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SCIP Silicon Valley Presents: Selling CI to Internal Constituents via Personas
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Perhaps the most arduous tasks for competitive intelligence professionals are justifying their existence and getting a seat at the executive table. Coupled with other departments not understanding what CI’s charter is, internal corporate discussions often go nowhere. Tonight’s event will involve a group exercise - creating personas for the major constituents that consume competitive intelligence: CI, product marketing, product management, sales, and corporate strategy.

11/14/2017
When: Tuesday, November 14
From 6:00 PM until 9:00 PM
Where: Delphix - Mauna Kea Conference Room
1400A Seaport Blvd, Suite 200 (Second Floor)
Redwood City, California  94063
United States
Presenter: Wayne Cerullo
Contact: Alok Vasudeva
408.202.1642


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ABSTRACT

Perhaps the most arduous tasks for competitive intelligence professionals are justifying their existence and getting a seat at the executive table. Coupled with other departments not understanding what CI’s charter is, internal corporate discussions often go nowhere.

 

To identify the values, motivations, and objectives of specific audience groups, “personas” have proven to be a powerful tool to use, even when dealing with internal audiences.

 

Tonight’s event will involve a group exercise - creating personas for the major constituents that consume competitive intelligence: CI, product marketing, product management, sales, and corporate strategy.

 

Attendees will walk away understanding each department’s expectations of what CI should effectively deliver.

 

KEY OUTCOMES

  • Learning what goes into creating effective personas, while avoiding common mistakes made when designing them.
  •  Constructing the 4-5 personas of CI’s primary stakeholders, and identifying key prospect insights (KPIs) for each CI persona.
  • Infusing persona research into CI’s deliverables, including a better understanding of customer buying criteria.

FEATURED SPEAKER

 Wayne Cerullo founded B2P Partners to make B2B marketing more powerful by making it more personal. His passion is to help companies and individuals more effectively and enjoyably serve the people who are their clients. Wayne’s passion is equipping B2B companies to make their marketing more powerful by making it more personal. He does this leading the next-generation marketing strategy group, B2P Partners.

 

 B2P Partners brings experience from work with companies such as Siemens, AT&T, IBM, Microsoft, Intel, HP, Visa, and Citibank as well as many mid-tier challengers.

 Starting with BA from Princeton University, Wayne indulged his penchant for TLAs with a MBA from NYU. A former New Yorker and one-time Parisian, he lives in the San Francisco area with his wife, two offspring who have mistakenly ended up in marketing, and pair of running shoes. 

 

  

AGENDA

6:00 PM - 7:00 PM | Networking & Dinner

 

7:00 PM - 7:05 PM | Event Host Talk

 

7:05 PM - 7:20 PM | SCIP Chapter Announcements

 

7:20 PM - 8:30 PM | Featured Speaker Presentation and Exercise
Wayne Cerullo, 
Founder, B2P Partners

 

8:30 PM - 8:45 PM Q&A and Adjourn

 

 

Featured Members
Paul Santilli, Hewlett Packard Enterprise2017 SCIP Distinguished Member Award Recipient - Practitioner
Peter Grimm, Cipher Systems LLC2017 SCIP Distinguished Member Award Recipient - Solutions Provider

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