Overview 

Designed specifically for SME owner-managers, the workshop cuts through theory and shows how to connect your marketing directly to sales outcomes. Participants will work through a clear, structured process to identify their ideal customer, sharpen their value proposition, and build a simple, effective marketing and sales system that works in the real world.

The content is grounded in proven frameworks such as customer segmentation, value proposition design, and structured marketing planning, with a strong focus on practical application rather than theory .

Key Learning Outcomes

By the end of this workshop, participants will be able to:

• Understand why marketing often fails to deliver revenue, and how to fix it
• Clearly define and segment their target customers
• Build a strong value proposition that speaks to real customer needs
• Align marketing activity with sales objectives and business goals
• Identify the most effective channels for reaching and converting customers
• Develop a simple, structured marketing and sales action plan
• Set realistic targets and measure what is actually working
• Focus time and resources on activities that drive results, not just visibility

Programme Content

• The changing business environment and what it means for SMEs
• Marketing vs Sales. Why both must work together
• Understanding your customer. Needs, wants and buying behaviour
• Market segmentation and target market selection
• Creating a compelling value proposition
• Analysing your business using simple tools (e.g. SWOT, competitor review)
• Setting clear, measurable marketing objectives
• Choosing the right marketing channels and activities
• Building a practical marketing and sales plan
• Monitoring performance and improving results over time

Who Should Attend

• SME owners and owner-managers
• Business leaders responsible for growth or sales
• Start-ups looking to build a strong market position
• Established businesses that are not seeing results from current marketing efforts

What Makes This Different

• Focus on revenue, not just marketing activity
• Practical, step-by-step approach you can apply immediately
• Built around real SME challenges, not textbook examples
• Clear link between marketing decisions and sales outcomes
• Participants leave with a working plan, not just ideas

Outcome for Participants

Participants will leave with a clear, practical roadmap to improve their marketing effectiveness and generate measurable business results, with a stronger connection between their marketing efforts and sales performance.