Acerca de este curso: 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.
Para quién es esta clase: This course is designed for professionals who seek improvement in the sales planning process, with an emphasis on intelligence analysis application to support a strategic view on sales. The professionals who benefit from taking this course are among: They are new managers who have just been promoted to a sales manager position. They have been assigned to broader and new set of responsibilities within the company, in the sales area. They might be interested or already have been experiencing challenges to integrating with other areas of the company, such as marketing and finance. They are product managers who must integrate product management and sales management. They are interested in going further in sales management, with emphasis on a strategic approach. They are looking for sales and marketing positions in other companies. They adopt a lifelong-learning approach to their careers and build a portfolio of expertise proactively.
Creada por: Fundação Instituto de Administração
Enseñado por: Nelson Yoshida, Ph.D., MBA, B.Eng.
FIA Profuturo – Futures Studies Program
Enseñado por: Samantha Mazzero, MSc, MBA, BS Math
FIA Profuturo – Futures Studies Program
Enseñado por: Edson Ito, Specialist Professor
| Información básica | Curso 2 de 5 en Strategic Sales Management Specialization |
| Nivel | Intermediate |
| Compromiso | 4 weeks, 2-4 hours per week. |
| Idioma | English |
| Requerimientos de hardware | Microsoft Office |
| Cómo aprobar | Aprueba todas las tareas calificadas para completar el curso. |
| Calificaciones del usuario |
Programa
SEMANA 1
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.
13 videos, 12 readings, 4 practice quizzes
- Vídeo: Video 1 - Traditional Sales
- Reading: Competitive Intelligence
- Reading: Tradicional Sales
- Vídeo: Video 2 - Strategic Sales
- Reading: Strategic Sales
- Practice Quiz: Practice quiz: From traditional to strategic sales planning
- Vídeo: Video 1 - Importance of informed decision making
- Reading: On the importance of informed decision making
- Practice Quiz: Practice quiz: Sales intelligence
- Vídeo: Video 1 - The Intelligence Problem Definition in Sales
- Reading: The Intelligence Problem Definition in Sales
- Vídeo: Video 2 - The Information Gathering Cycle
- Reading: The Information Gathering Cycle
- Practice Quiz: Practice quiz: Problem definition and information gathering
- Vídeo: Video 1 - The Intelligence Cycle
- Reading: The Intelligence Cycle
- Vídeo: Video 2 - KIT & KIQs
- Reading: KIT & KIQs
- Vídeo: Video 3 - Information Gathering
- Reading: Information Gathering
- Vídeo: Video 4 - Analysis
- Reading: Analysis
- Vídeo: Video 5 - Dissemination
- Reading: Dissemination
- Practice Quiz: Practice quiz: The intelligence cycle
- Vídeo: Sales Intelligence Tools and Techniques
- Reading: Sales Intelligence Tools and Techniques
- Vídeo: Vídeo 2 - Closing Module 1: Sales Intelligence
Calificado: Graded quiz: Sales Strategy
SEMANA 2
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.
10 videos, 9 readings, 4 practice quizzes
- Reading: Relationship between Sales and Strategy
- Vídeo: Video 2 - The role of sales
- Reading: The role of Sales
- Practice Quiz: Practice quiz: Strategy to Sales through intelligence analysis
- Vídeo: Video 1 - How the external environment shape the sales potential
- Reading: How the external environment shapes the sales potential
- Vídeo: Video 2 - The complexity of the external environment
- Reading: The Complexity of the External Environment
- Vídeo: Video 3 - Monitoring Approaches
- Reading: Monitoring Approaches
- Practice Quiz: Practice quiz: External environment
- Vídeo: Video 1 - Implications of external changes in competitive strategy
- Reading: Implications of external changes in competitive strategy
- Vídeo: Video 2 - On the need to adjust strategy
- Reading: The need to introduce changes in the strategies
- Practice Quiz: Practice quiz: Implications of external environment in competitive analysis
- Vídeo: Video 1- Internal analysis and implications on sales
- Reading: Internal analysis and implications on sales
- Practice Quiz: Practice quiz: Internal analysis and implications on sales
- Vídeo: Video 1 - Bridging the gap between strategy and sales by applying intelligence analysis
- Reading: Bridging the gap between strategy and sales by applying intelligence analysis
- Vídeo: Video 2 - Closing module 2: Applying intelligence to understand your strategic context
Calificado: Graded quiz: Applying intelligence to understand your strategic context
SEMANA 3
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.
13 videos, 12 readings, 2 practice quizzes
- Reading: Importance of analytical tools
- Vídeo: Video 2 - 5 Forces Analysis
- Reading: 5 Forces analysis
- Vídeo: Video 3 - STEEP Analysis
- Reading: Steep Analysis
- Vídeo: Video 4 - 4 Corners Analysis - Oriented to Competitors
- Reading: Corners Analysis - Oriented to competitors
- Vídeo: Video 5 - 4 Corners Analysis – Oriented to Clients
- Reading: 4 Corners Analysis – Oriented to Clients
- Vídeo: Video 6 - Value Chain Analysis
- Reading: Value Chain Analysis
- Vídeo: Video 7 - VRIO Analysis
- Reading: VRIO Analysis
- Vídeo: Video 8 - Demand estimation
- Reading: Demand estimation
- Vídeo: Video 9 - Probability of Victory Analysis
- Reading: Probability of Victory Analysis
- Vídeo: Video 10 - Win Loss Analysis
- Reading: Win-Loss Analysis
- Practice Quiz: Practice quiz: Analytical Techniques
- Vídeo: Video 1 - Integrating outcomes: Synthetize intelligence analysis into sales planning
- Reading: Integrating intelligence analysis outcomes to sales planning
- Practice Quiz: Practice quiz: Integrating outcomes: Synthetize intelligence analysis into sales planning.
- Vídeo: Video 1 - War Game
- Reading: War Game
- Vídeo: Video 2 - Closing Module 3: Applying intelligence to understand your strategic context
Calificado: Practice quiz: Intelligence analysis for sales: Analytical tools and techniques
SEMANA 4
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.
2 videos, 1 reading
- Vídeo: Video 2 - Assingment developing process
- Reading: CASE HELVETIA BRAZIL - SALES DECISIONS
Calificado: Course 2 Final Assignment: The Helvetia Case
Preguntas Frecuentes
Cómo funciona
Coursework
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Creadores
Fundação Instituto de Administração
A FIA está entre as 3 melhores escolas de negócios do país e no grupo das 55 melhores do mundo, no ranking do Financial Times. Trabalhamos ininterruptamente na geração de conhecimento aplicado e de novas práticas de excelência na Administração. Atuando nas áreas da Consultoria, Educação Executiva e Pesquisa, em 2016, a FIA foi reconhecida/premiada como a melhor instituição com soluções voltadas a Educação Executiva, pela conceituada revista The New Economy.
Tarifa
| Comprar curso | |
|---|---|
| Accede a los materiales del curso | Disponible |
| Accede a los materiales con calificación | Disponible |
| Recibe una calificación final | Disponible |
| Obtén un Certificado de curso para compartir | Disponible |
Calificaciones y revisiones
Really nice and well structured course
Awesome!
I will highly recommend this course for all those who want to understand the business competetitive envirnement, and about the market. Competetive intelligence discssed provide great in-depth knowledge about understanding how to get competetive advantage over the competitor and how to ramain relevant in the market by constantly monitoring the market.
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It is fantastic how FIA courses match theorical knowledge and practical business cases. One of the best specializations I took at Coursera for sure.