Chief Marketing Officer (CMO) Programme

4 days 27-30 Nov 2017, London UK £4,600.00 + VAT* Download brochure Add to basket

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The pace of change forced upon Marketers employed in banking across the world has never been faster and more complex than it is today. Aggressive competition, increased customer understanding and massive advances in technology combine to demand that if we are to further improve the impact that we have and if we are to survive in our chosen profession we must invest more time and effort in keeping up to date, improving our understanding and honing our skills.
Of course, these factors affect customers too so it is vital that we continue to invest in finding ways to really understand how they think and behave and the way they respond to the multitude of stimuli that we present them with. More importantly, it is crucial that we learn how to harness all the benefits of the digital world.
The Course Director is a practicing marketing professional with a most impressive track record in bank marketing having worked with major brands throughout the world. The Course Director has arranged for a number of external specialist speakers to address various key issues that confront us today – for example: ‘Modern Financial Services Strategies’ – ‘Digital Marketing Case Studies’ and ‘The Future of Mobile’ to name but a few – you are urged to look at the programme below to find out more.


We work with a series of expert instructors, please select the course location of interest to review the credentials of who will be delivering the programme.

Paul Stallard
Paul runs a highly successful consultancy practice helping retail, commercial and corporate banks and wealth management companies in the UK and overseas designing and executing transformational business strategies. He specialises in achieving business growth through transforming sales and marketing strategies and business processes with a focus on restoring customer trust and loyalty. He provides practical, down to earth advice on business improvement, product development, product management, sales, marketing and transformational business strategies especially through digital, social and mobile channels.

For the past 5-years Paul has been the Subject Matter Expert (SME) for Euromoney Learning Solutions delivering programmes on all aspects of product development, sales, marketing, communications and digital marketing to retail and corporate banks throughout the world.

Paul is a qualified teacher regularly lecturing in various aspects of business strategy at universities throughout the UK and an international speaker on banking and financial services strategies for business improvement and business transformation.

Finally, Paul is a Non-Executive Director of two companies. Dipsticks Research Limited is a full service market research agency that specialises in media and marketing communications research. He is also a Non-Executive Director of Knowledge Unlatched a Community Investment Company dedicated to creating sustainable, world-wide, open access to scholarly publications via a consortium of global libraries.

Married with three daughters Paul published his first book ‘Next Generation Finance’ in 2011 and he is currently writing his second book on the digital revolution and its effect on financial services marketing for the twenty first century. He attended Aston University where he read Business Management and he has an MBA from the University Of Bradford School Of Management. He is both a graduate and a Fellow of The Chartered Institute of Bankers. He is also a Chartered Marketer, a graduate and Fellow of The Chartered Institute of Marketing.



Central London Hotel Venue

All courses are held at four or five star venues in Central London, Zone 1. We strive to provide you with a training environment of the highest quality, to ensure that the whole learning experience exceeds your expectations.

Your training venue will be confirmed by one of our course administrators approximately 3-4 weeks before the course start date.

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Do you have five or more people interested in attending this course? Do you want to tailor it to meet your company's exact requirements? If you'd like to do either of these, we can bring this course to your company's office. You could even save up to 50% on the cost of sending delegates to a public course.

To find out more about running this course in-house:

Our Tailored Learning Offering

If you want to run this course at a location convenient to you or if you want a completely customised learning solution, we can help.

We produce learning solutions that are completely unique to your business. We'll guide you through the whole process, from the initial consultancy to evaluating the success of the full learning experience. Our learning specialists ensure you get the maximum return on your training investment.


We can offer any of our public courses delivered at your office or we can devise completely tailored solutions:

Read more about our offering or complete a call back request to speak to a learning specialist.


