The 2017 State of the Total Market Industry Vertical Report revealed that the workplace is culturally two generations removed from the marketplace. Today, the workplace is predominantly a monocultural society whereas the marketplace is either multicultural, cross-cultural or polycultural, depending on your vantage point in this lively debate.
We will provide a full day of executive education, offering business acceleration and change thought leaders to inform and redefine traditional workplace and workplace agendas. The learning will accelerate and modernize your enterprise and dispel the widespread confusion about the innovative Total Market Industry Vertical.
After a year of research with key industry insiders and brands, the release of the State of the Total Market Industry Report provides the first full report on the history, benchmarks and best practices for brands looking to become new marketplace ready. Jeffrey L. Bowman will share a summary of the report and set-up the using the Total Market approach for marketplace readiness and the Total Market Enterprise(™) approach for the new workplace readiness.
The Total Market Approach (TMA) has been misused and has been misguiding brands since the re-introduction in 2010 at the Association of National Advertisers (ANA) Conference. Attendees will get an overview of what it is, what it is not and how to operationalize the approach using actual examples and frameworks. As an attendee, you will get a tool kit and a case study to support how you develop a cross-cultural platform and how the TMA informs your go-to-market approach.
Because the TMA direction is closer to change management versus an advertising outcome, RTB will ask partner instructors to provide their perspective on pursuing the Total Market approach within their organizations. At the end of the presentation, attendees will participate in an activity practicing what they learned.
The top half of the day is focused on the new marketplace and how executives can operationalize the innovative Total Market Approach (TMA) within their organization. Attendees will have an hour to recharge and talk with other attendees and get a grasp of the structural barriers he/she will need to overcome and develop a mature workplace.
With a focus on being new marketplace ready can be short sighted and not sustainable over the long term without looking inward. Executive education focused on what we call Total Market Enterprise(™) maturation, helps attendees understand their level of organization maturity. This is a great way to fully diagnose and provide ways to close the workplace gap. This first session helps to clarify what type of organizational change is required to seize the new marketplace opportunity.
This may be a good opportunity for marketers to bring in their cross-functional partners into the TME conversation. The executive education will provide an overview on how to plan and implement a new workplace change management process across the enterprise. Attendees will get an understanding about the TME criteria used to assess an organization, the TME change process, level of TME mastery and on-going learning and development requirements.
Industry thought leaders and experienced TMA and TME change agents come together on a panel to share their organizational experiences. They are early pioneers on both topics without hesitation and now have the experiences to prove it. This is an excellent way to bring both the workplace and marketplace learnings and compare notes with experienced change agents.
We know it is a full day of executive learning and education on a Saturday. With the day still young, you can rush back to JFK or LGA on a flight back home or enjoy being in the heart of SOHO in New York City. If you choose to stay, we will provide entertainment and an opportunity to network with new friends and peers within the industry.
