Marketing and Sales

Building Strategies to Optimise Automated Marketing Workflows

A structured, applied course in marketing workflow optimisation — designed to be used the week you return.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Strategies to Optimise Automated Marketing Workflows
5days

About the programme

Course Overview

Attribution in marketing workflow optimisation is imperfect; that is not a reason to stop measuring it. Activity in this aspect of marketing and commercial practice is easy to generate and easy to mistake for progress. Plans for this part of marketing and commercial practice often fail at the handover point between functions. The outcome is a practitioner who can hold a position on marketing workflow optimisation and revise it on evidence. The most reliable predictor of sound this strand of marketing and commercial practice is whether anyone reviews it when nothing has gone wrong. Content is organised around the decisions practitioners actually face in this part of marketing and commercial practice, not around theory headings. Each session closes with a decision the participant must justify about marketing workflow optimisation in their own setting. It is written for people who have to make this area of marketing and commercial practice work with the resources they already have. It ends with a prioritised list of changes to the marketing and commercial practice discipline that the participant is prepared to defend internally.

Expected Learning Outcomes

  • Test the organisation's response to marketing workflow optimisation under conditions that are less than ideal.

  • Distinguish the parts of marketing workflow optimisation that must be standardised from those that require judgement.

  • Set the attribution model for marketing workflow optimisation and understand its limits.

  • Set measurable objectives for marketing workflow optimisation tied to revenue rather than reach.

  • Choose channels for marketing workflow optimisation on evidence of where the audience decides.

  • Structure pricing for marketing workflow optimisation to reflect value rather than cost.

  • Set acceptance criteria for marketing workflow optimisation before work begins rather than after.

Who Should Attend

  • Customer experience managers improving marketing workflow optimisation.

  • Founders and owner-managers running marketing workflow optimisation personally.

  • Managers with direct responsibility for marketing workflow optimisation within the commercial team.

  • Business partners who must understand marketing workflow optimisation well enough to challenge it.

  • Digital marketing specialists executing marketing workflow optimisation.

  • Sales managers leading teams that deliver marketing workflow optimisation.

Course Modules

Open any module to see its sessions and topics.

01

Marketing workflow optimisation: measurement, attribution and honest reporting

2 sessions · 8 points

Session 1Qualifying out of marketing workflow optimisation early and without guilt

  • Choose the next segment for marketing workflow optimisation and state why it is next.
  • Build the content that answers the buyer's real question about marketing workflow optimisation.
  • Set the discount authority for marketing workflow optimisation and require justification.
  • Benchmark the organisation's marketing workflow optimisation against comparable operations.

Session 2What to measure in marketing workflow optimisation and what to ignore

  • Describe the buyer for marketing workflow optimisation specifically enough to name who is excluded.
  • Record the rationale for each significant choice made about marketing workflow optimisation.
  • Structure pricing for marketing workflow optimisation against perceived value.
  • Write down the assumptions underpinning the approach to marketing workflow optimisation.
02

Marketing workflow optimisation: channels, content and creative

2 sessions · 8 points

Session 1Moving marketing workflow optimisation from approval to execution

  • Review whether short-term tactics on marketing workflow optimisation are damaging the brand.
  • Verify six months later that changes to marketing workflow optimisation have held.
  • Prepare the response for the most likely failure in marketing workflow optimisation.
  • Define the handover point between marketing and sales in marketing workflow optimisation.

Session 2Choosing channels for marketing workflow optimisation on evidence

  • Set objectives for marketing workflow optimisation in revenue terms with a timeframe.
  • Define qualification criteria that disqualify quickly in marketing workflow optimisation.
  • Compare the cost of marketing workflow optimisation with the cost of its absence.
  • Anticipate the objections marketing workflow optimisation will raise and prepare the answers.
03

Marketing workflow optimisation: pricing, value and discount control

2 sessions · 8 points

Session 1Protecting the brand while hitting targets on marketing workflow optimisation

  • Build the internal briefing that explains marketing workflow optimisation to those affected.
  • Collect evidence on the present handling of marketing workflow optimisation before proposing changes.
  • Confirm that contractual obligations around marketing workflow optimisation are understood.
  • Identify where judgement in marketing workflow optimisation is legitimate and where it is not.

Session 2Defining the audience for marketing workflow optimisation narrowly enough to matter

  • Check that records of marketing workflow optimisation answer the questions likely to be asked.
  • Name a single owner for each element of marketing workflow optimisation.
  • Select channels for marketing workflow optimisation based on evidence, then cut the rest.
  • Document the sales process for marketing workflow optimisation so a new joiner can follow it.
04

Marketing workflow optimisation: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1The handover between marketing and sales in marketing workflow optimisation

  • Build the report on marketing workflow optimisation that answers whether to spend more or less.
  • Design the retention action triggered when a customer of marketing workflow optimisation goes quiet.
  • Compare cost of acquisition against value in marketing workflow optimisation.
  • Set out how exceptions to marketing workflow optimisation are requested and approved.

Session 2Comparing marketing workflow optimisation with recognised practice

  • Remove steps in marketing workflow optimisation that add effort without adding assurance.
  • Measure lifetime value from marketing workflow optimisation, not just first purchase.
  • Test creative for marketing workflow optimisation at small scale before full commitment.
  • Reduce the variation in how marketing workflow optimisation is carried out between teams.

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.

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