Agriculture · 15 countries
[Result]
Assessing marketing capability across 15 countries
A global agribusiness needed to know whether marketing in 15 Latin American countries could deliver very different go-to-market strategies.
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A marketing academy for an industrial coatings business
Recent work · Chemicals & Materials · Coatings
A marketing academy for an industrial coatings business
After a general product management course felt too basic for its industrial teams, a coatings business asked for a program built around its own markets.
IndustryChemicals & Materials
When2026
The challenge
What the client faced
Industrial teams needed more than generic content: application to their own businesses, tools they could keep using, and clear roles at each stage of the stage-gate process.
Our approach
What we did
A company academy designed with the client team, in partnership with ISBM.
- 1Internal interviews to find capability gaps by role.
- 2A curriculum covering marketing fundamentals, segment management and a three-day product management track.
- 3Client-specific content built and delivered by the client's own experts alongside Market Edge tools.
- 4Cohorts in two-day classroom sessions, starting in late 2026.
Outcome so far
[Participant and leadership feedback after the first cohorts.]
What’s next: Further cohorts and the product management track are scheduled.
Draft from Market Edge records. Client approval required before publishing; add quantified results where the client agrees.
Why it matters now
Giving technical teams a commercial language
Brilliant technical people now own markets and customers, without a shared commercial toolkit.
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