Corporate Storytelling for Marketing
There are a lot of moving parts to an orchestra. There are dozens of individual players and many different types of instruments. How then are they able to make such beautiful music? The secret lies in the sheet music. By playing from the same sheet of music they are able to stay incredibly coordinated and produce outstanding results.
To maximize sales, the marketing and sales efforts need to be coordinated. These groups need to share ideas and efficiently put those ideas into useable sales tools. In order to do this they need to be playing from the same page. Articulus dramatically increases the effectiveness of marketing messages and puts the marketing organization on the same page as sales through the Corporate Storytelling for Marketing workshop.
This workshop is tailored for a marketing audience. Marketing people should be great message creators. Marketing people also have to be effective at delivery a message. Message delivery can take a variety of forms: presentations, collateral, articles, websites, etc. If your marketing people create and orally present messages, they should take the Corporate Storytelling Workshop. If your marketing people create messages and associated marketing materials, but do not present messages, then the Corporate Storytelling Workshop for Marketing is designed for you.
Hewlett-Packard
HP Enterprise Services sells some of the largest IT deals in the world. Those deals are supported by a focused marketing team. That team has been trained in Corporate Storytelling. The result is interesting and memorable presentations that compel people to invest hundreds of millions of dollars to improve their business.
MSC Software
MSC Software was an earlier adopter in the alignment of sales and marketing. They were able to increase sales effectiveness by creating a foundation of messages using the Articulus Storyboard Process. The message was then used for a variety of deliverables from presentations to product datasheets.
Halliburton
Since 2001 Halliburton has been creating Corporate Storytellers to help drive sales growth. Part of the strategy was to support sales by training the marketing organization. Much of the marketing organization has been trained in Corporate Storytelling. For example, Product Champions, a key role at Halliburton, use Corporate Storytelling to advocate products directly to the customer and to create sales messages that are provided to the sales force at sales kick-off events and on internal media repositories.
The Corporate Storytelling for Marketing Workshop is a tailored version of Corporate Storytelling focusing on the needs of marketing organizations.
Objective
The objective of the workshop is to create world class message creators. Each participant will learn the Articulus Storyboard Process for the creation of a unique selling message. The marketers will learn how to apply the process in a variety of situations and how to be analytical about the message creation process.
How the offering works
The Corporate Storytelling for Marketing workshop teaches you a process for the development of remarkably effective messages. You will learn a message development process that helps customers make decisions faster. Your messages will be more interesting, compelling, emotional, and customer focused. If you are responsible for the key messages for a particular product, you will learn a way to help your sales team to be more productive promoting your product..
The Corporate Storytelling for Marketing workshop is underpinned by the Articulus Storyboarding Process. This is the same process taught in the Corporate Storytelling Workshop. It is a proven 1-page process for the development of a message. It is the process that sales and marketing can use to collaborate on key messages. It provides a tool that is more fundamental and effective than the typical “Let’s discuss the PowerPoint slides†collaboration.
While this workshop is primarily delivered in a classroom workshop environment, the Virtual or Blended Corporate Storytelling Workshops can be customized to meet the needs to marketing organizations.
