The Future of Marketing and Sales


2.00 pm GMT: As a result of attending this event, the participant will know where our discipline fits into the formulation of business strategy and will enable them to contribute more positively and professionally.

Recommended audience

Senior sales and marketing executives such as Sales Directors, Marketing Directors, Sales Managers and Key Account Managers

Type of audience

UK and International


Professor McDonald will briefly review the past 60 years of marketing and sales.

He will then spell out the requirements for getting our discipline back in the boardroom as the driver of strategy.

He will conclude by putting the advancing tide of technology into a marketing and sales context. He will spell out that if we embrace this technology, we have a fantastic opportunity to understand our markets and our customers more intimately and to create value for them and other stakeholders.

This webinar will spell out the great future to be enjoyed by our profession providing we know what we need to do to put ourselves firmly back in the boardroom.

Key takeaways

  • An understanding of the recent past of marketing and sales.
  • The current role of marketing and sales in business strategy.
  • The role of technology in creating value for customers and stakeholders.

CPD Points

CPD Points: Two (when attending live) or one (watching the recording)


Malcolm H.B. McDonald MA(Oxon) MSc PhD DLitt DSc, FF.ISP
Emeritus Professor, Cranfield University School of Management

Until 2003, Malcolm was Professor of Marketing and Deputy Director of Cranfield University School of Management, with special responsibility for E-Business. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has a Doctorate from Bradford University and from the Plekhanov University of Economics in Moscow. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry. Until the end of 2012, he spent seven years as Chairman of Brand Finance plc.

He spends much of his time working with the operating boards of the world’s biggest multinational companies, such as IBM, Xerox, BP and the like, in most countries in the world, including Japan, USA, Europe, South America, ASEAN and Australasia.

He has written forty six books, including the best seller "Marketing Plans; how to prepare them; how to use them", which has sold over half a million copies worldwide. Hundreds of his papers have been published.

Apart from market segmentation, his current interests centre around the measurement of the financial impact of marketing expenditure and global best practice key account management. He is an Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools.

In 2006 he was listed in the UK's Top Ten Business Consultants by the Times.


Please note that if you are not a member of the Institute of Sales Professionals and book a ticket, our members will take priority and, in the event of reaching full capacity, you may be contacted closer to the event to cancel your booking. To ensure you are able to attend all events, contact for more information.