Positioning is the critical first step to any company interested in improving its marketing and sales efforts in order to grow and compete more effectively against increasingly sophisticated competitors.

This workshop focuses on the five key things every company should know before it creates messaging, marketing and sales materials for their business – whether it’s for customers, prospects, investors, agencies or employees. Even if you already have a positioning statement, this session will help you look at it with fresh eyes and will give you and your team tools to review and refine it.


In this inspiring and interactive workshop, you will learn:

- Framework for identifying the 5 key elements necessary for strong, competitive marketing
- How to succinctly explain what your business does in one authentic sentence
- Identify the key customer to target with your marketing spending
- Simple guidelines to help refine and tighten your existing positioning statement
- How to create a platform that aligns your marketing and sales messaging


Susan Silver is a marketing expert with 30 years of experience working with businesses ranging from pre-revenue startups to those in the Fortune 100. As President of Argentum Strategy Group, Susan typically works with companies with revenue between $2M to $200M that want their marketing to be more strategic but lack the internal expertise. Her custom process is grounded in the most relevant, approachable aspects of Fortune 500 marketing best practices for messaging, budgeting and staffing. On the board of Agricycle Global and the advisory board for TopStepTrader, she is a Techstars mentor, and also developed and teaches the highly rated classes Marketing Strategy for B2Bs and Marketing Department of One for the American Marketing Association. Susan earned her MBA from Northwestern’s Kellogg Graduate School of Management, and graduated cum laude from Duke University. She is a guest lecturer at Kellogg Graduate School and the marketing coach for the University of Chicago’s Booth School of Business’ Global New Venture Challenge class.

About Emeritus Insights

Emeritus Insights is a one-stop solution to build 50+ in-demand skills with 5000+ bite-sized video lessons from the world’s best. Learn and upskill from best-selling books, subject matter experts and Harvard Business Review to shape your success.

About Insights LIVE

Insights LIVE is a series of live, engaging workshops with subject matter experts to upskill in key areas such as leadership, communication, finance, marketing, data science and other in-demand skills.
Tue, Mar 21, 2023 · 7:55 AM IST (GMT +5:30)
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