Align and Optimize the Roles of Marketing and Sales for a Successful Overall Customer Experience
One of the most challenging (and potentially frustrating) aspects of a marketer can be the relationship between marketing and sales. The axiom that marketers are from Mars and salespeople are from Venus can make it seem hopeless to resolve the different perspectives. Yet, the classic lack of cultural, strategic and operational alignment between sales and marketing is quite addressable and actionable!
The AMA Marketing and Sales Bootcamp is a 2.5-day virtual workshop designed to address and tackle the goal of marketing and sales alignment. Whether your roots are in marketing, selling and sales management, or both, the Bootcamp will dive deep into expert-facilitated, hands-on, relevant and actionable learning. You will be well-prepared to return to your organization and take the lead internally to begin the process of successfully bridging the divide between marketing and sales. You’ll leave with a customized individual action plan that ensures effective implementation of the Bootcamp’s learning directed to your specific organizational and customer needs.
- Explore the differences between marketing and sales, and understand the “what, how, and why” of the classic suboptimization that can easily result.
- Pinpoint specific areas of misalignment and dysfunction in your marketing/sales relationship impacting the customer experience and organizational performance.
- Identify and assess the impact of any misalignment on key areas, including branding, marketing communication, lead generation and the sales funnel, salesperson/customer relationship, salesperson effectiveness, marketing planning, and customer satisfaction, retention, loyalty and advocacy.
- Understand how to affect cultural, strategic and operational changes required to accomplish a greater level of marketing and sales alignment.
- Recognize, discuss and develop capabilities to execute best practices and winning ideas for improving the effectiveness of the marketing/sales relationship.
Who Should Attend?
This session is ideal for marketers working closely with sales organizations and as well as sales managers and leaders who want to move toward better synergies with marketing in order to enhance the customer experience and sales success. In addition, general managers and owners who wish to embark on an initiative to better optimize the impact of marketing and sales will benefit greatly from attendance.
- Five 3-hour blocks of live instruction
- Interactive Q&A and hands-on exercises
- Resource, tips and best practices
- On-demand access for six months
- Plus, there is limited capacity to ensure access to the instructor
After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.
Want to attend with a group of 3 or more? Contact email@example.com at least one business day in advance to get 10% off registration.
AMA Members Get Best Pricing and More
Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and newly added benefits every week. It’s all for a low price of $149/year. (That’s only $12.42/month.)
AMA Event Policies
Day 1 | All Times Central
Why Can’t We All Just Get Along: Where Does Your Organization Stand Now in Terms of the Marketing/Sales Relationship?
- Administer alignment diagnostic: assessing your current marketing/sales relationship
- Score and discuss the diagnostic
- What are the big challenges?
- What are the big opportunities?
- How can our time together jumpstart a roadmap for success?
- Root causes of distress between marketing and sales
- The language of sales and marketing
- Identify stereotypical dissimilarities between sales and marketing
- How do we bridge the classic gaps?
What Does the Organization and Its Top Leadership Want (Expect!) From Marketing and Sales?
- Marketing and sales contributions to the organizational bottom line
- “Upselling” marketing to your organizational leadership
- Internal navigation and internal marketing
Roles, Goals and Cultures for Marketing and Sales
- What makes a salesperson “tick”?
- The sales psyche
- Drivers of salesperson role evolution
- Aligning marketing with sales
- What makes a marketer “tick”?
- The marketing psyche
- Drivers of marketer role evolution
- Aligning sales with marketing
Fostering A Shared Customer Centric Culture
- What does it mean to be customer-centric?
- What is a customer-centric mindset?
- Why is the mantra of customer-centricity key to organizational success?
Where’s the End Consumer in the Equation?
- How customers choose
- Decision making
- Emotional/sensory marketing
- The self/brand relationship
- Social shopping
- Cs/D (customer satisfaction/dissatisfaction)
- The customer persona and journey map
Ramp Up Customer Engagement
- AR/VR (augmented and virtual reality)
Day 2 | All Times Central
Major Trends in Consumer Behavior
- The sharing economy
- Automation/AI (artificial intelligence)
- The postmodern consumer
- And more…
CRM: Customers and Data
- Traditional sales process versus a digital cycle
- How has the global pandemic experience sped up the digital cycle?
- CRM options and performance
- CRM as an enabler of marketing and sales integration
What is Value?
