TUG OF WAR: New outdoor training courses aim to end the ‘tug of war’ between sales and marketing and help businesses build strategies to bounce back from the impact of Covid-19.

Training consultants Arden Matheson and marketing consultancy Biskit are aiming to end the ‘tug of war’ that is preventing many of the region’s businesses from getting the most out of sales and marketing budgets.

The two firms are running a series of one-day training events designed to get sales and marketing teams working more closely together and help businesses increase conversion rates, lower costs, and drive customers and revenue at a time when many are looking to rebuild following the impact of Covid-19.

Ed Ryder is the founder of Leeds marketing consultancy Biskit, and a former regional Chairman of the Chartered Institute of Marketing in Yorkshire. During his career, he has worked with clients included Siemens, Swagelok and the Department for International Trade. He says, “In many organisations – and particularly small and medium sized businesses – we see a fundamental disconnect between sales and marketing. Sales and marketing strategies are planned separately and executed separately, which often results in ineffective results, increased budgets, and frustrated teams.

“Equally, people in a sales and marketing role often lean more towards one discipline than the other, which means that one gets less attention and overall impact is reduced. This ‘tug of war’ is endemic and now, more than ever, the two need to work much more effectively together to deliver results and make sales and marketing budgets go further.”

Arden Matheson founder Holly Arden specialises in sales training, working with global brands including Taylor Wimpey, Dr. Oetker and REED Global. She says that over recent months she has heard many business owners grappling with sales and marketing challenges as a result of the Covid-19 pandemic.

She and Ed will pool their 40 years’ combined sales and marketing experience to support business owners, sales, and marketing teams across the region, running four one-day training events at Yorkshire Heart Vineyard and Brewery, near York.

Holly says, “Venue choice is so important for any learning exercise, especially after many weeks in lockdown. Yorkshire Heart gives us an innovative and safe space where people can feel inspired, share thoughts and learn together.”

The training courses will run on 18th and 25th of August and 8th and 15th of September and include a free vineyard tour from Yorkshire Heart owners, Chris and Gillian Spakouskas.

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