You will receive a digital onboarding session before each day. This introduces the basics for the coming day and provides optimal preparation by means of small questions and exercises. This allows the masterclass to focus on discussions and the development of solutions.

You will learn the basics of the Lead Generation Playbook. In a first step, you will assess your company’s customer acquisition. Then, based on an analysis of strengths and weaknesses and a benchmark with the other participants, you will determine the potential for your company. You will then develop a roadmap for improving your customer acquisition system. This is based on the process of our Lead Generation Playbook. The day will be enriched with practical examples and exercises.

Customers are using digital touchpoints, which is leading to increasingly independent purchasing decisions. Under the heading of sales enablement, we show how marketing and sales should work together in terms of holistic customer acquisition. This includes a comprehensive look at customer data acquisition and customer interaction.

The success of customer acquisition requires the best possible identification of the right target customers. You will learn to apply a systematic process based on customer potential analyses that results in the identification of the right customers. This significantly improves the allocation of resources in customer acquisition and ensures success.

You will learn how to set up and optimize pipeline management. In addition to the central key figures, coordination processes and forecasting are also introduced as important elements of new customer acquisition. As a result, you will be able to maintain an overview of customer acquisition activities and intervene at an early stage.

Technology is becoming increasingly important. Gain an overview of the strengths and weaknesses of upcoming developments. Automation is making great strides in marketing and sales. Learn how you can successfully use existing systems to support customer acquisition. The internal automation of workflows and the external automation of customer interactions are presented in detail.

In the first few days, you will acquire the ability to establish or improve an efficient customer acquisition system. In addition, it is important to systematically improve the offer and presentation, especially when acquiring new customers, and to tailor it as individually as possible. There is no such thing as “the” sales approach; instead, it is important to respond optimally to the needs and value of the respective customer. In addition, the requirements for data protection are presented. You will be given clear guidelines on how to proceed when collecting and using data.

Based on Zurich Negotiation Management, you will receive comprehensive recommendations on how to optimize negotiations for both parties. You should be able to get out of the “he or I” mindset and create negotiation recommendations that make both negotiating partners look like winners.

The Lead Generation Challenge is the centerpiece of the Masterclass. Over the course of two days, you will work in a group to develop an effective customer acquisition system based on the teaching units. The results are presented to a jury on the second day and awarded a prize. We will spend the last day (9) together at the Hotel Seedamm Plaza for an intensive exchange on the topic of lead generation.