Workshop series

Market Intelligence

Which customers to prioritize, where to focus marketing spend, where prospects fall out of the journey: those questions all rest on the same foundation, a shared and evidence-based picture of the market you serve.

Four modules and a full toolkit transfer, delivered over about six to eight weeks

Four modulesIndustry, customers, personas, competitors

Your data, your teamThey do the work and keep the capability

Full toolkit transferTemplates, scripts, and profiles, editable and yours

On-site or remoteAnywhere in the US

Decisions this work is designed to inform

The series is built backward from the decisions on your table, so every module produces something your strategy work can use immediately. Typically that means:

Which customer segments to prioritize for growth, and which to serve efficiently
Where to focus marketing spend and messaging, grounded in personas rather than intuition
Where prospects and customers fall out of the journey, and which fixes matter most
Where you win and lose against the alternatives your prospects actually weigh, including doing nothing

A discovery conversation opens the engagement: we confirm the decision list, take stock of the research and data you already have, and set success criteria before anyone books a session.

The sessions

Four modules, delivered as one coordinated program. Each follows the same rhythm: a brief teaching block on the framework, hands-on work with your real data, and an executive readout focused on decisions.

Discovery

The decisions this work must inform
Inventory of existing research and data
Success criteria and prework
You leave with an engagement charter and data inventory

Industry analysis

Review of the industry research that already exists
Translated into business-relevant insights and trends
You leave with the trends your strategy has to answer

Customer analysis and win/loss

Customer segmentation by needs and buying behavior
A custom win/loss script and facilitated calls with the prospects who said no and the customers who said yes
Training so your team continues the practice
You leave with named segments and real customer language

Profiles and personas

Customized market profile templates, with two profiles built together
A user persona workshop and a buyer persona workshop
You leave with market profiles and a persona set for your priority segments

Competitive landscape

Competitor and substitute identification, including self-serve, in-house, and doing nothing
Competitor profiles and a comparative matrix
You leave with battlecards for your top four competitors

Handoff

Everything assembled into a working toolkit, editable and yours
An executive readout and a session on spreading the work across your organization

Take a module on its own

Any single module. Industry analysis, customer analysis and win/loss, profiles and personas, and competitive landscape each stand on their own if one decision is the urgent one. The series exists because the four build on each other and the toolkit transfers once.
Competitive landscape. A session mapping the alternatives your prospects actually weigh, including self-serve options, building it in-house, and doing nothing, and where you win or lose against each. Can be added mid-engagement.
Win/loss on its own. Structured interviews and surveys with the prospects who didn't buy, the customers who did, and the ones who left. I design the instruments, run the first round of interviews, and train two or three people on your team to own the practice permanently.

The win/loss work is worth the most when it starts early: interviews run in the first weeks feed real customer language into the segmentation, persona, and journey sessions, replacing assumptions with evidence. It's an option rather than a default because it asks for staff time and follow-through beyond the sessions themselves, and it only earns that if your team wants to own it.

How it works

The approach is the one I use in my own practice and teach in my courses: define the market, profile its segments, understand the buyers and the people they buy for, map the journey, then turn what you learn into decisions.

Your team doesn't watch this happen. They do the work, build the artifacts, and keep the capability. That's the difference between a research report you file and a practice you run.

Sessions are designed to sit inside your existing team meetings rather than adding to the calendar. In exchange, the meeting slot belongs to the workshop: operational business is handled elsewhere, and an executive sponsor joins discovery and the final handoff.

Common questions

What's in scope?

The price covers facilitation, frameworks, templates, synthesis, and the capability handoff. Implementation execution, ongoing marketing services, campaign development, and systems work are available as follow-on engagements but aren't part of the series.

What do you need from us?

Reasonable access to the enrollment, sales, marketing, and survey data you already have, an executive sponsor for discovery and the handoff, and the full meeting slot for each session. Your data stays yours.

How long does the whole thing take?

About six to eight weeks: discovery and prework first, the four modules on your existing meeting cadence, and the toolkit handed off after the final readout.

Can we run just one module?

Yes. Each of the four modules works on its own, and the shorter version of this work runs as a Market Analysis workshop. The series exists because the four build on each other.

Is this available as a public class?

Not yet. The series runs as a private engagement today, and an open-enrollment version is in development.