Description

This training is designed for marketing and sales managers who want to master the challenges and opportunities of generative artificial intelligence in their fields. It demonstrates how AI can transform marketing and sales processes, from generating personalized content to predictive analysis of customer behaviors. Through practical workshops and real-life cases, participants will learn to integrate AI into their commercial strategy to increase performance and enhance customer experience.

Who is this training for ?

For whom ?

• Marketing managers, sales managers, and salespeople.
• Communication officers, CRM managers, marketing data analysts.
• Anyone involved in the digital transformation of marketing and sales teams.

Prerequisites

• Knowledge of marketing and sales functions.
• No specific technical AI skills required.

Training objectives

Discover the principles of generative AI applied to marketing and sales

Explore concrete use cases: content creation, segmentation, prospecting, and customer data analysis

Learn to support the digital transformation of marketing and sales teams by responsibly integrating AI

Training program

• Overview of Generative AI in Marketing and Sales
  • Understanding the core technologies (LLMs, diffusion, fine-tuning).
  • Distinctions between generative AI, analytical AI, and marketing automation.
  • Ethical challenges: bias, hallucinations, algorithmic transparency.
  • Data privacy, GDPR compliance, and legal frameworks.
  • Deliverables: Responsible AI usage charter for marketing and sales; GDPR & AI compliance factsheet for prospecting; Risk & best practices mind map.
• Prompt Engineering for Marketing & Sales
  • Writing effective prompts for content, emails, SEO, social posts, sales scripts.
  • Hands-on with ChatGPT, Gemini, Claude, etc.
  • Creating structured, reusable prompt libraries for teams.
  • From brief to campaign: AI co-creation workflows.
  •  Deliverables: Pack of 10 marketing/sales prompts (cold emails, landing pages, pitch decks); Internal guide: best practices for prompt design; Shared prompt library (tagged by use case and audience).
• Customer Intelligence & Campaign Optimization with AI
  • Extracting insights from voice, text, CRM and survey data using AI.
  • Customer scoring, segmentation, and behavior prediction.
  • AI-powered personalization of offers, content and channels.
  • Smart A/B testing, scenario generation, and campaign analysis.
  • Deliverables: AI-generated persona sheet or insight report; Campaign simulation template (with prompt variants and KPIs); Predictive lead scoring model (Excel or prompt-based).
• AI Agents & Automation in Sales & Marketing Workflows

  • Use cases: competitive intelligence, lead enrichment, sales enablement.

  • Automating tasks: qualification, follow-ups, document creation.

  • Designing intelligent agents with tools (Zapier, Make, LangChain, etc.).

  • Embedding AI in the commercial process: team augmentation.

  •  Deliverables: Prototype of a sales/marketing agent (e.g., outreach assistant or insight bot); Flowchart: automated customer journey using AI tools; AI coaching script or onboarding scenario for sales teams.