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
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.
StartInfluence Map Funny Video (0:36)
StartInfluence Map Introduction (3:10)
StartCase Study #1 - How an Influence Map Changed An Entire Industry (3:59)
StartCase Study #2 - Big Insights From A Prototypical B2B Influence Map (4:21)
StartHow To Build an Influence Map (4:35)
StartE-Toolkit Instructions for Your Free Trial of The Planning Tools (9:03)
StartInfluence Map Downloadable Worksheet
Start"Extra Credit": Reading and Podcast
StartInfluence Map Module Quiz
StartHow To Get More Content Like This
Frequently Asked Questions
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.