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Return on Commercial Decisions\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Marketing return on investment and its limitations\u003C\u002Fli>\n\u003Cli>Customer acquisition cost and customer lifetime value\u003C\u002Fli>\n\u003Cli>Pricing, discount and promotion analysis\u003C\u002Fli>\n\u003Cli>Customer and product profitability analysis\u003C\u002Fli>\n\u003Cli>Digital marketing metrics and attribution: what they can and cannot prove\u003C\u002Fli>\n\u003Cli>Testing and experiments to measure incremental effect\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>\u003Cstrong>Monitoring Performance and Communicating Results\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Variance analysis: volume, price, mix and cost effects\u003C\u002Fli>\n\u003Cli>Commercial KPIs and dashboards for decision-making\u003C\u002Fli>\n\u003Cli>Rolling forecasts and in-year reallocation\u003C\u002Fli>\n\u003Cli>Using BI tools and AI-assisted analysis: benefits and cautions\u003C\u002Fli>\n\u003Cli>Presenting a commercial business case to finance and senior management\u003C\u002Fli>\n\u003Cli>Action plan: improving commercial planning in your organisation\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cp>By the end of this programme, participants will be able to:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>Explain how sales and marketing decisions affect revenue, margin, working capital and cash\u003C\u002Fli>\n\u003Cli>Build a driver-based sales forecast from volume, price, mix and conversion assumptions\u003C\u002Fli>\n\u003Cli>Test a forecast with scenarios and sensitivity analysis and state its key risks\u003C\u002Fli>\n\u003Cli>Prepare a sales and marketing budget linked to objectives rather than last year's spend\u003C\u002Fli>\n\u003Cli>Calculate contribution, break-even volumes and the profit effect of discounts and promotions\u003C\u002Fli>\n\u003Cli>Estimate customer acquisition cost and customer lifetime value by segment or channel\u003C\u002Fli>\n\u003Cli>Evaluate the return on a marketing campaign or sales initiative\u003C\u002Fli>\n\u003Cli>Allocate sales resources across territories, accounts and channels on an evidence basis\u003C\u002Fli>\n\u003Cli>Analyse budget variances into volume, price, mix and cost effects\u003C\u002Fli>\n\u003Cli>Present commercial plans and results clearly to finance and senior management\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cul>\n\u003Cli>\u003Cstrong>Sales managers:\u003C\u002Fstrong> sales directors, regional and key account managers responsible for targets and budgets\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Marketing managers:\u003C\u002Fstrong> marketing, brand, product and digital marketing managers who own budgets\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Finance professionals:\u003C\u002Fstrong> financial analysts, business partners and controllers supporting commercial teams\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Commercial planning staff:\u003C\u002Fstrong> sales operations, planning and business intelligence analysts\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Business unit managers\u003C\u002Fstrong> accountable for revenue and profit\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>Participants should have experience in sales, marketing or finance roles and be comfortable working with spreadsheets. The programme is not designed as an exam preparation course for any professional certification.\u003C\u002Fp>","\u003Cul>\n\u003Cli>Driver-based sales forecasting\u003C\u002Fli>\n\u003Cli>Scenario and sensitivity analysis for commercial plans\u003C\u002Fli>\n\u003Cli>Sales and marketing budget preparation\u003C\u002Fli>\n\u003Cli>Contribution and break-even analysis\u003C\u002Fli>\n\u003Cli>Customer acquisition cost and lifetime value analysis\u003C\u002Fli>\n\u003Cli>Marketing return on investment evaluation\u003C\u002Fli>\n\u003Cli>Sales resource and territory allocation\u003C\u002Fli>\n\u003Cli>Commercial variance analysis\u003C\u002Fli>\n\u003Cli>Financial communication of commercial plans\u003C\u002Fli>\n\u003C\u002Ful>","\u003Cp>Sales and marketing budgets are often set by last year's figure plus a percentage, and forecasts are defended by opinion rather than evidence. This programme gives commercial and finance professionals practical methods to build sales forecasts, plan and allocate sales and marketing spend, model the return on commercial decisions and explain the numbers to senior management.\u003C\u002Fp>","\u003Cp>In many organisations the sales team, the marketing team and the finance team plan separately. Sales targets are negotiated, marketing budgets are fixed before campaigns are defined, and finance sees the combined result only when it misses the plan. Forecasts are optimistic, the cost of acquiring and serving customers is unclear, and it is hard to say which channel, campaign or sales resource actually earns its cost.