3-Hour Intro to Revenue Engine: Sales and Marketing Strategy for Business Growth

Workshop Description

This 3-hour introductory workshop is designed to help participants understand how to build a Revenue Engine – a structured go-to-market (GTM) strategy that aligns marketing and sales to drive measurable business outcomes. Participants will learn how to define their Ideal Customer Profile (ICP), design channel strategies that generate high-intent leads, and close the loop between marketing spend and sales performance.

Through guided frameworks and practical examples, attendees will explore how marketing (demand generation) and sales (conversion) work together across the customer journey – from awareness through to closing – and how businesses use data to refine their approach over time. This session provides a structured introduction to GTM strategy and builds a strong foundation for designing scalable, revenue-driven marketing and sales systems.

Why Attend This Workshop?

Learn how to build a Revenue Engine that connects your marketing and sales activities into a unified strategy for consistent business growth

✔ Understand the key elements of a GTM strategy and how marketing and sales work together
✔ Learn how to define your Ideal Customer Profile (ICP) so marketing and sales are aligned on the same target
✔ Explore how to map traditional and digital channels to specific stages of the customer journey
✔ Develop structured approaches to selecting channels for conversion, not just reach
✔ Understand how to use sales data to refine and improve marketing spend over time

Workshop Outline

• Understand the key elements of a Revenue Engine and how marketing and sales align
• Define your Ideal Customer Profile (ICP): ensuring marketing and sales are targeting the same audience
• Map the Integrated Funnel: aligning traditional and digital channels to Awareness, Interest, and Closing stages
• Channel Selection for Conversion: choosing channels for high-intent lead generation, not just reach
• Closing the Loop: using sales data to evaluate and refine marketing spend

Mid-Workshop Activity: Role Play – The Sales & Marketing Alignment Conversation (10–15 mins)

Participants pair up – one plays a Marketing Manager, the other a Sales Manager. Each has conflicting perspectives on why leads aren’t converting. Their goal is to reach alignment on an ICP and agree on one channel to prioritise for high-intent lead generation.

Scenario:

Your company sells a B2B HR software solution. Marketing has been running LinkedIn ads and generating 200 leads a month, but Sales is only closing 2%. Sales says the leads are poor quality. Marketing says Sales isn’t following up fast enough. You have 10 minutes to agree on a shared ICP and one channel shift that could improve conversion.

Debrief (5 mins):

• What made it difficult to agree on the ICP?
• Which channel did you choose and why?
• What data would help you close the loop and improve results next month?

Workshop Highlights

This session introduces structured approaches to building a Revenue Engine that bridges marketing and sales for consistent business growth.

✔ Step-by-step breakdown of GTM strategy components and the Revenue Engine framework
✔ Demonstrations of ICP definition and how it aligns marketing and sales targeting
✔ Practical examples of mapping channels to specific stages of the customer journey
✔ Insights into how marketing activities drive sales outcomes and conversion
✔ Structured guidance on using sales data to evaluate and refine marketing performance

Who Should Attend

This workshop is suitable for beginners who want to understand how to build effective marketing and sales strategies. It is ideal for entrepreneurs, marketing executives, sales professionals, business owners, and individuals responsible for planning or executing go-to-market activities.

Pre-requisites

• Basic digital literacy
• General understanding of a product or service offering
• Interest in marketing, sales, or business growth
• No prior marketing or sales strategy experience required

What You’ll Walk Away With

• Clear understanding of how a Revenue Engine connects marketing and sales into a unified GTM strategy
• Practical knowledge of how to define an ICP and use it to align marketing and sales activities
• Ability to map channels to specific stages of the customer journey from awareness to closing
• Understanding of how to evaluate marketing effectiveness using sales performance data
• Structured foundation for developing a revenue-driven go-to-market strategy