Pt 3 (Revenue Management)
  • Video 4 - Pricing Impact on Sales - Pt 4 (Improving the Pocket Price)

5 Readings

  • Should Salespeople be given pricing authority?
  • How to effectively avoid and handle objections based on value?
  • Price Elasticity 101: The Necessities and Your Pricing Strategy
  • The power of pricing
  • The Profit Leakage: The Price Waterfall

Lesson 3 - Place & Point Of Sales

    • 1 Videos
    • 3 Readings
    • 1 Assignment
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1 Assignment

  • Test your learning by doing this quiz

1 Videos

  • Video 1 - Place & Point of Sales

3 Readings

  • Book: Principles of Marketing
  • Book: Principles of Marketing. Chapter 13.1
  • Whitepaper "Friction Between Sales & Marketing in Channel Decisions" - C.Rodrigues

Lesson 4 - Promotion & Advertising Allowances To Sales Force

    • 1 Videos
    • 1 Readings
    • 1 Assignment
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1 Assignment

  • Test your learning by doing this quiz

1 Videos

  • Video 1 - Promotion & Advertising Allowances to Sales Force

1 Readings

  • The Costly Bargain of Trade Promotion

Lesson 5 - The Missing "P": The Role of Sales in Product Development

    • 1 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning by doing this quiz

1 Videos

  • Video 1 - The Missing "P": The Role of Sales in Product Development

2 Readings

  • What strategic role does sales play in product design and development - StartUp Sales. Quora, 2011.
  • Involve sales in product development - Jeff Lash. How To Be a Good Product Manager, 2007.

Lesson 6 - The Leadership Role in Sales.

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning on this module topics, by doing this graded quiz

1 Videos

  • Video 1 - Module 1 Wrap-up session

Lesson 1 - The Marketing View

    • 1 Videos
    • 2 Readings
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1 Videos

  • Video 1- What Marketing Thinks About Salespeople

2 Readings

  • Sales and Marketing Integration: A Proposed Framework
  • New Commercial Models: What's Working and what's not.

Lesson 2 - The Sales View

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning through this quiz

1 Videos

  • Video 2 - What Sales thinks about marketers

1 Readings

  • Sales and Marketing Integration: A Proposed Framework

Lesson 3 - The Typical Conflicts - Harmonizing Sales & Marketing

    • 2 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning by doing this quiz

2 Videos

  • Video 1 - The Typical Conflicts - Harmonizing Sales & Marketing
  • Video 2 - The Typical Conflicts - Harmonizing Sales & Marketing - Interview

1 Readings

  • Sales and Marketing Integration: A Proposed Framework

Lesson 4 - Sales & Marketing Harmonization: Final Quiz and Wrap-Up session

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning on this module topics, by doing this graded quiz

1 Videos

  • Video 1 - Sales & Marketing Harmonization Wrap-Up

Lesson 1 - Are Marketing Guidelines Connected To Strategy?

    • 1 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning through this practice quiz

1 Videos

  • Video 1 - Testing Your Company's Strategic Alignment

2 Readings

  • A Simple Way to Test Your Company’s Strategic Alignment
  • The Ultimate Marketing Machine

Lesson 2 - Are Sales & Marketing Guidelines Aligned? Types of Misalignment

    • 3 Videos
    • 2 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice quiz to test your learning

3 Videos

  • Video 1 - Types of Misalignment
  • Video 2 - Strategic Misalignment: Portfolio & Positioning
  • Video 3 - Misalignment: Value & S&T

2 Readings

  • Ending the war between sales and marketing
  • A Few Words About Jack Trout & Positioning

Lesson 3 - Integration Analysis: Identifying Gaps

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice quiz - Lesson 3

1 Videos

  • Video 1 - Where does the misalignment reside?

1 Readings

  • Ending the war between sales and marketing

Lesson 4 - Filling The Gaps in The Sales & Marketing Connection: Taking the Alignment to the Next Level

    • 3 Videos
    • 2 Readings
Show info about module content

3 Videos

  • Video 1 - Filling The Gaps in The Sales & Marketing Connection: Taking the Alignment to the Next Level
  • Video 2 - Filling The Gaps in The Sales & Marketing Connection: Communication
  • Video 3 - Filling The Gaps in The Sales & Marketing Connection: Structure & Processes

2 Readings

  • Ending the war between sales and marketing
  • Sales and Marketing Integration

Lesson 5 - Module 3: Final Quiz and Wrap-up session

    • 1 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Test your learning on this module topics, by doing this graded quiz

1 Videos

  • Video 1- A Checklist on Sales & Marketing Alignment - Module Wrap-Up session

Lesson 1 - Case Analysis: A Marketing & Sales Conflict on Choice of Retail Channel

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Video 1 - Understanding the background

1 Readings

  • Opti™: A Marketing & Sales Conflict on Choice of Retail Channel

Lesson 2 - Case: The Marketing Point of View - Rodrigo Antunes

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Rodrigo Antunes, Chief Marketing Officer speaks

1 Readings

  • Opti™: A Marketing & Sales Conflict on Choice of Retail Channel

Lesson 3 - Case: The Sales Point of View - Walter Miron

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Case: The Sales Point of View: Walter Miron

1 Readings

  • Opti™: A Marketing & Sales Conflict on Choice of Retail Channel

Lesson 4 - Instructions for the assignment and peer-review

    • 1 Videos
    • 1 Readings
    • 1 PeerReview
Show info about module content

1 Peer Review

  • Applying Sales & Marketing Alignment

1 Videos

  • Instructions for the assignment and peer-review

1 Readings

  • Opti™: A Marketing & Sales Conflict on Choice of Retail Channel

Auto Summary

"Sales & Marketing Alignment" is a professional course within the Business & Management domain, offered by Coursera. This course addresses one of the biggest challenges for sales professionals: aligning sales and marketing strategies. Building on prior courses in the series, it delves into applying concepts to enhance alignment, ultimately boosting value creation through strategic sales planning. Ideal for professionals, the course is available via a Starter subscription and spans 960 minutes of comprehensive instruction.

Cesar Rodrigues
Instructor

Cesar Rodrigues