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Sales Analysis for Management Consultants

Practical guide how to improve sales and marketing of your customers during consulting projects like McKinsey, BCG, Bain
Instructor:
Asen Gyczew
2,647 students enrolled
English [Auto]
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

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 bases. In the course you will learn 3 things:

  • How to understand 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

The course is based on my 14 years of experience as a consultant in top consulting companies and as a Board Member responsible for strategy, improvement and turn-arounds in biggest companies from Retail, FMCG, SMG, B2B and services sector that I worked for. On many occasions I had to optimize also sales and marketing of the businesses I was responsible for.  On the basis of what you will find in this course I have trained over 100 consultants, business analysts and managers who now are Sales and Marketing Directors, Operational  Directors, COO, Investment Directors, Directors in Consulting Companies, Board Members etc. On top of that my courses on Udemy were already taken by more than 29 000 students.

I teach through cases, so most of the lectures are case studies showing some business problems solved in Excel. There will be also overview of main challenges in sales and marketing for each business model. To every lecture you will find attached  (in additional resources) the Excels shown in the lecture 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 in your work.

 

Why I decided to create this course?

Sales and marketing differs 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 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 analyst that have to advice their customer 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 currently in 5 sections and I will be adding new sections to address other important issues. Currently you will find the following sections:

  • Introduction. We begin with little intro into the course as well as some general info on production
  • FMCG . In the second section I will discuss 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 cosmetics, food industry and will show you how to analyze motivation / bonus system, how to analyze the efficiency of sales force, how to estimate potential growth in specific regions and many more.
  • Retail . In this section will discuss 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 consulting project.
  • B2B Services. In the 4###sup/sup### section I will discuss 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 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 restaurant chain, beauty salon chain and others. I will show you how to check whether new product introduction make sense, how to increase profits by 10% and other cases

I will be adding new sections and lectures in the coming months

 

You will be able also to download many additional resources

  • Excels with analyses shown in the course
  • Presentation of slides show in the course
  • Links to additional presentations and movies
  • Links to books worth reading

Introduction

1
Introduction

We begin with little intro into the course as well as some general info on production

2
A little bit about me

A few words about your humble teacher

3
How this course will be organized?

I will show you how the course is organized

4
What to do if a blurry image appears

Here I will show you what to do if a blurry image appears

5
How to find additional resources

Here I will show you how to find additional resources attached to the coruse like Excel files, presentations, links etc.

FMCG

1
Introduction to sales and marketing in FMCG

In this lecture I will show you what you can expect in this section. . In the second section I will discuss 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 cosmetics, food industry and will show you how to analyze motivation / bonus system, how to analyze the efficiency of sales force, how to estimate potential growth in specific regions and many more

2
Overview of Sales in FMCG

FMCG sells mainly through retailers. Some go into independent distribution via own website and own stores. We will discuss all the options in this section

3
Overview of Marketing in FMCG

In this lecture I will show you what matters the most in marketing in this business model

4
Main challenges in sales and marketing in FMCG

There are number of challenges in the Sales and Marketing of FMCG. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project

5
Introduction to cases for FMCG

The next few lectures will be cases that will give you insight and practical tips. Here I will show you what you can expect in next lectures.

6
Sales channel analysis - case in FMCG

Most producers / brand owners operate using many sales channels: wholesalers, own shops, e-commerce, marketplace etc. It makes sense to check how profitability looks across channels and what can e done to improve overall situation. I will show you how it cane be done with a simple Excel analysis and a pivot table. I will go also try to demonstrate what kind of conclusions can you draw and what should be your next steps, on the basis of the results you are getting form the analyses

7
How to expand the brand – Introduction

Let’s have a look at milk producer that wants to expand its product range. In this case you will be asked to analyze and find the best candidates for brand expansions. 

8
How to expand the brand – Solution – Part 1

In this lecture I will show you how to solve the case shown in the previous lectures.


9
How to expand the brand – Solution – Part 2

In this lecture I will show you how to solve the case shown in the previous lectures.

10
How to expand the brand – Solution – How to create scatter plot with names

Here I will show you how to create a scatter plot

11
Sales force efficiency analysis – Introduction

Let’s have a look at the sales force efficiency in Poland of a cosmetics producers. We will analyze the efficiency of sales force and look for ways to improve the margin

12
Sales force efficiency analysis – Solution – Unit Cost

In this lecture I will show you how to solve the case shown in the previous lectures.

13
Sales force efficiency analysis – Solution – ABC analysis of Current Solution

In this lecture I will show you how to solve the case shown in the previous lectures.

14
Sales force efficiency analysis – Solution – more on Current Solution

In this lecture I will show you how to solve the case shown in the previous lectures.

15
Sales force efficiency analysis – Solution – Margin Maximazation

In this lecture I will show you how to solve the case shown in the previous lectures.

16
Sales force efficiency analysis – Solution – Specialization

In this lecture I will show you how to solve the case shown in the previous lectures.

17
Sales force efficiency analysis – Solution – Summary

In this lecture I will show you how to solve the case shown in the previous lectures.

