Sales & Marketing Foundations

• Introduction to Sales and Marketing: Definitions and importance, Goals and KPIs, Customer-centric approaches, Funnel vs Flywheel models, Career paths in sales and marketing
• Hands-on: Create a sales & marketing goal chart for a hypothetical product
• The 4 Ps of Marketing: Product strategies, Pricing models, Placement/distribution channels, Promotional methods, Real-world examples
• Hands-on: Develop a mini 4P plan for a product of your choice
• Marketing vs. Sales: Key differences, Aligning for growth, Common gaps in collaboration, Team structure and responsibilities, Realignment strategies
• Hands-on: Role-play exercise simulating a misaligned sales/marketing team
• Types of Selling Models: B2B vs B2C, Inside vs Outside sales, Inbound vs Outbound, Consultative selling, SaaS sales
• Hands-on: Create a comparison table of sales models for three industries
• Understanding Customer Journey: Awareness to loyalty stages, Touchpoints mapping, Buyer personas, Customer pain points, Behavioral triggers
• Hands-on: Map a buyer journey for a digital service

Sales Process Mastery

• Lead Generation & Prospecting: Ideal Customer Profile (ICP), Cold vs Warm leads, Tools for prospecting, Email & LinkedIn outreach, Lead qualification methods
• Hands-on: Build a lead list using LinkedIn Sales Navigator or Apollo
• Sales Funnel Management: TOFU, MOFU, BOFU explained, Funnel metrics (MQL, SQL, etc.), Funnel leaks and fixes, Sales velocity concept, Sales forecasting basics
• Hands-on: Build a basic funnel for a fictional SaaS product in Excel
• Sales Pitching & Storytelling: Elevator pitch, Problem-Agitate-Solve (PAS) method, Product demo structuring, Story arcs in sales, Using visuals and data
• Hands-on: Record a 1-minute pitch for a given product
• Objection Handling: Common objections, Root cause identification, Acknowledge-Ask-Advise framework, Reframing techniques, Timing and tone
• Hands-on: Live objection-handling roleplay with peer feedback
• Closing Strategies: Trial close techniques, Urgency and scarcity, Creating value perception, Contract basics, Follow-up strategies
• Hands-on: Draft a closing email for a high-value B2B client

Core Marketing Principles

• Market Research: Primary vs Secondary research, SWOT & PESTLE analysis, Competitive research, Survey tools & tactics, Analyzing customer data
• Hands-on: Conduct a survey using Google Forms + analyze results
• Positioning & Branding: USP vs UVP, Brand messaging frameworks, Brand identity elements, Differentiation strategies, Brand voice & tone
• Hands-on: Create a brand positioning canvas for a product
• Segmentation & Targeting: Demographics, psychographics, firmographics, Market segmentation criteria, Targeting strategies, Customer persona creation, Niche vs Mass marketing
• Hands-on: Build 2 customer personas using data sets
• Content Marketing: Blog, video, infographics, Pillar & cluster strategy, SEO basics for content, Writing compelling copy, Repurposing content
• Hands-on: Write a blog outline and social media caption
• Pricing Strategies: Cost-based vs Value-based, Tiered pricing models, Discounts & anchoring, Freemium strategy, Psychological pricing
• Hands-on: Design a 3-tier pricing table for a fictional service

Digital Marketing & Automation

• SEO & SEM Basics: Keyword research, On-page SEO, Link building, Paid ad basics (Google Ads), CTR & CPC
• Hands-on: Optimize a blog post for SEO using a tool like Ubersuggest
• Social Media Marketing: Platform comparison (Meta, X, LinkedIn, Instagram), Content scheduling, Engagement strategies, Influencer marketing, Analytics and ROI
• Hands-on: Plan a 7-day content calendar for Instagram
• Email Marketing: Email campaign types, List segmentation, Open rates vs Click rates, Email copywriting, A/B testing
• Hands-on: Build and send a test campaign using Mailchimp or Brevo
• Marketing Automation: CRM integration, Lead nurturing flows, Auto-responders, Retargeting ads, Campaign management tools
• Hands-on: Design an automation workflow with triggers using a CRM
• Analytics & Metrics: Website analytics (Google Analytics), Conversion rate optimization, Attribution models, Campaign dashboards, UTM tracking
• Hands-on: Build a marketing dashboard using Google Data Studio

Sales Enablement & CRM Systems

• Sales Enablement Tools: Content libraries, Playbooks and scripts, Onboarding flows, LMS for sales teams, Enablement KPIs
• Hands-on: Design a sales playbook for a SaaS onboarding team
• CRM Platforms: HubSpot, Zoho, Salesforce, Pipeline management, Lead scoring, Contact lifecycle, Custom dashboards
• Hands-on: Set up lead pipeline stages in HubSpot (free)
• Performance Metrics: Sales KPIs (Quota, ACV, Win rate), MQL to SQL conversion, CAC vs LTV, Churn analysis, Rep scorecards
• Hands-on: Create a spreadsheet for tracking sales metrics weekly
• Outbound Sales Tools: Cold emailing tools (Apollo, Instantly), Dialers and call scripts, LinkedIn automation, Sequences and cadences, Voicemail drops
• Hands-on: Draft a 5-step outbound email sequence
• Proposal & Contracting: Proposal templates, Scope of Work (SoW), E-signatures, Contract compliance, Payment terms
• Hands-on: Create a simple proposal using Canva or Docsend

Capstone Projects + Strategic Marketing Lab