Set the attribution model for long-term corporate client relationships and understand its limits.
Designing Strategies to Build Long-Term Relationships with Corporate Clients
A concise, decision-focused programme covering long-term corporate client relationships end to end.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
A message about long-term corporate client relationships that tries to reach everyone reaches nobody. Attribution in client relationships is imperfect; that is not a reason to stop measuring it. Progress on the wider marketing and commercial practice agenda is usually lost in the gap between approval and execution. Benchmarking exercises repeatedly place long-term corporate client relationships among the areas with the widest performance spread. It concentrates on the parts of this strand of marketing and commercial practice that determine outcomes and treats the rest proportionately. Every module pairs a short input on client relationships with structured practice on the participant's own material. It suits anyone whose decisions touch long-term corporate client relationships, in large organisations and small ones alike. The outcome is a practitioner who can hold a position on client relationships and revise it on evidence. The final module sets out how progress on the marketing and commercial practice capability will be evidenced six months later.
Expected Learning Outcomes
Define the scope and boundaries of client relationships so that responsibility for it is unambiguous.
Review contracts and agreements for the obligations they create around long-term corporate client relationships.
Plan expansion of client relationships into new segments or markets deliberately.
Protect the brand while pursuing short-term targets in long-term corporate client relationships.
Build the internal capability for client relationships rather than depending on external support indefinitely.
Design the qualification criteria that stop effort being wasted in long-term corporate client relationships.
Who Should Attend
Marketing managers responsible for long-term corporate client relationships.
Members of committees that take decisions affecting client relationships.
Business partners who must understand long-term corporate client relationships well enough to challenge it.
Business development managers pursuing opportunities in client relationships.
Founders and owner-managers running long-term corporate client relationships personally.
Account managers responsible for retention within client relationships.
Course Modules
Long-term corporate client relationships: the customer journey and decision points
2 sessions · 8 pointsSession 1Defining the audience for long-term corporate client relationships narrowly enough to matter
- Check that records of long-term corporate client relationships answer the questions likely to be asked.
- Identify the data already collected that bears on client relationships.
- Review whether short-term tactics on long-term corporate client relationships are damaging the brand.
- Establish who is informed, consulted and accountable in client relationships.
Session 2The handover between marketing and sales in client relationships
- Confirm that those complying with long-term corporate client relationships understand why it exists.
- Anticipate the objections client relationships will raise and prepare the answers.
- Distinguish symptoms from causes when long-term corporate client relationships underperforms.
- Estimate the resource client relationships requires to run as designed.
Client relationships: channels, content and creative
2 sessions · 8 pointsSession 1Handling the objection to client relationships that ends most conversations
- Script the three most common objections in long-term corporate client relationships and the responses.
- Define the handover point between marketing and sales in client relationships.
- Draft the minimum viable go-to-market plan for long-term corporate client relationships.
- Test creative for client relationships at small scale before full commitment.
Session 2Protecting the brand while hitting targets on client relationships
- Set objectives for long-term corporate client relationships in revenue terms with a timeframe.
- Decide what will be stopped to create capacity for client relationships.
- Identify where judgement in long-term corporate client relationships is legitimate and where it is not.
- Document the sales process for client relationships so a new joiner can follow it.
Client relationships: objection handling and negotiation
2 sessions · 8 pointsSession 1Pricing client relationships on value rather than cost
- Write the positioning claim for long-term corporate client relationships and test whether a competitor could say it too.
- Agree the attribution model for client relationships and state its known limits.
- Describe the buyer for long-term corporate client relationships specifically enough to name who is excluded.
- Set the discount authority for client relationships and require justification.
Session 2Closing out long-term corporate client relationships and capturing what was learned
- Review whether long-term corporate client relationships is aligned with the objectives of the commercial team.
- Map the decision journey for client relationships and mark where the choice is actually made.
- Set out the decisions in long-term corporate client relationships that require sign-off and by whom.
- Select channels for client relationships based on evidence, then cut the rest.
Client relationships: pricing, value and discount control
2 sessions · 8 pointsSession 1The hard cases in client relationships and how to reason about them
- Choose the next segment for long-term corporate client relationships and state why it is next.
- Build the content that answers the buyer's real question about client relationships.
- Establish the boundary of long-term corporate client relationships and record what sits outside it.
- Collect evidence on the present handling of client relationships before proposing changes.
Session 2Reviewing client relationships when nothing has gone wrong
- Measure lifetime value from long-term corporate client relationships, not just first purchase.
- Rank the weaknesses in client relationships by consequence rather than by ease of fixing.
- Design the retention action triggered when a customer of long-term corporate client relationships goes quiet.
- Assign responsibility for keeping documentation of client relationships current.
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.