Financial levers to manage sales – Managing growth and profitability
  • Cash Management - Treasury management: - Master cash management techniques: cash pooling, SEPA, etc. - Master the nature of regulations and treatment techniques - Know and be able to use the operational levers of cash optimization - Know the banking procedures and conditions, scale of interests - Understand payment modes and know how to contribute to their development
  • Financial analysis and diagnosis - Balance sheet aggregates (FRN, WCR, Cash), net debt and financial analysis ratios. Know how to analyze financial structure, liquidity and solvency.
  • Financial markets securities and cost of funds - Concepts of interest, yield rate, liquidity, inflation, capitalization, discounting, compound interest calculation, actuarial calculations
  • Operating Cash Flow - Know how to calculate and analyze Cash Flow and Free Cash Flow using direct and indirect methods. Cash forecasting, steering and WCR optimization: - Know how to calculate cash flows - Know how to establish cash positions - €/currencies - Know how to calculate and interpret the main current asset turnover ratios (DSO, DPO, DII) - Know how to prepare and reconcile cash flow forecasts - Master Cash Flow and WCR optimization tools in relation to operations.
  • ROCE Value Creation (ROIC), WACC - Value creation: ROCE (ROIC) - WACC - Return on capital employed - Assets turn - Capital intensity

Target audience

- Financial managers
- Leaders / Project Managers
- Managers non-financial
- Sales and marketing managers

1 day


This training does not require any particular prerequisite.


– Clarify financial expectations and how performance is measured through indicators
– Improve mutual understanding and collaboration between sales and finance teams
– Grab the operational levers for cash optimization and be able to apply best practices
– Learn how to achieve profitable growth

Detailed content

> Introduction: from business model to financial cycle

– Understanding how financial cycle indicators mirror business model
– Understanding company expectations in terms of return and cash generation

> Understanding company expectations in terms of return and cash generation

– Order intake, backlog, sales
– Financial cycle and financial statements
– Main ratios and value creation

> Acquiring new business

– Measuring the cost of customer acquisition
– Managing growth with a profit target
– Measuring return (introduction to investment decision-making)

> Generating cash

ROCE: Return on Capital Employed and Assets Turn
The basic link between sales, receivables and cash-in
The operating levers and best practices of Order to Cash (O2C)
The main tools to manage receivables, the impact of customer overdues and defaults

Why should you attend?

Managing customer relationship with profitability and cash objectives is a major challenge for any company. The main benefit of this training is to make clear how commercial teams can make a concrete contribution in connection to their day-to-day activities for a new or growing activity.

Training methods and assessment

Concrete links with on-the-ground real-life experience. Numerous practical and realistic applications. Participants define their own roadmap towards best practices.
Assessment questionnaire.
A training certificate is delivered at the end of the session.

The trainer is available by e-mail and telephone to answer any follow-up questions participants may have.


1 020 € Excl. VAT – 1 224 € Incl. VAT



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Jonathan C.