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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/sales-marketing-alignment
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课程名称：销售与市场对齐（Sales & Marketing Alignment） 课程概述： 欢迎来到课程4——销售与市场对齐。本课程主要关注销售专业人员面临的最大挑战之一：销售与市场的对齐。在课程1中，我们讨论了有效销售的必要性，即销售策略与销售团队必须整合，以支持价值创造的潜力。同时，市场营销的功能可以支持这种整合。课程2关注销售策略与情报分析的支持，课程3则介绍销售模型和框架以支持销售计划。在这一系列课程中，您将能够进一步深入销售计划与管理的功能，解决销售专业人员必须特别关注的挑战——销售与市场对齐。 主要学习成果： 本课程旨在让您掌握支持销售与市场对齐的概念，提供改善对齐的建议与策略。通过提高您在销售与市场对齐方面的知识、能力与技能，将有助于从战略销售规划的角度提升价值创造的潜力。 课程大纲： 模块1 - 战略规划的市场营销原则： 本模块旨在深化市场营销与战略概念的讨论，了解这些概念在销售计划管理中的重要性。模块的主要学习成果是提高对市场基础概念及其与销售互动的理解，识别市场相关变量与销售职能之间的互动，并提升支持市场规划的能力。 模块2 - 销售与市场的协调： 本模块的学习成果包括对市场与销售之间典型冲突的更深入认识，描绘冲突根源以便更准确的分析，建议和措施以减轻冲突的影响或防止冲突的发生。通过增强市场和销售的凝聚力，提升销售职能的价值创造潜力。 模块3 - 销售与市场整合检查清单： 本模块旨在深入了解销售与市场对齐以及商业成功，识别对齐的水平及需要填补的差距，分析应采取的措施以对齐销售与市场。您将能够对销售与市场之间的主要问题进行关键分析，识别问题根源并设计可实施的替代方案。 模块4 - 战略销售管理实践： 在本模块中，您将开发关于销售与市场对齐主题的最终任务，并以真实商业案例进行分析。最终任务的主要学习成果是设计支持销售与市场对齐的行动和建议。 通过本课程的学习，您将获得有关销售与市场对齐的深入理解，并能在实际商业环境中应用这些知识。
Name:MODULE 1 - Marketing Principles for Strategic Planning
Description:This module is aimed to deepen the discussion regarding marketing and strategy concepts. And these concepts play a critical role in the sales planning and management functions. A company's managers can perform this role smoothly; another company's managers may have limitations in this process. In the latter case, marketing and sales functions will be misaligned, which reduces the company's value creation potential through the sales. Therefore, this module initiates Course 4 with focus on the marketing foundations that relate to sales. The module's primary learning outcomes are - Improved understanding of the foundations of marketing and how they interact with sales; identify the interactions between marketing related variables and the sales functions; and improved knowledge and skills to support marketing planning through the sales team contributions in product development, pricing, place, and promotions.
Name:Module 2 - Sales & Marketing Harmonization
Description:Welcome to Sales & Marketing Harmonization module. The learning outcomes of this module are - Deeper awareness and understanding of the typical conflicts between marketing and sales; depicting the roots of the conflicts to support more accurate analyses to address them, and integrating the recommendations and prescriptions applicable to mitigate the conflicts' effects or to prevent them from occurring. In this module, you'll go further on the conceptual basis to improve the potential of value creation through the sales functions, by strengthening the cohesion of marketing and sales functions.
Name:Module 3 - A Checklist On Sales & Marketing Integration
Description:Welcome to A Checklist on Sales & Marketing Alignment Module. This module's learning outcomes are - Deepen the knowledge of sales & marketing alignment and business success, identifying the level of alignment and what are the gaps to be filled, and analyzing what to do to and implementing the actions to align sales and marketing. By the end of the module, you'll be able to do a critical analysis of the major issues between sales and marketing, identify the roots of the problems, and design alternative approaches to implement to mitigate the consequences and strengthen sales and marketing alignment.
Name:Module 4 - Strategic Sales Management In Action – the journey goes on
Description:Welcome to Applying Sales & Marketing Alignment Module. In this module, you'll develop a final assignment on the topics regarding sales & marketing alignment. And you'll do it on a real-life business case. The instructions for the final assignment bring the business case; the questions prompts to develop the analyses and the peer-review rubrics that you'll apply to evaluate another Learner's assignment. The primary learning outcome of this module is the design of actions and recommendations that support the alignment of sales & marketing.
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.
