The 4 P's:

• Understanding marketing fundamentals;

• Online, offline, digital, analog, B2B, B2C, customer first;

Profiling customers, prospects & influencers:

• Create value for your target audiences;

• Strengthen relationships that enable the vision;

Changing buyer behavior in your industry:

• Current trends, motivations and perceptions;

• Adapt to changing dynamics in the purchase path;

Sales and marketing - aligning the entire funnel:

• Who owns the conversations and revenue targets;

• Perfect the funnel, from leads to conversion to NPS;

The multichannel marketing landscape:

• The power of storytelling, content and social media;

• Marketing law & compliance issues.

The evolving role of Marketers:

• Establish your connection to the business;

• Balance analytical decisions and creative direction;

Strategy vs Tactical

• How to define strategy into action to drive growth;

• Identify key KPIs, what to measure and how;

Tech, trends & tools to drive innovation:

• Where to explore and invest; IT for non-techies;

• Infusing, nurturing and harnessing creativity;

The science to making decisions

• Making data-driven decisions that drive results;

• Qualitative and quantitative insights to guide plans;

Delivering value as key to credibility and growth

• Sharpen business acumen, from P&L to M&A;

• Balance short-term needs and long-term goals.

Marketers don't sell things - they solve problems:

• Identify the right problems, deliver the right solutions;

• Researching and using insights to innovate;

Putting theory into practice:

• How and where to start; build a 30-day plan;

• Useful resources, templates, tricks and to-dos;

Your leadership and career path:

• How to manage people and build a marketing org;

• Establishing your personal brand;

Culture trumps strategy every time:

• How to inspire, empower and align the company;

• Establishing your personal brand;

Case Studies and Seeing Opportunity:

• Industry best practices and blunders;

• Wisdom and inspiration from great marketers.