Planning business development activities requires analytical skills to map market potential and distribute business objectives in a manner consistent with existing opportunities.
Knowing how to plan also enables optimization of investments and targeting of resources, facilitating subsequent measurement of results with a view to continuous improvement.
The course transfers a structured planning model to translate business objectives into a clear strategy available to all sales and marketing roles in the company.
Target audience
Sales Directors, Sales Managers, KAMs, Area Managers and all those who have a responsibility in business development.
Methodology
The methodology is based on a business game with practical exercises. Participants will work on a concrete project of developing a plan with respect to their business goals.
Duration
2-day in-person course or webinar mode.
Goals
- Develop a strategic approach to the market
- Improve the ability to translate business objectives received from management into business objectives in the target territory
- Building a replicable and measurable model of planning.
Program
External analysis
- Macroscenario analysis
- Major trends
- 5 Porter’s forces
- Purchasing behavior
- Market size.
Internal analysis
- Existing Customers – Sales Analysis
- CRM culture
- Product/Service Portfolio Analysis
- Brand positioning.
Objectives and plan setting
- From strategic goals to business and marketing objectives
- Define the goals and strategy of the Plan in consultation with management and the marketing function
Implementation of the business development plan
- The business development plan
- Distribution and sales force organization
- Price and discount policy
- Integration of the plan with other promotional tools
- The economic control of the plan.
