WEBINAR – Breaking Business Barriers – Propel Business with Sales & Marketing

Created and led by the University of Essex Enterprise Zone, the Space to Grow programme is designed to help businesses scale up and tap into profitable markets. Breaking down the barriers that are restricting your business growth and providing you with the tools to overcome obstacles.

Marketing and Sales

Presented by Malcolm Johnston.

Malcolm debunks the myths about “marketing” as simply promotion and discusses the need to change marketing from product push to a strategic process based on better understanding of customer needs – both explicit and implicit.

The workshop explores how externally focused businesses succeed and how effective cross-functional relationships between sales, marketing and customer service can facilitate the delivery of customer value. Malcolm takes an holistic view of the customer and provides practical advice and exercises that business leaders can apply at any scale and in both B2B and B2C businesses.

This workshop will examine what marketing is about:

• Identifying value

• Creating value

• Delivering value

• Communicating value

With an emphasis on the first and last of these; identifying what customers value and ensuring that this value is communicated pre-and post-purchase, consistently and aligned with the business’s value proposition. The workshop will stimulate your thoughts about how three key functions work together (sales, marketing, customer service) and whether they are communicating the right messages at a macro and micro level.

The output from this workshop will help to stimulate a different way of thinking for your sales people, marketers and customer facing directors. This session takes account of three significant changes in buying behaviour:

• B2B Buyers are 57% of the way through their purchasing decision before they engage with sales

• On average, a B2B customer will regularly use 6 different interaction channels throughout the purchase process, and 66% are frustrated by inconsistent experiences.

• Marketing can now deliver much better targeted, customised messages to individual members of a DMU

Followed by 1:2:1 ZOOM sessions with our own Innovation Advisers. Don’t forget to book your own 1:2:1

What’s next – a diary of events and support that is available through this Space to Grow programme and the Innovation Centre Knowledge Gateway.