Sales Analysis For Management Consultants

A practical guide on how to improve sales and marketing of your customers during consulting projects like McKinsey, BCG,

What you'll learn
Analyze sales and marketing in different industries
Improve sales force efficiency
Increase profits by optimizing sales and marketing
Calculate in Excel the potential impact of proposed changes
Apply improvement techniques to other fields and industries
Improve sales in Retail, FMCG, B2B service, B2C services
Requirements
Basic or intermediate Excel
Basic knowledge of economics or finance
Description
What is the aim of this course?   This course will help you drastically improve your knowledge and skills in improving and developing sales and marketing through a series of practical cases. It is designed for people who want to become management consultants, business analysts or have to run and optimize sales and marketing on daily basis. In the course you will learn 3 things:   How to understand the main challenges in sales and marketing   How to improve sales and marketing in order to increase margin and profit   Where to look for savings and improvements, how to calculate potential savings in Excel and implement them    This course is based on my 15 years of experience as a consultant in top consulting firms and as a Board Member responsible for strategy, performance improvement, and turn-arounds in the biggest firms from Retail, FMCG, SMG, B2B, and services sectors that I worked for. I have carried or supervised over 90 different performance improvement projects in different industries that generated in total 2 billion of additional EBITDA. On the basis of what you will find in this course, I have trained in person over 100 consultants, business analysts, and managers who now are Partners in PE and VC funds, Investment Directors and Business Analysts in PE and VC, Operational Directors, COO, CRO, CEO, Directors in Consulting Companies, Board Members, etc. On top of that my courses on Udemy were already taken by more than 124 000 students including people working in EY, Walmart, Booz Allen Hamilton, Adidas, Naspers, Alvarez & Marsal, PwC, Dell, Walgreens, Orange, and many others.I teach through case studies, so you will have a lot of lectures showing examples of analyses, tools that we use. To every lecture, you will find attached (in additional resources) the Excels as well as additional presentations, materials shown in the lectures so as a part of this course you will also get a library of ready-made analyses that can, with certain modification, be applied by you or your team in your work. Why have I decided to create this course?   Sales and marketing differ drastically in every company and it usually takes a management consultant a lot of time to learn and understand the business during a consulting project. By giving you exposure to real-life cases and analyses I want to improve your awareness and skills in analyzing complex sales and marketing analysis.  Thanks to this course, you will know what and how to do during a consulting project devoted to the sales and marketing area.   To sum it up, I believe that if you want to build or to find improvements in any business you should master techniques related to analyzing and optimizing sales and marketing. That is why. I highly recommend this course not only to consultants or business analysts that have to advise their customers but also to owners, founders of businesses as well as sales managers and directors.    In what way will you benefit from this course?   The course is a practical, step-by-step guide loaded with tones of analyses, tricks, hints that will significantly improve the speed with which you find and analyze sales and marketing. There is little theory – mainly examples, a lot of tips from my own experience as well as other notable examples worth mentioning. Our intention is that thanks to the course you will learn:   How to understand sales and marketing in different business models   How to optimize it   Where to look for savings and improvements   How to calculate the impact of proposed changes in Excel   You can also ask me any question either through the discussion field or by messaging me directly.    How the course is organized?   The course is divided into the following sections:    Introduction. We begin with a little intro to the course as well as some general info on sales analysis.FMCG. In the second section, I will discuss the main challenges in sales and marketing in FMCG. We will also go through a number of cases and business analyses devoted to sales and marketing in FMCG. Our cases will be from the cosmetics, food industry and will show you how to analyze motivation/bonus system, how to analyze the efficiency of salesforce, how to estimate potential growth in specific regions, and many more.    Retail. This section will discuss the main challenges in sales and marketing in Retail. We will also go through a number of cases and business analyses devoted to sales and marketing in Retail that will help you immensely during the consulting project.    B2B Services. In this section, I will discuss the main challenges in sales and marketing in B2B Services. We will also go through a number of cases and business analyses devoted to sales and marketing in B2B Services. We will go through many cases including consulting, analytical services, aircraft maintenance.    B2C Services. In this section, I will discuss the main challenges in sales and marketing in B2B services. We will also go through a number of cases and business analyses devoted to sales and marketing in B2C Services. The case will be from a restaurant chain, a beauty salon chain, and others. I will show you how to check whether a new product introduction makes sense, how to increase profits by 10%, and other cases.You will be able also to download many additional resources    Excels with analyses shown in the course    Presentation of slides shown in the course    Links to additional presentations and movies     Links to books worth reading  At the end of my course, students will be able to…Analyze sales and marketing in different industriesImprove sales force efficiencyIncrease profits by optimizing sales and marketingCalculate in Excel the potential impact of proposed changesApply improvement techniques to other fields and industriesImprove sales in Retail, FMCG, B2B service, B2C servicesWhat is the difference between options and scenarios?Who should take this course? Who should not?Management Consultants and Business AnalystsFinancial ControllersInvestment AnalystsStartup FoundersProject ManagersWhat will students need to know or do before starting this course?Basic or intermediate ExcelBasic knowledge of economicsBasic or intermediate knowledge of finance & accounting

Overview

Section 1: Introduction

Lecture 1 Introduction

Lecture 2 A little bit about me

Lecture 3 How this course will be organized?

