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Funnel Academy for Marketers

Delivery Type:	Classroom
Sales Team Role Focus:	Full- or part-time marketing executives of SAP partners
Short Description:	In this training the participants will learn the principles of effective B2B marketing, with a focus on demand generation and managing the funnel as vibrant "engine" for demand. Key Areas Market selection Branding and positioning Business buyer behavior Gaining and sustaining momentum Nurturing "leaked" and stalled opportunities
Learning Objectives:	Understand the principles of tight market selection, and how to calculate the required market size Learn how to select the most appropriate market and allocate effort according to the value of each market Learn the role of brand in B2B buying (and selling), and how to position your brand for greatest impact on the market Learn how to manage the funnel including determining the required velocity, then moving buyers through the funnel at the required rate Build robust approaches to nurturing leaked and stalled buyers
Business Impact / Benefits:	Buyer-centered approach to forming campaigns Clear measurements established before execution of campaigns Longer-term campaigns yield efficiencies and improvement Marketing programs which generate sales, not feel-good activity
Didactical Method:	Interactive lecture, discussion, group workshops
Duration:	2 days