Sales & Marketing Plan Course

Lesson 1 • Core Business and Market Concepts

Introduces fundamental economic and market principles that drive planning decisions. Provides vocabulary used throughout the course.

Lesson 2 • Defining Sales and Marketing Roles

Clarifies the distinct mandates of sales and marketing and where they overlap. Sets the conceptual baseline for all subsequent chapters.

Lesson 3 • Aligning Sales and Marketing Goals

Covers goal-setting frameworks that unify both teams around shared revenue targets. Establishes alignment as a prerequisite for effective planning.

Lesson 1 • Competitive Intelligence Gathering

Covers systematic methods for monitoring competitors' positioning, pricing, and tactics. Informs differentiation strategy in later chapters.

Lesson 2 • Translating Insights into Decisions

Bridges raw data to strategic choices by applying structured analysis frameworks. Ensures research investment drives measurable planning outcomes.

Lesson 3 • Research Design and Methodology

Introduces primary and secondary research methods and when to use each. Grounds all subsequent insight work in rigorous data collection.

Lesson 4 • Analysing Market Size and Trends

Teaches techniques for estimating addressable markets and identifying growth trends. Outputs feed directly into target market selection.

Lesson 1 • Segmentation Variables and Models

Covers geographic, demographic, psychographic, and behavioural segmentation dimensions. Students apply multiple variables to create richer segment profiles.

Lesson 2 • Evaluating and Selecting Target Segments

Provides scoring frameworks to assess segment attractiveness and strategic fit. Outputs a prioritised target list aligned with business objectives.

Lesson 3 • Principles of Market Segmentation

Explains why undifferentiated approaches fail and how segmentation improves resource allocation. Establishes criteria for meaningful segment definition.

Lesson 1 • The Marketing Mix in Depth

Examines product, price, place, and promotion decisions as an integrated system. Each element is linked to customer value and revenue outcomes.

Lesson 2 • Content and Messaging Strategy

Covers how to develop consistent brand messaging across all customer touchpoints. Messaging strategy directly supports the promotional mix decisions.

Lesson 3 • Setting Marketing Objectives and Budgets

Teaches how to translate business goals into measurable marketing objectives with budget allocations. Connects strategy to financial accountability.

Lesson 4 • Strategic Marketing Frameworks

Reviews proven frameworks for structuring marketing strategy decisions. Provides a common language for plan development throughout the chapter.

Lesson 1 • Opportunity Management and Qualification

Teaches frameworks for assessing deal quality and allocating sales effort wisely. Reduces time wasted on low-probability opportunities.

Lesson 2 • Prospecting and Lead Generation

Covers inbound and outbound tactics for filling the top of the pipeline with qualified leads. Connects marketing-generated demand to sales follow-up.

Lesson 3 • Designing the Sales Process

Maps the stages a prospect moves through from first contact to closed deal. A defined process reduces variability and improves forecast accuracy.

Lesson 4 • Forecasting and Pipeline Metrics

Introduces quantitative methods for predicting revenue from pipeline data. Accurate forecasting supports resource planning and executive reporting.

Lesson 1 • Closing Strategies and Techniques

Introduces ethical closing methods that create urgency without pressure. Students practise closing conversations through role-play scenarios.

Lesson 2 • Consultative Selling Techniques

Teaches a needs-based selling approach that builds trust and uncovers real buyer problems. Replaces feature-pushing with solution-oriented dialogue.

Lesson 3 • Onboarding New Customers Successfully

Covers the handoff from sales to delivery and early customer experience management. Strong onboarding reduces churn and accelerates time to value.

Lesson 4 • Understanding the Buyer Journey

Maps awareness, consideration, and decision stages to specific buyer behaviours. Aligns sales and marketing actions to each journey phase.

Lesson 1 • Customer Success and Relationship Management

Covers proactive account management practices that drive satisfaction and renewal. Positions customer success as a revenue function, not just support.

Lesson 2 • Economics of Customer Retention

Quantifies the financial impact of retention vs. acquisition and lifetime value. Builds the business case for investing in post-sale relationships.

Lesson 3 • Upselling and Cross-Selling Strategies

Teaches ethical expansion selling techniques that increase revenue per customer. Connects expansion opportunities to genuine customer needs.

Lesson 4 • Churn Analysis and Win-Back Campaigns

Teaches how to diagnose churn causes and design targeted win-back initiatives. Closes the retention loop by recovering lost revenue.

Lesson 1 • Scaling Successful Strategies

Covers how to identify proven tactics and systematically expand them across markets or segments. Prepares students to build scalable growth engines.

Lesson 2 • Sales Analytics and Performance Review

Teaches how to analyse rep-level and team-level sales data to identify improvement areas. Connects data insights to coaching and process changes.

Lesson 3 • Marketing Analytics and Attribution

Covers methods for attributing revenue to marketing activities across multi-touch journeys. Enables smarter budget reallocation based on channel performance.

Lesson 4 • Building a Performance Measurement System

Establishes a hierarchy of metrics from activity to revenue that tracks plan effectiveness. Creates the reporting infrastructure for ongoing optimisation.