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Tom Spitale is the co-author, along with Mary Abbazia, of The Accidental Marketer published by Wiley. He has spent the last 20 years helping b2b companies, whose product managers and marketers tend to have technical or non-marketing backgrounds ("Accidental Marketers"), quickly build the marketing plan skills that drive competitive advantage and differentiation.

As a speaker, consultant and trainer he has launched thousands of strategic initiatives and plans in the Americas, Europe and Asia for companies of all sizes. Tom creates tools and frameworks that his clients use in workshop settings, helping them uncover the keys to differentiation of their products and services in as little as 2 days.

Mary Abbazia is Managing Director of Impact Planning Group and Co-Author of The Accidental Marketer. She is known for her ability to infuse enthusiasm for the discipline of marketing.

She is a strategic marketer who helps Fortune 1000 clients (such as GE, Pfizer, UTC and Marriott) grow their business by developing marketing skills and dynamic market strategies. She also teaches marketing to executives at Columbia University and at California Institute of Technology.

Over the past 25 years, her vision to galvanize professionals has resulted in successful marketing strategies across a variety of sectors and markets. Her practical approach and proven frameworks enable clients to transform their business challenges into innovative marketing strategies.

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Be Different — How to Maximize Competitive Advantage (For 5-8 Participants)

Dr Mary Abbazia & Tom Spitale

Based on a 30-year study of the business world’s greatest successes, Tom and Mary have created simple-yet-powerful tools and frameworks that can be applied immediately by business people — even if they have no previous strategy and marketing experience.

If you have a good idea of what your customer’s needs are, the next part of your strategic plan requires that you understand how well your company and competitors fulfill those needs. This analysis – called the “Ability to Compete” – launches a wide range of effective strategies that will powerfully differentiate your products and services from competitors.

During this hour-long session, participants will build a customized Ability to Compete analysis in real-time. In addition, participants will apply tools to their analysis and generate (and prioritize) a variety of strategies for differentiating their offer from the competition. All tools will be applied to participant’s real-life business challenges. Participants will get real work done while they learn.

Appropriate size audience for this program:
5-8 Participants, each with responsibility for one of the 2 products or services that the session focuses on.

What else is included (all programs):

Pre-recorded Session Preparation Video

Pre-session Assignment (to enable a fast start to the session)

Presentation Documents (for post-session reference)

Customized Guidance Throughout the Session

Post-Session Review of Strategies

Every Program Purchase Includes

  • Gear Checks and Pre-Call Rehearsal: Your Geniecast Experience Specialist will test the audio, video, and internet connection for your primary location as well as the Genie (Presenter).
  • Expert Feature Management: Customized features are available to Cast participants per Client specification.
  • Live Technical Support: We’re with you every step of the way to ensure a smooth end-to-end Cast experience.