Sales & Marketing Strategies: The What, Why and How from Rome Business School

Intended Learning Outcomes

Intended Learning Outcomes of "Marketing & Sales; The What, Why and How" Module. After studying the 3 Modules, Students should be able to:

• Define an effective Integrated Marketing & Sales Strategy
• Describe benefits generated by the 5Ws and 1H methodology
• Describe main International Marketing strategy
• Explain the main gains of International commercial Strategies
• Identify the best Marketing & Sales Strategies and related activities
• Discuss factors that affect organizations due to commercial policies
• Identify best ways to develop international businesses for Companies

Professor's Profile

Maurizio Di Domenico Sales&Marketing VP, CEO, Professor

Education and Hobbies

Education: · Canadian High-School Diploma in Vancouver · Political Science University Graduation in Italy Hobbies: · Music · Literature · Photography

Short Descriptive Bio

Short descriptive Bio : Negotiator and Manager with a consolidated expertise in the Air Transportation Industry. For over 25 years he has managed commercial negotiations all over Europe, in many Asian and South American Countries, and in the USA. He started in 1990 as Alitalia Junior HR Manager in Rome, 4 years later he started a managerial career in the Sales&Marketing Division of the Company which led him in ten years, to become Country Manager in Brazil, then in Germany, for 5 years in Japan, and again in Germany as Area Manager for Germany, Switzerland and Austria.

From Sales to Procurement, as Senior Negotiator, he then managed to procure airport services for seven years, opening airports such as Los Angeles, Beijing, Rio de Janeiro, and others in Europe and in the Middle East.

In 2011, returning to Sales, he was appointed "Charter, Leisure & Groups" Sales Director for the Italian Market.

He is currently CEO of Playhotel Next, a Leading Firm in Facility Management, Senior Advisor of a Consultancy Firm partially owned, AMBIRE, and a RINA certified Export Manager.

Passionate Trainer

Passionate Trainer of: Sales&Marketing Strategies and Techniques; Core Competences; Advanced Negotiation; HR Topics; Time Management; Effective Communication Skills. He uses an interactive and pragmatic approach to train Managers and Students, using an unusual selection of techniques acquired in the field of Economics, Psychology and Neuro Linguistic Programming.

Marketing System

MARKETING SYSTEM 1 I REVIEW PDA VSEN --- Plan 1 978://October, 2019 Plan 2

Global Economic Overview

World Population Distribution

8 BILLION World divided into four regions with the same population 1/4 1/4 1/4 1/4

Global GDP by Country (2022)

GLOBAL ECONOMY The majority of global economic activity comes from just a handful of countries. with the U.S., China, Japan, Germany, and India making up the top five.

Share of the $101.6 trillion global GDP, by country (20223 In 2022, India overtook the United Kingdom to become the world's fifth-largest economy.

JAPAN 4.3T CHINA 18.3T U.S. 25.0T TOP 25 84% %99 OL dOL TOP 5 51% GERMANY 4.0T INDIA 3.5T TAIWAN O.8T BRAZIL 19T SWITZERLAND O.BT REST OF WORLD 16.2T S. KOREA 1.77 POLAND SPAIN TAT SWEDEN TURKEY .0.91 UK 3.2T INDONESIA 1.37 Belgium $5908 AUSTRALIA 1.71 ITALY 2.0T Smallest economy in this stice MEXICO SAUDI ARABIA TOT ARGENTINA 0.61

FRANCE 2.8T CANADA 2.2T RUSSIA 2.11 Largest economy in this slice D BRIAN 20T NETHERLANDS Tuvalu $0.068

World Economic Outlook October 2022: Growth Projections

WORLD ECONOMIC OUTLOOK OCTOBER 2022 GROWTH PROJECTIONS GLOBAL ECONOMY ADVANCED ECONOMIES EMERGING MARKET & DEVELOPING ECONOMIES 6.0 5.2 3.2 2.7 2.4 1.1 2021 2022 2023 2021 2022 2023 2021 2022 2023 INTERNATIONAL MONETARY FUND IMF.org #WEO

6.6 3.7 3.7

Growth Projections by Region (Percent Change)

WORLD ECONOMIC OUTLOOK OCTOBER 2022 GROWTH PROJECTIONS BY REGION (PERCENT CHANGE) World 6.0 3.2 2.7 2021 2022 2023 LATIN AMERICA AND THE CARIBBEAN SUB-SAHARAN AFRICA 6.9 4.7 3.6 3.7 3.5 1.7 2021 2022 2023 2021 2022 2023 EURO AREA UNITED STATES 5.2 5.7 3.1 4.5 5.0 7.2 1.6 1.0 2021 2022 : 2023 2021 2022 2023 2021 2022 2023 2021 2022 2023 (real GDP growth, percent change) IMF.org/social Source: IMF, World Economic Outlook, October 2022. Note: Order of bars for each group indicates (left to right): 2021, 2022 projections, and 2023 projections.

