Sales and Marketing

Module Overview

This module is designed to equip manufacturing professionals with a strategic and execution-oriented understanding of Sales and Marketing in industrial and B2B contexts. Unlike traditional marketing courses focused on consumer products, this module emphasizes solution selling, techno-commercial decision-making, and long-cycle enterprise sales, which are critical to manufacturing-led organizations.

Participants will learn how to analyze markets, define value propositions, design go-to-market strategies, and execute sales plans for complex engineering products and services. The module bridges the gap between technical excellence and commercial success, enabling engineers and plant leaders to contribute directly to business growth, profitability, and market expansion.

Through real-world manufacturing case studies, workshops, simulations, and role-plays, learners will apply concepts to their own organizations—covering domestic and global markets, channel strategies, digital B2B marketing, pricing, negotiation, and customer relationship management. The module also introduces data-driven and AI-enabled sales practices, preparing participants for future-ready industrial leadership roles.

Learning Outcomes

Upon successful completion of this module, learners will be able to:

  • Differentiate between sales and marketing roles in manufacturing and B2B environments, and explain their strategic importance in driving sustainable business growth.
  • Analyze industrial markets using tools such as TAM–SAM–SOM, customer segmentation, and industrial buying behavior models to identify high-potential opportunities.
  • Develop compelling value propositions and branding strategies for complex engineering products and solutions, tailored to multiple stakeholders including procurement, operations, and top management.
  • Design an effective go-to-market (GTM) strategy for manufacturing offerings, including pricing, sales funnel planning, account-based selling, and channel selection.
  • Apply digital marketing tools and platforms (LinkedIn, content marketing, webinars, SEO/SEM) to generate and nurture B2B leads in industrial markets.
  • Execute consultative and solution-based selling approaches, including objection handling, negotiation, and closing techniques for high-value, long-cycle contracts.
  • Manage sales channels and partnerships, evaluating direct sales, distributors, agents, and strategic alliances for domestic and international expansion.
  • Use data and analytics to drive sales and marketing decisions, including KPI tracking, sales forecasting, pipeline management, and ROI measurement.
  • Integrate sales and marketing strategies with technical and operational knowledge, enabling cross-functional collaboration between engineering, production, and commercial teams.
  • Demonstrate practical application of concepts by developing an end-to-end sales and marketing strategy for a manufacturing business or product.

Module Structure

Module 1: Foundations of Sales & Marketing (3 hours)

  • Understanding Sales vs. Marketing in a manufacturing & B2B context
  • Role of sales & marketing in business growth
  • The marketing mix (4Ps + 4Cs) and its evolution
  • Industrial buying behaviour vs. consumer buying behaviour
  • Case study: Transition from product-push to solution-selling in manufacturing

Module 2: Market Research & Segmentation (3 hours)

  • Gathering market intelligence – tools & sources
  • TAM, SAM, SOM calculation for manufacturing markets
  • Customer segmentation – demographic, firmographic, behavioural
  • Positioning strategy for high-value manufacturing products
  • Workshop: Building an Ideal Customer Profile (ICP) for your product

Module 3: Branding & Value Proposition (3 hours)

  • Elements of a strong industrial/manufacturing brand
  • Crafting compelling value propositions for different stakeholders
  • B2B storytelling techniques for technical products
  • Brand differentiation in commodity markets
  • Exercise: Drafting an elevator pitch for your company/product

Module 4: Sales Strategy & Planning (4 hours)

  • Building a go-to-market (GTM) plan for manufacturing offerings
  • Sales funnel stages – Awareness, Interest, Decision, Action (AIDA model)
  • Account-based selling for large enterprise clients
  • Pricing strategies & negotiation in industrial sales
  • Workshop: Designing a GTM plan for a chosen product

Module 5: Digital Marketing for B2B & Manufacturing (4 hours)

  • Role of digital in industrial sales – LinkedIn, email marketing, content marketing
  • Using SEO, SEM, and content strategy for lead generation
  • Leveraging webinars, trade fairs, and virtual expos
  • Marketing automation tools for nurturing leads
  • Live demo: Setting up a LinkedIn ad campaign targeting B2B decision-makers

Module 6: Sales Execution & Relationship Management (4 hours)

  • Consultative selling & solution-based selling approaches
  • Handling objections and closing techniques
  • Negotiation strategies for high-value contracts
  • Customer relationship management (CRM) best practices
  • Role-play: Conducting a client discovery & pitch meeting

Module 7: Channel Management & Partnerships (3 hours)

  • Choosing between direct sales, distributors, and agents
  • Managing global supply chain partners in sales strategy
  • Strategic alliances & joint ventures for market expansion
  • Incentive and performance management for sales channels
  • Group activity: Mapping an optimal distribution network

Module 8: Data-Driven Sales & Marketing (3 hours)

  • Key sales & marketing KPIs for manufacturing businesses
  • Sales forecasting & pipeline management
  • Marketing ROI measurement – CAC, CLV, conversion rates
  • Using AI & analytics for predictive sales
  • Simulation: Forecasting sales using sample market data

Teaching Methodology

  • Case Studies from manufacturing giants like Siemens, BASF, and Tata Steel
  • Role Plays for negotiation, client pitches, and objection handling
  • Workshops for building GTM plans, ICPs, and value propositions
  • Live Demos of digital marketing tools & CRM systems
  • Industry Guest Lectures from sales heads of top manufacturing firms

Assessment

  • 20% – Class participation & workshops
  • 30% – Mid-module project: GTM plan for a product
  • 50% – Final project: End-to-end Sales & Marketing strategy for a manufacturing business (includes presentation to panel)

Certification

On completion, learners will receive:

  • “Sales and Marketing for Manufacturing Industry Leaders” module certificate with 3 ECTS credits under Mentogram’s Global TEMBA, recognized under European Standards and Guidelines.

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