2020 B2B Workshop: Gaining Competitive Advantage Through Customer Insights
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2020 B2B Workshop: Gaining Competitive Advantage Through Customer Insights

 Export to Your Calendar 4/20/2020
When: April 20, 2020
7:30 AM
Where: Hilton Chicago
720 S. Michigan Avenue
Chicago, Illinois  60605
United States
Contact: Malinda Armstrong
(301) 986-9700 x1106

Online registration is available until: 3/27/2020
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B2B Workshop: Gaining Competitive Advantage Through Customer Insights

April 20, 2020 | Co-located with the 2020 World Adhesive & Sealant Conference.


This course will focus on B2B skills development. The professional workshop series is designed to complement ASC's Training Academy CertificateProgram with a B2B Education/skills Development program by recognized B2B expert and Institute for the Study of Business Markets Fellow, Liam Fahey. ASC Subscribers with the NEW commercial add on will receive significant discounts and early registration.


Executives and managers frequently pose one or more of the following questions:

  • Why do we possess so much data yet seem to be so deficient in insight?
  • What analysis methodologies can we deploy to more quickly craft insight?
  • How can we manage our deliberations so that higher quality insight is more likely?
  • How do we ensure that insight once created influences decision making?
  • How do we embed an insight culture in our organization?

To register your team CLICK on the REGISTER button above.


This one-day workshop addresses these questions and many related issues. Using cases and examples from a variety of organizations, the workshop introduces the participants to the principles, practices, and skills that characterize insight work. It provides a set of insight frameworks that introduces different types of insight, shows how they are related, documents the key analysis stages in shaping insights, demonstrates how to vet tentative insights so that they can be accepted as inputs to decision making, explains how to handle the multiple forms of bias that afflict insight work, and, illustrates how to engage with executives and managers so insights influence the organization's thinking, decision making and action.

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