Connect Business to Buyers Enable success by aligning the business with the market. Learn how to: Identify how marketing outcomes correspond to management goals Align execution experts with product and market strategy Build credibility by moving from firefighting to strategic tasks Build Buyer Expertise Understand who your buyers are and how they buy to create programs that work. Get insights on how to: Identify market segments and audiences to effectively engage buyers Create detailed personas for each buying role Discover and document the buyer’s journey Align your sales process to the buyer’s journey Build messaging matrixes to map key messages to each persona Build Consensus for Marketing Canvases Drive support throughout your organization for your marketing efforts. Master tips on how to: Align the goals of the company to the buyer’s journey Focus marketing programs on specific buyer personas Prioritize efforts that maximize impact Identify risks to ensure organizational awareness Create a marketing canvas to simply and clearly show the marketing strategy and how it aligns to the business Measure Effectiveness Measure the effectiveness of your growth-driving strategies in alignment with your company’s direction. Gain expertise on how to: Leverage strategic metrics like lifetime value and customer acquisition to invest in the right personas Measure and report your impact on the bottom line Calculate the impact of your strategy