INVEST IN YOUR TEAM'S SUCCESS WITH INTERACTIVE WORKSHOPS

The nature of work and careers is changing fast. Roles are becoming obsolete, there is more cross-functional teamwork, and the skills required for business success are ever-evolving.

Per Visier, 32% of employees who changed jobs within the past year did so to learn new skills. Research by the Society for Human Resource Management suggests that replacement costs can be as high as 50%-60% with overall costs ranging anywhere from 90%-200%. Per Deloitte, organizations that adopt a skills-based approach are 63% more likely to achieve business results. To achieve their top and bottom-line goals, smart businesses are increasing their investment in skills training.

Why Engage Laura to Facilitate Your Workshop?

Guarantee. Laura’s interactive workshops are fast-paced, practical, roll-up-your-sleeves, collaborative work sessions that range from 1/2 to 2 days. At the end of each workshop, you will have built the required skills and have a reusable blueprint to guide your next steps.
Decades of Growth Success. Growth has been in Laura’s DNA since the age of nine. She brings 25+ years of experience accelerating profitable growth for 300+ companies of all sizes worldwide.
Extraordinary Subject and Knowledge Transfer Expertise. Laura has written 4 books and hundreds of growth-centric white papers and blogs. A 12-time awarded thought leader, she is also a sought-after worldwide speaker in all knowledge transfer venues.
Commitment to Excellence. Laura is always up for a challenge. She is a goal-getter who customizes workshops to your needs. Laura knows what it takes to win in any business cycle. She transfers that commitment and energy to her audiences.

Learn More About Laura

“Before VEM’s workshop, our thinking was very tactical. Now we have some tools to help us be strategic and measure our contribution to the business.” Jerry Levy, former Vice President of Marketing – BAX Global

OUR MOST REQUESTED WORKSHOPS INCLUDE:

Create a Growth Strategy That Actually Works
Prepare for Growth “What Ifs” via Scenario Analysis
Construct a Measurable, Customer-Centric Growth Plan
Choose Your Best Market & Customer Segments
Guide Your Growth with Customer Journey Mapping
Optimize Engagement and Experience Touch Points
Craft Competitive Positioning and Messaging Across the Customer Journey
Build a More Powerful, Insightful, and Actionable Performance Management Dashboard
Align Sales and Marketing with Pipeline Engineering
Prove Your Value with Marketing Accountability

”The workshop facilitated by VisionEdge Marketing helped our team achieve the perspective required to improve our dashboards, planning, prioritizing, target setting, and reporting processes to ensure that our tactical and strategic investments have a direct and visible connection to the overall business objectives.” Jared Montblanc, former Marketing Director Planning & Insights – Nokia NA

KNOWLEDGE TRANSFER. SKILL BUILDING. HANDS-ON.

Create a Growth Strategy That Actually Works

Stagnation, missed opportunities, and the inability to compete and attract investors are just four of the dangers associated with a poorly developed and executed growth strategy.

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Develop a customer-centric growth strategy to guide your decisions, set your priorities, and determine the destination to be reached by the organization.

Create a company-specific, viable, and actionable growth strategy. In this workshop, participants will learn the skills and elements required to:

Create, build, and evaluate strategies
Select the best growth strategy to achieve company goals
Bring the chosen strategy to life, from ideation to action
Connect strategy to growth
Measure strategy success using best-practice key performance indicators

Prepare for Growth "What Ifs" via Scenario Analysis

Scenario Analysis: Prepare for Growth What ifs

Don’t jeopardize your future by being unprepared for market changes that may leave you in the competitor’s dust.

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Scenario analysis is a valuable data and analytics tool every company can use to help hone their skills at anticipating and preparing for a variety of business situations and outcomes, including competitor moves, customer experience, and market dynamics and adjust their growth strategies accordingly.

As a result of this workshop participants will learn how to:

Plan for, and anticipate, the unexpected
Deliver on the promise of customer experience
Understand the value of creating scenarios
Learn the steps for scenario creation
Address a potential scenario and its potential impact on your organization

Schedule Your Free 30-Minute Discovery Call

Construct a Measurable, Customer-Centric Growth Plan

The customer expectation bar is always rising. Competitors can chip away at your markets. Customer-centricity is the Only Way to achieve sustainable, profitable growth. Plan with the end in mind.

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A well-architected growth plan provides focus and helps you anticipate change. In this workshop you will create a draft plan that includes the following:

Mission statement and market definition
Organization and competitor SWOT
Measurable outcomes identification to accomplish the mission
Strategies to achieve organizational outcomes
Objectives and tactics to implement the strategies
Resource requirements: people, facilities, equipment, and funds to carry out the plan

Measures and financials: revenue and profit expectations of a successful plan

Choose Your Best Market & Customer Segment Opportunities

De-risk your segmentation decisions. Even large companies fail at segmentation, losing $Ms and $Bs. Don't let this be you.

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The best segment for expansion, is not necessarily the largest one. Attend this workshop to learn a proven and proprietary framework to prioritize multiple market opportunities so you can focus available resources on the market segments with the highest business potential. The following ground is covered: product category, pain points, market segmentation, criteria, ranking and weighting, and segment selection.

Take home a reusable segmentation model, which:

Identifies segments to evaluate and segmentation criteria
Determines ranking and weighting for the criteria
Results in a rough draft for an action plan to support a segmentation strategy

Schedule Your Free 30-Minute Discovery Call

Guide Your Growth With Customer Journey Mapping

A customer centric pipeline helps align Sales and Marketing

Without a highly effective customer journey map your prospective customers may defect to competitors who have a more effective map and can better glean the insights needed to optimize their journey

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The better you understand your customer’s journey, the better you can improve key business results, such as product/service adoption, and increased share of wallet, customer loyalty, and advocacy.

