SAVE on expensive trial-and-error efforts – – 9 out of 10 strategies fail because of poor implementation!
Ask yourself the following questions:
__ __ 1) Do I need to gain competitive advantage in execution because of parity offering?
__ __ 2) Am I about to launch a new product, a new incentive plan, a new sales requirement?
__ __ 3) Am I about to embark on a project that will require organizational or cultural change?
__ __ 4) Do I need to get it right the first time?
Just one (1) YES answer makes you a candidate for this program.
KEY BENEFITS TO PARTICIPANTS
Each participant will learn:
- Skills in designing the most effective marketing implementation program for your marketing strategy
- Tools for critical support and commitment for ideas
- A better understanding of what works and what mistakes to avoid in execution
KEY BENEFITS TO COMPANIES
The company will gain:
- Tools that the team can adopt to increase the organization’s chances of success
- HR as a key strategic partner in the execution of marketing’s plans
- A framework to give clarity for the company to take the right direction and identify capability gaps
BUILDING YOUR PEOPLE AND ORGANIZATIONAL CAPABILITIES WILL SPELL THE DIFFERENCE.
In a commoditized market, competition can always catch up when it comes to product offerings, price or distribution. What can be an advantage is how your team executes your strategies while utilizing resources effectively to outperform others while providing customers the value they desire at profit-maximizing levels.
Module 1: Marketing Implementation Framework: An Overview
- Marketing implementation defined: beyond marketing management
- Understanding strategy and implementation using the Mansmith “M” Framework
- Seeing the issues from all perspectives: Mansmith 3 Cs of Marketing Implementation
- Is it a strategy problem or bad implementation : The Marketing Problem Diagnosis Quadrant
- Does your organization have what it takes to successfully implement : The Mansmith Capability Building Framework
Module 2: It all starts from an implementable strategy
- 3 Cs of Critical Tasks: Choice, Clarity, Communication
- Case study on choices to take for implementation action
- Choices and trade-off decisions: are you inward-looking or outward-focused?
- Using the internal 4Ps for implementation for clarity: a case study
- Case study on communicating the launch of something new throughout the organization
Module 3: Being prepared by developing capabilities
- 3 Cs of Capabilities: Coordination, Competencies, Commitment
- Steps to develop marketing/sales capabilities
- Effective coordination between sales and marketing via the coordination matrix
- Building competencies via the 4 x 4 implementation matrix
- Mastering the 4 Levels and 4 Skills in Marketing Execution: Critical skills needed by all marketing and sales management practitioners
- Establishing commitment by looking into behaviors during transition and knowing which leadership action to take during transition
- Case study on account-specific promo execution
Module 4: What infrastructures build capabilities?
- Marketing Effectiveness
- Building Managerial Excellence
- 4 Traits of Excellent Marketing Implementers
- Putting it all together : Mansmith Capability Building 5 Infrastructures Exercise Diagnosis Quadrant
- Turnaround marketing
Be inspired with a generous number of local and international case studies to be discussed:
- Agricultural products
- Baby food
- Consumer electronics
- Consumer health
- Credit Card
- Fast food
- Grooming products
- Interior design
- Lighting products
- Network Marketing
- Personal care
- Search firms
- Slimming Products
- Real Estate
- Water Purifiers
Case examples of the following scenarios shall be discussed:
Account specific sales promo done nationally changing sales incentives
- Communicating your theme during annual convention
- New product development
- New product launching
- New sales campaign
- Stopping trade inventory loading
- Training curriculum (marketing and sales)
WHO SHOULD ATTEND
3 sets of people would largely be benefited from attending this seminar:
- Marketing and Sales Management Practitioners
- HR & OD Practitioners
- General Managers
What our past participants said:
“This seminar is so helpful – I never knew I didn’t know much until today.”
– Jovy Carl Acueza, Marketing Manager, Marsman Drysdale Medical Products
“The training program together with insightful case studies were eloquently presented such that they can be easily brought back and used in the work place as a benchmark frameworks.”
– Darwin Tañedo, Sales Leader, Perkin Elmer Instruments Philippines
“Attending Mansmith training is a rewarding experience! Comprehensive and practical. I am now more knowledgeable to bring my team to next higher level & as a team we will soar high!”
– Harry William Acosta, Trade Marketing Manager, Universal Robina Corp.
“This was a good one! Validation of existing practices & a lot of new approaches learned!”
– Manolito Juan Anchores, Assistant Vice President, Nestle Philippines, Inc.
“I found the workshop enriching – presented in a way that’s easy to apply.”
– Jeffrey Ross Damian, Product Manager, Globe Telecom, Inc.
“Every time I come out of a Mansmith and Fielders seminar, I am always more knowledgeable. This seminar is very timely as we will be launching more phases in Amarca. Coordination and execution will really matter.”
– Therese Marie P. Sotelo, Sales Supervisor, Cebu Holdings
“I find every module so useful in the company additional inputs of marketing and sales implementation were learned.”
– Alvin M. Gozon, Regional Manager, Pacifica Agrivet Supplies, Inc.
“I know this, but now I can actually simplify and structure my thoughts & things I have to do in an easy-to-use framework.”
– Paula Castro, Trade Marketing Manager, Gandour Philippines, Inc.
