Set measurable objectives for customer decision journey tied to revenue rather than reach.
Building Strategies to Understand the Customer Decision Journey
A practical programme in customer decision journey for professionals who are accountable for results, not just awareness.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in customer decision journey is easy to generate and easy to mistake for progress. Discounting solves a problem in the marketing and commercial practice capability today and creates a larger one next quarter. It is written for people who have to make the marketing and commercial practice discipline work with the resources they already have. Discussion is anchored to worked examples of customer decision journey rather than to abstract argument. Participants finish able to explain this aspect of marketing and commercial practice to a non-specialist audience without losing precision. Post-incident reviews keep identifying weaknesses in this strand of marketing and commercial practice that were visible long before the incident. Improvement in customer decision journey stalls when it depends on one capable individual rather than a defined method. The programme takes participants through the wider marketing and commercial practice agenda end to end, from framing the problem to closing it out. The closing exercise tests whether the participant's plan for this aspect of marketing and commercial practice survives a hostile question.
Expected Learning Outcomes
Align marketing and sales handover within customer decision journey so leads are not lost.
Design the customer journey for customer decision journey across the touchpoints that actually influence the decision.
Assess the current state of customer decision journey against a structured set of criteria rather than impressions.
Align customer decision journey with the wider objectives of the commercial team rather than optimising it in isolation.
Build the positioning for customer decision journey around a claim competitors cannot honestly make.
Translate policy on customer decision journey into procedures that hold up under day-to-day pressure.
Who Should Attend
Specialists advising senior management on customer decision journey.
Digital marketing specialists executing customer decision journey.
Marketing managers responsible for customer decision journey.
Account managers responsible for retention within customer decision journey.
Anyone whose accountability for customer decision journey exceeds their current formal training in it.
Retail and channel managers executing customer decision journey in the field.
Course Modules
Customer decision journey: objection handling and negotiation
2 sessions · 8 pointsSession 1Measuring customer decision journey when attribution is imperfect
- Set objectives for customer decision journey in revenue terms with a timeframe.
- Rank the weaknesses in customer decision journey by consequence rather than by ease of fixing.
- Establish what evidence demonstrates customer decision journey is under control.
- Confirm that contractual obligations around customer decision journey are understood.
Session 2Handling the objection to customer decision journey that ends most conversations
- Agree the indicators that will show whether customer decision journey is improving.
- Build the content that answers the buyer's real question about customer decision journey.
- Script the three most common objections in customer decision journey and the responses.
- Record the rationale for each significant choice made about customer decision journey.
Customer decision journey: audience definition and segmentation
2 sessions · 8 pointsSession 1Keeping customers acquired through customer decision journey
- Set the review interval for customer decision journey and who attends.
- Describe the buyer for customer decision journey specifically enough to name who is excluded.
- Design the retention action triggered when a customer of customer decision journey goes quiet.
- Build the internal briefing that explains customer decision journey to those affected.
Session 2Closing out customer decision journey and capturing what was learned
- Choose the next segment for customer decision journey and state why it is next.
- Document the sales process for customer decision journey so a new joiner can follow it.
- Test creative for customer decision journey at small scale before full commitment.
- Set the discount authority for customer decision journey and require justification.
Customer decision journey: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Testing the message on customer decision journey before spending
- Establish who is informed, consulted and accountable in customer decision journey.
- Agree what will be standardised in customer decision journey and what will not.
- Review whether short-term tactics on customer decision journey are damaging the brand.
- Identify where judgement in customer decision journey is legitimate and where it is not.
Session 2What to measure in customer decision journey and what to ignore
- Collect evidence on the present handling of customer decision journey before proposing changes.
- Compare the cost of customer decision journey with the cost of its absence.
- Agree the smallest change to customer decision journey that would be visibly useful.
- Define the handover point between marketing and sales in customer decision journey.
Customer decision journey: pricing, value and discount control
2 sessions · 8 pointsSession 1Choosing channels for customer decision journey on evidence
- Select channels for customer decision journey based on evidence, then cut the rest.
- Write the positioning claim for customer decision journey and test whether a competitor could say it too.
- Build the report on customer decision journey that answers whether to spend more or less.
- Compare cost of acquisition against value in customer decision journey.
Session 2Reading the current state of customer decision journey honestly
- Draft the minimum viable go-to-market plan for customer decision journey.
- Close out actions on customer decision journey rather than leaving them open indefinitely.
- Structure pricing for customer decision journey against perceived value.
- Write down the assumptions underpinning the approach to customer decision journey.
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.