Day 1

The basis for making sound marketing decisions

  • Global economic conditions
  • Key banking pressures and major marketing challenges
  • Guest speaker – ‘Banking in the 21st Century’
  • Global regulatory pressures
  • Seizing opportunities, managing risk and making money

Marketing genius and the creative process

  • What is genius?
  • Sense of purpose
  • Leadership in marketing
  • Strategy and tactics
  • Guest speaker – ‘Modern Financial Services Strategies’
  • Really understanding customers
  • Developing propositions
  • Brand and organisational DNA
  • Creativity and idea generation
  • Innovation – research and development
  • Improving your own creative skills
  • A study of visual imagery
  • Using colour effectively
  • Guest speaker - Case studies from leading advertising agencies
  • Guest speaker - Case studies from a leading digital agency
  • Making social media work
  • Guest speaker - from a leading social media expert
  • Processes and methodologies from the outside-in
  • Making the right marketing mix decisions


Day 2

Communicating effectively in a confusing world

  • The language we use should be what customers understand
  • Staying connected
  • Intelligence, imagination and understanding
  • Deliver today and think about tomorrow
  • Customer insight – changes in customer behaviour
  • Getting inside the heads of customers
  • Marketing metrics are key
  • Guest speaker – ‘the importance of marketing numbers’
  • Channel delivery
  • Brand development and brand management
  • Guest speaker - Case studies from leading brand consultant
  • Becoming famous
  • Modern sales and selling skills
  • Social is for Selling
  • Managing CRM properly
  • Guest speaker - from a leading CRM supplier
  • Targeting
  • Expectations and measuring performance
  • Redefining the communications mix
  • Story telling
  • Communication planning and strategy
  • Executing the plan
  • Swimming with fishes and sinking with stones


Day 3

Technology and the digital revolution

  • Technological advancement - today and tomorrow
  • Fintech solutions – Artificial Intelligence & ‘Robo’ Strategies etc
  • The challenges of a connected world
  • The language of technology
  • The impact of the ‘Blockchain’
  • Make or buy decisions
  • Outsourcing – with eyes wide open
  • Guest speaker – ‘Technology – the good, the bad and the ugly’
  • Knowing your customers
  • Guest speaker – A leading thinker and practitioner on KYO and AML execution
  • Data management in a highly digitised world
  • Guest speaker – ‘The price companies pay for not securing their data properly’
  • Cyber security
  • Guest speaker – ‘Are you sufficiently protected?’
  • Digital natives v traditionalists
  • Guest speaker - Case studies on how consumers think and behave
  • The internet – 15-years on
  • The Mobile Landscape
  • Guest speaker – ‘Future of mobile power’
  • Product Development in the digital world
  • Big data – benefits and challenges
  • Guest speaker – ‘Making data decisions’
  • Not to be forgotten - conventional channels
  • Making technology work
  • Integration strategies
  • Transformation strategies


Day 4

Your contribution to deciding upon strategy, making and executing plans and success

  • The value of marketing to any organisation
  • The time for marketing has arrived
  • The importance of objective setting
  • What is the ‘big idea’
  • Selling only what customers want to buy
  • Daring to think what no one else has thought of
  • Inspirational marketing leaders
  • Thought leadership
  • Functional leadership
  • Developing your marketing skills
  • Developing your personal skills
  • The objective ladder – from corporate to team
  • Classic planning models ( GE McKinsey Matrix etc)
  • Creating your own model
  • The benefit of methodologies
  • Gathering data and information
  • Using data and information
  • Review
Why us

We have a combined experience of over 60 years providing learning solutions to the world’s major organisations and are privileged to have contributed to their success. We view our clients as partners and focus on understanding the needs of each organisation we work with to tailor learning solutions to specific requirements.

We are proud of our record of customer satisfaction. Here is why you should choose us to help you achieve your goals and accelerate your career:

  • Quality – our clients consistently rate our performance ‘excellent’ or ‘outstanding’. Our average overall score awarded to us by our clients is nine out of ten.
  • Track record – we have delivered training solutions for 95% of worlds’ top 100 banks and have trained over 250,000 professionals.
  • Knowledge – our 150 strong team of industry specialist trainers are world leading financial leaders and commentators, ensuring our knowledge base is second to none.
  • Reliability – if we promise it, we deliver it. We have delivered over 20,000 events both in person and online, using simultaneous translation to delegates from over 180 countries.
  • Recognition – we are accredited by the British Accreditation Council and the CPD Certification Service. In an independent review by Feefo we scored 96% on service and 95% on product