Integrating Marketing & Sales: San Francisco

In B2B sales cycles, the customer-sales interaction is your most important marketing tool, where value is created and differentiation occurs. At the end of this hands-on seminar, you will walk away with a repeatable process for increasing marketing’s impact on selling.

Traditional messaging and marketing communications fall short in helping customers understand and make decisions about our offerings. In fact surveys indicate that up to 90% of traditional marketing is unused in the field, leaving critical customer conversations to chance. The problem is that messages are either too high-level and fail to speak to the customers’ challenges, or too low-level – filled with product features, complex specifications and conflicting value propositions.

What’s needed is a messaging architecture that begins with the customer’s business issues, is vetted through sales, synchronized to the customer buying process, and produces content that can be used powerfully across marketing touchpoints – including customer-sales conversations.

Customer Message Management™ is the leading approach for creating differentiated customer value messages, and using that content consistently and concisely in sales-ready marketing communications.

Learning Objectives:

Build a Customer Message Map™
Develop a messaging framework (strategy) for aligning marketing and sales.
Create Customer-Relevant Messaging
Structure the unstructured messaging process with a repeatable method and templates.
Write value messaging content based on the Message Map™
Map your company’s products and “best answer” solutions to customer pain points.
Develop sales-coaching and customer-facing collaterals that map to the sales cycle
Discover the tools that drive and support the desired consultative best-selling practices.
Evaluate ways to embed customer messaging process into your organization
Launch your new messaging and tools in a way that ensures sales usefulness and adoption

About the Instructor:
Diane Emo co-developed the Customer Message Management™ approach to creating more customer-relevant messaging and buying cycle-relevant content. She co-authored a book by the same name, launched an online community on the topic, and her company – the CMM Group – has implemented the process with world-class clients such as HP, AT&T, AmerisourceBergen, MasterCard, Caterpillar and many others.

In this workshop Diane shares her direct client experience and case studies with you to bring the CMM process to life. She emphasizes the practical side of CMM – working step by step with the class so that each person walks away having built a messaging framework (strategy), created a sample message, and developed a plan for aligning marketing outputs more closely with the selling process.

Day 1

8:00 – 8:30 a.m.
Continental Breakfast

8:30 – 10:00 a.m.
CMM Process and Example

10:00 – 10:30 a.m.
Break

10:30 – Noon
Build a Customer Message Map™

Noon – 1:00 p.m.
Lunch

1:00 – 2:30 p.m.
Create Customer-Relevant Messaging

2:30 – 3:00 p.m.
Break

3:00 – 4:00 p.m.
Create Customer-Relevant Messaging

4:00 – 5:00 p.m.
Day 1 Summary and Q&A

Day 2

8:00 – 8:30 a.m.
Continental Breakfast

8:30 – 10:00 a.m.
Write value messaging content based on the Message Map™

10:00 – 10:30 a.m.
Break

10:30 – Noon
Develop sales-coaching and customer-facing collaterals that map to the sales cycle

Noon – 1:00 p.m.
Lunch

1:00 – 2:30 p.m.
Evaluate ways to embed customer messaging process into your organization

2:30 – 3:00 p.m.
Break

3:00 – 4:00 p.m.
Day 2 Summary and Q&A

This event has passed and unavailable for registration.

Hotel Air Travel Rental Car Ground Transportation

Hotel 480
Formerly the Crowne Plaza Union Square
480 Sutter Street
San Francisco, CA 94108
Phone: 1 415.398.8900
Fax: 1 415.989.8823
www.hotel480.com

Experience Hotel 480, a trendy San Francisco boutique hotel located in Union Square, the famed heart of California’s vibrant culture, cuisine, and world-class shopping. Hotel 480, ideally-positioned among San Francisco hotels close to the downtown Financial District and Moscone Convention Center, is perfect for travelers with an eye for the big city. Our Union Square hotel is situated:

A short drive from San Francisco International Airport (13 miles)
Less than an hour from Oakland International Airport
In the heart of San Francisco's bustling Union Square
Minutes from the Financial District and Moscone Convention Center
Close to world-class shopping, vibrant art, and theater districts
Within walking distance to SFMOMA, Zeum, Sony Metreon and Yerba Buena Gardens

