0900

Coffee and Welcome

0915

Mike Dowsey, CEdMA Europe

Introduction, “Hot Topics” and Routes to Market – What Works for You?
Your input to the online survey has been collated and will be presented during this session. This will highlight the key issues and market challenges that you face today . The aim is to aid your understanding of the other companies in the group and facilitate networking discussions during the course of the event.

Break

Francis Wyburd,

Where You Stand

and
Facilitators

Defining an Appropriate Marketing Strategy I

1.     A model for marketing and the strategic and tactical tools at our disposal

2.     The customer perspective

3.     A case study

4.     The importance of Positioning

Francis

and

Facilitators

Defining an Appropriate Marketing Strategy II

1.     How the market for products differ - the 2X2 training product segmentation model

2.     Where’s your focus? What are your market challenges?

3.     Workshop 1: People interested in the same quadrant get together in  teams to discuss how to better engage with customers and compete

4.     Teams report back and present their market problems, their headline objectives, market situation, competitive frame and tell the group  how they will position themselves to better appeal to their market (the strategic position they will take up)

Lunch

1400   

Francis

and

Facilitators

Creating an Effective Marketing Plan

1.     Now it’s about actions. What actions will you take to make that positioning meaningful? What changes need to be made to the product, its pricing, distribution, promotion and packaging?

2.     Review the marketing plan template

3.     Workshop 2: Putting it all together into a plan - where and how you will deploy your resources

Break

Philip Bourne, Symantec

Maximising Sales Channel Performance
A Practical guide to improving performance of internal and external sales channels.

1800   

Close

1930

Reception

Dinner

Justin McCarthy,

Saxon Coaching

Moving From Theory to Practice - how to build a compelling action plan that will succeed
We are not usually short of ideas - the challenge is to figure out what will work, and how to make it happen.  Using practical tools and techniques, Justin will take us through the four "must do" steps that make the difference between having a wish-list and actually getting things done. At the end of this session we will not only have individual action plans to take our marketing forward but will be able to apply the same effective techniques to other areas of our business.

This is a discussion session so please come prepared to contribute your views.

1100

Break

1130

Neil Gregory IBM/SPSS

and

Stacy Ives
Red Hat

Marketing Collateral – what, why, when, whose? What is marketing collateral today? In many cases, local catalogues have disappeared, or are greatly reduced, other marketing collateral has become too expensive, and some companies use either global printed materials, or just the web. Often, we are just a component of the company’s marketing collateral. Is this true for everyone? Time to discuss.

This is a discussion session so please come prepared to contribute your views. 

1230  

Lunch

1330

TBA

What actions/activities do you plan to take before the next conference?
In two groups, we’ll document actions you plan to take back to work, based on what you’ve heard at this conference. 

This is a discussion session so please come prepared to contribute your views.

Planning the events for rest of  2010 – Workshops & Conferences
The online survey asked you to consider a wide range of possible future topics, but this is your chance to make the decisions.

1500

Coffee and close