Reduce avoidable variation in how integrated multi-channel marketing is carried out across teams.
Building Integrated Marketing Strategies Across All Channels
A structured, applied course in integrated multi-channel marketing — designed to be used the week you return.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in integrated multi-channel marketing is imperfect; that is not a reason to stop measuring it. A message about this area of marketing and commercial practice that tries to reach everyone reaches nobody. The level assumes working familiarity with the commercial team but no prior formal training in the marketing and commercial practice discipline. What blocks progress on integrated multi-channel marketing is usually unclear ownership rather than unclear intent. Organisations that document the wider marketing and commercial practice agenda properly resolve disputes about it far more quickly. The course sets out a working method for the marketing and commercial practice capability that participants can apply the week they return. They gain the ability to sequence improvements to integrated multi-channel marketing in an order their organisation can absorb. The teaching approach is deliberately practical: participants build a go-to-market plan for this part of marketing and commercial practice as they go. The programme ends where implementation begins, with this strand of marketing and commercial practice broken into steps someone can start on Monday.
Expected Learning Outcomes
Design the customer journey for integrated multi-channel marketing across the touchpoints that actually influence the decision.
Build the sales process for integrated multi-channel marketing so it is repeatable across the team.
Align marketing and sales handover within integrated multi-channel marketing so leads are not lost.
Review contracts and agreements for the obligations they create around integrated multi-channel marketing.
Design a training and briefing approach that sustains competence in integrated multi-channel marketing.
Set the attribution model for integrated multi-channel marketing and understand its limits.
Who Should Attend
Product managers whose proposition depends on integrated multi-channel marketing.
Coordinators responsible for keeping records and documentation of integrated multi-channel marketing current.
Founders and owner-managers running integrated multi-channel marketing personally.
Retail and channel managers executing integrated multi-channel marketing in the field.
Compliance and governance staff whose remit includes integrated multi-channel marketing.
Sales managers leading teams that deliver integrated multi-channel marketing.
Course Modules
Integrated multi-channel marketing: objection handling and negotiation
2 sessions · 8 pointsSession 1Keeping customers acquired through integrated multi-channel marketing
- Agree the attribution model for integrated multi-channel marketing and state its known limits.
- Name a single owner for each element of integrated multi-channel marketing.
- Check that integrated multi-channel marketing still works when volumes rise unexpectedly.
- Compare the cost of integrated multi-channel marketing with the cost of its absence.
Session 2Qualifying out of integrated multi-channel marketing early and without guilt
- Identify the data already collected that bears on integrated multi-channel marketing.
- Choose the next segment for integrated multi-channel marketing and state why it is next.
- Build the content that answers the buyer's real question about integrated multi-channel marketing.
- Build the competence framework that supports integrated multi-channel marketing.
Integrated multi-channel marketing: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1Pricing integrated multi-channel marketing on value rather than cost
- Write the positioning claim for integrated multi-channel marketing and test whether a competitor could say it too.
- Rehearse the briefing on integrated multi-channel marketing that would follow an incident.
- Test the procedure for integrated multi-channel marketing against a realistic scenario.
- Review whether short-term tactics on integrated multi-channel marketing are damaging the brand.
Session 2Reading the current state of integrated multi-channel marketing honestly
- Set the discount authority for integrated multi-channel marketing and require justification.
- Structure pricing for integrated multi-channel marketing against perceived value.
- Set out how exceptions to integrated multi-channel marketing are requested and approved.
- Script the three most common objections in integrated multi-channel marketing and the responses.
Integrated multi-channel marketing: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Who answers for integrated multi-channel marketing, and to whom
- Identify single points of dependency in integrated multi-channel marketing and reduce them.
- Describe the buyer for integrated multi-channel marketing specifically enough to name who is excluded.
- Agree the smallest change to integrated multi-channel marketing that would be visibly useful.
- Design the retention action triggered when a customer of integrated multi-channel marketing goes quiet.
Session 2Defining the audience for integrated multi-channel marketing narrowly enough to matter
- Agree what will be standardised in integrated multi-channel marketing and what will not.
- Write down the assumptions underpinning the approach to integrated multi-channel marketing.
- Define qualification criteria that disqualify quickly in integrated multi-channel marketing.
- Define the handover point between marketing and sales in integrated multi-channel marketing.
Integrated multi-channel marketing: positioning and the honest claim
2 sessions · 8 pointsSession 1The decisions in integrated multi-channel marketing that cannot be delegated
- Arrange the handover of integrated multi-channel marketing so capability survives staff changes.
- Set escalation thresholds for integrated multi-channel marketing that work out of hours.
- Build the report on integrated multi-channel marketing that answers whether to spend more or less.
- Prepare the response for the most likely failure in integrated multi-channel marketing.
Session 2The handover between marketing and sales in integrated multi-channel marketing
- Document the sales process for integrated multi-channel marketing so a new joiner can follow it.
- Test creative for integrated multi-channel marketing at small scale before full commitment.
- Set the review interval for integrated multi-channel marketing and who attends.
- Map the decision journey for integrated multi-channel marketing and mark where the choice is actually made.
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.