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Sales Territory Mapping & Planning
Drive Overall Organisational Growth Whilst Supporting Trade Marketing Initiatives With Well-Structured And Correctly Implemented Territory Mapping And Planning Strategies
Dates, TBC
Venue TBC, Dubai, UAE
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Saudi Aramco

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Services and Travel Buyer
Masterfoods ME

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Staff Projects Engineer

"An excellent course – adds real value to our experience."

Omar Jahameh
Finance Supervisor
Qatar Airways

".IIR is able to recognise and develop new trends. The delivery of innovative case studies adds tremendous value to conferences. This gives delegates the perfect balance between theory and practice. I believe in its formula."

Professor Robert Kaplan
Harvard University


Well-structured and correctly implemented, territory mapping and planning strategies can drive overall organisational growth whilst supporting trade marketing activities.

The aim of the course is to help delegates to improve the effectiveness and efficiency of Territory Planning and Mapping of Sales and Distribution disciplines within their own organisations.

Mapping and establishing effective and efficient territory routes is a multi-functional process requiring a structured and disciplined approach. Therefore, this course has been designed in a modular format covering each element of the subject.

The goal of any sales and distribution organisation is to sell and deliver goods aimed at satisfying customer needs. It is therefore fundamental to understand the basics of various trad

Course Content
  • Module 1: Becoming A Successful Route Mapping And Territory Supervisor/Manager
  • Module 2: Understanding Market-Driven Distribution Systems
  • Module 3: Mapping And Setting Up Territories And Routes And Route Books
  • Module 4: Analysing Routes And Applying Standards
  • Module 5: Improving Route Efficiencies
  • Module 6: Using Technology To Ensure Effective And Efficient Territory Routes
  • Module 7: Team Presentations And Action Plans
Who Should Attend

This course is predominantly focused and orientated towards the FMCG trade. However, it would be also relevant for sales and distribution operational personnel from other industries that trade across different retail channels.

  • Sales Supervisors and Managers
  • Route-to-Market/Go-to-Market personnel
  • Distribution and Routing Managers
  • Activation Managers
  • Sales Capability Managers and personnel
  • Managers that are members of a channel segmentation or Route-to-market project team
  • Anybody that is involved in the establishment and maintenance of sales or distribution routes, territory planning and maintenance
Benefits Of Attending
  • Establish and manage a set of territory sales/distribution routes that are efficient and effective
  • Understand market-driven sales and distribution systems
  • Provide an enhanced and customised service to various trade channels
  • Use Key Performance Indicators (KPIs) and standards to evaluate and improve performance and minimise expenses
  • Identify and solve routing problems, affecting improvement in overall sales and distribution route performance
  • Efficiently apply the different factors that impact route-sell and its effect on load forecasting, and the role of dispatch in pre-sell vs. route-sell route

    Tony Lewis

    Being born and raised in the Middle East, and now based in Johannesburg, Tony has extensive experience across the Middle East and Africa regions. He has held senior sales and operations management positions with some of the world's largest multi-national blue-chip organisations over a 40-year career. Prior to going independent in 1995, he was Southern African Training Manager for The Coca-Cola Company (TCCC). On leaving, he established a consultancy specialising in capability development, training and route-to-market assessments, design and implementation.

    Tony has since held senior interim positions within TCCC and Partner Bottlers in many challenging developing and emerging markets of Africa, Middle East, Asia and Oceania. In addition, he has provided value-add consultancy services to many culturally diverse, multinational blue chip organisations, across a broad spectrum of industries in over 80 countries, often in ultra-competitive and challenging operational environments.

    With an in-depth knowledge of his subject, Tony is considered to be one of the world's leading sales and operations training designers and facilitators, being a master trainer in many internationally acclaimed programmes.

    At the enterprise level, Tony's driving strength and interest has been in developing people through his participative and informative outcome-based programmes that audiences find easy to relate to. He leads people to develop advanced sales, marketing, communication techniques and management strategies, resulting in their personal growth. His primary client base has been in the FMCG, Telecommunications, Banking, Cosmetics and Industrial industries. He holds a BA - degree in Industrial Psychology.

    Dubai, UAE

    Dubai, United Arab Emirates

    Dubai is a luxurious city destination offering a contrast of east meets west, where the traditional and modern blend in harmony. Dubai is one of seven emirates that belong to the United Arab Emirates located in the Middle East.

    Some fast facts about Dubai, UAE

    • About 80 airlines land daily at the Dubai International Airport.
    • English is spoken quite fluently even though Arabic is the official language
    • Dubai has the largest free trade zone in the Middle East
    • The currency used is UAE Dirham which is pegged to the US Dollar
    • The time zone is GMT +4
    • Friday most businesses stay closed as it is the day of Friday prayers (Jumu'ah)
    • In 2016 Ramadan will take place in June

Date Course Fee Before
6 August 2017
Course Fee Before
10 September 2017
Final Fee
Dates, TBC
US$ 2,995 US$ 3,495 US$ 3,995

Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.

Pricing excludes 5% VAT, where applicable


Book and pay full fee for two colleagues and the third attends for FREE

  • Not applicable in conjunction with corporate discounts
  • Payment to be settled before start of the course to avail the offer
  • This offer is not applicable on Early Bird Prices

For more information, email Andy Watts on

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