ASC launches NEW Business Program at WAC2021. The program is designed to provide relevant B2B training by renowned experts through our partnership with ISBM (Institute for the Study of Business Markets), the world’s leading institute devoted to advancing the science and practice of B2B Marketing.

Insight is where the strategy game is won or lost!

Insight is the understanding derived from a combination of data analysis and contextual knowledge of markets, customers, competitors and technology, which will shape and drive strategy to deliver profitable and sustainable growth.

Participants of the workshop will learn what it takes to craft marketplace insight that extends beyond the typical analysis findings, how to use new insight to influence thinking, decisions and action at any organizational level.

This one-day workshop will be led by ISBM fellow, Dr. Liam Fahey using cases and examples from variety of organizations. The workshop introduces the participants to the principles, practices, and skills that characterize insight work.

Course will address the following questions:

• Why do we possess so much data yet seem to be so deficient in insight?
• What analysis methodologies can we deploy to more quickly craft insight?
• How can we manage our deliberations for higher quality insights?
• How do we ensure that insight, once created, influences decision making?
• How do we embed an insight culture in our organization?

Over the course of the day, Liam will provide:

• Frameworks that introduces different types of insight, shows how they are related
• Key analysis stages in shaping insights, demonstrates how to vet tentative insights so that they can be accepted as inputs to decision making,
• How to handle the multiple forms of bias that afflict insight work,
• How to engage with executives and managers so insights influence the organization’s thinking, decision making and action.

Workshop Audience: This commercial skills workshop is designed to bring B2B Education/skills development to technical and commercial professionals in any functional area; R&D, innovation, manufacturing, marketing or sales.

Commercial Professionals will learn how to turn marketplace understanding into strategic thinking, decision making and action.

Technologists will gain an understanding of how insights will drive R&D to focus on strategic development and innovation.

View complete information and register HERE

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