Incite Selling for Marketing + Sales + Success Teams , The Scale-Up Group (WeWork Dupont Circle), Friday, 04. January 2019

DESCRIPTION (Team Alignment Series)
Workshop Description
This 3-week (with homework) interactive commercial workshop experience will simulate how to convert data (yours, customer's, market's) into actionable intelligence to arm the commercial team. It will help you to either create a type of “diagnostic”, “distillation” or “directive” approach to challenging and teaching your fan base. If you are already running ABM You will learn how to tie in market segments to collaborative reviews with product, IT and data teams. This course will equip participants with the knowledge, skills, and tools to successfully implement an “incite” practice on a commercial team (Marketing, Sales, Success) and gain the valuable practice of bringing something extrordinarily cool to the commercial table every time your business touches the customer.
Processes and Frameworks Covered:


Learn the psychology and motivational power behind real storytelling


The differences between “emotional” and “rational” buyer insight


Case studies of inspired action through facts + stories


Diagnosing - Developing an instrument to help clients understand current state


Distilling - Collaborating on the market or customer data to reveal hidden insights


Directing - Implementing a practice of guiding the customer to your desired outcomes


Organizational Dynamics and integration with Marketing campaigns


At the end of the workshop you will be able to:


Create a link between your team and the company's product and data teams!


Tie the customer/market signals to the prioritization (and segmentation) of your messaging


Tie your ABM or storytelling investment to an actual tool that partners can meet about


Improve the information sharing and flexibility of cross-functional product teams


Improve the confidence of the commercial team through the gift of commercial insight


Get your churn rate down and win rate up by inspiring more clients to move forward!


Prerequisites:
This class assumes you are a mid-sized scaleup or recurring enterprise solution in the public or federal sectors looking to build deep and lasting partner relationships. You most likely have an accont-focused growth strategy for a B2B (or multi-sized platform) solution. Note - This class will not provide technology adoption advice or an actual end result. Adopting/integrating this approach will require commercial teams (marketing, sales, success) to meet regularly with your product and or data team. 
Who Should Attend:
Those with an IT, Product, Data, Category, and/or Market Research group that they interface with periodically. Preferably Colleague Teams of 3 (Sales, Sales Engineers, Marketing, Success, Data, IT). Sales Team Leaders, Success Team Leaders, Marketing Team Leaders, Chief Commercial Officers, Project/Change Agents, product or IT liaison to commercial teams. Internal Commercial Enablement or Market Insight coaches are welcome but encouraged to go the route of 1:1 "train-the-trainer" if coming alone. This course is 1:1 with master trainer and 3x normal per person fees.
3-Week Journey:
1st Friday (10:00-2:00) - History Storytelling and Best Practices (+Homework)
2nd Friday (10:00-2:00) - Fundamentals, Diagnosing, Distilling + Directing for Incite (+Homework)
3rd Friday (In the New Year!) (10:00-2:00) - Wrap-up, Certification and Final Assignment (+Homework)
Instructor:
Dan Douglass (or alternate Scale-Up Coach)
Steal Our Stuff! (Materials):


A summary of the training presentation across the 3-in-person days


A template for a monthly scale-up meeting between product/data + commercial teams to work on your fact+story and learning. 


Best Practices - key document for messaging by tier or segment + Scale-Up's “Diagnose”. “Distill” and “Direct” tool templates


Each participant will get a copy of Huub van Osch’s book “Different Brains, Different Approaches”.


Additional:
Refreshments (coffee, tea, water), light snacks and lunch provided
*Check out our 3-week Team Alignment Series journey in Account-Based Marketing and Commercial Agile Scrum

Friday, 04. January 2019, The Scale-Up Group (WeWork Dupont Circle), Incite Selling for Marketing + Sales + Success Teams

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