Sales & Marketing

What are the critical gaps in your business?

If you are ambitious for growth, you need to identify and develop the right customers and markets for your business. Supporting you and thousands of Irish companies in this endeavour over many years, we’ve learned that the most effective companies commit to investing in core marketing and sales capabilities and resources. If you need some insights on how to build the right sales and marketing tools and techniques to deliver your growth ambition, here are some resources to help you.

Sales & Marketing Capability Framework

The Sales and Marketing Capability framework is a proven model that has enabled hundreds of Irish companies to optimise their sales and marketing practices and behaviours. It allows you to comprehensively evaluate your current capability in relation to Sales and Marketing within your business and it quickly reveal the specific capability gaps that are preventing you from fully realising your growth potential.

The framework consist of nine elements which flow logically in clockwise direction from the essential practice of Continuous Intelligence Gathering.

Download Sales & Marketing Framework Infograph

Insights

Digital Marketing Insights for CMOs in 2021

Insights from Gartner

Marketing 2022: What to Expect, How to Engage, and Where to Invest

8th December – Frost&Sullivan webinar

Register here

Pricing and Promotions: The Analytics Opportunity

By McKinsey & Company

Customer-centric marketing in a privacy-first world

By McKinsey & Company

Continuous Intelligence Gathering

Infograph

5 min

Continuous Intelligence Gathering: the first element of Sales & Marketing Capability Framework - an infographic explainer.

10 guaranteed ways to build industry expertise to target a specific sector

Article

4 min

Continuous Intelligence Gathering: a few pointers on branding your business on the basis of industry expertise by Jaci Burns.

Small but Smart

Article

5 min

Corrine Sandler says that with the correct use of actionable market information, the ‘little guys’ can win in today’s David-and-Goliath business world.

Market Intelligence – An Overview (Ep01)

Podcast

25 min

In this first episode Colette Quinn (Real Insights) and Roisin Bell (Knowledge Works) join Paul Browne of Enterprise Ireland to give you an overview of market intelligence. The second episode is also available on eiLearn outlining how you undertake Market Intelligence.

Who are your ideal customers?

Article

5 min

Ideal-acceptable-avoid: in search for your ideal customers by Bob Apollo.

What about the Buyer’s Journey?

Article

5 min

Bob Apollo on Building Scalable Businesses.

Trade Show ROI: Four Ways To Make The Most Out Of Industry Events

Article

5 min

Continuous Intelligence Gathering: Jodi Amendola, Forbes Councils Member on getting a great return on investment from events and trade shows.

Gathering Leads at Events

Article

5 min

Continuous Intelligence Gathering: Gathering leads takes time and effort. When deciding to attend events to gain leads, what do you need to know?

Customer Value Proposition

Infograph

5 min

Customer Value Proposition: the second element of Sales & Marketing Capability Review Framework

Differentiated Customer Value Proposition

Video

3 min

Customer Value Proposition: Helen Blake of Futurecurve and Ken Doyle of Luzern Technology Solutions explaining what a good value proposition entails.

Business Planning: Compelling Value Proposition

Video

4 min

Customer Value Proposition: Ray Clarke of Shaping Business outlines the need for a more compelling Value Proposition. #valueproposition #businessplanning #customer

Key sales challenges for early stage companies

Video

4 min

Customer Value Proposition: Nicky Bowman, Sales Coach, valuable insights into key challenges for startup companies. #valueproposition #customer #startup

Video intro to Strategyzer’s Value Proposition Canvas

Video

4 min

Customer Value Proposition : The Value Proposition Canvas allows you to design products and services that customers actually want. In this short video, Strategyzer walk you through the tool and how it works. #valueproposition #customers

Sales Process

Infograph

5 min

Sales Process: the third element of Sales & Marketing Capability Framework - infographic explainer.

