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25 years of


We have the know-how you need.


Boost your financial know-how and get a new financial attitude

The trainings that are the subject of this calendar will be delivered by Iuliana Andronache, Managing Partner of Smash Finance


This two-day workshop is ideal for sales and marketing professionals who want to become financially skilled. The program follows the sales process, covering the financial implications of each stage of the sales process. You will understand the key financial concepts that are important and relevant to your sales roles and you can immediately implement the concepts at work. We will cover the big picture; how the numbers help you understand performance; budgeting and forecasting; everything you need to know to make better commercial business decisions.


Key benefits

  •  Understand key corporate finance concepts such as ROI, the value of brands, and marketing investment

  •  Contribute effectively to price and volume decisions

  • Understand balance sheets and income statements and use them confidently

  • Contribute effectively to budgets and forecasts and be able to evaluate investment proposals using concepts such as NPV and IRR

  • Be able to speak the language and communicate more effectively with finance professionals

  • Understand how your day-to-day decisions and negotiations impact profit and cashflow within your business.

  • Understand how your product, service, or solution impacts your customer’s profit, investments, and cash flow.

  • Evaluate potential customers, to ensure they are viable before you waste sales effort on a business in financial difficulty.

  • Work with the credit control function to ensure sales are not delayed in the credit authorization process and that profits are not affected when customers start to struggle financially.

  •  Sell the financial benefits of your product, service, or solution.


The learning method


Three main steps of the learning process

  • experience sharing and real-life case discussions

  • provide practical insights for better retention of the knowledge

  • review of key learning points


The Big Picture and Corporate Finance Essentials


  • Models for analyzing industries and products
  • Strategic plans
  • Shareholder value
  • Cost of capital and introduction to ROI


Accounting Essentials

  • Accounting concepts and terminology

  • Key accounting and financial concepts: Sales, Net Sales, Cost of GoodsSold, Contribution Margin, Trade, and Financial Discounts

  • Accruals, prepayments, depreciation, amortization, CAPEX, OPEX
  • Tangible assets, intangible assets, goodwill
  • Sales and marketing cost

Basics of financial accounting and understanding financial statements

  • Balance sheet

  • P&L account

    • Cost concepts

    • Cost types and cost behaviors direct and indirect cost

    • Cost allocation

    • P&L by value drivers - projects, business areas, etc

    • Marginal revenue, cost, and profit

    • Gross Margin, EBIT, EBITDA, NAT

    • Cost-volume-profit relationship and analysis​

  • Cash flow statements​

    • Profit v/s cash flow analysis

    • Customer Terms and impact on cash flow

    • Sales funnel and conversion rates how to lead convert to profit and

    • Profit convert to cash​


Working capital management

  • What is working capital?

  • Operating cycle and components of working capital

  • Working capital management and decision-making


Investment Appraisal

  • Concepts & definitions
  • Payback periods
  • Net Present Values & IRRs
  • Evaluating marketing investment


Financial Planning and Financial Analysis

  • Budgets - definitions, examples, difficulties
  • Forecasting volume and mix
  • Pricing products and services
  • Variances, phasing & month-end issues
  • Key performance indicator, comparing performance - tips


Evaluating customers

  • Assess the commercial and financial viability of a potential customer before starting the sales process

  • Understanding how the customer can benefit from financial features:

o What can your product, service, or solution do to improve the
customer’s working capital, revenues, margins, and ROCE?
o Solutions that save them overheads or costs of sales
o Buying or leasing the solution
o Buying the solution as Capex or Opex
o Paying upfront, or staged payments​

  • The role of credit control and the credit limit authorization process

  • Understanding how your negotiations impact your company’s profit and cash flow


Evaluation of a potential client based on given financial statements, analysis of financial rates, presentation of data, and the conclusions.


Review of key learning points


Memento for Participants: From Ideas to Action what are the three ideas touched or developed during the day’s  course and which you would wish to apply for you or for the company from NOW.

Questions Time


The trainings are scheduled as follows:

Finance for Sales & Marketing Professionals:  2022. The online training will be divided into 4 hours per day, organized in 2-hour sessions, on the following time intervals of your choice for each day:

  1. The first sessions : 09:00 - 11:00  and the second session: 15:00 - 17:00

  2. The first sessions : 10:00 - 12:00  and the second session: 14:00 - 16:00

  3. The first sessions : 10:00 - 12:00  and the second session: 15:00 - 17:00


Finance for Sales & Marketing Professionals: 2022 . The online training will be divided into 4 hours per day, organized in 2-hour sessions, on the following time intervals of your choice for each day:

  1. The first sessions: 09:00 - 11:00  and the second session: 15:00 - 17:00

  2. The first sessions: 10:00 - 12:00  and the second session: 14:00 - 16:00

  3. The first sessions: 10:00 - 12:00  and the second session: 15:00 - 17:00

The  training dates are to be disclosed shortly.


  1. For the open trainings the investment is  the amount of 100 EUR/ participant (excluding VAT), the maximum number of participants is 20 people.


  2. This training can also be delivered in house (customized for a group of participants in your company) and the investment will be structured as follows:


2.1 Delivery of the training " Finance for Sales & Marketing Professionals ", the investment is the amount of 1,800 EUR (excluding VAT), the maximum number of participants is 20 people.


2.2 An additional optional investment in amount of 400 EUR (excluding VAT) for the preparation of training materials based on the financial statements model and the figures provided by the company.

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