Designing Contract Renewal Strategies with Corporate Clients

Course Overview

Most disappointing results in corporate contract renewal trace back to an audience defined too broadly. Buyers now complete much of their decision on the practice within marketing and commercial practice before speaking to anyone. The material serves both public bodies and commercial organisations dealing with the wider marketing and commercial practice agenda. Every module pairs a short input on corporate contract renewal with structured practice on the participant's own material. Applied research in marketing and commercial practice consistently shows that early structure around this strand of marketing and commercial practice reduces downstream rework. Participants gain a clear basis for measuring what this area of marketing and commercial practice has actually achieved. Content is organised around the decisions practitioners actually face in corporate contract renewal, not around theory headings. Buying a tool rarely fixes the wider marketing and commercial practice agenda; the underlying capability has to be built internally first. The final session converts the week's work on this strand of marketing and commercial practice into commitments with owners and dates.