Funnel Academy for Management


Delivery Type: Classroom
Solution Focus: SAP Business User
Short Description: In this one-day training the participants will learn the management principles for strategic B2B marketing, including forming strategy and translating this strategy into action.

Key Areas

  • Market selection
  • Forming strategy
  • Resourcing effectively
  • Translating strategy to action
Learning Objectives:
  • Understand the principles of tight market selection, and how to calculate the required market size
  • Learn what strategies work best for each stage of the market’s maturity, and how to select the right strategy for now
  • Learn how to calculate the required allocation of funds and resources for each product, and each type of marketing spend
  • Understand how to manage the work of marketers who attend the two-day companion course – Funnel Academy for Marketers
Business Impact / Benefits:
  • Market-centered approach to forming strategy
  • Allocate scarce resources to where they will have the biggest impact, not to silence the squeaky wheel
  • Enjoy the higher profitability of the ‘gorilla’ in a small market rather than the ‘chimp’ in a large one
  • Marketing programs which generate sales, not feel-good activity
Didactical Method: Interactive lecture, discussion, practical application of each unit of learning in group workshops
Duration: 1 day