Event / Courses

B2B Marketing Plan Execution and Alignment

OVERVIEW

In this workshop, you will learn how to translate a marketing strategy into an integrated execution game plan that advances marketing strategy/plan execution from its current state to a level of Execution Mastery.

Recommended for:  
  • Marketing (and other) leaders with oversight responsibility for execution.
  • Marketing (and other) managers leading day-to-day execution.
  • Individuals in any marketing function who want to learn how they can contribute to execution.
  • Teams who want to enhance their collective execution capability.
Format:  

2-day workshop using a mixture of lectures, cases and vignettes.  Some breakout sessions to enable application of the workshop’s frameworks.

OBJECTIVES

  • Diagnose and describe the state of execution throughout your organization.
  • Assess the two-way linkage between strategy and execution.
  • Transform goals and objections into a coordinated set of initiatives.
  • Identify the critical impediments to and launch pads for superior execution.
  • Determine specific recommendations on the action steps to take your organization from its current state to a new level of Execution Mastery.

CONTENT

  • Understanding the context of marketing strategy/plan execution.
  • Determining the extent of the “execution gap”.
  • An integrated framework that describes the stages in Execution.
  • Transitions across the stages: what can go wrong and how to avoid it.
  • The “three pillars” essential to enhancing execution capability.
  • Execution as an input to strategy development.

INSTRUCTOR