Plan the handover of marketing storytelling so that capability is not lost when key staff move on.
Building Compelling Marketing Storytelling Strategies
Build a working method for marketing storytelling that stands up to scrutiny and survives daily pressure.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Discounting solves a problem in marketing storytelling today and creates a larger one next quarter. Activity in this aspect of marketing and commercial practice is easy to generate and easy to mistake for progress. They gain the ability to sequence improvements to the marketing and commercial practice capability in an order their organisation can absorb. Across sectors, teams that rehearse marketing storytelling outperform teams that only plan it. The programme works equally well for those formalising the marketing and commercial practice discipline for the first time and those improving an existing approach. It concentrates on the parts of the practice within marketing and commercial practice that determine outcomes and treats the rest proportionately. The teaching approach is deliberately practical: participants build a go-to-market plan for marketing storytelling as they go. Ambition around this part of marketing and commercial practice outruns capacity unless the sequencing is deliberate. The final module sets out how progress on the marketing and commercial practice capability will be evidenced six months later.
Expected Learning Outcomes
Build the content that moves a buyer through marketing storytelling rather than merely informing them.
Measure customer lifetime value arising from marketing storytelling, not first-order revenue.
Review contracts and agreements for the obligations they create around marketing storytelling.
Test creative and messaging on marketing storytelling before committing budget.
Define the audience for marketing storytelling precisely enough to exclude people.
Handle the trade-offs in marketing storytelling between speed, cost and assurance explicitly rather than implicitly.
Who Should Attend
Digital marketing specialists executing marketing storytelling.
Agency and consultancy staff supporting clients on marketing storytelling.
Public sector officials applying marketing storytelling within a regulated framework.
Founders and owner-managers running marketing storytelling personally.
Product managers whose proposition depends on marketing storytelling.
Coordinators responsible for keeping records and documentation of marketing storytelling current.
Course Modules
Marketing storytelling: the customer journey and decision points
2 sessions · 8 pointsSession 1The claim about marketing storytelling competitors cannot copy
- Arrange the handover of marketing storytelling so capability survives staff changes.
- Close out actions on marketing storytelling rather than leaving them open indefinitely.
- Compare the cost of marketing storytelling with the cost of its absence.
- Test creative for marketing storytelling at small scale before full commitment.
Session 2Protecting the brand while hitting targets on marketing storytelling
- Write the positioning claim for marketing storytelling and test whether a competitor could say it too.
- Build the content that answers the buyer's real question about marketing storytelling.
- Define acceptance criteria for marketing storytelling in advance.
- Benchmark the organisation's marketing storytelling against comparable operations.
Marketing storytelling: pricing, value and discount control
2 sessions · 8 pointsSession 1Handling the objection to marketing storytelling that ends most conversations
- Describe the buyer for marketing storytelling specifically enough to name who is excluded.
- Set objectives for marketing storytelling in revenue terms with a timeframe.
- Establish who is informed, consulted and accountable in marketing storytelling.
- Review whether short-term tactics on marketing storytelling are damaging the brand.
Session 2Escalation and decision rights in marketing storytelling
- Structure pricing for marketing storytelling against perceived value.
- Estimate the resource marketing storytelling requires to run as designed.
- Set the discount authority for marketing storytelling and require justification.
- Check that records of marketing storytelling answer the questions likely to be asked.
Marketing storytelling: positioning and the honest claim
2 sessions · 8 pointsSession 1Keeping customers acquired through marketing storytelling
- Assign responsibility for keeping documentation of marketing storytelling current.
- Build the internal briefing that explains marketing storytelling to those affected.
- Prepare the response for the most likely failure in marketing storytelling.
- Build the report on marketing storytelling that answers whether to spend more or less.
Session 2What to measure in marketing storytelling and what to ignore
- Document the sales process for marketing storytelling so a new joiner can follow it.
- Identify where judgement in marketing storytelling is legitimate and where it is not.
- Agree the attribution model for marketing storytelling and state its known limits.
- Map the handovers in marketing storytelling between functions and secure them.
Marketing storytelling: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The decisions in marketing storytelling that cannot be delegated
- Record the rationale for each significant choice made about marketing storytelling.
- Define qualification criteria that disqualify quickly in marketing storytelling.
- Confirm that those complying with marketing storytelling understand why it exists.
- Compare cost of acquisition against value in marketing storytelling.
Session 2Testing the message on marketing storytelling before spending
- Map the decision journey for marketing storytelling and mark where the choice is actually made.
- Design the retention action triggered when a customer of marketing storytelling goes quiet.
- Reduce the variation in how marketing storytelling is carried out between teams.
- Define the handover point between marketing and sales in marketing storytelling.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.