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Nelson Yoshida,
Samantha Mazzero,
and
Edson Ito
Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process.
Read more
Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process.
Read more
Welcome to Course 2 - Sales Strategy - This course is designed to discuss the application of intelligence analysis in the sales planning process. And this approach contributes to integrating the sales planning process into the corporate strategy of the company because, in the strategy analysis and formulation process, we apply models, frameworks, tools, and techniques that also apply to the sales planning and management process.
Therefore, the expected outcomes of this course focus on the transition from traditional to strategic sales planning, by discussing and applying the concepts recommended to support the development of the strategic guidelines.
The concepts, models, tools, and techniques discussed and practiced during the course focus on the improvement of value creation from the sales function empowered by intelligence analysis, a process which typically applies in the strategy analysis front.
The discussions go through how intelligence analysis can support the sales function, by providing methods to connect strategy to marketing and sales planning processes.
In this course, the primary learning outcome is the ability to apply intelligence analysis to support sales planning process, and by being able to do this, you’ll improve your competencies and skills to support sales planning with a strategic approach.
You’ll develop a final assignment at the end of the course, and it is designed from an adapted real-life business case. The challenges of the case comprise the business context, through which you’ll apply the conceptual framework discussed during Course 2.
The outcomes of your analysis on the assignment case will be evaluated through a peer-review process.
Register for this course and see more details by visiting:
OpenCourser.com/course/j9r3ei/sales
What's inside
Syllabus
Module 1 - Sales intelligence
Welcome to Sales Strategy module. In this module, we discuss the use of intelligence analysis methods to support the sales functions, such as planning and sales operations management. We discuss the benefits of the application of intelligence analysis methods, and how this approach contributes to the sales planning process, by developing this process with a strategic view. The primary learning outcome from this module goes through two essential aspects. The first one is on the awareness front, in the sense that a sales professional would benefit from knowing that intelligence analysis may contribute to the planning process. The second aspect is that the awareness of this benefit leads sales professionals to keep attention to the methods, models, tools, and techniques regarding intelligence analysis. Eventually, they will practice the methods, which will support the development of the sales plan, with an integration of strategy and sales.
This course has been developed by prof. Edson Ito with an active participation of Rosangela Ito. Rosangela Ito (MBA) is a specialist in Strategy & Competitive Intelligence, Marketing, and Strategic Partnerships. She has an extensive experience in strategy, international M&A, strategic benchmarking, competitive intelligence, strategic partnerships, brand licensing. She also has an International Certification in Competitive Intelligence at the Fuld Academy of Competitive Intelligence.
Read more
Syllabus
Module 1 - Sales intelligence
Welcome to Sales Strategy module. In this module, we discuss the use of intelligence analysis methods to support the sales functions, such as planning and sales operations management. We discuss the benefits of the application of intelligence analysis methods, and how this approach contributes to the sales planning process, by developing this process with a strategic view. The primary learning outcome from this module goes through two essential aspects. The first one is on the awareness front, in the sense that a sales professional would benefit from knowing that intelligence analysis may contribute to the planning process. The second aspect is that the awareness of this benefit leads sales professionals to keep attention to the methods, models, tools, and techniques regarding intelligence analysis. Eventually, they will practice the methods, which will support the development of the sales plan, with an integration of strategy and sales.
This course has been developed by prof. Edson Ito with an active participation of Rosangela Ito. Rosangela Ito (MBA) is a specialist in Strategy & Competitive Intelligence, Marketing, and Strategic Partnerships. She has an extensive experience in strategy, international M&A, strategic benchmarking, competitive intelligence, strategic partnerships, brand licensing. She also has an International Certification in Competitive Intelligence at the Fuld Academy of Competitive Intelligence.
Read more
Module 2 - Applying intelligence to understand your strategic context
Welcome to the module dedicated to applying intelligence analysis to understand the strategic context.
This module is about going through a practical view of how to apply concepts, models, tools, and techniques related to intelligence analysis, with emphasis to support understanding the strategic context, and how it relates to sales.
This module is a natural next step from the previous module, which was focused on the awareness of the benefits of intelligence analysis to the sales planning and management functions.
In this module, we’ll discuss the application of intelligence analysis on the external environment. From a sales perspective, the discussion will go through the internal environment analysis and the implications of the external environment analysis outcomes on the internal environment.
The convergence of the deeper knowledge about the external environment with the internal environment analysis contributes to the improvement of the sales planning process, and this is the primary learning outcome of this module.