Lecture 4 What to do if a blurry image appears

Lecture 5 How to find additional resources

Section 2: FMCG

Lecture 6 Introduction to sales and marketing in FMCG

Lecture 7 Overview of Sales in FMCG

Lecture 8 Overview of Marketing in FMCG

Lecture 9 Main challenges in sales and marketing in FMCG

Lecture 10 Introduction to cases for FMCG

Lecture 11 Sales channel analysis - case in FMCG

Lecture 12 How to expand the brand – Introduction

Lecture 13 How to expand the brand – Solution – Part 1

Lecture 14 How to expand the brand – Solution – Part 2

Lecture 15 How to expand the brand – Solution – How to create scatter plot with names

Lecture 16 Sales force efficiency analysis – Introduction

Lecture 17 Sales force efficiency analysis – Solution – Unit Cost

Lecture 18 Sales force efficiency analysis – Solution – ABC analysis of Current Solution

Lecture 19 Sales force efficiency analysis – Solution – more on Current Solution

Lecture 20 Sales force efficiency analysis – Solution – Margin Maximazation

Lecture 21 Sales force efficiency analysis – Solution – Specialization

Lecture 22 Sales force efficiency analysis – Solution – Summary

Lecture 23 Sales force efficiency analysis – Practical Tips

Lecture 24 How to find the white spaces untouched by your brand – Introduction

Lecture 25 How to find the white spaces untouched by your brand – Solution – Per capita

Lecture 26 How to find the white spaces untouched by your brand – Solution – Local shares

Lecture 27 How to find the white spaces untouched by your brand – Solution – Presentation

Lecture 28 How to analyze the motivation system of sales force – Introduction

Lecture 29 How to analyze the motivation system of sales force – Solution

Lecture 30 Juice producer – motivation system of sales force – Introduction

Lecture 31 Juice producer – motivation system of sales force – Solution - Area Manager

Lecture 32 Juice producer – motivation system of sales force – Solution - Sales Rep

Lecture 33 Overview of segmentation methods

Lecture 34 More on FMCG business model

Section 3: Retail

Lecture 35 Introduction to sales and marketing in Retail

Lecture 36 Overview of Sales

Lecture 37 Overview of Marketing in Retail

Lecture 38 Main challenges in sales and marketing in Retail

Lecture 39 Introduction to cases for Retail

Lecture 40 Analyses of stores by cohorts - Introduction

Lecture 41 Analyses of stores by cohorts - Example

Lecture 42 Product range analysis - Introduction

Lecture 43 Product range analysis - Example

Lecture 44 Inventory analysis - Introduction

Lecture 45 Inventory analysis - Excel

Lecture 46 Store checks - examples in retail

Lecture 47 Introduction to Expansion

Lecture 48 Expansion of current model - options

Lecture 49 Saturating existing markets - intro

Lecture 50 Saturating existing markets – Introduction to the case study

Lecture 51 Saturating existing markets – Data for the case study

Lecture 52 Saturating existing markets – Number of Stores

Lecture 53 Saturating existing markets – Stores by concepts

Lecture 54 Saturating existing markets – Concept & Space

Lecture 55 Saturating existing markets – Solution in Power Point

Lecture 56 Expansion strategy into other countries - introduction

Lecture 57 Expansion strategy into other countries – Case Introduction

Lecture 58 Expansion strategy into other countries – Data for the case study

Lecture 59 Expansion strategy into other countries – Which function to use

Lecture 60 Expansion strategy into other countries – Solution in Excel

Lecture 61 Expansion strategy into other countries – Solution in Power Point

Lecture 62 What is multichannel?

Lecture 63 Main problems with multichannels

Lecture 64 Pricing dilemma - case study - Problem

Lecture 65 Pricing dilemma - case study - Solution

Lecture 66 Cannibalization of sales by off-line - Introduction

Lecture 67 Cannibalization of sales by on-line – Introduction

Lecture 68 Cannibalization of sales - case study

Lecture 69 Canibalization - tips how to solve the case study

Lecture 70 Cannibalization of sales - case study - Calculation in Excel

Lecture 71 More on Retail business model

Section 4: B2B Services

Lecture 72 Introduction to sales and marketing in B2B Services

Lecture 73 Overview of Sales in B2B Services

Lecture 74 Overview of Marketing in B2B Services

Lecture 75 Main challenges in sales and marketing in B2B Services

Lecture 76 Introduction to cases for B2B Services

Lecture 77 How you can price consulting projects?

