OVERVIEW:

In this workshop you will learn to apply a proven framework for developing winning value propositions that resonate with the functional, economic, and emotional elements of your customer’s perception of value.

RECOMMENDED FOR:

This is a foundational B2B Marketing concept and workshop, appropriate for all marketing professionals. Technology, product, or marketing professionals responsible for developing, launching, or positioning products/solutions. Communications or marketing professionals responsible for developing and executing market, sales, or other customer-directed content.

FORMAT:

2-day interactive workshop mixing learning and application of tools with review and feedback.

OBJECTIVES:

• Speak in the language of value and value propositions and apply a proven framework in developing winning VPs.
• Apply insight about specific market segments to create or refine relevant value propositions; and identify when more insight is needed.
• Develop products and solutions that achieve competitive advantage by addressing all the component of value.

CONTENT:

• Language of Value and the power of Value Propositions in Business: Internal and External.
• The role and relevance of Value Propositions in needs-based segmentation.
• Framework and exercises for developing and shaping Winning Value Propositions.
• Developing perspective on how the Value Proposition concept applies in the real world of B2B and the impact of organization influences.

INSTRUCTOR:

Dr. Liam Fahey is co‐founder and executive director of Leadership Forum, Inc. (LFI). His consulting, teaching, research and writing focus on enabling organizations to win in the marketplace through enhanced marketplace intelligence and insight. Liam advises leaders, conducts workshops, consults to analysis specialists, and, engages with work teams in all facets of generating and leveraging marketplace intelligence and insight. In all his work, he brings to bear an extensive academic background and over thirty years of practical experience in a wide variety of industries around the world. Liam is also an ISBM Distinguished Research Fellow.

He is also the founder and leader of LFI’s Intelligence Leadership Forum. The Forum allows intelligence and insight practitioners to learn from each other, to hone their personal and professional skills and to augment their organizations’ thinking and decision capabilities. Liam is the author or editor of eight books and more than fifty articles or book chapters, including Competitors: Outwitting, Outmaneuvering, and Outperforming and his newest book, The Insight Discipline: Crafting New Marketplace Understanding that Makes a Difference, which was released in October 2018. He has won awards for his teaching (Teacher of the year at Kellogg School of Management), research (six best paper awards), and professional service (the first winner of the Meritorious Award for Distinguished Service from the Society of Competitive Intelligence Professionals).

His corporate clients include, AT&T, Baxter, Bausch & Lomb, Corn Products, DaimlerChrysler, DuPont, Emerson Electric, GE, GM, Hartmarx, Honeywell, IBM, J&J, Lucent, 3M, Marriott Hotels, Motorola, National Starch and Chemical, Nortel, P&G, Pfizer, Schering‐Plough, Texas Instruments, The Saint Paul Companies, Unisys, USG, US West, and Whirlpool. He has delivered executive education for more than ten universities around the globe. Liam has conducted workshops, led projects, and consulted with work teams in leading corporations in more than twenty countries. Prior to co‐founding LFE, he taught at Northwestern University’s J.L. Kellogg Graduate School of Management and at Boston University. He serves as Professor of Management Practice at Babson College. He holds a Ph.D. degree from the University of Pittsburgh.

HOTEL INFORMATION:

There are no hotel room blocks reserved for this event.  Participants are free to book the hotel of their choice.  Here are some hotels closest to RLA Learning & Conference Center.