Identify the incremental behaviors that demonstrate the journey of a customer persona, the channels they use, the touch points they prefer, and the content they consume as they move from contact to customer, to advocate. As a result of this workshop, you will have:

A customer journey map ready for validation.
An initial set of metrics to measure the success of map implementation.
Insight into breakpoints that affect the journey and preliminary plans for addressing and prioritizing these breakpoints.
Ideas for content needed to support each step in the journey
A preliminary action plan for bringing the map to life

Optimize Engagement and Experience Touch Points

If you don’t optimize touch points, it’s likely that customer engagement and experience will be negatively impacted, ultimately dragging down your brand, revenue, and competitiveness.

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Touchpoint optimization requires the identification of all touch points and areas of improvement, including the need to add more, measure their effectiveness, optimize, and use them to create an effective map of the customer experience. Ultimately this leads to higher customer satisfaction and loyalty.

Customer experience and engagement have evolved from table stakes to points of differentiation. Customer-centricity is now the Only Way to achieve sustainable, profitable growth.

Attend this workshop and you will have an initial:

Inventory of touch points your customers encounter throughout their life cycle along with its operation role and purpose within the customer experience,
Scoring of the value of each touch point in terms of its impact on the customer experience
Assessment of each touch point’s effectiveness.

Schedule Your Free 30-Minute Discovery Call

Craft Competitive Positioning & Messaging Across the Customer Journey

Don't let your competitors define you. Customers consider 2-4 brands during their purchase decision process. Make sure they choose you.

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An ever-changing market, including new look-alike competitors, or entry into new markets or segments, often necessitates a change in positioning and messaging strategy. Create a foundation for your strategic positioning and messaging that will work across the customer buying journey.

As a result of this workshop, you will have a rough draft of a positioning map that defines the following:

Value: what the customer/persona values most (both logical and emotional) about what you provide
Brand promise: what the customer/persona can count on you for
Value proposition: why the customer/persona should buy from you
Meaningful differentiation: how you are different from your competitors
Concept of singularity: the single thing you want to be known for
Positioning strategy statement: a shorthand description of the solution or company that integrates the first five components into a concise, compelling, and meaningful description.

Build a More Powerful, Insightful, and Actionable Performance Management Dashboard

dashboard, mpm, performance measurement, performance management, measurement, roi, metrics, kpis, marketing effectiveness

Without an effective dashboard, you will likely miss important trends and insights needed to make course adjustments and the best decisions. Don’t let your dashboard be the weakest link in achieving your growth goals.

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The ability to measure and effectively communicate your organizational function’s performance, value (ROI), and impact, is even more important in a changing market. Meeting C-suite expectations requires, a) choosing meaningful measures, metrics, and KPIs, b) tracking them for continuous improvement, and c) creating an actionable dashboard that communicates your value, impact, and contribution to business results.

Master new performance management and measurement skills. In this workshop, you and your team will:

Discover the most recent best practices for measurement and performance management
Learn the importance of metrics chains and how to construct the metrics chains between activities and outcomes
Essential facets and processes to design a performance management dashboard

Schedule Your Free 30-Minute Discovery Call

Align Sales and Marketing with Pipeline Engineering

Marketing and Sales Alignment Pipeline Engineering Workshop

Achieve the ever-elusive alignment between Sales and Marketing. All too often there is friction between the two functional organizations tasked with generating revenue. It doesn’t have to be dysfunctional.

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Marketing and Sales alignment results in higher revenue. The key is to have both organizations calibrated around the mission, the customer, the market, and the business outcomes. This helps resolve common issues such as long sales cycles, lack of qualified opportunities, and stagnate pipelines.

This workshop is designed to help companies learn the skills required to engineer a systematic buying pipeline model that can function as the most important performance dashboard for how well Marketing and Sales are working together to achieve the mission and business outcomes.

Choose this workshop to help align Marketing and Sales around:

The market strategy for customer acquisition, growth, and retention
How success for customer acquisition, growth, and retention will be measured and the expected contribution by each organization
A customer-centric pipeline that reflects how the organizations work together and are aligned around the customer buying process
Clear definitions for each stage of the process, lines of responsibility for each stage in the pipeline, and what constitutes when an opportunity can move forward in a stage
Marketing and Sales measures and tactics associated with each stage

Prove Your Value Via Marketing Accountability

Build a More Powerful, Insightful, and Actionable Dashboard

Marketing budgets are constantly on the chopping block when sales dip, even though this is the time when increased investment is needed. You can fend off the cuts and deliver on the promise of marketing – a growth engine.

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Earn high marks from the C-suite for your value, impact, and contribution to the business. Master new performance measurement skills based on best practices identified in the most recent Marketing Organization Value and Performance Management (MPM) Benchmark Study.

In the Marketing Accountability Workshop, you and your team will:

Review what Best-In-Class Marketers do better, and differently when it comes to marketing measurement and accountability
Learn the categories of various marketing measures and how to use them to connect activities and investments to business results
Understand the critical elements needed in developing a measurable customer-centric Marketing plan to lay the foundation for demonstrating Marketing’s value, impact, and contribution to the organization.

Notes:

Add on a day to learn how to use metric chains as the foundation for your dashboard.

Schedule Your Free 30-Minute Discovery Call