Lecture 78 Calculating the price and profitability of a consulting project

Lecture 79 Analyzing the profitability of sales channels - introduction

Lecture 80 Analyzing the profitability of sales channels - example

Lecture 81 Analyzing the profitability of sales channels -example of selling small services

Lecture 82 Cross-selling – Introduction

Lecture 83 Cross-selling – Solution

Lecture 84 Which customer should you remove – Introduction

Lecture 85 Which customer should you remove – Solution – Analysis of Current Margins

Lecture 86 Which customer should you remove – Solution – Potential Improvements

Lecture 87 Which customer should you remove – Solution – Some tips

Lecture 88 Which price formula is the best for my profits – Introduction

Lecture 89 Which price formula is the best for my profits – Solution – Times & Materials

Lecture 90 Which price formula is the best for my profits – Solution – Mixed Options

Lecture 91 More on B2B Service Business Model

Section 5: B2C Services

Lecture 92 Introduction to sales and marketing in B2C Services

Lecture 93 Overview of Sales in B2C Services

Lecture 94 Main challenges in sales and marketing in B2C Services - Part 1

Lecture 95 Main challenges in sales and marketing in B2C Services - Part 2

Lecture 96 Main challenges in sales and marketing in B2C Services - Part 3

Lecture 97 Introduction to cases for B2C Services

Lecture 98 What will be the effect of the price increase – Introduction

Lecture 99 What will be the effect of the price increase – Solution - Impact on coffee only

Lecture 100 What will be the effect of the price increase – Solution – full impact

Lecture 101 Does it make sense to introduce new services or product – Introduction

Lecture 102 Does it make sense to introduce new services or product – the impact of Cofee

Lecture 103 Does it make sense to introduce new services or product – the impact of Soup

Lecture 104 How to increase the net profit by 10% – Introduction

Lecture 105 How to increase the net profit by 10% – Solution – Current Level of costs

Lecture 106 How to increase the net profit by 10% – Solution – Analysis of different options

Lecture 107 More on B2C Services Business Model

Section 6: SMCG

Lecture 108 Introduction to sales and marketing in SMCG

Lecture 109 Overview of Sales in SMCG

Lecture 110 Overview of Marketing in SMCG

Lecture 111 Main challenges in sales and marketing in SMCG

Lecture 112 Introduction to cases for SMCG

Lecture 113 New products within old categories – Case Introduction

Lecture 114 New products within old categories – Case Solution - Vaccum Cleaners estimation

Lecture 115 New products within old categories – Case Solution - the rest of estimation in E

Lecture 116 New products within old categories – Case Solution - Power Point

Lecture 117 Direct Distribution – Case Introduction

Lecture 118 Business model of Retailer - main drivers

Lecture 119 Business model of Retailer in Excel - transaction version - 1 store

Lecture 120 Business model of Retailer in Excel - transaction version - retail chain

Lecture 121 Business model of Retailer in Excel - sq m version

Lecture 122 Direct Distribution – Back to the case study

Lecture 123 Direct Distribution – Current Net Margin

Lecture 124 Direct Distribution – Modeling 1 store

Lecture 125 Direct Distribution – Future Net Margin

Lecture 126 Direct Distribution – Comparison

Lecture 127 Direct Distribution – Solution in Power Point

Lecture 128 How to motivate not yours sales reps – Case Introduction

Lecture 129 How to motivate not yours sales reps – Trainings

Lecture 130 How to motivate not yours sales reps – Contests

Lecture 131 How to motivate not yours sales reps – Incentive trips

Lecture 132 How to motivate not yours sales reps – Loyalty program

Lecture 133 How to motivate not yours sales reps – Summary and Comparison in Excel

Lecture 134 How to motivate not yours sales reps – Solution in Power Point

Lecture 135 How much should you give for the old product – Case Introduction

Lecture 136 When it makes sense to pay your customer for older version of the product?

Lecture 137 How much should you give for the old product – Costs

Lecture 138 How much should you give for the old product – Benefits

Lecture 139 How much should you give for the old product – Summary

Lecture 140 How much should you give for the old product – Solution in Power Point

Lecture 141 From SMCG to service – Introduction – Part 1

Lecture 142 From SMCG to service – Introduction – Part 2

Lecture 143 From SMCG to service – Case Introduction

Lecture 144 From SMCG to service – If sold as a product

Lecture 145 From SMCG to service – If sold as a service – Part 1

Lecture 146 From SMCG to service – If sold as a service – Part 2

Lecture 147 From SMCG to service – Comparison

Lecture 148 From SMCG to service – Solution in Power Point

Lecture 149 How to shorten the lifespan of a product – Case Introduction

Lecture 150 How to shorten the lifespan of a product – General rules

Lecture 151 How to shorten the lifespan of a product – Current Situation

Lecture 152 How to shorten the lifespan of a product – Fad

Lecture 153 How to shorten the lifespan of a product – Lower Costs

Lecture 154 How to shorten the lifespan of a product – Simplify Exchange

Lecture 155 How to shorten the lifespan of a product – Parameters

Lecture 156 How to shorten the lifespan of a product – Comparison

Lecture 157 How to shorten the lifespan of a product – Solution in Power Point

Lecture 158 Why you care about the customer base?

Lecture 159 What is the value of the customer base – Introduction

Lecture 160 How to increase the value of the customer base

Lecture 161 More on SMCG Business Model

Section 7: Additional Resources

Lecture 162 How to scale up a business – best practices from top firms

Section 8: Conclusions

Lecture 163 Bonus Lecture

Management Consultants,Business Analysts,Small and medium business owners,Startups founders,Sales Managers,Controllers