Training that leaves you with the thing built
Bring a real problem from your business. Work on it throughout. Leave with it solved and implemented, not with notes about it.
The two courses
Applied AI for marketing and sales
How to actually use AI in commercial work, rather than how to be impressed by it. Fundamentals and where AI genuinely helps. Prompt engineering properly — persona, context, format, iteration, chaining. Hands-on with the main models. Image, video and audio generation. Agents and automation for the repetitive work. Competitive and market monitoring.
You leave with a complete campaign built using the tools, and a set of prompts and workflows that work in your business.
Growth strategy and positioning
The work that comes before tactics. Defining ambitions and objectives that hold. Segmentation and mapping who actually buys from you. Why a customer chooses you over the alternative, written down in one sentence. Channels and tools against a target rather than a habit. Measuring marketing against pipeline. Competitive and market analysis.
You leave with a written positioning statement, a customer map and a marketing plan with owners and dates.
Three ways to take it
Four sessions of two hours, online, eight to twelve people from different businesses. You work on your own use case throughout. Includes the full workbook.
Good if you want the material, the structure and the discipline of a deadline.
Everything in the cohort, plus three one-to-one sessions afterwards to check your implementation and unstick whatever has stalled.
Good if the gap between learning something and doing it is where you usually lose things.
Popular
Delivered to your team, built around your business, your market and your actual problems. Half-day or full-day. English or French.
Good if you want everyone aligned at the same time, on the same case.
Every tier includes the workbook. It is not sold separately on its own it is a set of instructions for an exercise nobody is running.
En français
✳︎
In English
✳︎
En español
✳︎
En français ✳︎ In English ✳︎ En español ✳︎
Where has this been delivered
Delivered since 2022 in English, French and Spanish, to business schools and incubators including ISG, Ascencia, X-Up at Polytechnique and Futurae, and in-house to commercial teams.
Twenty years running marketing and commercial functions across manufacturing, professional services and construction, in the UK and across Europe. I teach this because I have had to do it.
FAQs
Marketing, commercial and leadership teams in businesses between £3m and £25m, and individuals in those roles. It assumes you have real commercial responsibility, the exercises only work if you have something genuine to apply them to.
Who is this for?
1
No. The AI course starts at the fundamentals and moves quickly. What matters more is bringing a real task you want to do better or faster.
Do I need any AI experience?
2
Something finished. On the AI course, a complete campaign built with the tools plus the prompts and workflows behind it. On the strategy course, a written positioning statement, a customer map and a marketing plan with owners and dates.
What do I actually leave with?
3
What is the difference between the tiers?
4
The material is the same. The open cohort gives you the sessions and the workbook. Adding mentoring gives you three one-to-ones afterwards to check implementation. In-house means it is built around your business specifically and your whole team is in the room.
How many people are in a cohort?
5
Eight to twelve. Below eight the discussion thins out; above twelve there is not enough time on each person's use case.
Can you run this for my team?
6
Yes — that is the in-house option. Half-day or full-day, built around your market and your current problems, in English or French.
What if my use case is unusual?
7
Better. The method is what is being taught; the use case is yours. The stranger it is, the more useful the session tends to be for everyone in the room.
How do the sessions run?
8
The open cohort is four sessions of two hours, online, usually a week apart so there is time to apply things between them. In-house is a half or full day, in person or online.
Is this accredited?
9
Not currently. Sessions delivered through partner institutions sit within their own accreditation. Corporate sessions are commissioned and paid directly.
Can you deliver in multiple languages?
10
I work to native level in English and French, and fluently in Spanish. I have delivered training in all three since 2022. For in-house sessions with mixed teams, materials can be in one language and delivery in another.
Next steps
Tell me what your team is trying to do, or which course interests you, and I'll come back within one working day. Cohort dates are announced by email first.