18
Sales force efficiency analysis – Practical Tips

In this lecture I will show you how to solve the case shown in the previous lectures.

19
How to find the white spaces untouched by your brand – Introduction

Let’s have a cosmetics producer and see where is the potential for development. We will analyze the sales by regions and try to find how much more we can sell in each and every region.

20
How to find the white spaces untouched by your brand – Solution – Per capita

In this lecture I will show you how to solve the case shown in the previous lectures.

21
How to find the white spaces untouched by your brand – Solution – Local shares

In this lecture I will show you how to solve the case shown in the previous lectures.

22
How to find the white spaces untouched by your brand – Solution – Presentation

In this lecture I will show you how to solve the case shown in the previous lectures.

23
How to analyze the motivation system of sales force – Introduction

Motivation plan for sales people can be pretty complicated. I will show you some examples that we will analyze in the next lecture

24
How to analyze the motivation system of sales force – Solution

In this lecture I will show you how to solve the case shown in the previous lectures.

25
Juice producer – motivation system of sales force – Introduction

We will now have a look at a company selling branded juice in Romania that has 2 type of sales force. I will show you how to analyze and calculate their motivation systems

26
Juice producer – motivation system of sales force – Solution - Area Manager

In this lecture I will show you how to solve the case shown in the previous lectures.

27
Juice producer – motivation system of sales force – Solution - Sales Rep

In this lecture I will show you how to solve the case shown in the previous lectures.

Retail

1
Introduction to sales and marketing in Retail

In this lecture I will show you what you can expect in this section. I will discuss 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.

2
Overview of Sales

Retail sell through its own stores. Yet they also have their online presence and try to sell via marketplaces


3
Overview of Marketing in Retail

In this lecture I will show you what matters the most in marketing in this business model

4
Main challenges in sales and marketing in Retail

There are number of challenges in the Sales and Marketing in Retail. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project

5
Introduction to cases for Retail

The next few lectures will be cases that will give you insight and practical tips. Here I will show you what you can expect in next lectures.

6
Analyses of stores by cohorts - Introduction

I this lecture I will show you what kind of cohorts / segments you can use to analyze a retailer. Later on I will show you some analyses of a specific retail by chosen cohorts

7
Analyses of stores by cohorts - Example

Here I show the example of analyses of a specific retail by chosen cohorts

8
Product range analysis - Introduction

In Retail you have space that you divide among different product groups. For every group you should calculate the total margin using sales density, % Gross Margin and space allocated to specific group. You have to analyze their performance and decide how to split the space. In this lecture I will show you the general concept

9
Product range analysis - Example

Here I show an example of a product range analysis

10
Sales and margin efficiency of retail

In this lecture you will learn to calculate sales and margin density for a Retailer using pivot and sumifs function. I will also show you what conclusion you should draw from it.

11
Inventory analysis - Introduction

We will continue with the example from previous lecture. In this  example of single store when we look at the sales and inventory level it is clear that there is too much stock. Let’s see what we can do about it

12
Inventory analysis - Excel

We will continue with the example from previous lecture. In this  example of single store when we look at the sales and inventory level it is clear that there is too much stock. Let’s see what we can do about it

13
Store checks - examples in retail

Store Check come in handy whenever you are talking about B2C physical products, services and retail. This methods gives you solid facts on which you can build your business

14
Introduction to Expansion

At some point you will start considering expansion. I will show you in this section how you can expand your retail business and how to decide what to do

15
Expansion of current model - options

Once your business model is right you will want to expand and grow. There are some options to do that and I will show them in this lecture

16
Saturating existing markets - intro

If you are present on specific market you want to know when you will reach a saturation market – the maximal number of shops that will not cause much cannibalization. I will show you how to approach this subject

17
Saturating existing markets – Introduction to the case study

We will now try to check in practice how to find saturation point for a retailer. In this lecture I will introduce the case that we will work with for the next few lectures. You will be asked to find the saturation for grocery store operating in Poland

18
Saturating existing markets – Data for the case study

In this lecture we solve previously introduced case.

19
Saturating existing markets – Number of Stores

In this lecture we solve previously introduced case.

20
Saturating existing markets – Stores by concepts

In this lecture we solve previously introduced case.

21
Saturating existing markets – Concept & Space

In this lecture we solve previously introduced case.

22
Saturating existing markets – Solution in Power Point

In this lecture we solve previously introduced case.

23
Expansion strategy into other countries - introduction

Creating an expansion strategy requires you to do a number of things. I will show you in this lecture how to approach this subject

24
Expansion strategy into other countries – Case Introduction

In this lecture I will start the case study that we will be solving for the next few lectures. Imagine that you are a Spanish fashion retailer and you want to figure out which countries you should enter. Therefore, you prepare a ranking of countrires that show attractivness and the size of each and every market.

25
Expansion strategy into other countries – Data for the case study

In this lecture we solve previously introduced case.

26
Expansion strategy into other countries – Which function to use

In this lecture we solve previously introduced case.

27
Expansion strategy into other countries – Solution in Excel

In this lecture we solve previously introduced case.

28
Expansion strategy into other countries – Solution in Power Point

In this lecture we solve previously introduced case.

