Description

In an increasingly competitive environment, and in order to meet the expectations of its internal customers, the management controller must master the methods of evaluating and controlling commercial and marketing costs and be a force for proposals to: optimize the margins of the products or services sold, and estimate as best as possible those of future products or services; guide and secure commercial and marketing actions; guide, secure and prioritize commercial and marketing actions; put the sales process under control by identifying, analyzing and reporting key data. This training in management control of commercial and marketing activities provides the essential tools that a management controller can provide to operational managers: assistance and analysis in order to optimize commercial performance.

Who is this training for ?

For whom ?

Commercial management controller. Management controller of a profit center or business unit. Performance analyst. Sales or marketing manager involved in the management control of activities.

Prerequisites

None.

Training objectives

Know the action levers useful for achieving commercial and marketing objectives

Prepare reports for monitoring sales and marketing actions

Monitor, analyze and lead action plans.

Support operational staff in understanding indicators and developing avenues for improving commercial performance.

Training program

• Participate in the definition of commercial and marketing objectives
  • Sales prices and commercial conditions.
  • Monitoring product costs.
  • Price/volume/cost elasticity.
  • Marketing expenses and prioritization of actions.
  • Payment conditions.
  • Remuneration of the sales force (link with objectives).
  • Application to the launch of a product.
• Strengthen reporting efficiency to facilitate decision-making
  • Make commercial forecasts more reliable.
  • Analyze variances in turnover: volume, price, mix...
  • Analyze contribution margins by product, segment , client...
  • Analyze cost and efficiency gaps.
  • Analyze the components of the marketing mix.
  • Adapt reporting according to hierarchical level .
  • Communicate results and share information.
• Manage sales and marketing performance
  • Effectively monitor sales and marketing costs.
  • Identify the KPIs or key dashboard indicators: sales: PDM, turnover, margins, average basket, customer satisfaction...
  • marketing: promotions, loyalty, conquest...
  • predictable: order book, NPS, CES.
  • Assign the right indicator according to the commercial or marketing objective to reach.
• Support action plans
  • Benchmark yourself with external data to identify strengths and weaknesses.
  • Ensure the quantification of productivity gains.
  • Arbitrate a portfolio of products or services .
  • evaluate the ROI of sales and marketing actions.
  • Challenge proposals.