Module 3 - Intelligence analysis for sales: Analytical tools and techniques
Welcome to module 3 – Intelligence analytical tools and techniques to support the sales strategy.
At this point of the course, we already have an awareness of the effectiveness of intelligence analysis to improve sales planning process.
Also, we have a conceptual understanding of how intelligence analysis can support the external environment assessment and the connection between the external and internal environment.
Now it’s time to dedicate some efforts in the analytical tools and techniques, with the recommendations on how to apply them, and the use of their outcomes in the sales planning and management processes.
This module primary learning outcome is the knowledge of the different analytical tools and techniques, and how they can contribute to the sales planning and management processes. We’ll discuss the tools and techniques, the recommendations of how to apply them, and the applicability of the tools and techniques analyses outcomes in the sales planning process.
Module 4 - Strategic sales Management in action – joining intelligence in your journey
Welcome to module 4 – Intelligence analytical tools and techniques in practice.
This module guides you to develop the final assignment of Course 2: Sales Strategy.
The challenge of the assignment is to develop analyses regarding sales functions, by applying intelligence analytical tools and techniques.
We use a case to bring business context that describes a real-life experience, and the case presents challenging issues that involve strategic and sales scopes. You’ll be required to apply the concepts discussed in the modules of the course 2, and come out with propositions of approaches. The proposition has to be supported by your reasoning, which should be the consequence of the analyses you develop applying the tools and techniques discussed in Course 2.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Helps managers understand how the application of intelligence analysis methods may improve the sales planning and management process
Shows managers how awareness and application of this intelligence analysis method contribute to the sales planning and management functions
Teaches how to apply intelligence analysis to support and improve the sales planning and management process
Develops sales professionals’ knowledge of analytical tools and techniques, and how to implement them in the sales planning and management process
Case-based examples give learners a practical business context to demonstrate the application of the course’s concepts
Taught by instructors with practical and academic experience in strategy, marketing, competitive intelligence, and strategic partnerships
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Reviews summary
Helpful sales strategy specialization
According to students, the Sales Strategy Specialization is well received and beneficial for beginners and sales professionals. The course is well organized and the case studies are informative and engaging. Overall, learners say that this specialization offers a solid foundation in sales strategy and is worth the time and effort.
Course is challenging but rewarding.
"Contrary to popular belief, STRATEGIC SALES MANAGEMENT SPECIALIZATION is not an easy course."
"It is difficult and it takes diligence and hard-work in order to grasp some of the concepts shared here."
Engaging live examples and tools.
"Veryb use ful for the beginners like Me.The course is Fantastic with many live Standared Examples."
"Muy buen enfoque, y set de herramientas para el planeamiento estratégico de ventas, y de la compañía."
Clear and relevant course materials.
"Temas presentados de manera clara y muy didáctico, mantiene el interés permanente del alumno."
"This course content & case studies are very useful and easy to understand."
Professor was unengaging.
"Not much of a practical exposure and theory looks confusing. Professor's accent was also not engaging."
"Good content, but there was only 1 professor dictating the whole course. And definitely was the most boring professor out of all the ones that have appeared previously."
Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Sales Strategy with these
activities:
Identify a Sales Industry Mentor
Show steps
Connect with experienced sales professionals to gain insights, advice, and support for your career development.
Browse courses on
Mentorship
Show steps
-
Attend industry events and conferences.
-
Reach out to your professional network.
-
Identify potential mentors based on their experience and expertise.
-
Prepare for the initial meeting by outlining your goals and questions.
-
Establish a regular schedule for meetings or check-ins.
Salesforce CRM Tutorial
Show steps
Gain proficiency in using a leading CRM platform to optimize sales processes and customer relationship management.
Browse courses on
Salesforce
Show steps
-
Enroll in an online tutorial or course on Salesforce.
-
Follow the instructions and complete the exercises provided.
-
Set up a practice Salesforce instance.
-
Explore advanced features and functionalities.
Review 'Intelligence Analysis for Competitive Advantage' by Michael Porter
Show steps
Reinforce the importance of intelligence analysis in shaping a strategic sales approach by reviewing a seminal work in the field.
View
The Intercultural Communication Playbook
on Amazon
Show steps
-
Preview the book by reading the introduction and conclusion.
-
Identify key concepts and frameworks discussed in each chapter.
-
Reflect on how these concepts apply to the sales planning process.
