STRATEGIC MARKETING EXCELLENCE
A Market-Driven Excellence Program by Lawrence Innovation
For strategic marketing managers, business development managers and product managers ready to sharpen their market-driven growth capability. From opportunity identification through go-to-market, your team will learn to consistently convert market insight into profitable growth with positive impact.
Converting Market Insight Into Profitability, with Positive Impact. Consistently.
Why Growth Often Feels Like a Pressure Cooker
You are working long hours, nights, weekends and during vacation. You are waking up in the middle of the night thinking about the pipeline. Executive leadership wants more, faster. Your team is working hard, but the results are not translating the way they should. And you are left trying to figure out what is real, what is not, and what decision to take next.
Often, this frustration surfaces as a value proposition problem. The team cannot clearly communicate why the product, service or solution matters. Or you may be hearing feedback that the team is just not innovative enough. These are symptoms and rarely where the problem starts. Like a bad cough, it’s where the problem shows up.
The root cause is typically hidden in a chain of events that looks like this:
Without deep enough conversations with customers at every level of the organization and down the value chain, you cannot truly understand customer unmet needs, their strategic direction or market drivers.
Without that understanding, you cannot develop a value proposition that genuinely matches what the market needs and what your organization can deliver.
Without a clear value proposition, your team cannot communicate the value effectively, to customers, to leadership, or across internal functions.
Without that communication, even the best solutions sit on the shelf. Products and services do not sell themselves. If your customers do not know you have it or how it helps them, they cannot buy it.
And if the business model does not create a win for everyone in the value chain, adoption stalls regardless of how good the solution is.
Without these crucial steps, growth is a gamble, and pressure mounts. This is one of the most common and most solvable process gaps in B2B organizations. And it is exactly what this program is built to address.
This Program Was Built to Help You Accelerate and De-Risk Growth. systematically. practically. Without the Crushing Pressure.
Whether you are trying to grow deeper in your core market or break into something entirely new, the foundation is the same. Strategic Marketing Excellence builds the commercial capability your team needs to execute across the full spectrum of growth.
This program is built for organizations whose strategic marketing managers, product managers, and business development managers are responsible for identifying and converting growth opportunities across the full spectrum of growth:
deepening penetration in existing markets
bringing new technologies, products, and services to existing markets
entering new markets with existing capabilities, and
pursuing new technologies for entirely new markets
It also equips your team to evaluate whether to build, partner, or acquire the capability needed to win. The foundation is consistent. The application is customized to where your growth priority lives right now.
The program can be staged to match your organization's starting point. Some teams begin with market penetration and core commercial skills before progressing to more advanced capabilities in new market entry, innovation, and diversification. Others bring the full team to align on the foundation, while individuals apply the learnings to their specific area of growth responsibility. We are here to support your growth journey in the manner that is right for your organization.
How to Tell If This Program Is the Right Fit
Growth delivery is not meeting expectations.
You want better data on which to base informed decisions.
Value propositions are developed late, communicated inconsistently, or fail to resonate with the right buyers at the right time.
Your commercial team struggles to consistently identify which opportunities are worth pursuing and which to stop.
Go-to-market execution is inconsistent across regions, business units, or product lines.
Your team is missing a shared system, shared language, or repeatable process to execute growth consistently across the organization.
Business cases lack the market evidence to earn leadership confidence and investment.
You are investing in innovation, but your commercial team is not yet equipped to identify, validate, and build the business case for the right opportunities.
If any of these describe your organization, we should talk. Start the Conversation
What Practitioners Learn
We teach practitioners how to convert insights into action plans that deliver results. Specific topics are selected and customized to your organization's needs and may include:
Market opportunity identification and segmentation
Voice of Customer and unmet needs discovery
Assumption identification and validation
Competitive analysis and next best alternatives
Value proposition development and communication
Right-to-win analysis
Go-to-market strategy and route to market design
New offer business case development
Value pricing
New offer or new product launch
New market assessment
Business model selection
Opportunity prioritization, including when and how to kill a project
What Success Looks Like
Every month saved on development equals accelerated impact.
When your team completes this program, they will operate from a shared system and a common language. They will consistently identify opportunities grounded in real market demand. They will build business cases that earn leadership confidence. They will execute go-to-market strategy with greater speed and less rework. And they will know when to advance, when to pivot, and when to stop, before the investment is already made.
Behavior change you will see:
Problems are identified from market evidence, not internal assumptions. Customer and expert insight informs early thinking. Value propositions are developed and tested before launch. Business cases are data-driven and evidence-based. Go-to-market plans reflect real channel, customer, and competitive dynamics. Teams make faster, more confident investment decisions.
What your organization gains:
Opportunities grounded in real market demand. Stronger value propositions and clearer right-to-win. Reduced rework and faster time to market. Higher hit rates on market penetration, new offers and new market entries. Improved marketing ROI. A repeatable process your team can scale and your organization can sustain.
How the Program Works
Leadership. Training. Coaching. One integrated system.
Leadership Alignment
Before the program launches we interview your leadership team and a practitioner subset to understand where the organization is today, what success looks like, and what barriers might get in the way. We meet with the full leadership team to review findings, align on the path forward, and agree on what the program will address. Count on us for transparency. You will never be surprised by hidden fees or unexpected findings.
Training
The program opens with a foundational half-day kickoff. We reveal the program goals, set expectations, and ask every practitioner to make a verbal commitment to the group. This is an active program. We set that tone in the first fifteen minutes. Monthly one-hour cohort sessions follow throughout the year. Every session is customized to your industry, built on neuroscience-based learning principles, and designed to move from comprehension to applicability. Practitioners leave every session with clear next actions for their own projects.
Coaching
Every practitioner has direct access to Kelly throughout the program. Sessions are flexible and practitioner-driven. We are here to help your team get unstuck and make meaningful progress on real projects in real time. At program conclusion, practitioners present their learnings as a business case on a real project, giving leadership a tangible measure of progress and capability growth.
Why Lawrence Innovation
Strategic marketing training that is generic, consumer-focused, or built on frameworks developed decades ago does not move the needle for B2B commercial teams. I know because I sat through those programs in my corporate career and watched them fade within months.
Every practitioner involved in this program has spent decades executing market-driven excellence in B2B environments, building their own consultancy, and publishing and speaking on organic growth. We did not study growth and innovation from the outside. We built profitable solutions from the inside, in roles where the results were our responsibility.
Kelly Lawrence has spent a career solving the hardest growth problems in the room. Prior to founding Lawrence Innovation, her team built a mid-eight-figure business at Berkshire Hathaway's Lubrizol during the analog-to-digital inflection in the print industry. She has coached thousands of team members across Fortune 500 companies and growth-stage businesses representing over $120 billion in revenue.
Limited Spots Remaining
Now forming 2026 and 2027 cohorts.
The first step is a conversation. No preparation required. Just an honest discussion about where your organization is, where you want to go, and whether this program is the right fit.
Let's talk growth.
Send Me the Program Overview