The hard truth: Most businesses claim to be customer-centric but lack the objectivity, data, and insights to back it up. Can your teams articulate which segments you serve, what they desire most, and how valuable they are?

Most businesses typically find variations in responses and articulations of the above by team. But that isn’t good enough.

This workshop helps your team probe your customer data, identify what’s salient, and speak in the same language across teams.

Together, we'll build a plan to bridge gaps, move away from surface level observations towards actionable customer-insights that underpin revenue forecasting.

Learning objectives:

• Develop a framework for continuous customer insight gathering

• Create a system for disseminating customer insights across your organization

• Learn how to translate customer insights into actionable marketing strategies

The inconvenient reality: 9 times out of 10, the personas I've seen capture trivial, trite information that bears no meaningful relation to how businesses target, engage or retain customers.

Do they have a dog? Great... if you're a pet food business. Otherwise, who cares? REAL, DATA-DRIVEN customer personas are critical to forming business strategy. Without them, marketing teams are relegated to being the colouring-in department.

This workshop is about creating effective, data-backed personas that resonate across marketing, sales, and product teams.

Learning objectives:

• Master techniques for creating detailed, actionable customer personas

• Develop a process for keeping personas updated and relevant

• Learn how to use personas to guide decision-making across departments

The uncomfortable truth: Not all customers are created equal, and treating them as if they are is leaving money on the table.

We'll learn how to identify and prioritize valuable segments and what questions to ask in your research to get to a usable map of the market. Done well, this underpins overall business strategy, so getting it right is crucial. We'll look at examples of how segmentation can ladder through to targeting and positioning your business to the most valuable segments, maximizing ROI.

Learning objectives:

• Understand different segmentation methodologies and when to use each

• Learn how to conduct and interpret market research for segmentation purposes

• Translate segmentation insights into targeting opportunities that will step change your marketing strategies

The wake-up call: If you're using brand keys, you need to move on.

A clear, strong positioning is your best defense against commoditization and price wars. But if no one in your business can articulate it, what's the point?

We'll look at what simplicity looks like and the impact that simplicity can have in amplifying results through the brand planning cycle and beyond.

Learning objectives:

• Master the key components of an effective brand position

• Learn how to conduct a competitive analysis to inform positioning

• Develop skills to articulate your brand position clearly and consistently

The myth-buster: Consistency is overrated. Consumers don't care so much about fonts and style as they do about you solving their problems in a way that they'll remember.

This session focuses on how what you say, and when you say it can amplify your positioning, and where to focus your efforts when rolling out content.

Learning objectives:

• Understand the key elements of brand voice

• How to develop a voice that prioritizes authenticity over rigid consistency

• Techniques for creating distinctive, value-driven content across different channels and touchpoints

The sobering reality: Few brands get forecasting right, yet it's crucial for resource allocation and setting stretching but realistic objectives with stakeholders.

We'll talk about how to apply a marketing lens to do this and methods to implement a balanced approach that reflects reality. No more pulling numbers out of thin air or relying on outdated models.

Learning objectives:

• Master various forecasting methodologies that incorporate marketing insights

• Learn how to incorporate market trends and competitive analysis into forecasts

• Develop skills to present realistic yet ambitious forecasts effectively to stakeholders

The game-changer: Sometimes, unlocking performance comes from an aligned understanding between CFO and CMO, finance and marketing.

The magic happens when both work collaboratively to look at opportunities that might span annual planning horizons or have compounding benefits that might not be visible in year one.

We'll look at ways to drive understanding and alignment, and explore the benefits and evidence of balancing long and short-term marketing efforts. No more silos or short-term thinking – it's time for finance and marketing to become true strategic partners.

Learning objectives:

• Understand the impact of short-term and long-term marketing strategies on financial performance

• Learn how to align finance and marketing teams for better strategic planning

• Develop skills to measure and report on both short-term and long-term marketing ROI

The reality check: A successful product launch can make or break your year, yet too many companies treat it like a marketing-only endeavour.

Learn how to stack the odds in your favor by incorporating multi-disciplinary feedback to identify risks and opportunities to be mitigated or captured. We'll move beyond the glossy launch party to create a holistic launch strategy that involves every part of your business.

Learning objectives:

• Master the key components of a successful, multi-disciplinary product launch strategy

• Learn how to coordinate cross-functional teams for a seamless launch

• Develop skills to identify and mitigate launch risks while capitalizing on opportunities

The uncomfortable truth: Pricing is often the biggest component of company profitability, ahead of any other endeavours marketers might pursue. Yet few marketers are comfortable doing this, despite marketing being best placed to own revenue quality.

It's time to stop leaving money on the table. Learn how to price for profitability without sacrificing market share, and how to make pricing a key part of your marketing strategy.

Learning objectives:

• Understand different pricing strategies and when to use each

• Learn how to conduct price sensitivity analysis

• Develop skills to implement and communicate price changes effectively

The reality gap: 75% of marketers believe they are great at briefing agencies, yet only 25% of agencies agree. It's time to close this perception gap.

We'll review your prior briefs, solicit honest feedback from your agencies, and find ways to ensure that your business objectives are met by the creative solutions developed. No more wasted budgets or missed opportunities due to poor communication.

Learning objectives:

• Learn how to write clear, effective agency briefs that align with business objectives

• Develop skills to evaluate agency work objectively and provide constructive feedback

• Master techniques for managing agency relationships for long-term success

The alignment challenge: Strong brand values can drive employee engagement and customer loyalty. But all too often, companies settle for values that disparate, and incongruent with what your brand(s) stand for in the market.

Together, we'll map out how best to develop, articulate and activate brand values that are meaningful, congruant and consistent with your brand positioning. Getting this right ensures your teams are working on and prioritising actions and behaviours that resonate with customers and will propel your business forward.

It's time to move beyond empty mission statements to values that truly drive business performance.

Learning objectives:

• Understand the role of brand values in driving business performance and market differentiation

• Learn how to define and articulate compelling brand values that align with your market position

• Develop strategies to activate brand values across your organization and with stakeholders for maximum impact

You can't improve what you don't measure, but are you measuring the right things? Too often, brand audits rely on superficial metrics that don't truly capture brand health or customer perceptions.

Learn how to assess your brand's health and identify opportunities for growth. We'll explore smart ways to understand what truly matters to your customers, moving beyond rushed 40-question surveys to gain real, actionable insights.

Learning objectives:

• Master the key components of a comprehensive, insight-driven brand audit

• Learn how to design research that captures meaningful customer perceptions

• Develop skills to translate audit findings into actionable growth strategies

The reality check: In an uncertain world, robust risk management can be the difference between thriving and barely surviving. Yet too many marketing teams focus solely on upside potential, ignoring the very real risks that can derail even the best-laid plans.

It's time to bring some clear-eyed realism to your marketing strategy. Learn how to identify, assess, and mitigate marketing risks without stifling creativity or innovation.

Learning objectives:

• Understand common marketing risks and their potential impacts on business performance

• Learn how to develop effective risk mitigation strategies that don't hamper marketing effectiveness

• Master techniques for ongoing risk monitoring and management in a fast-changing market environment