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Impact On-Demand Free Preview - Creating an Influence Map

Are You Talking To The Right Customers?

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How do you know if you are talking to the right customers? Things constantly change, yet many companies continue to focus on the same stakeholders as always. This FREE course shows you how to map the changing influence dynamics in your industry, enjoy competitive advantage and achieve industry leadership by detecting industry power shifts BEFORE your competitors do.

“This was my first online course and admit that I was a bit anxious about the amount of time needed to complete it. The order in which each of you presented information that complemented one another, made completion of each module fun and stress free. Each module was very well taught and made the concepts easy to understand and follow. The case studies helped to strengthen the concepts and tie the information together. The podcasts were helpful in presenting more examples and the tool kit is great for putting the material into practice.” Basilio Raygoza, SoCalGas

Your Instructor


Tom Spitale, Mary Abbazia and Sean Welham
Tom Spitale, Mary Abbazia and Sean Welham

Tom Spitale and Mary Abbazia are co-authors of The Accidental Marketer published by Wiley. They have been leading the strategic marketing executive programs for Caltech CTME for nearly a decade. Sean Welham is the head of European Operations for Impact Planning Group, parent company of The Accidental Marketer. They have each spent the last 20 years helping b2b companies, whose product managers and marketers tend to have technical or non-marketing backgrounds ("Accidental Marketers"), quickly build the marketing plan skills that drive competitive advantage and differentiation.


Frequently Asked Questions


When does the course start and finish?
The video, text and audio portions of the course start now and never end! It is a completely self-paced online course - you decide when you start and when you finish. In addition, you have 15-days of free access (from the date of your initial log-in) to our e-toolkit. See details below for how to access the e-toolkit.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own. As mentioned above, you also have 15-days of free access (from the date of your initial log-in) to our e-toolkit, The Planning Tools. See below for access details.
How can I get access to more Impact Planning strategic marketing videos and tools?
We create custom courses for companies as well as courses for individuals. When you enroll in this FREE course, you will see the details for how to enroll in a complete on-demand strategy course. For corporate customized courses, please send us a message by clicking on the "head and shoulders" icon at the top right of your browser page. Click "Contact" on the drop down message, fill in the subject and a message, and hit send. We will get right back to you.

To Access The Planning Tools E-Toolkit:

Please watch the e-toolkit videos in the course, and then go to www.theplanningtools.com to begin your 15-day free trial. To extend your trial, please send us a message by clicking on the "head and shoulders" icon at the top right of your browser page. Click "Contact" on the drop down message, fill in the subject and a message, and hit send. We will get right back to you.


WANT MORE TOOLS LIKE THIS ONE?

We create custom, on demand strategic marketing courses for companies as well as courses for individuals. If you would like a program like this that is tailored to your company, please send us a message by clicking on the "head and shoulders" icon at the top right of your browser page. Click "Contact" on the drop down message, fill in the subject and a message, and hit send. We will get right back to you.

If you would like individual access to our full strategic marketing course, please enroll in this FREE course and you will see the details on the page that follows. Or you can click here to see further details.

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