Before restructuring the Salesforce, think about Market Segmentation - bedrock of commercial success
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Before restructuring the Salesforce, think about Market Segmentation - bedrock of commercial success

Before considering restructuring the Salesforce-- THINK CAREFULLY about this--- Market Segmentation, the bedrock of commercial; success.

21/07/2020
When: 21st July 2020
9.00 am - 9.35 am BST
Where: Webinar
United Kingdom
Contact: Jennie Harnaman


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Lockdown to Looking Forward: Before restructuring the Salesforce, think about Market Segmentation - bedrock of commercial success: 

Emeritus Professor Malcolm H.B. McDonald, MA(Oxon) MSc PhD DLitt DSc


AGENDA

09:00

Welcome from the APS

09:05

Before restructuring the Salesforce, think about Market Segmentation - bedrock of commercial success

09:25

Q&A Session

09:35

Close


Like most of you, if I hear the expression "the new normal" again, I will do something drastic! Nonetheless, we all know that our world has changed and that new attitudes and behaviours have led to a fundamental reappraisal of all our corporate processes and structures, including the sales force.

However, like most things in this Covid-19 business environment, an on-going obsession with the internet of things and social media has taken the eyes of leaders away from what has always been the bedrock of commercial success. Very little works effectively without correct, needs-based segmentation. It is imperative to get this right before even considering major issues such as sales force restructuring

Professor Malcolm McDonald, formerly Marketing and Sales Director of Canada Dry (with a sales force of 150) will spell out what needs to be done and how as a prerequisite of sales force reorganization.


About the Presenter:  Emeritus Professor Malcolm H.B. McDonald, MA(Oxon) MSc PhD DLitt DSc

  

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University.  He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow.  He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.


He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty-six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

In 2006 he was listed in the UK’s Top Ten Business Consultants by the Times.

Email    m.mcdonald@cranfield.ac.uk

 

 

  


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