“I appreciate the simplicity of the approach (in complicated topics) and the practicality of the examples. This is executable in reality.”
— Len R. Concepcion, Marketing Manager, Parpharma-Meinz Pharmaceuticals Corporation.
“The seminar was great, it reinforced some of my current skills and more importantly, it widen/expanded my perception on the importance of “Flawless Implementation”, can’t wait to apply my new learnings & share it to my team.”
– Chris Camacho, GBU-Head North Luzon, United Laboratories, Inc.
“I realized that good strategy is nothing without good implementation.”
– Anna Katrina Mejillano, Costumer Relation E-System, URC-AIG
Recent participants include:
- Trade and Market Development Manager of Coats Manila Bay
- HR Unit Head of Infocom Technologies, Inc.
- National Sales Manager of Uni-President
- Vice-President ofTeam Pacific
- Key Accounts Specialist of 3S Foods Industries
- Marketing Implementer – CVP of Shell Gas LPG, Inc.
- Distributor Coordinator of Mabuhay Biscuit Corporation
- Product Officer of Smart Communications, Inc.
- Managing Director of Arca Galleon Agriventures, Inc.
- Trade Marketing Manager of Gandour Philippines, Inc.
- Chief Operating Officer of Goshen Land Capital, Inc.
- Department Manager of Grepalife Financial, Inc.
- Franchise Director of Lots’a Pizza
- Business Development Manager of Sta. Elena Properties, Inc.
- Assistant Brand Manager of Bounty Agro Ventures Inc.
- Sales Director of Pampanga’s Best,Inc.
- Marketing Manager of Panpharma-Meinz Pharmaceuticals Corporation
- Rewards Manager of Coca-Cola Bottlers Phils., Inc.
- Market Analyst of Petronas Energy Phils., Inc.
- Marketing Associate of Universal Robina Corporation
- Business Development Officer of Rosehall Management Consultants, Inc.
- Marketing Supervisor ofCebu Holdings, Inc.
ABOUT THE INDUSTRY EXPERT
CEO and Chief Behavioral Strategist
- Co-author/editor of 8 marketing and entrepreneurship books
- Chair of the Women’s Business Council PH
- Finished the 1-year Advanced Management Program (IESE Business School New York and Barcelona)
- Executive Scholar in Marketing and Sales (Kellogg Business School)
- Took advanced marketing programs at Columbia Business School (Ceibs campus), Harvard Business School, University of California-Berkeley, IESE (New York)
- Certified Master Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
- One of the Top Filipina Entrepreneurs 2011 (Trailblazer category)
- Go Negosyo Enabler Awardee 2014; ASEAN Women Network Awardee 2015
- Has an M.A. in Anthropology, University of the Philippines (thesis pending)
Chiqui Escareal-GoCEO and Chief Behavioral Strategist
Chiqui Escareal-Go is the President and CEO of Mansmith and Fielders, Inc., an advocacy-based marketing, sales, innovation and strategy training and consultancy company. She heads the Mansmith Training Group, which includes Corporate Achievers Institute, Sensei Business Academy and Day 8 Business Academy.
She is also Vice Chair of Waters Philippines, the market leader in the premium segment of home water purifiers, as well as the importer of the Noah ion cell cleanse.
She actively set up, organized or strongly supported various advocacies both for business and personal endeavors such as the Mansmith Young Market Masters Awards, and the Market Masters Conference, where 100% net proceeds go to charity in the areas of education and youth empowerment. She is a founding trustee of MarkProf Foundation, Inc., which is the search for and training of the Top 25 marketing management trainees of the Philippines and manages a P5 million Mansmith marketing scholarship grant for marketing professors (since 1997). She is also president of the Josiah and Carolina Go Foundation that provides various scholarships and assistance to less fortunate young Filipinos, and Women Center for Achievement, Research and Entrepreneurship (WomenCarePH), which is a recognition, training, and research advocacy focused on gender-related themes. Chiqui is also a Fellow of the Institute of Corporate Directors (ICD).
Chiqui is an Executive Scholar in Marketing and Sales of Kellogg Business School, Northwestern University. She also took advance marketing programs at the Harvard Business School, Columbia Business School (Ceibs campus), IESE Business School (New York campus) and the University of California, Berkeley.
Chiqui is a Certified Master Coach (certified by the Behavioral Coaching Institute), and a certified Appreciative Inquiry Training Facilitator (certified by the Company of Experts, USA).
She is a graduate of the De La Salle University with a double degree in AB Communication Arts and BSC Marketing Management (Accelerated Program). She finished her M.A. English Language and Literature Teaching degree at the Ateneo de Manila University and is currently taking up her MA Anthropology course at the University of the Philippines.
She is currently the Chair of the Women's Business Council Philippines and a member for the Board of Trustees of De La Salle Alumni Association, Inc., St. Paul College Pasig and St. Paul University Philippines. Chiqui was one of the awardees for Outstanding Filipina Entrepreneurs 2011 in the Trailblazer category, the GoNegosyo Enabler Award in 2014 and the ASEAN Women Entrepreneurs Network Award in 2015.
She has written/co-written 8 marketing and entrepreneurship books. She conducts seminars in marketing, business execution, people skills, selling skills, presentation and communication skills, appreciative inquiry, energizing sales teams through positive communication, leadership and breakthrough service.