Design the retention and win-back approach for annual marketing planning.
Designing Annual Marketing Plans Linked to Business Objectives
Learn to design, measure and defend your organisation's approach to annual marketing planning.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Attribution in annual marketing planning is imperfect; that is not a reason to stop measuring it. Buyers now complete much of their decision on the wider marketing and commercial practice agenda before speaking to anyone. The content is relevant to those who own the marketing and commercial practice capability and to those who are held accountable for its results. They gain the ability to sequence improvements to annual marketing planning in an order their organisation can absorb. A common pattern is strong design of this area of marketing and commercial practice paired with weak follow-through. It concentrates on the parts of the marketing and commercial practice capability that determine outcomes and treats the rest proportionately. Across sectors, teams that rehearse annual marketing planning outperform teams that only plan it. Sessions alternate between guided analysis of the practice within marketing and commercial practice and supervised application. Participants leave with a plan for this aspect of marketing and commercial practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Set measurable objectives for annual marketing planning tied to revenue rather than reach.
Design the customer journey for annual marketing planning across the touchpoints that actually influence the decision.
Align marketing and sales handover within annual marketing planning so leads are not lost.
Align annual marketing planning with the wider objectives of the commercial team rather than optimising it in isolation.
Adapt recognised practice on annual marketing planning to local constraints without hollowing it out.
Set a realistic target state for annual marketing planning and a defensible route to it.
Who Should Attend
Product managers whose proposition depends on annual marketing planning.
Business development managers pursuing opportunities in annual marketing planning.
Sales managers leading teams that deliver annual marketing planning.
Account managers responsible for retention within annual marketing planning.
Coordinators responsible for keeping records and documentation of annual marketing planning current.
Staff seconded into improvement work on annual marketing planning.
Course Modules
Annual marketing planning: pricing, value and discount control
2 sessions · 8 pointsSession 1The claim about annual marketing planning competitors cannot copy
- Confirm that contractual obligations around annual marketing planning are understood.
- Describe the buyer for annual marketing planning specifically enough to name who is excluded.
- Measure lifetime value from annual marketing planning, not just first purchase.
- Select channels for annual marketing planning based on evidence, then cut the rest.
Session 2Testing the message on annual marketing planning before spending
- Arrange the handover of annual marketing planning so capability survives staff changes.
- Test creative for annual marketing planning at small scale before full commitment.
- Build the content that answers the buyer's real question about annual marketing planning.
- Script the three most common objections in annual marketing planning and the responses.
Annual marketing planning: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1The paperwork for annual marketing planning that is actually needed
- Define the handover point between marketing and sales in annual marketing planning.
- Agree the attribution model for annual marketing planning and state its known limits.
- Review whether annual marketing planning is aligned with the objectives of the commercial team.
- Review whether short-term tactics on annual marketing planning are damaging the brand.
Session 2Getting other functions to support annual marketing planning
- Rank the weaknesses in annual marketing planning by consequence rather than by ease of fixing.
- Remove steps in annual marketing planning that add effort without adding assurance.
- Build the report on annual marketing planning that answers whether to spend more or less.
- Agree the smallest change to annual marketing planning that would be visibly useful.
Annual marketing planning: the customer journey and decision points
2 sessions · 8 pointsSession 1The handover between marketing and sales in annual marketing planning
- Compare cost of acquisition against value in annual marketing planning.
- Rehearse the briefing on annual marketing planning that would follow an incident.
- Build the competence framework that supports annual marketing planning.
- Choose the next segment for annual marketing planning and state why it is next.
Session 2Handling the objection to annual marketing planning that ends most conversations
- Map the handovers in annual marketing planning between functions and secure them.
- Design the retention action triggered when a customer of annual marketing planning goes quiet.
- Collect evidence on the present handling of annual marketing planning before proposing changes.
- Name a single owner for each element of annual marketing planning.
Annual marketing planning: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Closing out annual marketing planning and capturing what was learned
- Write the positioning claim for annual marketing planning and test whether a competitor could say it too.
- Decide what will be stopped to create capacity for annual marketing planning.
- Document the sales process for annual marketing planning so a new joiner can follow it.
- Set out the decisions in annual marketing planning that require sign-off and by whom.
Session 2Protecting the brand while hitting targets on annual marketing planning
- Check that annual marketing planning still works when volumes rise unexpectedly.
- Build the internal briefing that explains annual marketing planning to those affected.
- Establish the boundary of annual marketing planning and record what sits outside it.
- Structure pricing for annual marketing planning against perceived value.
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.