\u003C\u002Fp>\n\u003Cp>This programme connects commercial activity to financial results. It moves through five stages: understanding how sales and marketing drive revenue, cost and cash; building a forecast that can be tested; setting and allocating budgets; evaluating the return on marketing and sales decisions; and monitoring performance and communicating results.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Built on recognised practice.\u003C\u002Fstrong> The programme draws on established management accounting and marketing finance methods, including driver-based forecasting, contribution and break-even analysis, customer lifetime value, marketing return on investment and marketing mix concepts, scenario and sensitivity analysis, and the revenue recognition principles of IFRS 15 where they affect how sales are reported. Methods are applied in spreadsheet models that participants can adapt.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Decisions this programme improves.\u003C\u002Fstrong> How much to spend on sales and marketing and where; whether a price change, discount or promotion adds or destroys profit; which customers, products and channels deserve more resources; how many salespeople a territory can support; and when a forecast should be revised.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>How it is delivered.\u003C\u002Fstrong> Twenty hours across five sessions, built around one running case: a business planning its annual sales and marketing budget. Participants build a driver-based forecast, allocate a budget across channels, evaluate a campaign and present a variance report, using practical spreadsheet models.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>In-house option.\u003C\u002Fstrong> For organisations, the programme can be tailored to your own products, sales channels, planning calendar and reporting templates, and delivered for sales, marketing and finance teams together so that they plan from the same assumptions.\u003C\u002Fp>","Training Program","Basic to Intermediate","mdi-comment",[319,326,331],{"id":320,"schedule_slug":321,"start_date":322,"end_date":323,"price":324,"city_id":32,"days":289,"city_name":325},609864,"sales-and-marketing-financial-planning-and-modelling-in-dubai","2026-11-01","2026-11-05","4500.00","Dubai",{"id":327,"schedule_slug":328,"start_date":329,"end_date":330,"price":324,"city_id":32,"days":289,"city_name":325},701414,"N\u002FA","2027-03-08","2027-03-12",{"id":332,"schedule_slug":328,"start_date":333,"end_date":334,"price":324,"city_id":32,"days":289,"city_name":325},707983,"2027-09-06","2027-09-10",[336,344,352,359,363,367,373,378,384,389],{"id":337,"schedule_slug":338,"start_date":339,"end_date":340,"price":341,"city_id":342,"days":289,"city_name":343},610337,"sales-and-marketing-financial-planning-and-modelling-in-london","2026-11-15","2026-11-19","5900.00",4,"London",{"id":345,"schedule_slug":346,"start_date":347,"end_date":348,"price":349,"city_id":350,"days":289,"city_name":351},611075,"sales-and-marketing-financial-planning-and-modelling-in-live-online","2026-12-06","2026-12-10","2900.00",19,"Live Online",{"id":353,"schedule_slug":354,"start_date":355,"end_date":356,"price":357,"city_id":289,"days":289,"city_name":358},611601,"sales-and-marketing-financial-planning-and-modelling-in-barcelona","2026-12-20","2026-12-24","5500.00","Barcelona",{"id":360,"schedule_slug":328,"start_date":361,"end_date":362,"price":341,"city_id":342,"days":289,"city_name":343},702965,"2027-04-19","2027-04-23",{"id":364,"schedule_slug":328,"start_date":365,"end_date":366,"price":349,"city_id":350,"days":289,"city_name":351},706020,"2027-07-12","2027-07-16",{"id":368,"schedule_slug":328,"start_date":369,"end_date":370,"price":357,"city_id":371,"days":289,"city_name":372},706086,"2027-07-18","2027-07-22",33,"Riyadh",{"id":374,"schedule_slug":328,"start_date":375,"end_date":376,"price":324,"city_id":255,"days":289,"city_name":377},707770,"2027-08-30","2027-09-03","Istanbul",{"id":379,"schedule_slug":328,"start_date":380,"end_date":381,"price":357,"city_id":382,"days":289,"city_name":383},708324,"2027-09-13","2027-09-17",12,"Paris",{"id":385,"schedule_slug":328,"start_date":386,"end_date":387,"price":324,"city_id":260,"days":289,"city_name":388},708490,"2027-09-20","2027-09-24","Kuala Lumpur",{"id":390,"schedule_slug":328,"start_date":386,"end_date":387,"price":341,"city_id":342,"days":289,"city_name":343},708512,{"id":32,"city_name":325,"city_slug":392,"country_id":32,"country_name":393,"country_continent":394,"featured":32,"price":395,"image_alt":396,"image_icon":250,"title":250,"h1_tag":397,"content":398,"description":399,"what_to_do":400,"cover":287},"dubai","United Arab Emirates","Asia",4500,"Things-To-Do-In-Dubai","Training courses in Dubai, UAE","\u003Cp dir=\"ltr\" style=\"text-align: left;\">Elite Academy can deliver its complete portfolio of professional training programs in Dubai. With a global business, aviation and services hub with excellent international accessibility, the destination suits both scheduled learning and tailored arrangements for organizations or individual professionals.