RESOURCE OPTIMISATION PROGRAM
Marketing and sales resource optimization, multichannel mix optimization, sales force sizing and territory alignment
Online part: 5hours, Inclass session: 2 days
This program addresses marketing and sales resource optimization concepts from portfolio analysis to forecasting, including carryover analysis, structure and sizing and multi-channel optimization... Practical guidance on maximizing commercial contribution helps participants to learn how to allocate optimal marketing and sales resources. The 2-day in-class session uses the Resource Optimization Planner with a set of anonymised market data. The program also covers typical commercial excellence competencies such as incentive plans, performance management and KPIs. It is available in blended learning and in-class versions.

Last updated 06/2019


English

Senior Marketing and Sales Managers, General Managers, Commercial Excellence Managers
DEVELOPMENT NEEDS ANALYSIS
QUIZ
Measure your level of knowledge before starting the program and compare your score to the industry benchmark.
PORTFOLIO ANALYSIS
eLEARNING
Learn how to summarize information and gain important insights to balance your investment decisions using the screening grid. We will look at factors that should be used to evaluate market attractiveness and competitive strengths and how to use the grid to prioritize your promotional investments.
CARRYOVER ANALYSIS
eLEARNING
Learn to estimate the carryover of your products. This eLearning covers five methodologies including Delphi, focus group using weighted criteria, vacant territory, brick ranking and R-squared. Learn how to deduct incremental sales and how useful it is when integrating it in the Profit and Loss statement.
FINANCE
eLEARNING
This module addresses the key nancial measurables, P&L structure and ratios, the objectives and process of reviewing, budgeting and adjusting nancial projections and business plans including the key nancial indicators used to select new products or prioritize existing products.
PROFILING, SEGMENTATION AND TARGETING
eLEARNING
Learn how to adopt an effective segmentation and targeting process and the most efficient method of doing so. Understand sales strategy per segment and how to move from strategy to tactical plans taking into consideration individual challenges such as access issues.
RESPONSE TO PROMOTION AND OPTIMAL FREQUENCY
eLEARNING
Learn the concepts of promotional response curves and how to calculate the optimal frequency of visit equivalent using the correlation analysis technique.
MULTICHANNEL MIX OPTIMIZATION
eLEARNING
Learn the concepts of “visit equivalent” and how to combine the optimal channel mix on each customer segment based on the optimal frequency required, channel preferences and ROI.
SALES FORCE STRUCTURE AND SIZING
eLEARNING
Learn how to structure and size your salesforce(s) based on the optimal call frequency per product, per segment of customers and yearly call capacity.
TERRITORY ALIGNMENT
eLEARNING
Learn how to build a sustainable and fair territory alignment that optimizes the distribution of territories and minimizes disruptions among the structure of sales
COMMERCIAL EXCELLENCE
IN-CLASS / VIRTUAL
This 2-day in-class is a based on a mix of plenary sessions explaining the concepts and practical exercises using the Resource Optimization Planner with anonymized market data. It serves as a learning laboratory in which participants can build and test different marketing and sales optimization scenarios and see how they affect revenues and profits. The program effectively incorporates commercial excellence competencies in the shortest possible timeframe.
eBOOK
ONLINE BOOK
Review the subjects covered during the program and be well prepared for the post-evaluation assessment.
POST EVALUATION AND CERTIFICATION
QUIZ
Test your knowledge and measure your score by improvement and compared to the industry benchmark.
The blended version includes:
  • 1 online test (Before and after) with comparison with industry benchmark
  • 8 eLearning (1-year access)
  • 1 online book (1-year access)
  • 2-day Resource Optimization Planner based in-class session
  • Certificate of completion
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