OPEX & Marketing workshops apply operational excellence principles to marketing functions and customer-facing processes. These workshops help marketing professionals improve efficiency, effectiveness, and customer experience through systematic approaches to marketing operations.
Value Proposition
Target Audience: Marketing managers, digital marketers, customer experience professionals, brand managers, and marketing operations specialists.
Agile Marketing
Workshop Description: This workshop introduces agile methodologies specifically adapted for marketing teams. Participants will learn how to implement agile practices to increase marketing responsiveness, improve campaign effectiveness, and better adapt to changing market conditions.
- Understand agile principles and their application to marketing
- Implement Scrum and Kanban frameworks in marketing contexts
- Develop effective marketing sprints and iteration processes
- Create and manage a marketing backlog
- Measure and improve marketing agility
Who Should Attend: Marketing managers and directors – Digital marketing teams – Content creators and campaign managers – Marketing operations specialists
Workshop Outline:
- Agile Frameworks for Marketing
- Scrum for marketing teams
- Kanban for marketing workflows
- Scrumban hybrid approaches
- Roles and responsibilities
- Implementing Marketing Sprints
- Sprint planning for marketing
- Daily stand-ups and coordination
- Sprint reviews and retrospectives
- Managing marketing deliverables
- Backlog Management
- Creating a marketing backlog
- Prioritization techniques
- User stories for marketing
- Estimation approaches
- Measuring Agile Marketing Success
- Velocity and throughput metrics
- Quality and effectiveness measures
- Team health indicators
- Continuous improvement approaches
Schedule & Location
Upcoming Cohorts
Data-Driven Marketing Optimization
Workshop Description: This workshop focuses on using data and analytics to optimize marketing performance. Participants will learn how to implement data-driven decision-making processes, develop effective testing methodologies, and create continuous improvement cycles in marketing operations.
- Implement data-driven decision-making in marketing processes
- Develop effective testing and experimentation frameworks
- Apply statistical analysis to marketing performance data
- Create optimization cycles for continuous improvement
- Build data-driven marketing culture
Who Should Attend: Marketing analysts and data scientists – Digital marketing specialists – Marketing operations managers – Campaign and channel managers
Workshop Outline:
- Testing and Experimentation
- A/B and multivariate testing methodologies
- Experiment design for marketing
- Statistical significance and sample sizes
- Test prioritization frameworks
- Performance Analysis Techniques
- Marketing mix modeling
- Attribution modeling approaches
- Cohort and segmentation analysis
- Predictive analytics for marketing
- Optimization Cycles
- DMAIC for marketing processes
- Conversion rate optimization framework
- Channel optimization approaches
- Budget allocation optimization
- Building Data-Driven Culture
- Organizational structures for data-driven marketing
- Skills and capabilities development
- Decision-making frameworks
- Overcoming common barriers
Schedule & Location
Upcoming Cohorts
Enhancing the Customer Journey
Workshop Description: This workshop focuses on mapping, analyzing, and optimizing customer journeys to enhance customer experience and drive business results. Participants will learn systematic approaches to identify pain points, design improved experiences, and measure customer journey effectiveness.
- Create comprehensive customer journey maps
- Identify and prioritize customer pain points and opportunities
- Design improved customer experiences across touchpoints
- Implement journey measurement and monitoring systems
- Develop cross-functional approaches to journey management
Who Should Attend: Customer experience managers – Marketing managers – Service design specialists – Process improvement professionals
Workshop Outline:
- Journey Analysis Techniques
- Pain point identification
- Moment of truth analysis
- Gap analysis (expectation vs. reality)
- Root cause analysis for journey issues
- Experience Design Approaches
- Service design thinking
- Touchpoint redesign methodologies
- Channel integration strategies
- Personalization frameworks
- Journey Measurement Systems
- Journey-based metrics
- Voice of customer integration
- Real-time monitoring approaches
- Closed-loop feedback systems
- Cross-Functional Journey Management
- Governance structures for journey management
- Breaking down organizational silos
- Change management for journey improvements
- Continuous journey optimization
Schedule & Location
Upcoming Cohorts
Standardizing for Brand Consistency
Workshop Description: This workshop focuses on developing and implementing standards that ensure consistent brand experiences across all touchpoints. Participants will learn how to create, document, and maintain brand standards while building systems that enable creativity within a consistent framework.
- Understand the importance of brand consistency in customer experience
- Develop comprehensive brand standards and guidelines
- Implement governance systems for brand management
- Create efficient workflows for brand asset creation and management
- Measure and improve brand consistency across touchpoints
Who Should Attend: Brand managers and specialists – Marketing managers – Creative team leaders – Communications professionals
Workshop Outline:
- Brand Standards Development
- Visual identity standards
- Voice and messaging guidelines
- Customer experience standards
- Channel-specific adaptations
- Brand Governance Systems
- Roles and responsibilities
- Approval workflows and processes
- Training and certification approaches
- Compliance monitoring
- Brand Asset Management
- Digital asset management systems
- Template and toolkit development
- Automation opportunities
- Version control and updates
- Measuring Brand Consistency
- Brand audit methodologies
- Consistency metrics and KPIs
- Customer perception measurement
- Continuous improvement approaches
Schedule & Location
Upcoming Cohorts
Digital Marketing
Workshop Description: This workshop provides a comprehensive overview of digital marketing channels, strategies, and optimization approaches. Participants will learn how to develop integrated digital marketing programs and apply operational excellence principles to digital marketing operations.
- Digital Marketing Ecosystem – Channel overview and interactions
- Paid, owned, and earned media
- Customer journey in digital contexts
- Integrated digital strategy framework
Who Should Attend: Digital marketing managers – Channel specialists – Marketing operations professionals – Marketing analysts
Workshop Outline:
- Channel Strategy and Optimization
- Search engine marketing (SEM/SEO)
- Social media marketing
- Content marketing
- Email and marketing automation
- Operational Excellence in Digital Marketing
- Workflow optimization
- Resource allocation models
- Technology stack integration
- Process standardization opportunities
- Data-Driven Digital Marketing
- Analytics frameworks for digital channels
- Attribution modeling approaches
- Testing and experimentation
- Performance optimization cycles
- Measurement and Reporting
- KPI framework development
- Dashboard design and implementation
- Performance review processes
- Continuous improvement approaches
Schedule & Location
Upcoming Cohorts
Marketing Metrics
Workshop Description: This workshop focuses on developing comprehensive measurement systems for marketing effectiveness. Participants will learn how to select, implement, and analyze marketing metrics that drive performance improvement and demonstrate marketing’s contribution to business results.
- Develop a comprehensive marketing measurement framework
- Select appropriate metrics for different marketing objectives
- Implement efficient data collection and analysis processes
- Create actionable marketing dashboards and reports
- Connect marketing metrics to business outcomes
Who Should Attend: Marketing managers and directors – Marketing analysts – Marketing operations specialists – Business intelligence professionals
Workshop Outline:
- Metric Selection and Definition
- Objective-based metric selection
- Channel-specific metrics
- Customer journey metrics
- Financial and business impact metrics
- Data Collection and Analysis
- Data sources and integration
- Collection methodologies
- Analysis techniques and tools
- Insight generation processes
- Dashboard and Reporting Systems
- Dashboard design principles
- Visualization best practices
- Reporting cadences and formats
- Technology solutions
- Metrics-Driven Marketing Management
- Performance review processes
- Decision-making frameworks
- Continuous improvement cycles
- ROI optimization approaches
Engineers Can Be Marketers | Workshop