\u003C\u002Fp>","\u003Cp dir=\"ltr\" style=\"text-align: left;\">As an Elite Academy training destination, Dubai provides access to our full portfolio rather than a city-specific set of specializations. The city is a global business, aviation and services hub with excellent international accessibility, creating a suitable environment for organizations developing their teams and for professionals attending independently. Upcoming scheduled courses are listed on this page, while any other Elite Academy program can also be requested for delivery in Dubai, subject to scheduling and delivery requirements. Explore the schedule or browse our training areas to find the right option.\u003C\u002Fp>",{"food":401,"places":410,"shopping":419,"experience":428},{"items":402,"title":409},[403,405,407],{"text":404},"Al Ustad Special Kabab",{"text":406},"Ravi Restaurant",{"text":408},"Arabian Tea House","Dining",{"items":411,"title":418},[412,414,416],{"text":413},"Burj Khalifa",{"text":415},"Al Fahidi Historical Neighbourhood",{"text":417},"Museum of the Future","Landmarks",{"items":420,"title":427},[421,423,425],{"text":422},"The Dubai Mall",{"text":424},"Mall of the Emirates",{"text":426},"Deira Gold Souk","Shopping",{"items":429,"title":436},[430,432,434],{"text":431},"Desert safari",{"text":433},"Abra ride on Dubai Creek",{"text":435},"Dubai Fountain show","Experience",{"image_url":287,"image_alt":438,"alt_text":287,"meta_title":286,"meta_description":439,"canonical_url":287,"schema_json":287,"include_in_sitemap":440,"robots_index":440,"robots_follow":440,"robots_advanced":287,"og_title":286,"og_description":439,"og_url":287,"twitter_card":441},"SeoMetadata image","Sales and marketing budgets are often set by last year's figure plus a percentage, and forecasts are defended by opinion rather than evidence.",false,"summary",[],[444,454,464],{"id":445,"name":446,"name_2":250,"slug":447,"schedule_slug":448,"start_date":449,"end_date":450,"days":289,"hours":290,"city_id":342,"city_name":343,"price":451,"country_name":452,"program_level":316,"program_type":315,"short_details":453,"featured":250,"upcoming":250,"relevance_score":250},642652,"Cost Analysis for Strategic Decision-Making","cost-analysis-for-strategic-decision-making","cost-analysis-for-strategic-decision-making-in-london","2026-10-26","2026-10-30",5900,"United Kingdom","\u003Cp>\u003Cspan style=\"font-weight: 400;\">To provide participants with the knowledge, skills, and best practices in cost analysis, enabling them to make informed strategic decisions that optimize organizational performance and resource allocation.\u003C\u002Fspan>\u003C\u002Fp>",{"id":455,"name":456,"name_2":287,"slug":457,"schedule_slug":458,"start_date":322,"end_date":323,"days":289,"hours":290,"city_id":459,"city_name":460,"price":461,"country_name":462,"program_level":316,"program_type":315,"short_details":463,"featured":250,"upcoming":250,"relevance_score":250},609716,"Fast Closing of Month-End and Year-End Accounts","fast-closing-of-month-end-and-year-end-accounts","fast-closing-of-month-end-and-year-end-accounts-in-vienna",6,"Vienna",5100,"Austria","\u003Cp>A slow close delays decisions, strains finance teams at every period end and pushes errors into reports that senior management and auditors rely on. This programme shows accountants and finance managers how to redesign the month-end and year-end close so that it is faster, better controlled and produces figures that hold up to review and audit.\u003C\u002Fp>",{"id":465,"name":466,"name_2":250,"slug":467,"schedule_slug":468,"start_date":469,"end_date":470,"days":289,"hours":290,"city_id":471,"city_name":472,"price":473,"country_name":472,"program_level":316,"program_type":315,"short_details":474,"featured":250,"upcoming":250,"relevance_score":250},684893,"Capital-Project Budgeting for Construction","capital-project-budgeting-for-construction","capital-project-budgeting-for-construction-in-kuwait","2026-11-02","2026-11-06",7,"Kuwait",4300,"\u003Cp>\u003Cspan style=\"font-weight: 400;\">To equip project managers, financial planners, and construction professionals with the expertise required to effectively plan, budget, and control capital expenditures for construction projects, ensuring financial efficiency and project success.\u003C\u002Fspan>\u003C\u002Fp>","en",{"data":477,"code":280,"status":281,"message":500},[478,482,486,490,494,496],{"id":479,"title":480,"slug":481},28,"Executive Leadership & Senior Management","executive-leadership-and-senior-management",{"id":483,"title":484,"slug":485},30,"Leadership Development","leadership-development-2",{"id":487,"title":488,"slug":489},29,"management skills","management-skills",{"id":491,"title":492,"slug":493},18,"Human Resources & Talent Management","human-resources-and-talent-management",{"id":306,"title":307,"slug":495},"finance-and-accounting",{"id":497,"title":498,"slug":499},32,"risk, governance, and compliance","risk-governance-and-compliance","message.Categories have been retrieved successfully"]