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Description

Sales Management Control: Measuring Margins, Budgeting and Driving Performance

Give sales and marketing leaders figures they recognise and can base decisions on

  • 2 days โ€” 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Sales management control runs into a constant difficulty: sales teams think in volume and market share while finance thinks in margin. Discounts granted disappear into side agreements, customer-level profitability remains approximate and marketing spend is defended without any measurement of its effect.

Two days to build clear performance steering: rebuild the real margin by product and by customer, prepare the sales and marketing budget, analyse variances by separating price, volume and mix effects, and design dashboards that operational teams actually use.

Learning objectives

  • Rebuild the real margin by product, by customer and by channel
  • Build a sales and marketing budget grounded in sales forecasts
  • Analyse variances by isolating price, volume and mix effects
  • Assess the profitability of sales and marketing activities
  • Design a sales dashboard that operational teams actually use

What makes this programme different

Margin calculations are performed on a realistic sales data set including discounts and side agreements
Variance analysis is broken down step by step through to the drafting of a management commentary
The dashboards produced are tested against the expectations of a sales director role-played by the trainer

Programme

1From Sales to Margin

What a customer really contributes

  • Rebuild the net price after discounts and side agreements
  • Select a method for allocating commercial costs
  • Calculate margin by product, by customer and by channel
  • Identify margin-destroying customers and product references

2Budget and Forecasting

Building a commitment that can be met

  • Prepare a sales forecast and stress-test its assumptions
  • Build the sales and marketing expenditure budget
  • Align individual and collective targets
  • Handle seasonality and product launch effects

3Analysing Variances

Explaining a result in terms of decisions

  • Break the overall variance down into price, volume and mix effects
  • Measure the impact of discounts on margin
  • Isolate the effect of product range structure
  • Draft an actionable management commentary

4Steering and Engaging

Indicators that operational teams use

  • Select a limited number of indicators for each audience
  • Measure the return on sales and marketing activities
  • Build a dashboard that is clear and kept up to date
  • Present results in the sales committee

Who is it for

Management controllers, finance and administration managers, analysts, and sales or marketing managers responsible for tracking their own performance.

Prerequisites

Familiarity with the basic principles of management control and cost analysis

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.