What is the aim of this course?

This course will help you drastically improve your knowledge and skills in improving and developing sales and marketing through a series of practical cases. It is designed for people who want to become management consultants, business analysts or have to run and optimize sales and marketing on daily basis. In the course you will learn 3 things:

• How to understand the main challenges in sales and marketing

• How to improve sales and marketing in order to increase margin and profit

• Where to look for savings and improvements, how to calculate potential savings in Excel and implement them

This course is based on my 15 years of experience as a consultant in top consulting firms and as a Board Member responsible for strategy, performance improvement, and turn-arounds in the biggest firms from Retail, FMCG, SMG, B2B, and services sectors that I worked for. I have carried or supervised over 90 different performance improvement projects in different industries that generated in total 2 billion of additional EBITDA. On the basis of what you will find in this course, I have trained in person over 100 consultants, business analysts, and managers who now are Partners in PE and VC funds, Investment Directors and Business Analysts in PE and VC, Operational Directors, COO, CRO, CEO, Directors in Consulting Companies, Board Members, etc. On top of that my courses on Udemy were already taken by more than 124 000 students including people working in EY, Walmart, Booz Allen Hamilton, Adidas, Naspers, Alvarez & Marsal, PwC, Dell, Walgreens, Orange, and many others.

I teach through case studies, so you will have a lot of lectures showing examples of analyses, tools that we use. To every lecture, you will find attached (in additional resources) the Excels as well as additional presentations, materials shown in the lectures so as a part of this course you will also get a library of ready-made analyses that can, with certain modification, be applied by you or your team in your work.

Why have I decided to create this course?

Sales and marketing differ drastically in every company and it usually takes a management consultant a lot of time to learn and understand the business during a consulting project. By giving you exposure to real-life cases and analyses I want to improve your awareness and skills in analyzing complex sales and marketing analysis. Thanks to this course, you will know what and how to do during a consulting project devoted to the sales and marketing area.

To sum it up, I believe that if you want to build or to find improvements in any business you should master techniques related to analyzing and optimizing sales and marketing. That is why. I highly recommend this course not only to consultants or business analysts that have to advise their customers but also to owners, founders of businesses as well as sales managers and directors.

In what way will you benefit from this course?

The course is a practical, step-by-step guide loaded with tones of analyses, tricks, hints that will significantly improve the speed with which you find and analyze sales and marketing. There is little theory – mainly examples, a lot of tips from my own experience as well as other notable examples worth mentioning. Our intention is that thanks to the course you will learn:

• How to understand sales and marketing in different business models

• How to optimize it

• Where to look for savings and improvements

• How to calculate the impact of proposed changes in Excel

You can also ask me any question either through the discussion field or by messaging me directly.

How the course is organized?

The course is divided into the following sections:

• Introduction. We begin with a little intro to the course as well as some general info on sales analysis.

• FMCG. In the second section, I will discuss the main challenges in sales and marketing in FMCG. We will also go through a number of cases and business analyses devoted to sales and marketing in FMCG. Our cases will be from the cosmetics, food industry and will show you how to analyze motivation/bonus system, how to analyze the efficiency of salesforce, how to estimate potential growth in specific regions, and many more.

• Retail. This section will discuss the main challenges in sales and marketing in Retail. We will also go through a number of cases and business analyses devoted to sales and marketing in Retail that will help you immensely during the consulting project.

• B2B Services. In this section, I will discuss the main challenges in sales and marketing in B2B Services. We will also go through a number of cases and business analyses devoted to sales and marketing in B2B Services. We will go through many cases including consulting, analytical services, aircraft maintenance.

• B2C Services. In this section, I will discuss the main challenges in sales and marketing in B2B services. We will also go through a number of cases and business analyses devoted to sales and marketing in B2CServices. The case will be from a restaurant chain, a beauty salon chain, and others. I will show you how to check whether a new product introduction makes sense, how to increase profits by 10%, and other cases.

You will be able also to download many additional resources

• Excels with analyses shown in the course

• Presentation of slides shown in the course

• Links to additional presentations and movies

• Links to books worth reading

At the end of my course, students will be able to…

• Analyze sales and marketing in different industries

• Improve sales force efficiency

• Increase profits by optimizing sales and marketing

• Calculate in Excel the potential impact of proposed changes

• Apply improvement techniques to other fields and industries

• Improve sales in Retail, FMCG, B2B service, B2C services

• What is the difference between options and scenarios?

Who should take this course? Who should not?

• Management Consultants and Business Analysts

• Financial Controllers

• Investment Analysts

• Startup Founders

• Project Managers

What will students need to know or do before starting this course?

• Basic or intermediate Excel

• Basic knowledge of economics

• Basic or intermediate knowledge of finance & accounting