North America
Training
Enabling teams to win in today’s complex marketplace through driving insights to action
Today’s business leaders are increasingly recognizing that capability-building is a powerful tool to accelerate business execution and needs to be a priority. Yet current internal training resources often lack credibility and struggle to link agendas across groups. Firms that want to win see the need to ramp up capabilities across foundational and emerging marketing and sales disciplines…but how?
GfK’s training approach fills this industry void by merging real-world expertise with proven adult learning training approaches emphasizing active learning. Through this, participants experience immediate, real-time impact relative to their business challenges.
We are laser-focused on real business application through insight-driven strategy and activation. We do this through a comprehensive curriculum which moves clients up the continuum of skills and capabilities: from establishing a blueprint of training needs; to solidifying foundational selling, marketing, and shopper marketing skill sets; to strategic thinking and planning for winning with consumers, shoppers, and retail partners.
Training value equation
Our approach
Our training value equation is grounded in application, not theory. Our strong business problem orientation, linked to our hands-on expertise, is a key differentiator of our approach. We start each training engagement by defining the business problem to ensure that training is appropriately tailored to our client’s needs and will deliver actionable and measurable results.
We recommend a two-pronged approach to training
- Facilitator-led training – builds company capabilities via customized, in-person (or blended with e-Learning) sessions focused on leveraging insight/fact-based activations linked to real-world application.
- Insight to activation workshops – goes beyond the simple research findings to build on insights. This is done by connecting the dots as a foundation for winning activation and utilizes team expertise and brainstorming to identify big ideas action planning.
Applications
Gfk Shopper & Retail Strategy customizes its training workshops to address both the team’s business situation and their current skill sets. Prior to conducting training, we assess the organization’s unique capabilities versus their business goals.
From there we develop proprietary curricula ranging from basic business skills and category analysis to sophisticated strategic business planning across retail partners. While all workshops are action-learning in their orientation, some are delivered through e-Learning approaches, some are classroom-based, and others are workshops for full terms resulting in the completion of plans ready for implementation.
A sampling of our workshops include:
Category Management 101 and 201
For Sales, Channel Marketing, Customer Marketing, Trade Marketing and Category Management professionals who want to master the fundamentals of Category Management.
- Participants in Category Management 101 gain understanding of concepts around assortment, pricing, promotion, merchandising, and planogramming and the analytical tools to optimize these in business or retail situations
- Participants in Category Management 201 will build on learning from Category Management 101, to include advacned analytics and Shopper Insights
Winning at the Point of Sale
For Sales, Channel Marketing, Customer Marketing, Shopper Marketing, and Activation leads who want to build sales and differentiate their business. Using a case study framework participants take away:
- A comprehensive process to identify, evaluate, and synthesize consumer, shopper and customer insights
- Ability to define and develop a shopper segmentation and purchase decision hierarchy
- Tools to conduct a SWOT and develop business priorities, objectives, strategies and tactics to win at the point of sale
- Ability to prioritize customers and determe relevant success metrics, building stronger retail partnerships
Insight-Led Selling
For professionals who want to elevate their strategic selling capabilities to become more competitive in their own organization and the marketplace. Participants take away:
- A framework for strategic selling that is applicable to any business challenge
- A defined need for strategic selling in today’s changing business environment
- An opportunity for practical application and practicing new selling presentation skills
The Global Truths of Shopper Marketing
For Sales, Channel Marketing, Customer Marketing, and Shopper Marketing professionals who want to harness the power of their brands on a global basis. Participants take away:
- An understanding of global vs local Shopper Marketing and how to optimize their synergy
- Perspective on the range of retail outlets across the world and the impact of this on activation
- Tools to connect the dots for insights to build a strong global foundation
- An understanding of where Shopper Marketing is heading globally
- Ideas for how to get Shopper Marketing started within an organization
Getting Started
To learn more about GfK Training, contact us today.