Hotel 480 spoils you with outstanding hospitality and unrivaled amenities including:

24-hour business center, with computer/Internet
403 rooms and suites, well-appointed and elegantly-decorated
Cafe Fresco, our Tuscan sidewalk bistro
Complimentary weekday morning limousine service, within the downtown Financial and SOMA districts
Fitness center, with state-of-the-art equipment
Girasole, our onsite Mediterranean restaurant serving breakfast and dinner
High-speed Internet access, in all guest rooms and meeting spaces
Pet-friendly accommodations, for animals 30 pounds or less with deposit

Rates: $249.00 single/double (plus applicable tax, currently 14.05%)

Please call 1 415.398.8900 & reference the American Marketing Association to make reservations. Rates are based on availability.

The cut-off date for reservations is August 29, 2008. After August 29, 2008, reservations will be accepted based on availability and at the prevailing rate. Reservations must be accompanied by a first night room deposit. The deposit is refundable if cancellation notice is received at least twenty-four (24) hours prior to arrival.

Airports

San Francisco International (SFO)

· Distance: 15 MI

· Shuttle Charge (one way): $15.00

· Taxi Charge (one way): $45.00

· Time by taxi: 20 minutes

· Train Charge (one way): $5.00

· Time by train: BART: 30 Minutes

Oakland International Airport (OAK)

· Distance: 20 MI

· Shuttle Charge (one way): $35.00

· Taxi Charge (one way): $70.00

· Time by taxi: 35 minutes

· Train Charge (one way): $6.50

· Time by train: AirBART/BART: 55 Min

Shuttle Service

There are numerous local shuttle companies that provide airport transportation to downtown San Francisco. SuperShuttle is one recommended company that provides shared van service. Upon arriving at the airport, proceed to the departure level and outside to the outer curb. Follow the blue SuperShuttle signs and SFO Airport's Coordinators in teal green jackets will arrange SuperShuttle transportation to your destination. Fares are approx. $15.00 per person one-way (fares are subject to change without notice). The hotel concierge can help arrange your trip back to the airport. For more information, please call 1 415.558.8500 or visit http://www.supershuttle.com/htm/cities/sfo.htm.

Taxicabs
A taxicab to Hotel 480 will cost approximately $45.00 from the San Francisco International Airport, depending on time of day & traffic.

Directions
From HWY 101 N: Take 101 into the City. Take I-80E 1/2 mile to 4th St. exit. Turn left on 3rd St. which becomes Kearny. Turn left on Sutter. The hotel is 3 blocks on the right.

Parking
Valet Parking is available for $40.00/overnight (includes in & out privileges) plus tax.

Prices are subject to change without notice.

Conference Attire
Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater/jacket

Area Attractions, Events and Tourism
http://www.onlyinsanfrancisco.com/

ADA
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Shuttle Service

There are numerous local shuttle companies that provide airport transportation to downtown San Francisco. SuperShuttle is one recommended company that provides shared van service. Upon arriving at the airport, proceed to the departure level and outside to the outer curb. Follow the blue SuperShuttle signs and SFO Airport's Coordinators in teal green jackets will arrange SuperShuttle transportation to your destination. Fares are approx. $15.00 per person one-way (fares are subject to change without notice). The hotel concierge can help arrange your trip back to the airport. For more information, please call 1 415.558.8500 or visit http://www.supershuttle.com/htm/cities/sfo.htm.

Taxicabs

A taxicab to Hotel 480 will cost approximately $45.00 from the San Francisco International Airport, depending on time of day & traffic.

Directions

From HWY 101 N: Take 101 into the City. Take I-80E 1/2 mile to 4th St. exit. Turn left on 3rd St. which becomes Kearny. Turn left on Sutter. The hotel is 3 blocks on the right.

Parking

Valet Parking is available for $40.00/overnight (includes in & out privileges) plus tax.

Prices are subject to change without notice.

Conference Attire

Conference attire is business casual. Meeting rooms may be cool so you may wish to bring a sweater/jacket.

Area Attractions, Events and Tourism

http://www.onlyinsanfrancisco.com/

Conference Cancellation Policy

**To be determined by the Program Manager.

ADA

The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting.

Calendar