Five other activities
Expand to see all activities and additional details
Show all eight activities
SWOT Analysis for Target Market
Show steps
Conduct an in-depth analysis of the strengths, weaknesses, opportunities, and threats related to a specific target market, providing insights for sales strategies.
Browse courses on
SWOT Analysis
Show steps
-
Identify the target market and its characteristics.
-
Gather data on the market using a variety of sources.
-
Identify the strengths, weaknesses, opportunities, and threats.
-
Prioritize the findings based on their potential impact.
-
Develop recommendations and strategies based on the analysis.
Develop a Sales Intelligence Plan
Show steps
Apply the principles of intelligence analysis to create a structured plan for gathering and interpreting data to support sales decision-making.
Browse courses on
Intelligence Analysis
Show steps
-
Define the goals and objectives of the plan.
-
Identify relevant data sources and collection methods.
-
Develop a framework for analyzing and interpreting the data.
-
Outline the reporting and communication strategy.
-
Implement and monitor the plan, making adjustments as needed.
Sales Pitch Role-Playing Exercises
Show steps
Engage in realistic simulations to enhance communication and persuasion skills in sales scenarios.
Show steps
-
Prepare a sales pitch for a specific product or service.
-
Identify a role-playing partner.
-
Take turns playing the roles of the salesperson and the customer.
-
Provide constructive feedback and suggestions for improvement.
Sales Strategy Discussion Group
Show steps
Engage in collaborative discussions with peers to exchange insights, share experiences, and refine strategic thinking.
Browse courses on
Sales Strategy
Show steps
-
Identify a group of peers with similar interests.
-
Select a topic for discussion related to sales strategy.
-
Meet regularly to discuss the topic, share ideas, and provide feedback.
-
Summarize key takeaways and insights.
Industry Best Practices Compilation
Show steps
Gather and synthesize information on industry best practices to stay abreast of the latest trends and techniques in sales management.
Show steps
-
Identify reputable sources of sales-related information.
-
Collect articles, case studies, and reports on industry best practices.
-
Organize and categorize the information based on relevant topics.
-
Develop a summary or presentation of the key findings.
-
Share the compilation with peers or colleagues.
Identify a Sales Industry Mentor
Show steps
Connect with experienced sales professionals to gain insights, advice, and support for your career development.
Browse courses on
Mentorship
Show steps
Show steps
Show steps
- Attend industry events and conferences.
- Reach out to your professional network.
- Identify potential mentors based on their experience and expertise.
- Prepare for the initial meeting by outlining your goals and questions.
- Establish a regular schedule for meetings or check-ins.
Salesforce CRM Tutorial
Show steps
Gain proficiency in using a leading CRM platform to optimize sales processes and customer relationship management.
Browse courses on
Salesforce
Show steps
Show steps
Show steps
- Enroll in an online tutorial or course on Salesforce.
- Follow the instructions and complete the exercises provided.
- Set up a practice Salesforce instance.
- Explore advanced features and functionalities.
Review 'Intelligence Analysis for Competitive Advantage' by Michael Porter
Show steps
Reinforce the importance of intelligence analysis in shaping a strategic sales approach by reviewing a seminal work in the field.
View
The Intercultural Communication Playbook
on Amazon
Show steps
Show steps
Show steps
- Preview the book by reading the introduction and conclusion.
- Identify key concepts and frameworks discussed in each chapter.
- Reflect on how these concepts apply to the sales planning process.
Five other activities
Expand to see all activities and additional details
Show all eight activities
SWOT Analysis for Target Market
Show steps
Conduct an in-depth analysis of the strengths, weaknesses, opportunities, and threats related to a specific target market, providing insights for sales strategies.
Browse courses on
SWOT Analysis
Show steps
Show steps
Show steps
- Identify the target market and its characteristics.
- Gather data on the market using a variety of sources.
- Identify the strengths, weaknesses, opportunities, and threats.
- Prioritize the findings based on their potential impact.
- Develop recommendations and strategies based on the analysis.
Develop a Sales Intelligence Plan
Show steps
Apply the principles of intelligence analysis to create a structured plan for gathering and interpreting data to support sales decision-making.
Browse courses on
Intelligence Analysis
Show steps
Show steps
Show steps
- Define the goals and objectives of the plan.
- Identify relevant data sources and collection methods.
- Develop a framework for analyzing and interpreting the data.
- Outline the reporting and communication strategy.
- Implement and monitor the plan, making adjustments as needed.
