Marketing Training for the CEO Who's Tried Everything Else
- 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?
You may not know it, but your company has probably been trying consumer marketing tactics to fix your business-to-business sales problems. Branding ads. Brochures that talk about you instead of the customer. Trade shows that produce a stack of business cards instead of 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!
The Benefits of Marketing Training You Can't Get Anywhere Else
Strengthening the CEO Customer Relationship is an intense, 2-day marketing training session for your entire senior strategic management team. It comes from 8 years of working directly with CEO's who were frustrated with growing their business past word of mouth referrals. They had tried literally everything they could think of to market and sell their services, but had failed time and again.
Using our proprietary CEO Gap Model, a Performance marketer will teach you and your staff:
- Why these CEO's 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 knowledge transfer session have been applied and tested in dozens of business-to-business companies around the country 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 2 days
Each of these feats have been achieved by CEO's who embraced the content of this Knowledge Transfer Session and applied it to their businesses.
For more information and answers to your specific questions, including pricing for your organization, take The Next Step and contact a Performance Marketer from The Cornucopia Group for a free phone consultation.
Lifestyle Businesses Need Not Apply.
Strengthening the CEO Customer Relationship was created for CEO's and Business Owners who want to take a proactive approach towards growing their business. If you are not willing to consider making changes to the way you do business then this marketing training program is not for you. If, however, you are:
- in a business where sales depend on strong customer relationships
- experiencing feast and famine revenue fluctuations
- open to seeing how marketing can mean life and death for your business
- genuinely committed to the improvement of your business
take the Next Step and contact a Performance Marketer at (866) 489-0052 to learn more about Strengthening the CEO Customer Relationship.
Who's in the Room?
- All senior strategic management
- Any key personnel responsible for determining and driving the vision of your company
- A Performance Marketer from The Cornucopia Group to serve as the discussion leader to mediate and keep conversations on track
Game-Changing Ideas. Practical Business Advice.
This knowledge transfer session 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 CEO's 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 Knowledge Transfer Session you will be educated on the hierarchical interdependence of:
- The Customer's Need
- The CEO's Promise
- The CEO's Product
- The CEO's 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 Knowledge Transfer Session is a full 8 hours. Depending on your organization's schedule and flexibility, it can be applied in either a morning/afternoon setting or over the course of 2 days.
Participants should be prepared to give their input at every stage of the Knowledge Transfer Session. This is no "sit back and watch" seminar.
Frequently Asked Questions
Many CEO's ask us about our marketing training and how it works.
Scheduling a Knowledge Transfer signals that you are committed to the continuous learning and improvement of the people at the top of your company. To go to the next level as a company, leadership must take an active role. By encouraging training in your organization, you are saying that learning is never done and that you are committed to being prepared.
There is a saying in the Marine Corps: you will fight like you train. You train to be prepared and are committed to having your people all on the same page.
A Knowledge Transfer is an accelerated path towards bringing your management team up to speed on concepts as they pertain to the marketing and selling functions inside of your B2B organization. It is an opportunity to put your management team in an applied learning setting with an expert in the field. You will be downloaded with all of the fundamental concepts and principles that you need to know in order to operate more effectively. You could study B2B marketing for 2 years and not get the relevant and proven information that we can deliver in a session lasting less than 8 hours.
If your sales pipeline is filled to the brim with the right types of deals, with the right types of customers and at the right price point but you are still not converting at a rate you are happy with, then you likely need sales training.
However, if your sales pipeline is less than full and your sales people are not out in front of enough of the right customers who are pre-qualified and pre-disposed to buy from you, then what you need is marketing training. Some symptoms you may notice include low appointment activity, low inquiry levels and lead generation being rooted in word of mouth referrals.
Just as the letter “M” comes before “S” in the alphabet, so too does Marketing come before Sales in the sales process. The decision makers upstream in your organization need to be educated on what B2B marketing really is and how it works so that they can figure out where your process is breaking down.
Every member of your top management team should attend, including:
- CEO & President
- CFO or Controller
- Head of Fulfillment / Production
- VP of Sales
- VP of Marketing (if you have one)
- Any other functions vital to your operations
Our marketing training can be presented in an applied learning format that talks specifically about business issues that you are facing. However, it is not the same as consulting. You will win penetrating insights and deeper understanding as to where your organization is breaking down and how to improve and control the sales process over time.
Privately-held B2B companies between $5 million and $100 million in revenues that are selling complex and expensive products and services.
Their sales typically rely heavily upon relationships with their customers and word of mouth is usually their top source of referrals.
The concepts delivered to you in a Knowledge Transfer come from meta-models and conceptual frameworks that were conceived, designed and tested in actual businesses like yours by The Cornucopia Group. These same concepts have been presented to 1,000's of CEO's around the country through leading CEO organizations such as Vistage, The Academy for Chief Executives and CEO Clubs.
The content has also been published in leading management journals around the world.
The Strengthening the CEO Customer Relationship Knowledge Transfer is our flagship program that introduces you to a new way of thinking and concepts that you may be unfamiliar with. There are additional courses that we offer, but only after you are trained on the fundamental concepts offered in this initial program. These additional courses can be created and customized to fit your company's needs.
The marketing training course is an 8 hour session designed to begin the process of enabling your people to address the breakdowns in your organization. included in the course are exercises and case studies that help to offer a common language and align your management team, including ways to dialog and communicate with others in the organization more effectively. The term training refers to the acquisition of knowledge, skills, and competencies as a result of the teaching of practical and specific skills.
The on site presentation is a 2-3 hour speaking engagement where concepts are introduced in a similar format, including brief question and answer session. The difference is the amount of time that can be spent on each area of the business.
The training is done on site at your location. A Performance Marketer from The Cornucopia Group will visit your business for either one or two days, depending on your preference, and conduct the Knowledge Transfer.
It is best to schedule your Knowledge Transfer at least 2-3 weeks in advance. If you already have a date in mind, fill out the request form under 'The Next Step' and we will contact you to let you know if it is available. Timing depends on the availability of a Performance Marketer from The Cornucopia Group.
Take the Next Step. Request a Call.
If you've gotten this far, chances are you'd like to learn more to decide if the Knowledge Transfer Session is right for you. Fill out the short form below and a Performance Marketer will send over an information sheet that will answer your questions.
