Marketing and Sales

Building Full Marketing Customer Journey Automation Systems

An applied course in customer journey automation built around the decisions practitioners actually face.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Full Marketing Customer Journey Automation Systems
5days

About the programme

Course Overview

Buyers now complete much of their decision on customer journey automation before speaking to anyone. Attribution in this strand of marketing and commercial practice is imperfect; that is not a reason to stop measuring it. The programme is built to be used, and every section of the marketing and commercial practice discipline it covers ends in something applicable. Practitioner evidence points the same way: customer journey automation improves fastest where responsibility for it is named and owned. Progress on this part of marketing and commercial practice is usually lost in the gap between approval and execution. Each session closes with a decision the participant must justify about the marketing and commercial practice discipline in their own setting. Participants who influence customer journey automation without directly controlling it will find the content directly usable. They gain the ability to sequence improvements to this aspect of marketing and commercial practice in an order their organisation can absorb. Participants leave with a plan for the wider marketing and commercial practice agenda sized to what their organisation can realistically absorb.

Expected Learning Outcomes

  • Choose channels for customer journey automation on evidence of where the audience decides.

  • Plan expansion of customer journey automation into new segments or markets deliberately.

  • Test the organisation's response to customer journey automation under conditions that are less than ideal.

  • Align marketing and sales handover within customer journey automation so leads are not lost.

  • Establish escalation routes for customer journey automation that work outside normal hours.

  • Communicate the purpose of customer journey automation to those who have to comply with it.

  • Build the positioning for customer journey automation around a claim competitors cannot honestly make.

Who Should Attend

  • Anyone whose accountability for customer journey automation exceeds their current formal training in it.

  • Product managers whose proposition depends on customer journey automation.

  • Customer experience managers improving customer journey automation.

  • Operations staff who encounter the consequences of customer journey automation directly.

  • Marketing managers responsible for customer journey automation.

  • Brand and communications specialists shaping customer journey automation.

Course Modules

Open any module to see its sessions and topics.

01

Customer journey automation: positioning and the honest claim

2 sessions · 8 points

Session 1Who answers for customer journey automation, and to whom

  • Compare the cost of customer journey automation with the cost of its absence.
  • Collect evidence on the present handling of customer journey automation before proposing changes.
  • Draft the minimum viable go-to-market plan for customer journey automation.
  • Measure lifetime value from customer journey automation, not just first purchase.

Session 2Keeping customer journey automation alive after the initial push

  • Confirm that those complying with customer journey automation understand why it exists.
  • Check that customer journey automation still works when volumes rise unexpectedly.
  • Agree the smallest change to customer journey automation that would be visibly useful.
  • Rank the weaknesses in customer journey automation by consequence rather than by ease of fixing.
02

Customer journey automation: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1Comparing customer journey automation with recognised practice

  • Record what was learned when customer journey automation did not go as planned.
  • Anticipate the objections customer journey automation will raise and prepare the answers.
  • Map the decision journey for customer journey automation and mark where the choice is actually made.
  • Document the sales process for customer journey automation so a new joiner can follow it.

Session 2Where the buyer actually decides on customer journey automation

  • Write the positioning claim for customer journey automation and test whether a competitor could say it too.
  • Build the competence framework that supports customer journey automation.
  • Record the rationale for each significant choice made about customer journey automation.
  • Compare cost of acquisition against value in customer journey automation.
03

Customer journey automation: qualification and pipeline discipline

2 sessions · 8 points

Session 1Choosing channels for customer journey automation on evidence

  • Script the three most common objections in customer journey automation and the responses.
  • Select channels for customer journey automation based on evidence, then cut the rest.
  • Rehearse the briefing on customer journey automation that would follow an incident.
  • Build the internal briefing that explains customer journey automation to those affected.

Session 2Handling the objection to customer journey automation that ends most conversations

  • Set objectives for customer journey automation in revenue terms with a timeframe.
  • Set out how exceptions to customer journey automation are requested and approved.
  • Check that records of customer journey automation answer the questions likely to be asked.
  • Structure pricing for customer journey automation against perceived value.
04

Customer journey automation: pricing, value and discount control

2 sessions · 8 points

Session 1The handover between marketing and sales in customer journey automation

  • Review whether short-term tactics on customer journey automation are damaging the brand.
  • Set the discount authority for customer journey automation and require justification.
  • Define the handover point between marketing and sales in customer journey automation.
  • Describe the buyer for customer journey automation specifically enough to name who is excluded.

Session 2Pricing customer journey automation on value rather than cost

  • Test creative for customer journey automation at small scale before full commitment.
  • Map the handovers in customer journey automation between functions and secure them.
  • Choose the next segment for customer journey automation and state why it is next.
  • Agree the attribution model for customer journey automation and state its known limits.

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.

Share this course

🔗 Short link
View packages and prices

✆