CEO Workshops

Corporate Vision Session

Description

  • Session with the senior strategic management and any key personnel responsible for determining and driving the vision of your company.
  • This session is critical to learning, cultivating, and clarifying the overall vision direction that the organization intends to pursue.
  • This session will help address and capture in a document the difficult questions surrounding the organization’s Core Ideology, Core Values, Core Purpose, Living Mission, and Envisioned Future.
  • The outcome of this session will help lay the ground rules for what is open for change versus what is fundamental to the identity of who your organization is, what the organization stands for, and is therefore, immovable.

What is Involved?

  1. Overview of ‘Vision’ and how it directly affects the success of an organization, and how it determines a marketing effort’s odds of success.
  2. In-depth interviews and discussions in an interactive format. Participants should be prepared to give their input at every stage of the day.

Who Needs To Be Present?

  1. Senior strategic management and any key personnel.
  2. TCG Performance Marketer who serves as the discussion leader to mediate and keep conversations on track.

Strategic Market Positioning Analysis Session

DESCRIPTION

  • Session with the senior strategic management and any key personnel responsible for the strategic marketing and sales development of your company.
  • This session is designed to create a “snapshot” of the company’s current marketing and sales practices and strategies.
  • This session offers a series of interactive tools and questions designed to provoke thoughts and gather information regarding the company’s “as-is” processes, to support the envisioning of “to-be” processes.
  • This session will help address and capture in a document the difficult questions surrounding the organization’s Target Customers, Corporate Promise, Whole Product Plan, and Corporate Positioning Statement.
  • We will end by translating your vision into high-level strategic marketing and sales objectives that will serve as the basis of your Corporate Action Plan, which will detail the necessary marketing program selection, design, and support for the next 90 days.

WHO NEEDS TO BE PRESENT?

  1. Senior strategic management and any key personnel.
  2. TCG Performance Marketer who serves as the discussion leader to mediate and keep conversations on track.

Strengthening the CEO Customer Relationship

Have prior marketing efforts not worked for your business?


You may not know it, but your company has probably been trying to apply consumer marketing tactics to fix your business-to-business sales problems. Maybe you’ve tried branding ads or brochures that talk about you instead of your customer. Perhaps you’ve even attended trade shows that produced a stack of business cards rather than a stack of appointments.

Sound familiar? Not only is this consumer-marketing ineffective for your B2B business, but it also wastes resources that could have been put to better use. But there is a much better way! We invite you to read on if you can answer ‘Yes’ to at least 2 of the following statements:

  • Does your company sell complex and expensive products and services?
  • Do sales depend on strong customer relationships?
  • Are you frustrated with (or have you given up on) marketing as a way to generate new opportunities?
  • Have you fired one or more ad agencies for wasting your money?
  • Did sales training not have the effect you were hoping for?

The Benefits of Strengthening the CEO Customer Relationship

Strengthening the CEO Customer Relationship is an intense, daylong marketing workshop. It comes from 10 years of working directly with CEOs who were frustrated with growing their business past word of mouth referrals. They had tried literally everything they could think of to market.

Using our proprietary CEO Gap Model, a Performance Marketer will teach you and your staff:

  • Why these CEOs failed to scale their business past word of mouth
  • How private B2B companies have an advantage over B2C companies in identifying, targeting, communicating with and selling to their market
  • Where to focus your team’s time, energy and money to get the biggest return on investment
  • Common definitions and practical examples that will have everyone on your team speaking the same language when it comes to marketing
  • and much more on the mechanics of business-to-business marketing

Get Real World Results

The concepts presented in this workshop have been applied and tested in dozens of business-to-business companies around the United States and have produced stellar results. Imagine, if you will, what the following real world results could do to your business:

  • Tripling your appointment pipeline in 90 days
  • Increasing your revenue by 10% entirely from new client contracts within 12 weeks
  • Getting all of the decision makers in your business aligned on the basic mechanics of B2B marketing in just 1 day

Each of these feats have been achieved by CEOs who embraced the content of this workshop and applied it to their businesses.

Who Strengthening the CEO Customer Relationship Is For

The Cornucopia Group’s B2B Marketing Workshop was created for CEOs and Business Owners who want to take a proactive approach towards growing their business. If you can answer “yes” to the following criteria, then Strengthening the CEO Customer Relationship would be a good fit for your organization.

  • Are you in a business where sales depend on strong customer relationships?
  • Do you experience feast and famine revenue fluctuations throughout the year?
  • Would you be open to seeing how marketing can mean life and death for your business?
  • Are you genuinely committed to the improvement of your business?

Game-Changing Ideas. Practical Business Advice.

This workshop will begin with a presentation of The Hidden Mechanics of B2B Marketing by leveraging content that is proprietary to The Cornucopia Group. These models and frameworks have helped hundreds of CEOs clarify and simplify their understanding of complex topic to make them more effective. You will learn the mechanics of market dynamics and the implications that they hold over your ability to execute your vision, including:

  • Definition of Marketing
  • Alignment
  • Relevance
  • B2C Marketing vs B2B Marketing
  • Market Dynamics: The Gap Model
  • Controlling the Key Joints: CEO > Marketing > Sales > Customer

With a better understanding of the market dynamics which determine why some marketing approaches work better than others, your top management will be aligned on the difficult questions surrounding the organization’s B2B marketing and sales operations. This will provide a framework to help you define and explore the foundational components of your strategy.

In the next section of your workshop you will be educated on the hierarchical interdependence of:

  • The Customer’s Need
  • The CEOs Promise
  • The CEOs Product
  • The CEOs Position

Failure to control these results in breakdowns in sales. Once you understand how to build a strong foundation we will present frameworks, relevant case studies, and best practice approaches that will help you generate great ideas and stimulate and drive progress. By helping you understand what it takes to drive your vision and strategy into a full operating reality, you will learn how tactical program design and support can drive sales beyond the word of mouth and cold calling approaches that have you stagnating.

The final section will explain the management concepts of how to leverage:

  • Sales Process Mapping
  • Measuring Production Capacity
  • Relationship Acquisition
  • Relationship Management
  • Opportunity Management
  • Lifetime Customer Value
  • Customer-Centric Communications

Time is Money. Spend Wisely.

The time commitment for this workshop is a full 8 hours.

Participants should be prepared to give their input at every stage of the workshop. This is no “sit back and watch” seminar.