A message about mature product marketing refresh that tries to reach everyone reaches nobody. Attribution in marketing refresh is imperfect; that is not a reason to stop measuring it. It suits anyone whose decisions touch this aspect of marketing and commercial practice, in large organisations and small ones alike. It establishes a shared vocabulary for mature product marketing refresh so that teams can disagree productively about it. The teaching approach is deliberately practical: participants build a go-to-market plan for this part of marketing and commercial practice as they go. Where marketing refresh is measured, it improves; where it is only discussed, it drifts. Participants gain a realistic view of what mature product marketing refresh costs and what it returns. A common pattern is strong design of marketing refresh paired with weak follow-through. The final module sets out how progress on this strand of marketing and commercial practice will be evidenced six months later.
Expected Learning Outcomes
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Structure records of mature product marketing refresh so that they answer the questions an auditor will actually ask.
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Protect the brand while pursuing short-term targets in marketing refresh.
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Adapt recognised practice on mature product marketing refresh to local constraints without hollowing it out.
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Build the reporting on marketing refresh that supports a spending decision.
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Plan expansion of mature product marketing refresh into new segments or markets deliberately.
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Build the positioning for marketing refresh around a claim competitors cannot honestly make.
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Handle the trade-offs in mature product marketing refresh between speed, cost and assurance explicitly rather than implicitly.
Who Should Attend
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Founders and owner-managers running mature product marketing refresh personally.
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Compliance and governance staff whose remit includes marketing refresh.
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Commercial analysts measuring performance of mature product marketing refresh.
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Business development managers pursuing opportunities in marketing refresh.
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Technical staff being prepared for supervisory responsibility over mature product marketing refresh.
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Sales managers leading teams that deliver marketing refresh.
Course Modules
Open any module to see its sessions and topics.
01
Mature product marketing refresh: pricing, value and discount control
2 sessions · 8 points
Session 1Where the buyer actually decides on mature product marketing refresh
Identify single points of dependency in mature product marketing refresh and reduce them.
Script the three most common objections in marketing refresh and the responses.
Measure lifetime value from mature product marketing refresh, not just first purchase.
Plan the sequence in which improvements to marketing refresh will be introduced.
Session 2Comparing marketing refresh with recognised practice
Establish who is informed, consulted and accountable in mature product marketing refresh.
Agree the smallest change to marketing refresh that would be visibly useful.
Reduce the variation in how mature product marketing refresh is carried out between teams.
Describe the buyer for marketing refresh specifically enough to name who is excluded.
02
Marketing refresh: positioning and the honest claim
2 sessions · 8 points
Session 1Handling the objection to marketing refresh that ends most conversations
Close out actions on mature product marketing refresh rather than leaving them open indefinitely.
Agree the attribution model for marketing refresh and state its known limits.
Map the decision journey for mature product marketing refresh and mark where the choice is actually made.
Document the sales process for marketing refresh so a new joiner can follow it.
Session 2Where marketing refresh typically breaks, and why
Choose the next segment for mature product marketing refresh and state why it is next.
Record what was learned when marketing refresh did not go as planned.
Write the positioning claim for mature product marketing refresh and test whether a competitor could say it too.
Test creative for marketing refresh at small scale before full commitment.
03
Marketing refresh: channels, content and creative
2 sessions · 8 points
Session 1Choosing channels for marketing refresh on evidence
Rehearse the briefing on mature product marketing refresh that would follow an incident.
Design the retention action triggered when a customer of marketing refresh goes quiet.
Draft the minimum viable go-to-market plan for mature product marketing refresh.
Compare the cost of marketing refresh with the cost of its absence.
Session 2Defining the audience for mature product marketing refresh narrowly enough to matter
Establish the boundary of mature product marketing refresh and record what sits outside it.
Build the content that answers the buyer's real question about marketing refresh.
Confirm that those complying with mature product marketing refresh understand why it exists.
Build the competence framework that supports marketing refresh.
04
Marketing refresh: qualification and pipeline discipline
2 sessions · 8 points
Session 1Testing the message on marketing refresh before spending
Define the handover point between marketing and sales in mature product marketing refresh.
Test the procedure for marketing refresh against a realistic scenario.
Select channels for mature product marketing refresh based on evidence, then cut the rest.
Identify the data already collected that bears on marketing refresh.
Session 2The hard cases in marketing refresh and how to reason about them
Set objectives for mature product marketing refresh in revenue terms with a timeframe.
Review whether short-term tactics on marketing refresh are damaging the brand.
Set the review interval for mature product marketing refresh and who attends.
Compare cost of acquisition against value in marketing refresh.
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
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