CaseKey Academy 2025 – Sales and Marketing Track
You will strengthen your ability to understand customer needs, design effective go-to-market strategies, and craft persuasive, data-driven business solutions that drive real commercial impact.
How it works
5 sessions (offline, evening), + home assignments
For all team members
October 20, 21, 23, 24 & October 28
Attendance in all sessions is mandatory
Learning Objectives
By the end of the track, participants will be able to:
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Understand how sales, marketing, and distribution drive business growth
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Apply the STP framework to segment, target, and position effectively
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Design structured sales processes that convert leads into loyal customers
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Evaluate and optimize distribution channels for efficiency and reach
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Use SEO tools to enhance digital visibility and engagement
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Integrate STP, SEO, and sales strategies into coherent marketing plans
Curriculum Structure
Marketing Strategy: From Insight to Execution
- Introduction to marketing and its role in business growth
- Core concepts: customer value, brand positioning, and competitive advantage
- Linking marketing objectives to business strategy
- Case discussions: successful go-to-market strategies
SEO, and AI Visibility Tools
- Introduction to SEO and how search engines rank content
- Keyword research, search intent, and content optimization fundamentals
- Ensuring company visibility on AI platforms
- SEO analytics, reporting, and connecting SEO to marketing ROI
Sales & Distribution Fundamentals (Part 1)
- What is distribution and why it matter?
- Types of distribution: direct, indirect, and hybrid models
- Push vs. pull strategies in marketing and sales alignment
- Managing product availability and avoiding OOS (Out of Stock)
- Measuring On-Shelf Availability (OSA) and understanding its business impact
Sales & Distribution Fundamentals (Part 2)
- Visibility and merchandising: hot zones, planograms, and POS materials
- Sales performance metrics: numeric and weighted distribution
- Key sales KPIs and performance management systems
- Modern sales trends: data-driven selling, CRM, and omnichannel management
Task: Build a go-to-market plan
Meet the trainers
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Arthur Azizyan Seasoned and dedicated Marketing professional with 15+ years of work experience in Banking, Telecommunication, FMCG, Retail, Health care, NGO & Foundations and Tourism & Hospitality Management industries. Forward-thinking, creative, multi-tasks person with proven track of record and executive acumen. Has initiated and delivered number of highly-effective Marketing & Sales campaigns, as well as contributed significantly to the establishment and successful implementation of brand strengthening campaigns for local and international companies.
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Vardan Arzumanyan Vardan Arzumanyan is the Deputy CEO of Autofan AC, where he leads the company’s sales and commercial development. With a background in business management and experience across marketing and operations, he drives growth through strategic partnerships, customer engagement, and performance excellence. A graduate of the American University of Armenia, Vardan is passionate about building high-performing teams and achieving tangible market impact.
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Roman Daneghyan As a Co-Founder of The Business Rover, my passion for delivering exceptional digital marketing strategies comes to life. We've established a harmonious blend of creativity and technical expertise, catering to a diverse clientele's SEO needs. My trilingual proficiency in Armenian, Russian, and English enhances our agency's global outreach and communication, ensuring tailored and effective marketing solutions across varied markets.
