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Professional Training Programmes

Turn sales activity into
consistent, measurable growth

CICL Sales & Marketing training helps your teams move beyond opportunistic selling and one-off campaigns. We build the skills, discipline and alignment needed to create predictable revenue pipelines and stronger customer relationships.

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Commercial teams

Who our Sales & Marketing programmes are built for

We work with organisations that want revenue growth to come from stronger systems and capabilities—not just individual “superstar” effort or one-off campaigns.

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Sales & account teams

Sales representatives, key account managers and business developers responsible for opportunity generation, deal closure and relationship growth.

Marketing & growth teams

B2B and B2C marketers who plan campaigns, manage channels, create content and generate leads for sales to convert.

Commercial & product leaders

Heads of Sales, Marketing, Product and Business Units who need clear GTM strategies, KPIs and team capabilities to execute.

Founders & professional services firms

Organisations where technical experts or founders must also play a commercial role in winning and retaining clients.

Growth challenges

Commercial gaps we help you close

We help you move from inconsistent, personality-driven selling to a structured, repeatable commercial engine that your teams can sustain and improve over time.

Unclear value proposition & positioning

Teams struggling to articulate who you serve, what problems you solve and why clients should choose you over alternatives.

Weak pipeline discipline

Opportunities not properly qualified, CRM data inconsistent and no shared view of where deals truly stand in the funnel.

Transactional sales conversations

Reps focusing on features and price, rather than uncovering problems, building trust and shaping decisions as advisors.

Sales–marketing misalignment

Leads that don’t convert, campaigns that don’t reflect frontline realities and limited feedback loops between both teams.

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Approach

How we build modern Sales & Marketing capabilities

Our programmes combine strategy, skills and real-pipeline work. Teams leave with new habits, shared language and tools they can keep using long after the training ends.

Step 1

Customer & value proposition clarity

We refine your ideal customer profiles, buying triggers and value propositions—so everyone sells and markets the same clear story.

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Sales process & funnel design

We map a realistic funnel—from lead to renewal—define deal stages and clarify which activities and behaviours move opportunities forward.

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Consultative selling & opportunity management

Through role plays and deal clinics, reps practise discovery, objection handling, stakeholder mapping and closing techniques grounded in real opportunities.

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Marketing strategy & demand generation

We align campaigns, content and channels with your buyers’ journey and define how marketing hands qualified opportunities to sales.

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CRM discipline & performance management

We help teams use CRM and marketing tools properly, so data supports forecasting, coaching and smarter commercial decisions.

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Leadership

Sales & marketing leadership enablement

We support managers with coaching frameworks, pipeline meeting structures and dashboards that keep growth conversations focused and constructive.

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Modules

Sales & marketing capabilities we develop

We tailor modules to your growth stage—whether you are building your first sales motion, professionalising existing efforts or scaling into new markets and segments.

Sales professionals participating in a role-play exercise

Consultative sales & opportunity management

Building skills in discovery, solution mapping, stakeholder engagement, objection handling and closing strategies for complex and simple deals alike.

Marketing team planning a campaign on a whiteboard

Marketing strategy & campaign planning

Designing campaigns, content themes and channel mixes that support clear commercial objectives and align with your buyers’ journey.

Manager coaching a sales representative using a dashboard

Pipeline reviews, coaching & performance

Equipping managers to run effective pipeline meetings, coach behaviours and use data to guide development, not just inspection.

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Formats

Sales & marketing learning formats that fit your rhythm

We design programmes around quotas, campaign calendars and market cycles—so learning supports live opportunities rather than competing with them.

Team engaged in an interactive commercial skills workshop

Commercial skills workshops

Structured in-person or virtual workshops where teams learn frameworks, practise skills and receive feedback on real opportunities and campaigns.

Sales and marketing team together in a strategy session

Alignment & GTM sprints

Short, focused sprints that bring sales, marketing and product together to refine GTM plays, messaging and handover points.

Leader coaching a salesperson during a one-on-one session

Coaching, deal clinics & campaign labs

Follow-up sessions where teams apply learning to live deals and campaigns, with CICL consultants providing guidance and challenge.

Plan your programme

Deliverables

Your commercial playbook & revenue toolkit

We leave you with practical tools, not just slides. Teams walk away with clearer processes, scripts, templates and dashboards they can adapt and own.

See sample toolkit
Printed sales playbook with stages and talk tracks Playbook
Sales process & playbook Digital / print

Sales process & talk track guide

A clear description of stages, qualification criteria, example questions and talk tracks that keep conversations focused on value.

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Sales and marketing dashboard with key metrics Metrics
Pipeline & campaign metrics Digital

Pipeline & performance dashboards

Example dashboards and KPI frameworks that help you track activity, conversion, velocity and revenue impact over time.

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Calendar and planning board with campaign timelines Execution
Campaign & follow-up tools Digital

Campaign calendars & follow-up sequences

Practical calendars, email and call sequence templates that make consistent outreach and nurture easier to execute.

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Results

Stronger pipelines, better conversations, healthier revenue

We track impact through real commercial signals—improved pipeline quality, higher conversion rates, better forecasting and stronger customer relationships.

Growth

Healthier, more predictable pipelines

With clearer qualification and consistent CRM use, your funnel reflects reality—making it easier to prioritise efforts and plan revenue with confidence.

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Customer impact

More strategic customer conversations

Reps shift from pitching products to understanding problems, co-creating solutions and positioning your organisation as a trusted advisor.

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Alignment

Aligned commercial teams & clearer accountability

Sales and marketing work from the same definitions, goals and data—reducing friction and making it easier to invest where it truly matters.

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FAQs

Clear answers to common questions about CICL Sales & Marketing programmes.

Can we run separate tracks for sales and marketing?

Yes. Many clients choose focused tracks for each team plus joint alignment sessions, so each group builds deep skills and still stays connected to the same strategy.

Is this suitable for both junior and experienced staff?

We calibrate content and exercises to the level of participants. Mixed cohorts also work well, as senior staff can model behaviours while juniors bring fresh questions and perspectives.

How long do Sales & Marketing programmes run?

Engagements range from single-focus workshops to multi-week academies with spaced sessions, coaching and live deal or campaign labs. We’ll recommend a format based on your goals.

Can sessions be delivered virtually?

Yes. We deliver fully virtual, fully in-person or blended formats. For geographically distributed teams, virtual sessions often work best, supplemented by in-person strategy or kick-off events.

Can you help us improve our CRM usage?

Absolutely. We incorporate sessions on CRM discipline, data hygiene and how to use tools effectively for coaching, forecasting and campaign optimisation.

What are the next steps if we are interested?

We start with a commercial discovery call to understand your current sales and marketing set-up, targets and constraints. From there, we design a tailored programme, including modules, timelines and success metrics.

Need more clarity?

Let’s design the right Sales & Marketing journey for you.

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Data Protection

In Sales & Marketing work, we may review sensitive commercial information such as customer lists, deal values and campaign performance. Any data shared with CICL is treated as confidential and used solely to support your engagement.

We limit access to authorised CICL consultants, store materials in secure environments and avoid including identifiable client details in training examples unless explicitly required and agreed.

Any reports or sample artefacts produced during our work can exclude names or financial details on request, while still preserving learning value for your teams.

Our goal is to support your growth while protecting your customers, partners and competitive information at every step.

Ready to upgrade your Sales & Marketing engine?

Let’s build a commercial capability programme that supports your revenue targets and strengthens how your teams sell, communicate and grow customer relationships.

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