What is the Premium engagement picks, not whatever lands course about?
Senior marketing leader in a global services firm who owns B2C strategy and database marketing, with influence on client engagement design and targeting.
Who is the Premium engagement picks, not whatever lands course for?
Senior marketing leader in a global services firm who owns B2C strategy and database marketing, with influence on client engagement design and targeting.
What do you take away from the Premium engagement picks, not whatever lands course?
Identify which client opportunities have hidden margin potential and position yourself to lead them Shape incoming RFPs and briefs so they align with your strengths and differentiation Build internal credibility that routes high-value opportunities to your desk first Articulate a data-led narrative that makes your team the default choice for premium work Deploy repeatable positioning templates that compound across client conversations.
How does this map to your situation?
When shaping a new client engagement Before responding to an RFP After winning a high-value project During internal strategy reviews.
What's included with your purchase?
12 modules with 12 chapters each (144 chapters) Downloadable templates and worked examples for every module Hand-built implementation playbook delivered alongside course access 30-day money-back guarantee.
What does the Premium engagement picks, not whatever lands cover on delivery and format?
Format: Text-based modules and chapters in the Art of Service learning environment, plus downloadable templates and worked examples for every chapter, plus the hand-built implementation playbook delivered alongside course access. Time investment: Approximately 4-6 hours total, designed to be completed in short sessions over two weeks.
How does this compare to the alternatives?
Unlike generic marketing strategy courses, this is tailored to senior practitioners in services firms who must compete internally and externally for high-margin work, and win.
What does the Premium engagement picks, not whatever lands cover on frequently asked?
Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.
Closely related courses: Premium engagement picks, not whatever lands on your desk.
More answers: what you get with every course, refund policy, all help answers.
A tailored course, built for your situation
Premium engagement picks, not whatever lands on the desk
Strategic client work with higher margins and stronger positioning
The situation this course is for
Who this is for
Senior marketing leader in a global services firm who owns B2C strategy and database marketing, with influence on client engagement design and targeting
Who this is not for
Entry-level marketers, agency coordinators, or teams focused solely on campaign execution without strategic input
What you walk away with
- Identify which client opportunities have hidden margin potential and position yourself to lead them
- Shape incoming RFPs and briefs so they align with your strengths and differentiation
- Build internal credibility that routes high-value opportunities to your desk first
- Articulate a data-led narrative that makes your team the default choice for premium work
- Deploy repeatable positioning templates that compound across client conversations
The 12 modules (with all 144 chapters)
- What makes an engagement 'premium'
- Margin profiles of top-tier projects
- Client types that initiate strategic work
- Duration and follow-on potential
- Decision-makers on the client side
- Internal visibility and executive exposure
- How these projects get scoped
- Timing within client fiscal cycles
- Signals of budget flexibility
- Positioning before the RFP drops
- Tracking informal client signals
- Mapping opportunity precursors
- Classifying active engagements by margin tier
- Separating strategic from tactical work
- Identifying client decision timelines
- Pinpointing where influence shifts
- Tracking budget ownership paths
- Recognizing handoff bottlenecks
- Mapping team credibility signals
- Assessing client escalation paths
- Evaluating internal support depth
- Benchmarking against peer workloads
- Spotting under-leveraged capabilities
- Diagnosing missed pickup points
- Sources of early market signals
- Building proprietary data views
- Packaging insights for executives
- Sharing forward-looking analysis
- Creating demand with data
- Positioning without overreach
- Timing your input correctly
- Using past results as leverage
- Framing proactive recommendations
- Aligning with account goals
- Documenting strategic reach
- Creating traceable influence
- Starting with client pain points
- Linking data to business outcomes
- Using benchmarks effectively
- Highlighting differentiated capabilities
- Structuring a persuasive story
- Incorporating social proof
- Tying to strategic initiatives
- Avoiding generic claims
- Using specific campaign examples
- Referencing past results
- Framing scalability realistically
- Closing with confidence
- Identifying key influencers
- Mapping internal power dynamics
- Sharing value proactively
- Delivering early wins
- Creating visibility on results
- Building trust with peers
- Offering support without overcommitting
- Establishing reciprocity
- Documenting contributions
- Positioning as a go-to expert
- Leveraging cross-functional wins
- Growing influence organically
- Reading between the lines of RFPs
- Identifying unstated needs
- Proposing scope expansions
- Reframing success metrics
- Introducing new solution areas
- Using data to justify premium pricing
- Collaborating with pricing teams
- Anticipating client objections
- Strengthening client relationships
- Building optionality into bids
- Increasing win likelihood
- Setting the tone early
- Designing modular client insights
- Building adaptable case studies
- Creating data visualization packs
- Standardizing success stories
- Developing positioning checklists
- Organizing internal knowledge
- Updating assets quarterly
- Tailoring without starting over
- Scaling proven messages
- Integrating feedback loops
- Tracking what resonates
- Reducing time to proposal
- Understanding client cost sensitivity
- Articulating unique value
- Benchmarking against alternatives
- Using competitive tension
- Highlighting risk of inaction
- Framing investment as protection
- Linking to revenue impact
- Showing long-term savings
- Negotiating with confidence
- Protecting margin intentionally
- Avoiding race to the bottom
- Walking away strategically
- Mapping client stakeholder roles
- Identifying expansion triggers
- Tracking client milestones
- Anticipating upcoming needs
- Sharing forward-looking insights
- Building trusted advisor status
- Delivering incremental value
- Creating stickiness
- Positioning across business units
- Leveraging existing wins
- Aligning with client goals
- Growing engagement depth
- Defining quality markers
- Tracking margin by engagement
- Measuring influence on scope
- Assessing client retention
- Evaluating follow-on work
- Scoring executive visibility
- Benchmarking peer performance
- Reviewing win reasons
- Analyzing loss feedback
- Adjusting targeting strategy
- Prioritizing high-potential clients
- Refining playbooks quarterly
- Identifying leverage points
- Packaging insights for reuse
- Creating internal distribution paths
- Training advocates
- Using success stories widely
- Highlighting team contributions
- Reducing dependency on individuals
- Building institutional memory
- Creating templates that travel
- Ensuring consistency
- Tracking adoption rates
- Optimizing for scale
- Selecting a pilot opportunity
- Applying positioning templates
- Engaging internal sponsors
- Tracking early signals
- Refining messaging
- Adjusting scope proactively
- Capturing client feedback
- Documenting wins
- Scaling to additional accounts
- Updating internal knowledge
- Reviewing margin outcomes
- Iterating the playbook
How this maps to your situation
- When shaping a new client engagement
- Before responding to an RFP
- After winning a high-value project
- During internal strategy reviews
Before vs. after
What's included with your purchase
- 12 modules with 12 chapters each (144 chapters)
- Downloadable templates and worked examples for every module
- Hand-built implementation playbook delivered alongside course access
- 30-day money-back guarantee
Delivery and format
- Course and learning environment access provisioned within 24 hours of purchase
- Hand-built implementation playbook delivered alongside course access
Format: Text-based modules and chapters in the Art of Service learning environment, plus downloadable templates and worked examples for every chapter, plus the hand-built implementation playbook delivered alongside course access.
Time investment: Approximately 4-6 hours total, designed to be completed in short sessions over two weeks.
How this compares to the alternatives
Unlike generic marketing strategy courses, this is tailored to senior practitioners in services firms who must compete internally and externally for high-margin work, and win.
Frequently asked
Within 24 hours your account in the learning environment is provisioned and the tailored implementation playbook is delivered alongside it.