Insight skills for marketing professionals (Two days)

Custom designed:

Quality, in-house training for your organisation’s needs

Overview:

The programme helps marketing professionals to learn how to a) design and implement an advanced program of market Insight b) how to assertively influence those around them to take notice of the insight messages

Insight skills for marketing professionals

The challenge is to move from commissioning generic market research that when received may not influence strategy; to a proactive multi-strand flow of insight that is used by assertive and influential marketing professionals to change the thinking and actions of those around them

Training Style:

Interactive, enjoyable  and thought provoking. The workshop uses inputs from the course leader, case studies, role plays, group and individual exercises

More Information:

If you want to know more about this course or its suitability for you or a colleague, call us on 020 8374 3985 and speak informally to one of our course leaders, or message

Who will benefit:

Marketing professionals; product and service developers, business development staff

Objectives:

• To shift from a project based reactive orientation; to a continous process of procative identification and delivery
• To work with multiple information sources, including research feedback, therefore significantly increasing the chances of identifying market Insights which will deliver competitive advantage
• To get closer to senior management and make others aware of the Insight process, such that it will (a) be easier to acquire key information (b) get backing to have key Insights actioned.
• To learn how and when to repeat a message and talk the language of the finance people, so that messages will be better received by those most influential in the organisation
• To start to demonstrate the commercial value of the Insight process

Content:

(We customise and structure the content to your organisation's specific needs)

Defining what we mean by Insight?

• What are the benefits of Insight?
• Introducing the “Insight Road Map”
• Understanding the impact of organisational structure
• Reviewing how new / modified products get brought to market
• Introducing the shift from a project based mindset to a continous process of Insight identification and delivery   
• Aligning Insight objectives to corporate strategy
• Promoting market Insight to those who need it

Rsourcing market insight

• Deciding your resourcing strategy e.g. internal vs. external
• Selecting the right vendors (recommended criteria)
• Who should do what? Identifying the roles and responsibilities of internal Insight specialists and external vendors
• Strategies for getting all parties to work together to a common goal

Managing the Insight Process

• Strategies for spreading the Insight mindset throughout the organisation (so that everbody starts thinking about customer opinion / trends)
• Collecting Insight from multiple sources e.g. research findings, sales data, customer service staff, websites, blogs etc
• Integrating diverse information sources and dealing with complexity
• Integrating (mining) from combined data
• Thinking like a senior organisational decision maker

Delivering Insight

• Techniques for structuring your presentation
• Talking money not percentages
• Supporting your messages with readily available key business and product statistics
• Generating deep understanding and action through powerful influencing techniques
• Repackage Insight messages into digestable and memorable communication packages

Evaluating the Impact of Insight

• Talking the right commercial language
• Shifting from project objectives alone to including revenue implications
• Use the a three step evaluation model