MIDDLE EAST AND CENTRAL ASIA EMERGING AND DEVELOPING ASIA 0.5 3.6 4.4 4.9

Marketing Strategy Definition

Marketing Strategy [mär-ka-tin 'stra-ta-jē] A business's overall game plan for reaching prospective consumers and turning them into customers of their products

Sales Strategy Importance

Is it possible to make sales without strategy? It is, to some extent - but only if you're lucky. The problem with relying on luck is that it tends to run out. It's not repeatable, it's not measurable, and it's certainly not sustainable. That's why it's so important to have a clear sales process for moving leads through your pipeline. And today more than ever, in order to develop an effective process for selling, Companies need an INTEGRATED Sales and Marketing Strategy, to guide them.

What is Sales Strategy? Your Blueprint for Success

Sales strategy is a tactical blueprint for how any Business can increase sales, revenue, and profits. Company's sales strategy defines who you're selling to, what you need to communicate to them in order to finalise sales, and what you're expecting in terms of results. Developing a sales strategy helps you understand who your best customers are and how you can increase your sales to your target audience. This requires answering the following questions:

Key Sales Strategy Questions

Who are is target market? Why should they buy from you? What are your unique selling points? How can you communicate value? What impact should your strategy have on revenue and profit margins? When do you expect to see results? The answers to many of these questions revolve around your ideal customer profile and, ultimately, the personas of your best possible customers.

Real Life Examples

REAL LIFE EXAMPLES: WHO How WHAT WHEN WHERE WHY

Sales & Marketing Structural Gaps

So, what's holding organizations back from achieving their alignment visions? The core of the problem is that Sales and Marketing are built to see the world differently. They consult their own sources for information, and follow different guidance when it comes to their targets and incentives.

Integrated Sales & Marketing Strategy vs. Sales Process

Sales Strategy vs. Sales Process While sales process refers to the specific steps that must be taken to make a sale, a sales strategy provides a wider perspective. Sales strategy identifies who the target audience is as well as the value propositions Companies need to communicate to them. Alternatively, a step-by-step sales process outlines sales activities that must be completed to move leads through the funnel and achieve the goals outlined in the strategy.

Sales Strategy vs. Marketing Strategy

Though sales and marketing strategy do overlap in several ways, they're still completely separate beasts. Marketing strategy is focused on building awareness and visibility for both brand and product. Sales strategy, on the other hand, is focused on achieving a more tangible result, increasing sales and maximizing profits. For best results, marketing and sales strategies should be implemented together to ensure their align and support at each other's goals.

Marketing vs. Sales Comparison

1 Marketing $ Sales Tell the Company's story Approach Ask questions and give suggestions Closer to art Mentality Work with numbers and math Outline the Company's Identity Methodology Promote a product Sensitive to rejection Personality Deals with rejection Long term profits (Exponential) Profits Short term profits (Linear)

Marketing Sales Generate leads Leads Convert leads to customers Organisation comes first Orientation Product comes first Can't measure ROI ROI Can measure ROI Fixed salary Wages Commission Address the public Communications Personal communication

Sales Strategy Cycle

Establish contact Evalute Ask questions Sales Strategy Cycle Close the deal Give recommen- dations

Marketing Strategy Cycle

Assessment of the marketplace Gather customers' feedback Design customer-oriented marketing plan Marketing Strategy Cycle Address the public Deliver superior values

Components of a Well-Defined Marketing & Sales Strategy

The Components of a Well-Defined Marketing & Sales Strategy As a sort of blueprint for a Company's long-term health and success, an integrated Marketing & Sales Strategy gives the whole commercial team a big-picture, and overview of what you want to achieve as an organization and how you're going to do it.