Building a World Class Sales System – an Overview

Video

3 min

A short clip describing Sales Systems developed by Enterprise Ireland in conjunction with Michael McGowan of the Smart Talent Group. #salessystem #salesprocess

Building the Sales System – Measurement

Article

7 min

In the first of the three part series, we are looking into Measurement - the first component of Building the Sales System. Developed by Michael McGowan of Smart Talent Group

Building the Sales System – Sales Enablement

Article

7 min

Sales Enablement, the second component of Building the Sales System by Michael McGowan of Smart Talent Group

Building the Sales System – Sales Resourcing

Article

7 min

Sales Resourcing, the third component of Building the Sales System by Michael McGowan of Smart Talent Group

What is Sales Pipeline Management

Video

3 min

Sales Process: Ronan Kilroy outlines what sales pipeline management is. #salesmanagement #customerengagement #forecasting

How digital is powering the next wave of growth in key-account management

Article

10 min

Sales Process: New research highlights what the best-performing sales organizations are doing.

Why is Sales Pipeline Management important?

Video

3 min

Sales Process: Ronan Kilroy outlines the importance of the sales pipeline management. #pipelinemanagement #engagement

The Sales Pipeline Management and Sales Cycle

Video

3 min

Sales Process: Ronan Kilroy illustrates the benefits of Sales Pipeline Management to the Sales Cycle

What comes first: Developing a sales process or investing in a CRM system?

Video

3 min

Sales Process: Ronan Kilroy clarifies who needs CRM system, sales process and the pipeline management process. #salesprocess #costsaving #buyers

How to engage the audience with your sales pitch?

Video

3 min

Sales Process: Orlaith Carmody's advises how to engage the audience and help the sales process begin. #salesprocess #salespitch #engagement

How to choose a CMR system?

Video

3 min

Sales Process: Ronan Kilroy advises how to decide which CRM system is the best for your company's needs. #salesprocess #salespipeline #crmsystem

How to sustain growth in a radically changing sales environment?

Video

15 min

Sales Process: Richard Higham, Executive Director of SalesLevers talks about drivers of sales performance. #salesinnovation #buyerbehaviour #change

Winning Sales Opportunities

Video

4 min

Sales Process: David Stein takes us through winning sales opportunities. #situationassessment #salesobjective #strategy

Route to Market

Infograph

5 min

Route to Market: the fourth element of Sales & Marketing Capability Framework

Steps to getting a first paying customer

Video

3 min

Route to Market: Startup advice by Conor Carmody: Steps to getting a first paying customer.

How does a startup avoid giving away free trials of their product or services?

Video

3 min

Route to Market: Conor Carmody advises startups not to give away free trials of their product or service. #customers #investors #startup

The essentials of a successful route to market strategy

Article

5 min

Route to Market: Bob Dackiw looks at some of the guidelines you need to follow if you’re to enjoy a successful and profitable route to market.

Customers & Competition

Video

5 min

Route to Market: Companies share their experience of international partners and cultural differences. #customers #routetomarket #relationships

Right People Right Skills

Infograph

5 min

Right People Right Skills: the fifth element of Sales & Marketing Capability Framework - infographic explainer.

Advice for founders inexperienced in sales

Video

2 min

Right People Right Skills: Harry Largey of Cloudmover advising on approaching the first sales by founders and company owners. #customerneeds #founders #startup

Forrester: 4 types of B2B buyer = 4 types of B2B seller

Article

5 min

Right People Right Skills: aligning your sales roles and competencies with your customer’s buying preferences by Bob Apollo

Hiring Sales People

Video

4 min

Right People Right Skills: Dave Stein makes some vital points about the cost of a bad and a good hire. #sales #hiringprocess #buyingprocess

How to build Sales & Marketing teams?

Video

25 min

Right People Right Skills: Doug Johnson's of Valor Partners recommendation on building successful Sales & Marketing teams. #sales #talent #motivation

Financial Investment

Infograph

5 min

Financial Investment: the sixth element of Sales & Marketing Framework - infogrpahic explainer.

How accurate were your sales forecasts and cost estimates?

Video

2 min

Financial Investment: Paul McDonald of Sonitus Systems talks about underestimating cost and time frame of getting established in a market. #sales #customers

External Communication

Infograph

5 min

External Communication: the seventh element of Sales & Marketing Capability Framework - infographic explainer.

