Foundation for Marketing Programme

Our ‘Foundation for Marketing’ workshop programme is perfect for business leaders who’d like to access expert marketing knowledge to inspire themselves or their wider team to think about marketing with a fresh perspective. 

Designed to focus on the specific challenge of B2B marketing, we’ll help you review your business marketing priorities and figure out how and when to attract the ideal clients. We'll also show you how to avoid the pitfalls and distractions of selling the wrong things to the wrong people at the wrong time!

This programme will support you to shape all the details of your marketing, define the characteristics of your brand and communicate with compelling marketing messages. The final output will be greater clarity regarding what you’re selling, to who, when, and why.

Over nine weeks in two hour sessions, participants will take part in a series of facilitated discussions led by one of our marketing strategists. The sessions work well for leaders who want one-to-one coaching, or wider teams that perhaps need expert guidance to think smarter, deeper, and more creatively about marketing.

The weekly sessions will set tasks to help you work systematically through the key elements of a marketing strategy… which we call ‘Foundation for Marketing’. 

You might want your leadership team to take part or perhaps a mixture of people from across the business – sales, marketing, customer service…

Marketing training in action – Teams call on laptop and training materials on iPad

Transformational & Mind-Blowing!
Can’t express strongly enough how brilliant this Masterclass Programme has been for my start-up business - and I truly believe it would be just as well suited to a large, well-established company. It provoked some deep thinking, inspired some challenging changes of perspective, and left me excited and confident of my next steps by arming me with an approach that will grow with my business.
Lorraine Gailey
Founder - Hearing Partners

We're Now Clear & Concise!
The work we have done with James Good has been a huge help in understanding what we’re about and where we are going. Money well spent to move the business forward.
Natasha Fyfe
Managing Director - Mobad

Post it planning notes
Person taking photo of strategy planning session with their mobile device
James Good marketing in a bus shelter

Programme Outline

Delivered through a series of workshops. Assignments will be set at the end of each session. Workshops are around two hours each.

Workshop 1 - Background & Aspirations
Set the scene, describe the future state of your business and start to believe in what might be possible.

Workshop 2 - Products & Services
Package your offering in a way that aligns what you do well, with what clients really want.

Workshop 3 - Ideal Audience
Define the commercial rationale for what makes a prospective client perfect.

Workshop 4 - Sales Triggers
Consider the precise moments in time when prospective clients might identify a need or an opportunity.

Workshop 5 - Core Propositions
Consider what you do and why it matters to your ideal audience.

Workshop 6 - Specific Propositions
Adapt your core propositions to suit the very specific needs of a very specific audience.

Workshop 7 - Brand Intentions
Define the characteristics of your brand and articulate how you want your brand to feel.

Workshop 8 - Key Messages
Turn your propositions into clear, concise and compelling marketing messages that really resonate.

Final Review
Last check-in and recommendations for further refinement and next steps.


If you’d like to explore your marketing challenges and business aspirations then contact us to find out more.

When, Where, How Much...

Hosted via video conferencing. Arranged at a time to suit all participants – daytime or evening. 

Call or email for pricing and to discuss potential start dates.


Social Enterprise?

Have a look at our 'Good for the Soul' initiative to see if you could apply for a free programme.