Sales Pitch Role-Playing Exercises
Show steps
Engage in realistic simulations to enhance communication and persuasion skills in sales scenarios.
Show steps
Show steps
Show steps
- Prepare a sales pitch for a specific product or service.
- Identify a role-playing partner.
- Take turns playing the roles of the salesperson and the customer.
- Provide constructive feedback and suggestions for improvement.
Sales Strategy Discussion Group
Show steps
Engage in collaborative discussions with peers to exchange insights, share experiences, and refine strategic thinking.
Browse courses on
Sales Strategy
Show steps
Show steps
Show steps
- Identify a group of peers with similar interests.
- Select a topic for discussion related to sales strategy.
- Meet regularly to discuss the topic, share ideas, and provide feedback.
- Summarize key takeaways and insights.
Industry Best Practices Compilation
Show steps
Gather and synthesize information on industry best practices to stay abreast of the latest trends and techniques in sales management.
Show steps
Show steps
Show steps
- Identify reputable sources of sales-related information.
- Collect articles, case studies, and reports on industry best practices.
- Organize and categorize the information based on relevant topics.
- Develop a summary or presentation of the key findings.
- Share the compilation with peers or colleagues.
Career center
Learners who complete Sales Strategy will develop knowledge and skills
that may be useful to these careers:
Strategy Consultant
Strategy Consultant
A Strategy Consultant works with organizations to develop and implement strategic plans. This course will be very useful for a Strategy Consultant because it covers the methods for analyzing the market and developing strategic plans. These plans are a key component of business strategy and understanding how to develop them will make you competitive in this role.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a sales team. This course presents how to develop strategic sales plans, which is a key part of any Sales Manager role. Furthermore, the course provides techniques for analyzing the market and understanding customer needs. This analysis will support a Sales Manager in developing successful sales strategies. Whether you are hoping to enter this field or advance your career as a Sales Manager, this course is recommended for the valuable insights and practical tools that can help you succeed.
Sales Account Executive
Sales Account Executive
A Sales Account Executive works with customers in sales and service roles. This course can be helpful for a Sales Account Executive as it provides a strong understanding of how to analyze sales data and customer needs. Acquiring this knowledge will provide an edge in the role as it helps develop sales strategies and improve customer relationships. The intelligence analysis methods covered in this course will be highly useful in understanding the needs of clients and developing successful sales strategies.
Marketing Manager
Marketing Manager
The Marketing Manager is in charge of developing and executing marketing strategies for a product or service. As the Marketing Manager will often work alongside the Sales Team, this course will provide knowledge of the sales process and important factors in developing a strategic sales plan. By completing this course, a Marketing Manager will add to their skillset, allowing them to enhance their effectiveness in the workplace and in the industry.
Data Analyst
Data Analyst
A Data Analyst collects, analyzes, and interprets data to identify trends and patterns. This course can be useful to a Data Analyst because it provides an understanding of how to use intelligence analysis to collect and analyze data. This skillset will be essential for success in this role, as Data Analysts are often called upon to analyze data and make recommendations on how to improve business processes.
Product Manager
Product Manager
A Product Manager is responsible for coordinating the development and launch of a product. This course can be useful because it provides insight into the sales process and how to plan for the sale of a product, which is key to the role of a Product Manager. In this course, you will learn how to analyze the market and develop a sales strategy, which will be essential for success in this role.
Sales Engineer
Sales Engineer
A Sales Engineer works with customers to provide technical support and advice. This course may be useful to a Sales Engineer as it provides an understanding of how to use intelligence analysis to identify customer needs. This skillset will be valuable in this role as it will allow you to better understand the needs of your customers and develop sales strategies that are tailored to their needs.
Marketing Research Analyst
Marketing Research Analyst
A Marketing Research Analyst gathers and analyzes market data to identify trends and opportunities. This course can be useful to a Marketing Research Analyst because it provides an understanding of how to use intelligence analysis to gather and analyze data. This skillset will be key for success in this role, as understanding how to turn data into insights is a key strength of any successful Marketing Research Analyst.
Sales Operations Manager
Sales Operations Manager
The Sales Operations Manager is responsible for developing and implementing sales processes and procedures. This course can be beneficial to a Sales Operations Manager as it provides an understanding of how to use intelligence analysis to improve sales planning. Having this skillset will help you succeed in this role and contribute to the success of your organization.
