Set the attribution model for periodic forecast review and understand its limits.
Building Systems for Periodic Review and Update of Sales Forecasts
Turn periodic forecast review from a stated policy into a practice your organisation can evidence.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Most disappointing results in periodic forecast review trace back to an audience defined too broadly. Discounting solves a problem in the practice within marketing and commercial practice today and creates a larger one next quarter. Participants take away a working set of documents supporting this aspect of marketing and commercial practice, ready to be adapted internally. The method assumes participants will be challenged on their handling of periodic forecast review and prepares them for it. It is written for people who have to make this area of marketing and commercial practice work with the resources they already have. Most organisations already have a policy on this aspect of marketing and commercial practice; far fewer can show it working. Post-incident reviews keep identifying weaknesses in periodic forecast review that were visible long before the incident. The programme is built to be used, and every section of the practice within marketing and commercial practice it covers ends in something applicable. The programme closes with an action plan for this area of marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
Verify that improvements to periodic forecast review have held six months after they were introduced.
Design the customer journey for periodic forecast review across the touchpoints that actually influence the decision.
Measure customer lifetime value arising from periodic forecast review, not first-order revenue.
Set a realistic target state for periodic forecast review and a defensible route to it.
Align periodic forecast review with the wider objectives of the commercial team rather than optimising it in isolation.
Handle objections in periodic forecast review without conceding position immediately.
Who Should Attend
Account managers responsible for retention within periodic forecast review.
Anyone whose accountability for periodic forecast review exceeds their current formal training in it.
Planning staff whose forecasts and budgets are affected by periodic forecast review.
Customer experience managers improving periodic forecast review.
Marketing managers responsible for periodic forecast review.
Product managers whose proposition depends on periodic forecast review.
Course Modules
Periodic forecast review: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Measuring periodic forecast review when attribution is imperfect
- Define acceptance criteria for periodic forecast review in advance.
- Set the discount authority for periodic forecast review and require justification.
- Agree the smallest change to periodic forecast review that would be visibly useful.
- Build the content that answers the buyer's real question about periodic forecast review.
Session 2Comparing periodic forecast review with recognised practice
- Choose the next segment for periodic forecast review and state why it is next.
- Measure lifetime value from periodic forecast review, not just first purchase.
- Define the trigger that would require periodic forecast review to be redesigned.
- Set out the decisions in periodic forecast review that require sign-off and by whom.
Periodic forecast review: channels, content and creative
2 sessions · 8 pointsSession 1The handover between marketing and sales in periodic forecast review
- Distinguish symptoms from causes when periodic forecast review underperforms.
- Write the positioning claim for periodic forecast review and test whether a competitor could say it too.
- Prepare the response for the most likely failure in periodic forecast review.
- Agree the attribution model for periodic forecast review and state its known limits.
Session 2Testing periodic forecast review before relying on it
- Name a single owner for each element of periodic forecast review.
- Structure pricing for periodic forecast review against perceived value.
- Test creative for periodic forecast review at small scale before full commitment.
- Rank the weaknesses in periodic forecast review by consequence rather than by ease of fixing.
Periodic forecast review: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Protecting the brand while hitting targets on periodic forecast review
- Prepare the summary of periodic forecast review that senior management will read.
- Script the three most common objections in periodic forecast review and the responses.
- Define the handover point between marketing and sales in periodic forecast review.
- Map the handovers in periodic forecast review between functions and secure them.
Session 2Testing the message on periodic forecast review before spending
- Decide what will be stopped to create capacity for periodic forecast review.
- Select channels for periodic forecast review based on evidence, then cut the rest.
- Review whether short-term tactics on periodic forecast review are damaging the brand.
- Compare cost of acquisition against value in periodic forecast review.
Periodic forecast review: objection handling and negotiation
2 sessions · 8 pointsSession 1Getting other functions to support periodic forecast review
- Confirm that contractual obligations around periodic forecast review are understood.
- Build the report on periodic forecast review that answers whether to spend more or less.
- Define qualification criteria that disqualify quickly in periodic forecast review.
- Close out actions on periodic forecast review rather than leaving them open indefinitely.
Session 2Pricing periodic forecast review on value rather than cost
- Build the competence framework that supports periodic forecast review.
- Agree the indicators that will show whether periodic forecast review is improving.
- Set objectives for periodic forecast review in revenue terms with a timeframe.
- Establish what evidence demonstrates periodic forecast review is under control.
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
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