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Course Details

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Objective

  • Understand the role of a structured sales and marketing plan in business growth

  • Apply the 7Ps Marketing Mix to analyze and improve current offerings

  • Develop a customer-focused marketing strategy

  • Align marketing activities with sales objectives

  • Create a practical and measurable sales and marketing action plan

  • Adapt the 7Ps framework to different industries and business models

Learning Outcome

  • Design a structured sales and marketing plan using the 7Ps framework

  • Analyze and improve existing marketing strategies

  • Align sales activities with marketing initiatives

  • Apply customer-centric thinking in planning

  • Develop practical action plans with measurable results

  • Adapt the 7Ps model to their own industry and organization

Course Content

Day 1: Foundations of Sales & Marketing Planning and the First 4Ps

Module 1: Introduction to Sales and Marketing Planning

  • Difference between Sales Plan vs Marketing Plan

  • Why many marketing plans fail

  • Linking business goals to sales & marketing objectives

  • Overview of strategic vs tactical planning

  • Role of the Marketing Mix (7Ps)

Module 2: Understanding Customers and Market Context

  • Market segmentation (B2C & B2B)

  • Target market selection

  • Customer needs, pain points, and buying behavior

  • Value proposition and positioning

Module 3: Product (P1) – What Are We Really Selling?

  • Product vs service concepts

  • Core, actual, and augmented product

  • Product life cycle and implications for sales

  • Branding and differentiation

  • Managing product portfolios

Module 4: Price (P2) – Pricing Strategies for Profitability

  • Pricing objectives and constraints

  • Cost-based, value-based, and competition-based pricing

  • Psychological pricing

  • Discounts, promotions, and pricing for sales teams

  • Pricing alignment with brand positioning

Module 5: Place (P3) – Distribution and Sales Channels

  • Direct vs indirect channels

  • Online and offline distribution models

  • Channel partner management

  • Coverage, availability, and convenience

  • Role of sales force in channel execution

Module 6: Promotion (P4) – Driving Awareness and Demand

  • Integrated marketing communication (IMC)

  • Advertising, PR, digital marketing, and sales promotion

  • Personal selling and relationship marketing

  • Promotional planning aligned with sales targets

  • Budgeting and measuring promotion effectiveness

Day 2: The Service-Oriented Ps and Building the Sales & Marketing Plan

Module 7: People (P5) – The Human Element in Sales & Marketing

  • Role of salespeople and frontline staff

  • Internal marketing and employee engagement

  • Skills, attitude, and service mindset

  • Aligning sales behavior with brand promise

Module 8: Process (P6) – Delivering Consistent Customer Experience

  • Sales and service process mapping

  • Customer journey and touchpoints

  • Lead generation to closing process

  • Handling complaints and service recovery

  • Improving efficiency and consistency

Module 9: Physical Evidence (P7) – Making the Intangible Tangible

  • Importance of physical cues in services

  • Store layout, office environment, and packaging

  • Digital presence (website, social media, apps)

  • Marketing materials and brand consistency

Module 10: Integrating the 7Ps into a Sales & Marketing Plan

  • Aligning all 7Ps into one coherent strategy

  • Prioritizing initiatives

  • Setting SMART sales and marketing objectives

  • Action plans, timelines, and responsibilities

Module 11: Sales and Marketing Budgeting & KPIs

  • Budget allocation across the 7Ps

  • Sales forecasts and targets

  • Key marketing and sales performance indicators

  • Monitoring and evaluation methods

Module 12: Practical Workshop & Case Study

  • Group work: Developing a Sales & Marketing Plan using 7Ps

  • Industry-neutral case studies

  • Presentation and feedback

  • Key lessons and best practices

Who is it for?

  • Business and Enterprise Owners

  • Sales & Marketing Managers

  • Business Development Professionals

  • Marketing Officers and Coordinators

  • Sales Supervisors and Managers

  • Entrepreneurs and Business Owners

  • Product and Brand Managers

  • Anyone involved in planning or executing sales and marketing activities

Training Method

Theory (6.50 hours) Practice (9.50 hours)

Minimum Entry Requirements

  • Basic understanding of business operations

  • Experience or involvement in sales, marketing, or business planning (preferred but not mandatory)

  • Willingness to participate in discussions and group activities

  • No technical or industry-specific knowledge required

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