29
What is multichannel?

As the e-commerce has been significant distribution channel traditional retailers were forced to transform into multichannel players (operating both in traditional stores, offline word as well as online business) Here I will show you the main challenges and how to tackle them

30
Main problems with multichannels

Let’s have  a look at the main problems with multichannel

31
Pricing dilemma - case study - Problem

Imagine that you have a chain of physical stores and on-line store. What pricing would you use? How you would come up with the right pricing?

32
Pricing dilemma - case study - Solution

In this lecture I show you the solution to the case you had to solve in the previous lecture

33
Cannibalization of sales by off-line - Introduction

When you start building more stores you are bound to cause a lot of cannibalization. I will show you in this lecture how to approach this subject

34
Cannibalization of sales by on-line – Introduction

When you start building on-line presence you are bound to cause a lot of cannibalization. I will show you in this lecture how to approach this subjec

35
Cannibalization of sales - case study

Let’s have a look at an example of cannibalization

36
Canibalization - tips how to solve the case study

Let’s have a look at an example of cannibalization

37
Cannibalization of sales - case study - Calculation in Excel

Let’s have a look at an example of cannibalization

B2B Services

1
Introduction to sales and marketing in B2B Services

In this section I will discuss 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

2
Overview of Sales in B2B Services

B2B Service firms use mainly its own sales force team. However, more and more options are available. We will this this subject in this lecture.

3
Overview of Marketing in B2B Services

In this lecture I will show you what matters the most in marketing in this business model

4
Main challenges in sales and marketing in B2B Services

There are number of challenges in the Sales and Marketing in B2B Services. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project

5
Introduction to cases for B2B Services

The next few lectures will be cases that will give you insight and practical tips. Here I will show you what you can expect in next lectures.

6
How you can price consulting projects?

There are many ways in which you can set the price for a consulting project. I will show you different methods in which you can set your price, what are the implications of each and one of them and when they can be used.  I will also discuss the advantages and disadvantage of each and one of them.

7
Calculating the price and profitability of a consulting project

Here I show you how to calculate the price and the profitability of a consulting project using fixed fee and times and material formula. You will get also template in Excel shown in the lecture as an attachment in additional resources

8
Analyzing the profitability of sales channels - introduction

Here I show you how to analyze the profitability of sales channels in Consulting

9
Analyzing the profitability of sales channels - example

Here we show to analyze the profitability of sales channels

10
Analyzing the profitability of sales channels -example of selling small services

Here we show to analyze the profitability of sales channels

11
Cross-selling – Introduction

In B2B Services since you have already a nice base you try to sell them more of your products. The best example are big 4 auditing companies. I will discuss the general preconditions for cross-selling and introduce the case we will be solving in next lectures

12
Cross-selling – Solution

In this lecture I will show you how to solve the case shown in the previous lectures.

13
Which customer should you remove – Introduction

Quite often it makes sense to remove some of your customers. In this lecture I will discuss when you should do it and I we will do a short introduction to the case study

14
Which customer should you remove – Solution – Analysis of Current Margins

In this lecture I will show you how to solve the case shown in the previous lectures

15
Which customer should you remove – Solution – Potential Improvements

In this lecture I will show you how to solve the case shown in the previous lectures

16
Which customer should you remove – Solution – Some tips

In this lecture I will show you how to solve the case shown in the previous lectures

17
Which price formula is the best for my profits – Introduction

Price formula in B2B services can drastically impact the margins and net profit. In this lecture we will go through a case that will show you how to approach analysis of price formula with uncertainty on the scenario that will happen

18
Which price formula is the best for my profits – Solution – Times & Materials

In this lecture I will show you how to solve the case shown in the previous lectures

19
Which price formula is the best for my profits – Solution – Mixed Options

In this lecture I will show you how to solve the case shown in the previous lectures

B2C Services

1
Introduction to sales and marketing in B2C Services

In this section I will discuss 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 restaurant chain, beauty salon chain and others. I will show you how to check whether new product introduction make sense, how to increase profits by 10% and other cases

2
Overview of Sales in B2C Services

In terms of sales and marketing B2C services are similar to Retail. We will briefly discuss the sales in B2C Services

3
Main challenges in sales and marketing in B2C Services - Part 1

There are number of challenges in the Sales and Marketing of B2C Services. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project. In this part I will discuss services performed at specialized place.

4
Main challenges in sales and marketing in B2C Services - Part 2

There are number of challenges in the Sales and Marketing of B2C Services. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project. In this part I will discuss services performed at customer place that require a person.

5
Main challenges in sales and marketing in B2C Services - Part 3

There are number of challenges in the Sales and Marketing of B2C Services. We will discuss them in this lecture briefly to give you a taste of what you can expect during a consulting project. In this part I will discuss scalable productized services

6
Introduction to cases for B2C Services

Here I will show you what cases we will cover in this section

7
What will be the effect of the price increase – Introduction

The impact of the price change on your profit will depend on a few factors. I will discuss in this lecture on what you should take into account and how to calculate it .

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Sales Analysis for Management Consultants
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