Learner judgment: What growth challenge are we really solving, and what needs to change? What you will learn • How to define a commercially meaningful growth challenge • How to understand the commercial context behind the challenge • How to identify the most important barriers, opportunities and constraints • How to connect Marketing decisions to how the business creates value • How to build a clear Growth Brief that gives the rest of the plan direction
Learner judgment: What must change in how the buying group makes decisions for the strategy to work? What you will learn • Understand how B2B buying groups make decisions that shape commercial outcomes • Methods for identifying and classifying the people in your buying group • The motivations, risks, and points of friction affecting your buyers’ decisions • Approaches for prioritizing buying situations relevant to your Growth Brief • Determine what Marketing can influence in the buying group to support your growth goals • The top 5 priorities for increasing the impact of your buyer group marketing efforts on growth
Learner judgment: What strategic choices give us the strongest credible route to growth? What you will learn • How to turn strategic analysis into meaningful insights and choices • How to identify brand opportunities • How to make positioning choices that create meaningful differentiation • How to create compelling messaging • How to identify the strategic implications for go-to-market planning
Learner judgment: What is the intended effect of Creative in achieving growth? What you will learn • What we mean by Creative • How to recognize a strong Creative idea • How to assess the potential and breadth of an idea in a B2B context • How to apply that judgment to your own Growth Brief • How to set the right level of Creative ambition • How to prepare stakeholders to judge Creative fairly
Learner judgment: How will we create enough influence, reach and scale to make the strategy work? What you will learn • How to turn the Growth Strategy into a clear GTM approach • How to identify where to focus your GTM effort • How to judge the level of reach and scale needed • How to make the different parts of the GTM plan work together • How to judge whether the plan is realistic • How to assess whether the available investment is enough • How to make trade-offs when ambition and resources do not match
Learner judgment: How will we know what happened, what Marketing contributed and what to do next? What you will learn • How to define what success should look like before measuring it • How to choose the measures that matter most • How to distinguish meaningful outcomes from activity metrics • How to analyze what the evidence is telling you • How to judge what is working, what is not and why • How to decide what to continue, change or stop
Stakeholder Management runs through the program because the quality of a decision often depends on who is involved, when they are involved and whether the right challenge happens early enough.
Effectiveness runs through the program too. The question is never simply whether the work has been completed. It is whether the choices have a credible chance of creating the effect the business needs.
Get the expert perspective, evidence and cases that raise the standard of the decision in front of you.
Make the call against your Growth Challenge. Work through the trade-offs, put the decision into the Integrated Growth Plan and see what it changes.
Test the thinking with other learners, challenge assumptions, and bring in stakeholders or expert perspective where it will sharpen the work.
The Integrated Growth Plan is built progressively across the program, with each capability carrying a decision into the next. By the end, the learner should be able to show a clear line from the original Growth Challenge through buyer engagement, strategy, creativity, go-to-market and proof – and explain why those decisions belong together.
Learners submit one Integrated Growth Plan and make their reasoning visible. They need to show the evidence behind the work, where uncertainty remains, and why they made the choices they did. Then comes the live Growth Plan Defence. For 30 minutes, the learner must explain the plan, stand behind the choices and respond when the thinking is challenged.
Learners demonstrate their professional judgment through their Integrated Growth Plan and live Growth Plan Defence. The Diploma in Applied B2B Marketing recognizes demonstrated capability, not simply course completion. B2B Faculty will be seeking independent CPD accreditation for Applied B2B Marketing through the CPD Standards Office, providing additional external quality assurance.
The standard price is £3,000 / $3,990 / €3,600 per learner, excluding applicable taxes. The first 120 learners across the first three cohorts receive one-third off the standard price: £2,000 / $2,660 / €2,400 per learner, excluding applicable taxes. Requesting a place starts the conversation. There is no enrollment commitment or payment at this stage. We will follow up directly to discuss availability and next steps.
The beating heart of B2B professional development