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Analytics-driven Marketing Process Workshop

Predictive analytics can change your business for the better. The right process can make the difference between success or failure.

Marketing and sales leaders face a difficult challenge:

Your organization needs to evolve from traditional, experienced-based, intuition-driven marketing and sales to modern, data-driven, analytics-based marketing and sales. But it isn't an easy task. Failure to make the transition could limit growth, sacrifice market share and allow your competitors to surpass you.

Well planned, implemented and executed analytics creates a competitive advantage. This workshop will help you:

• Identify account- and contact-oriented needs and questions from executives, marketing practitioners, and sales professionals that analytics can fill and answer

• Prioritize needs and prepare plans to implement a recurring analytics program or fine-tuning your channel strategy

• Specify all internal and external data inputs required for the analysis

• Undertake the analysis and prepare outputs for key stakeholders

• Distribute results, educate business users and enable usage to enhance decision making

• Track performance, validate statistical models, review user feedback and update models

Make an investment for a long-term impact to your business.

Predictive analytics, statistical modeling, and data-driven sales and marketing generates insights about customer and prospect behavior and improves sales and marketing performance. A best-in-class analytics platform and process includes reliable data, well defined plans, repeatable processes, a receptive culture, and the right skills and tools. To succeed and avoid the pitfalls of half-baked data-driven, analytics, you must focus on business user needs that support relevant, personalized, timely messages to customers and prospects.

A workshop that delivers an action plan and resources to ensure success. 

• This is a one-day workshop for up to 20 participants with a five-week lead time prior to the workshop

• Key roles involved in the workshop include CMOs, CSOs, executives and managers from both marketing and sales, marketing and sales analytics teams, and campaign managers

• Qualitative and quantitative data, including surveys and interviews of key stakeholders, are used to help assess current analytics capabilities and deficiencies, identify key business needs, specify internal and external data sources, and establish training and enablement required to effectively apply customer and prospect insights

Key Takeaways

• Complete analytics proficiency assessment with details for planning, process, culture, skills and tools, and data

• A complete list of data sources to support statistical modeling

• Recommendations on setting up a repeatable analytics-driven marketing and sales process

• Examples of predictive analytics models, results and insights

• An action plan with implementation guidelines

• A roadmap for future advisory service inquiries to ensure ongoing support and success

In this era of big data and analytics, it’s time to assess your ability to mine available internal and external data, establish a repeatable analytics process, generate insights about your customers and prospects and their journeys, improve marketing and sales effectiveness, and increase business performance.

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