Course Overview
As a CEO, you’re aware of the relationship that your business has with your customers. But you may not understand how influential you – the CEO – are in maintaining it. Whether you realize it or not, you are the person in charge of the messages that the marketplace receives about your business. You are in charge of your reputation.
"But I have a marketing team', you say. 'I have salespeople who interact with the customers every day." This may be true – but your internal teams are operating from your directives. You’re communicating with them so that they can communicate with the customer. And, as such, you need to understand your role as the fundamental relationship-builder in your organization.
This course is designed to help develop your awareness of the complex world of marketing … and your role in your company’s efforts. In four lessons, you will develop a better definition of B2B marketing, begin to understand Business-to-Business market dynamics, and discover ways to identify and diagnose your internal breakdowns and sales process gaps.
Lesson One
In Lesson One you will discover that marketing is both an art and a science – it should be creative, but it can be measured, repeated, and scaled. You will develop a new definition for marketing while understanding the basics of a marketplace – and your role as CEO in the organization’s marketing efforts.
- Is Marketing an Art or a Science?
- The Definition of Marketing
- Marketing is Sales – On a larger scale…with leverage
- A Marketing Metaphor
- Approaching the Pitch
- B2C Marketing
- B2B Marketing
- The FOUR P’s of Marketing
- Understanding the Differences Between B2C and B2B Marketing
- Understanding the True FOUR P’s of B2B Marketing
- Lesson One: Check In
Lesson Two
In Lesson Two you will get to know the dynamics of the marketplace. By understanding that there’s an inherent friction between you and your buyer, you can begin to appreciate the voice of your customer – and how it can help you beat the competition.
- The Dynamics of Marketing
- Dynamic One: Customer Alignment
- Dynamic Two: Customer Relevance
- Fully Aligned and Relevant
- Remaining Fully Aligned and Relevant: Market Motion
- Remaining Fully Aligned and Relevant: Understanding Friction
- The Chaos of the Marketplace
- Remaining Fully Aligned and Relevant: The Competition
- The Voice of the Customer
- It’s Up to You
- Lesson Two: Check In
Lesson Three
In Lesson Three you will discover how instrumental YOU are in effecting change. You will learn the three common Gaps that companies fall into by investigating The Cornucopia Group's CEO Customer Relationship Model.
- The CEO’s Role, Further Explained
- Seeing the Big Picture
- The Problem Lies Elsewhere
- The Three Critical Gaps
- Don’t Throw Out the Refrigerator
- To Each Their Own
- Lesson Three: Check In
Lesson Four
In Lesson Four you will realize that your role is paramount to the success of your marketing and sales teams. Understanding the conventional Business-to-Business misalignments will allow you to discover how to bridge your business’ Gaps.
- The Growth Paradigm
- The Growth Paradigm: SALES
- The Growth Paradigm: MARKETING
- Managing Operations
- Assessing Misalignments
- The Communications Chain of Command
- Recap: Customer Relevance
- Lesson Four: Check In
