This is the third company in twelve years where Art Jacobs has come in to do the training. One of the key reasons I joined was that the company was serious about adopting the best field process. - (P.C., London)

It’s not enough just to communicate more efficiently with common terms – you can achieve that from almost any training. We needed to be able to communicate more effectively with a precise language that gets us thinking critically about what it’s really going to take to win our campaigns. The STRATEGY program is just what we needed – I’ve seen nothing as powerful in all my career. - (T. R., Baltimore)

MARKETING, Aligning Strategies

Description:
(2 days) – MARKETING teaches the company and its’ key personnel how to insure that marketing and product strategies are properly aligned with the company’s field sales strategies and process. Marketing’s products may end up being used by the company’s customers, but if the marketing department doesn’t know how to sell to its’ own sales force (in reality their more critical customer), then even the best designed products will not achieve their full market potential.

Topics:

  • The classic “4-P” Marketing Model actually has a fifth & more critical “P” component.
  • Strategy I – Understanding the classes & types of strategy & when to use them.
  • Strategy II – The difference between a product, marketing, and sales strategy.
  • Strategy III – Determining in advance which strategies the field should employ.
  • Target Acquisition – How to define how to properly qualify new product or vertical market opportunities.
  • Business Value – Teaching the sales force how to articulate specific and quantifiable business value for the client.
  • Testing – Advance understanding of exactly why & how product strategies might fail, and how to avoid the classic pitfalls.
  • Coordination – Insuring that Product Development and Marketing are not only field assets, but field allies.

Participants:
Experienced marketing, R & D, product development, customer service, sales support managers, and executives involved in or responsible for the timely introduction of the company’s new products, and insuring a proactive market intelligence outlook. Key: The marketing people should have attended the STRATEGY program.

Outcomes:

  • Products with strategies that work versus being created in an "ivory tower" & then thrust upon the field.
  • Credibility – A Marketing / Product department that is seen by the field as essential to their success.
  • Communication – Providing a common and effective language between key groups within the organization.
  • Coherency – A reputation in the market for clear articulation of value, & the company's direction and direction.
  • Congruency – A reputation for properly complementing and supporting key product offerings & capabilities.
  • Consistency – A reputation for introducing winning solutions quickly and profitably into the market.
  • Cooperation – Creating an organizational culture where everyone sees their "marketing" connection & responsibility.