- What does value mean in today’s economy?
- Both marketing and sales need to understand value and its relationship to the customer
Organizational Value Creation in a Digital World
- Traditional versus digital values
- Digital transformation versus digital journey
- Commitment to success
Values of a Digital Culture
- Creativity, equality, empathy, integrity, knowledge, efficiency, openness, unity
- Returning to your culture for marketing and sales: Have the values been broken?
- Define goals to meet your values
- Shaping your brand message around the values
The Role of Social Selling In Today’s Overall Marketing and Sales Strategies
- Organizational buyers’ expectations of how they prefer (demand) to be “sold to” have changed
- To optimize social selling, the salesperson, sales management and marketing must be on the same page!
Day 3 | All Times Central
Create Your Own Personal Action Agenda and Priorities
- Our goal is that everything we’ve focused on can be applied to the best advantage of you and your organization!
- Be ready to begin to implement “on Monday morning”
Greg W. Marshall, Ph.D.
Greg W. Marshall, Ph.D., is the Charles Harwood Professor of Marketing and Strategy at the Crummer Graduate School of Business at Rollins College, Winter Park, Florida. He also holds a visiting appointment as Professor of Marketing and Strategy at the Aston Business School, Birmingham, UK.
Greg began his professional career in the retail industry, coming up through the ranks of Target Corporation. From there, he shifted over to roles in the consumer packaged goods (CPG) industry in product management and sales management for Mennen (acquired by Colgate Palmolive) and Warner-Lambert (acquired by Pfizer). His balanced professional background in marketing and sales leadership gives him a unique perspective on the challenges and opportunities in aligning the two customer-facing areas of an organization.
A prolific publisher in the journals on core managerial issues in sales and marketing, Marshall also is the co-author of several top-selling textbooks around the world on marketing management, marketing principles, personal selling and sales management. In addition, he regularly engages with AMA as a facilitator of several key training offerings. Also, he has considerable experience as a consultant and trainer for various marketing and sales organizations. He recently completed a three-year term on the AMA Board of Directors and is Past President of the AMA Academic Council.
Dr. Timothy O’Brien
Dr. Timothy O’Brien is a Marketing academic and practitioner. As an executive in Orlando, FL, he has worked with Fortune Enterprises and Startups to help improve their digital and experiential marketing strategy. He currently works as the SVP of Business Development at EventLink. In addition, Tim owns and operates a Once Upon a Child retail franchise.
Tim earned an Executive Doctorate in Business Administration from the Crummer Graduate School of Business at Rollins College in Winter Park, FL. His primary research focus is within Entrepreneurship and Digital Marketing, and he loves to work with firms that are focused on bridging the gaps between digital and physical customer relationships. In addition, he serves as an instructor at Rollins College, the University of Central Florida, and Flagler College.
Michael R. Solomon, Ph.D.
Michael R. Solomon, Ph.D., “wrote the book” on understanding consumers. Literally. Hundreds of thousands of business students have learned about Marketing from his books, including Consumer Behavior: Buying, Having, and Being — the most widely used book on the subject in the world. Much in demand as a keynote speaker, Michael often is asked to provide briefings to global executive teams who want significant increases in their bottom line and who understand a deeper connection with their customers accomplishes that.
Michael’s mantra: We don’t buy products because of what they do. We buy them because of what they mean. He advises across a wide range of industries, regularly appears on television shows such as The Today Show, Good Morning America and CNN to comment on consumer issues. He is frequently quoted in major media outlets such as The New York Times, USA Today, Adweek and Time. Michael is a Contributor at Forbes.com, where he writes about issues related to consumer behavior, marketing and retailing. His latest book is The New Chameleons: How to Connect with Consumers Who Defy Categorization (Kogan Page, 2021), which recently won the NYC Big Book Award in the Marketing & Sales/PR category.
As a Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, a seasoned industry consultant, and a successful author, Michael combines cutting-edge academic theory with actionable real-world strategies. An executive at Subaru said it best: “The man is a scholar who is current and street-wise.”
What is the learning approach for this Bootcamp?
Active! Engaging! Participatory! The Bootcamp uses discussion, best practices sharing, Idea Oasis breakout exercises and the creation of a personal action agenda so you can apply what you’ve learned “on Monday morning!”
I’m not able to attend the full time. Can I still participate?
Yes! Your registration includes access to on-demand session recordings for six months.