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The Catalan business sector is made up of small and medium-sized companies, which are often founded by people who want to be self-employed or continue family businesses. The day-to-day reality of these companies means that they often neglect a very important part of the business: marketing strategy.

The variety of marketing courses is immense, but rarely do we find a workshop that explains why it is worth investing time to create a marketing and sales strategy or how it can be done in a simple way that takes into account the needs of each business.

This workshop aims to further consolidate and improve marketing knowledge for entrepreneurs who want to learn about and use the metrics and indicators that apply to their businesses in terms of sales and attraction, conversion and loyalty initiatives.

General goals of the activity:

• Learn how to improve the marketing strategies of the company or project.
• Provide entrepreneurs and businesses with the tools to evaluate strategic marketing actions for their projects.
• Contribute to the management and strengthening of companies in order to guarantee their viability and resilience in the face of a constantly changing market.
• Consolidate the analytical skills of entrepreneurs, companies and organisations.

Specific goals of the activity:

1. Understand the use of tools to monitor and measure commercial and marketing initiatives.
2. Learn about the different CRM platforms available on the market to record and analyse the companies' commercial activity.
3. Understand the concept behind each performance indicator and be able to choose the most appropriate ones in each case according to the relevant criteria for the project or company.
4. Training in the use of CRMs as a tool for recording, evaluating and improving commercial and product/service promotion campaigns.
5. Know which analyses can be performed with the existing applications by generating customised reports.

Complete list of topics:

1. S1 - Three-hour theoretical and practical session
   - Defining CRMs. What they are and what they are used for in the company or project.
   - Presentation of different CRM platforms and applications integrated into e-commerce.
   - The phases of the commercial process and the design of CRMs to introduce, assign and record the progress of a company's commercial opportunities, starting with the creation of the contact and ending with customer loyalty.
   -The importance of segmenting the database in order to achieve the company's objectives.
2. S2 - Three-hour theoretical and practical session
   - Identification of the main measurement and control criteria, description of KPIs for digital and physical marketing.
   - Explore a couple of CRM options to learn about their differences in terms of features and obtaining customised analytical data and reports.
   - Practical exercise to design a sales process in a free CRM.
   - Practical exercise to create customised reports based on CRM data.