Training

Give your team the training and tools they need to accelerate your Briefing Program. Whether you’re looking to take your program to the next level or on a journey to complete ABPM’s Core Competency Curriculum, let us help you get there. Each of our workshops is highly tailored for your needs. We meet you where you are.

Characteristics of World Class Briefing Programs

The ABPM’s white paper, “Characteristics of a World-Class Briefing Program,” is the roadmap to achievement of World-Class for briefing programs worldwide. In this 3-hour virtual workshop, we explore each of the four categories of Management, Operations, Customer Experience and Analytics in-depth, discussing current examples of World Class for each characteristic.

Foundational Metrics for Briefing Programs

Briefing Programs are constantly looking for ways to articulate their value.  This 1-hour virtual workshop details tactical and strategic Briefing Program metrics that support a value proposition based on business impact as well as efficiency.  We look at which metrics can be directly measured and which require integration with a CRM system.  Best-in-class feedback survey questions for customers, account teams, and Discussion Leaders are provided.

Facilitation Skills for Briefing Professionals

A skilled Facilitator serves as a customer advocate and supports the account team in driving a relevant, compelling, interactive customer experience.  This 8-hour virtual workshop delivered in two 4-hour sessions builds confidence and skills to manage virtual, onsite, and hybrid briefings, including how to handle difficult situations and keep the briefing on track.  Participants practice key skills and get coaching and feedback.

Creating and Articulating your Program’s Value Proposition

Your Program’s value proposition is arguably the most important element of your overall marketing message.  Your value proposition tells your internal and external customers why they should work with you and makes the benefits of doing so crystal clear.  This 2-hour workshop will guide you in the development of your unique value proposition and demonstrate ways to differentiate your value proposition messaging for various audiences.  Come away with your value prop and an elevator pitch to support it.

Discussion Leader Engagement Strategies

Discussion Leaders are your Program’s “Secret Sauce”.  Your Discussion Leaders can make the difference between a mediocre program and one that delivers outstanding customer experiences and results every time.  This 2-hour workshop will acquaint you with the importance of creating a Discussion Leader Engagement Strategy and Program and will offer tips and best practices for getting started.  You’ll get the opportunity to develop an Elevator Pitch targeted at Discussion Leaders that will excite and encourage their participation, find out how to establish a Discussion Leader Steering Group, learn how to structure a New Discussion Leader Orientation Program and obtain new ideas for rewarding and recognizing your key program assets…Your Discussion Leaders!

Building and Positioning an Effective Business Case

At some point in your journey to World Class, you’ll likely need to write and present a business case to persuade your executive management to fund additional capital or operational investments. This 2-hour virtual workshop gives you the tools, knowledge, framework, and examples to create a compelling business case.

World-Class Customer Experience

This 2-hour virtual workshop explores specific tactics briefing programs use to elevate the customer experience and drive customer loyalty.  We take a deep look into the elements of customization, Voice of the Customer, facilitation, and customer engagement and experience strategies and how they elevate the briefing experience. Specific examples of actions World Class briefing programs are taking in each of these five areas are provided.

Developing Your Program’s Strategic Business Plan

Programs without a strategy and plan to help them reach their goals often have difficulty selling their value proposition and obtaining Executive Buy-in.  This 2-hour workshop is designed to help you understand the value of a “strategy first, tactics later” approach to realizing your vision.  You will learn how to structure a business plan and how to communicate it to all management levels across the entire organization.  Examples of business cases within a business plan will be shared.

Voice of the Customer – Capturing and Leveraging Customer Insights

Voice of the Customer sessions have evolved beyond just a topic at the beginning of a briefing where a customer presents information about their current situation.  A high-value customer insight session is a structured, future-focused, strategic gap analysis conversation that uncovers customer business objectives and challenges.  In this 1-hour virtual workshop participants learn the skills to plan, lead, capture, and use customer comments surfaced during this important part of the Briefing.

Developing a Strategic Marketing Plan

An effective marketing strategy and plan are vital to positioning your program as a high-impact, high-value asset and enables you to secure advocates across your company.  This 2-hour session will provide the architecture for creating a marketing plan that is both structured and flexible enough to change as your program evolves allowing you to reach your specific goals.

Advocacy Strategies & Approaches to Advance Your Program

This 2-hour workshop will provide you with a strategy to identify program champions who can promote your interests, support your cause, and help elevate your program’s brand voice.  Building relationships with stakeholders outside your organization even when you don’t have a specific ask can make the difference in the perception of your program and ultimately, your success.  Learn how to create an Advisory Board/Steering Committee that can help you drive business.

Strategies for Multi-Site Briefing Programs

This 1-hour virtual workshop provides a strategic framework for determining whether and where to locate additional Centers, develop a global business plan, and define a deployment strategy.  We explore the critical success factors in managing global programs and measuring results.

Developing Your Strategic Leadership Style

The day-to-day demands of managing a briefing program with operational excellence leave little time to think strategically and develop a strategic leadership style. Leaders do and should exist at all levels of a briefing organization.  This 3-hour virtual workshop designed for all briefing professionals explores different leadership attributes.  Participants identify their own strengths and create a first draft statement of their personal leadership brand and share with the team.
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Sales Engagement Strategies that Drive Demand for your Program

Understanding your sales teams’ drivers and pain points becomes foundational for creating an effective sales engagement strategy. This 2-hour workshop addresses how to create a value proposition that will excite your sales constituents, how to build advocates within the sales organization and how to develop a marketing campaign that will help increase demand for your program.

Delivering Briefings that Create Customer Loyalty

This one-hour advanced workshop for Subject Matter Experts reinforces the importance of briefings and how they are “not just another meeting” on their calendar.  Your Discussion Leaders and presenters are already content experts. This session helps them think through ways they can up their game using specific briefing behaviors that build customer loyalty. We explore ways to demonstrate strategic partnership, build trust, and bring your brand values to life – all in the interest of creating customer advocates who will buy more, defend your brand, and be more open to giving you feedback.