Intercultural Awareness

Infograph

5 min

Intercultural Awareness: the eighth element of Sales & Marketing Capability Framework - infographic explainer.

3 Key Factors in Every Global-to-Local Marketing Strategy

Article

8 min

Translating a global brand into local demand doesn’t always go smoothly - Niall Dowling of Atomic Beta.

Think Global, Act Local: How B2B Brands Can Localise Marketing

Article

8 min

How B2B brands must adapt their marketing to local preferences when seeking opportunities in new countries - Lyndsay McGregor of Atomic Beta.

Internal Communication

Infograph

5 min

Internal Communication: the ninth element of Sales & Marketing Capability Framework - infographic explainer.

Does your team know your strategy statement?

Article

5 min

Internal Communication: A good strategy statement shapes a pattern of choices and decision making, it provides clear signposts.

Managing Global Virtual Teams – 5 key factors

Article

10 min

Hofstede Insights share five key factors to keep in mind when working virtually in a cross-cultural environment.

Five Steps to Becoming Business Growth Transformer

Article

8 min

Internal Communication: Transforming business growth is hard but there are five common themes in companies that succeed.

Six signs that your organisational culture is not working

Article

4 min

Intercultural Awareness: Are there any telltale signs that an organisational culture is not working?

7 Key Initiatives to Drive Sales + Marketing Alignment

Article

5 min

Bob Apollo lists seven fundamental initiatives that help top-performing companies built exceptional marketing alignment.

Current Sales & Marketing Programmes

Masterclass in Strategic Marketing & Product Management

Programme

0.5 day

Many Irish companies have a world class product or service, but struggle to find potential clients who they can help. Prospecting for leads is the first step of the sales process.

Masterclass in Customer Value Proposition

Programme

1 day

Customer Value Proposition workshop enables companies to identify the sources of value that differentiate their product or service from the competition and develop a unique CVP for growth.

Masterclass in Sales Pipeline Management

Programme

1 day

Increasing sales velocity is critical in a world of increasing uncertainty and change. Developing repeatable steps that maximise time spent with “highly-qualified” prospects and customers is your key advantage.

Masterclass in Digital Lead Generation

Programme

0.5 day

Many Irish companies have a world class product or service, but struggle to find potential clients who they can help. Prospecting for leads is the first step of the sales process.

Masterclass in Virtual Selling

Programme

0.5 day

Recent events have accelerated trends towards ‘virtual selling’ where face to face meetings with your prospects and customers have moved online.

International Selling Programme

Programme

9 months

The International Selling Programme helps Irish businesses boost performance in international markets by optimising sales strategy, sales management and skills.

Enter the Eurozone Programme

Programme

4 months

Enterprise Ireland's new ‘Enter the Eurozone’ programme aims to open Europe’s doors to ambitious Irish exporters.

Market Intelligence Workshop

Programme

3 day

Market Intelligence enables participants to make critical market decisions through a process of effectively gathering information on their target market, partners and leads.

ALL PROGRAMMES

See the dates of our current programmes

Featured Articles

Business Pillars

Enterprise Ireland has developed a Client Engagement Model (CEM), a process of how Enterprise Ireland works with clients across their different stages of development. This is modeled on a structured framework which we work with clients so that we can come up with an agreed plan of action with the company. The 6 Business Pillars are explained in more detail below.

What are the critical gaps in your business?

Trending

Sales & Marketing Capability Framework

Insights

Digital Marketing Insights for CMOs in 2021

Marketing 2022: What to Expect, How to Engage, and Where to Invest

Pricing and Promotions: The Analytics Opportunity

Customer-centric marketing in a privacy-first world

Continuous Intelligence Gathering

Customer Value Proposition

Sales Process

Route to Market

Right People Right Skills

Financial Investment

External Communication

Intercultural Awareness

Internal Communication

Current Sales & Marketing Programmes

Featured Articles

Business Pillars

FINANCE

PEOPLE & MANAGEMENT

SALES & MARKETING

STRATEGY

INNOVATION

OPERATIONS

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