Create and deliver superior customer value
This course was formerly titled Tactical Marketing.
Chief marketing officers and directors of marketing have learned that organizations driven by the market outperform their competitors. They develop sound market-focused strategies and plans with the marketing mix components integrated around strategic customer groups. They know how to connect the dots of value creation, especially for considered purchases. They also understand the need to drive target market value propositions throughout the organization. This course will help you learn what they already know.
This course will teach you how to:
Analyze your customer base and build better relationships
Who are your most important current customers and what are you doing to keep them? Which prospects would you like to add to that list and how are you reaching out to them? We’ll show you how to successfully manage your current and prospective customer relationships, as well as identify your strategic customers.
Leverage industry and market dynamics to your advantage
Marketing strategies must offer real value for their prospects, based on broad knowledge of competitors, market and submarket growth and environmental trends. Learn how to assess and create advantage.
Revitalize your products and services
Nothing can compensate for undesirable or poor-quality products or services. During our course, we’ll discuss how to manage your existing products and how to anticipate a customer’s changing needs so you can deliver products that meet them.
"Right price” your products
A host of factors can drive your pricing decisions. We’ll help you evaluate market forces and product features that will determine the best price for your products.
Work effectively with your sales force and distribution channels
Disgruntled employees, a cumbersome sales process, or ineffective distribution channels can undermine your marketing efforts. You’ll learn how to create win-win situations throughout your company and with your channel partners.
Cultivate your brand and communicate it more effectively
Every company has a perceived brand. What’s yours and what should you be doing to maintain it…or change it?
Who should attend?
This course is designed for the experienced business professional. It’s an excellent resource for those responsible for meeting performance standards or overseeing marketing tactics and developing integrated marketing plans, including:
- Marketing and sales executives
- Brand and product managers
- Marketing team managers
Day 1: Managing the Customer-Centric Organization
Want to grow your customer base? During the first day, we’ll establish the analytical foundations that help you to reach your strategic customers across direct and indirect marketing channels.
Information analysis and direction
- A framework for marketing planning
- Inputs and outputs as data drivers for the planning process
- What the CFO expects from marketing planners
- The importance of linking long-term and short-term efforts
Crafting and capitalizing on dynamic strategy
- Clarify segmentation and positioning by understanding customer behavior
- Define customer value models and construct customer value propositions
- Direct customer acquisition and retention initiatives
- Anticipate and respond to competitive threats
- Rethink your go-to-market efforts
Day 2: Create and Deliver Customer Value
Once you have a solid understanding of customers, prospects, and markets, it’s time to create the best offer for them. On Day 2, you’ll learn how to build and price products and services that truly connect with your markets.
Disciplined pricing
- Protecting market share in the face of price pressures
- Establish a tool kit of pricing tactics and techniques
- Develop and enforce rational company-wide pricing and discount policies
Services marketing
- Adapt to the unique challenges of marketing services
- Clarify the principle types of services and what that means for strategy
New product opportunity identification
- Design products that deliver meaningful customer value
- Use portfolio analysis to improve capacity utilization
Manage product lifecycles
- Identify product attributes that “energize” your products
- Improve product positioning
Day 3: Communicate the Customer Value Proposition
While products and services (as well as their prices) establish customer value, the true value may not be perceived without effective communications.
Communicate value through the sales force and channel
- Provide the right tools, resources, and direction for sales success
- Strengthen reseller performance through better marketing programs
Marketing communications and brand rejuvenation
- Craft and launch powerful integrated messages and compelling “whole-brand” positioning
- Leverage and prioritize the variety of communication platforms available