Business Consultant
Business Consultant
A Business Consultant provides strategic and operational guidance to businesses. Through analysis of an organization's operations, the Business Consultant (sometimes called a Management Consultant) is able to identify areas of improvement. This course on Sales Strategy may be useful to a Business Consultant, as it will introduce methods for the analysis of operations that can improve sales, which is an important aspect of most businesses.
Business Analyst
Business Analyst
A Business Analyst works with businesses to identify and solve problems. This course can be of use to a Business Analyst as it provides an understanding of how to use intelligence analysis to identify and solve business problems. This is a key skill for Business Analysts, as they are often called upon to analyze data and make recommendations on how to improve business processes.
Financial Analyst
Financial Analyst
A Financial Analyst provides financial advice to individuals and businesses. This course may be useful to a Financial Analyst as it provides an understanding of how to use intelligence analysis to analyze financial data. By learning how to use intelligence analysis, you will enhance your skillset and distinguish yourself from other candidates seeking a role in this field.
Project Manager
Project Manager
A Project Manager is responsible for planning, executing, and closing projects. This course may be useful to a Project Manager as it provides an understanding of how to use intelligence analysis to plan and execute projects. Acquiring this skillset will make you a more valuable asset to any organization as it can be used to identify potential problems and develop contingency plans.
Operations Manager
Operations Manager
An Operations Manager is responsible for overseeing the day-to-day operations of a business. This course may be useful to an Operations Manager as it provides an understanding of how to use intelligence analysis to improve business processes. Being able to analyze data and identify areas for improvement would be a sought-after skillset in this role.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for developing and implementing business strategies. This course may be useful to a Business Development Manager as it provides an understanding of how to use intelligence analysis to develop business strategies. This is a valuable skill for professionals in this role as it can be used to identify new opportunities and develop strategies to capitalize on them.
For more career information including salaries, visit:
OpenCourser.com/course/j9r3ei/sales
Reading list
We've selected seven books
that we think will supplement your
learning. Use these to
develop background knowledge, enrich your coursework, and gain a
deeper understanding of the topics covered in
Sales Strategy.
Translation of Competitive Strategy: Techniques for Analyzing Industries and Competitors. It provides a framework for analyzing industries and competitors, and developing strategies to gain a competitive advantage.
The text refers to its focus on the topics of sales strategy, the selling process, and sales force management as grounded in theory and practice and as blended with concrete real-world examples in order to be especially useful for any reader interested in those topics.
Save
Translation of Strategic Marketing Management by Philip Kotler. provides a comprehensive overview of strategic marketing management, including topics such as market analysis, segmentation, targeting, and positioning.
Translation of Strategic Sales Management by Robert E. Tamm and J. Paul Peter. provides a comprehensive overview of strategic sales management, including topics such as sales strategy, sales organization, and sales performance management.
Save
Helpful guide for understanding how to use data to understand your customers and drive growth. It includes case studies and examples of companies that have successfully used data to improve their marketing and sales efforts.
Is similar to Sales Strategy: A Guide to Growing Your Business by Robert L. Stine, but written in Portuguese instead of English. It also offers guidance for strategic sales executives, and includes case studies of sales strategies from various companies.
Save
This textbook offers a comprehensive overview of sales and marketing management, and includes topics such as market research, product development, pricing, promotion, and distribution.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/j9r3ei/sales
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Effort
4 weeks, 2-4 hours per week.
Level
Intermediate
Via
Coursera
Institution
Fundação Instituto de Administração
Instructors
Nelson Yoshida
Samantha Mazzero
Edson Ito
Language
English
Transcripts
Español
Français
Português
Deutsch
Italiano
中文
العربية
한국어
日本語
हिंदी
Nederlands
Svenska
Pусский
Türkçe
Polski
Ελληνικά
українська мова
Bahasa Indonesia
ไทย
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tiếng Việt
This course belongs to a
collection
called
Strategic Sales Management. It's comprised of five courses:
Good to know
Helps managers understand how the application of intelligence analysis methods may improve the sales planning and management process
Shows managers how awareness and application of this intelligence analysis method contribute to the sales planning and management functions
Teaches how to apply intelligence analysis to support and improve the sales planning and management process
Develops sales professionals’ knowledge of analytical tools and techniques, and how to implement them in the sales planning and management process
Case-based examples give learners a practical business context to demonstrate the application of the course’s concepts
Taught by instructors with practical and academic experience in strategy, marketing, competitive intelligence, and strategic partnerships
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