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Description

Marketing Tools for Sales Teams: Understand, Leverage and Sell

Turning marketing materials and data into arguments that genuinely work in front of the client

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Sales teams receive brochures, sales narratives, contact lists and campaign assets without always knowing where they come from or how to use them. The result: materials left unused, leads handled without any order of priority, and a strained dialogue with marketing, each side accusing the other of not understanding the field.

Two days to decode the work of the marketing function and put it to use in day-to-day selling: reading the positioning, applying personas, working leads and content, and feeding structured field insight back to marketing. Each participant leaves with their own materials reworked.

Learning objectives

  • Position the role of marketing within the sales cycle
  • Read a positioning statement and value proposition and turn them into a sales narrative
  • Use personas and buying journeys to qualify a contact
  • Work the leads and content made available according to their maturity
  • Structure field feedback that marketing can actually use

What makes this programme different

The marketing materials participants genuinely use are reworked during the session
A sales narrative is rebuilt from the company's own value proposition
The programme closes with the drafting of a ready-to-use field feedback sheet

Programme

1Marketing and Sales: One Single Cycle

Understanding who does what and when

  • Map the stages of the cycle from awareness to signature
  • Identify what marketing produces and the commercial purpose it serves
  • Recognise the usual sources of friction between the two teams
  • Clarify the information each side expects from the other

2Positioning and Sales Narrative

Moving from brand language to client language

  • Read a positioning statement and a value proposition
  • Translate a product benefit into a tangible client gain
  • Build a sales narrative tailored to the person in front of you
  • Adjust the message when facing an established competitor

3Targets, Leads and Content

Choosing who to call and with what

  • Use personas to prepare a client meeting
  • Tell a merely curious contact from a genuinely ready one
  • Select the content to send according to the stage of the journey
  • Organise follow-ups around live campaigns

4Reporting Back from the Field

Feeding marketing rather than simply receiving from it

  • Collect recurring objections and client verbatims
  • Record CRM entries in a usable form
  • Formulate a clear and well-argued support request
  • Establish a regular exchange routine with marketing

Who is it for

Field sales representatives · business development engineers · technical sales specialists and sales managers who work alongside a marketing team.

Prerequisites

Some experience of client-facing sales activity, however brief.

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.