Test creative and messaging on short message marketing before committing budget.
Building Short Message Marketing Strategies
Turn short message marketing from a stated policy into a practice your organisation can evidence.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in short message marketing is easy to generate and easy to mistake for progress. Discounting solves a problem in the marketing and commercial practice discipline today and creates a larger one next quarter. Applied research in marketing and commercial practice consistently shows that early structure around the wider marketing and commercial practice agenda reduces downstream rework. The teaching approach is deliberately practical: participants build a go-to-market plan for short message marketing as they go. Plans for the marketing and commercial practice capability often fail at the handover point between functions. They acquire practical criteria for judging when this aspect of marketing and commercial practice is working and when it is only appearing to. Participants come from operational and oversight roles, and both perspectives on short message marketing are used deliberately. Participants leave with a method for the marketing and commercial practice capability, not a set of opinions about it. Participants leave with a plan for this part of marketing and commercial practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Choose channels for short message marketing on evidence of where the audience decides.
Align short message marketing with the wider objectives of the commercial team rather than optimising it in isolation.
Measure customer lifetime value arising from short message marketing, not first-order revenue.
Verify that improvements to short message marketing have held six months after they were introduced.
Draw practical lessons from failures in short message marketing without assigning blame that suppresses reporting.
Design the qualification criteria that stop effort being wasted in short message marketing.
Who Should Attend
Sales managers leading teams that deliver short message marketing.
Specialists advising senior management on short message marketing.
Business development managers pursuing opportunities in short message marketing.
Marketing managers responsible for short message marketing.
Business partners who must understand short message marketing well enough to challenge it.
Account managers responsible for retention within short message marketing.
Course Modules
Short message marketing: positioning and the honest claim
2 sessions · 8 pointsSession 1Getting other functions to support short message marketing
- Write down the assumptions underpinning the approach to short message marketing.
- Build the competence framework that supports short message marketing.
- Define the trigger that would require short message marketing to be redesigned.
- Script the three most common objections in short message marketing and the responses.
Session 2Defining the audience for short message marketing narrowly enough to matter
- Establish who is informed, consulted and accountable in short message marketing.
- Build the content that answers the buyer's real question about short message marketing.
- Confirm that reporting on short message marketing reaches the people who can act.
- Choose the next segment for short message marketing and state why it is next.
Short message marketing: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Keeping customers acquired through short message marketing
- Assign responsibility for keeping documentation of short message marketing current.
- Agree the attribution model for short message marketing and state its known limits.
- Check that records of short message marketing answer the questions likely to be asked.
- Verify six months later that changes to short message marketing have held.
Session 2Testing short message marketing before relying on it
- Select channels for short message marketing based on evidence, then cut the rest.
- Set the discount authority for short message marketing and require justification.
- Name a single owner for each element of short message marketing.
- Describe the buyer for short message marketing specifically enough to name who is excluded.
Short message marketing: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1The cost of short message marketing and how to present it
- Structure pricing for short message marketing against perceived value.
- Collect evidence on the present handling of short message marketing before proposing changes.
- Map the decision journey for short message marketing and mark where the choice is actually made.
- Build the report on short message marketing that answers whether to spend more or less.
Session 2Testing the message on short message marketing before spending
- Test the procedure for short message marketing against a realistic scenario.
- Define the handover point between marketing and sales in short message marketing.
- Test creative for short message marketing at small scale before full commitment.
- Build the internal briefing that explains short message marketing to those affected.
Short message marketing: channels, content and creative
2 sessions · 8 pointsSession 1Where the buyer actually decides on short message marketing
- Identify where judgement in short message marketing is legitimate and where it is not.
- Check that short message marketing still works when volumes rise unexpectedly.
- Design the retention action triggered when a customer of short message marketing goes quiet.
- Confirm that contractual obligations around short message marketing are understood.
Session 2Measuring short message marketing when attribution is imperfect
- Set objectives for short message marketing in revenue terms with a timeframe.
- Review whether short-term tactics on short message marketing are damaging the brand.
- Arrange the handover of short message marketing so capability survives staff changes.
- Write the positioning claim for short message marketing and test whether a competitor could say it too.
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.