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LEVEL TWO

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Who it's for

This training is for mid-level and senior client-facing team members who manage accounts and projects.

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How it works

This certification training program is delivered live over 4 remote sessions of 90 minutes or more.

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Four-part virtual training series

Level Two: Mastering Client Business Strategy

Master Client Business Analysis

How to to more effectively address each client’s most pressing business needs.
Jun 20 12:30 pm - 2:15 pm ET
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Level Two: Mastering Client Business Strategy

Faster Research for Bigger Strategic Insight

How to uncover deeper target audience insight on tighter timelines and smaller budgets.
Jun 22 12:30 pm - 2:15 pm ET
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Level Two: Mastering Client Business Strategy

Write More Effective Strategy Briefs

How to craft strategies more focused on business impact and deeper target insight.
Jun 27 12:30 pm - 2:15 pm ET
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Level Two: Mastering Client Business Strategy

Journey Modeling for Advanced Diagnostics

How to apply this critical strategic tool to increase the agency’s impact, value, and fees.
Jun 29 12:30 pm - 2:15 pm ET
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1 Level Two: Mastering Client Business Strategy

Master Client Business Analysis


Jun 20 12:30 pm - 2:15 pm ET

By applying a Client Business Analysis Model, your teams will learn how to conduct a more robust analysis of each client’s business – in far less time. Without this base knowledge in place, they risk becoming tactical order takers with no credibility.

We’ll outline how to understand each client’s business model, unique KPIs (key performance indicators), business and marketing goals, most pressing business needs – and how the client is performing in each of these areas.

Helping to standardize your approach, we’ll address how to collect and organize this intel in a way that captures the key implications for your agency. This will arm your teams with actionable insight, position them as strategic partners, improve the effectiveness of the agency’s work, and lead to more organic growth.

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2 Level Two: Mastering Client Business Strategy

Faster Research for Bigger Strategic Insight


Jun 22 12:30 pm - 2:15 pm ET

Being able to conduct simple and effective research has become a base skill for all those involved in the development of client strategy – whether or not there is the support of a strategic planning team. However, there are three key challenges: time, budget and skill.

Often, timing is exceptionally tight, with the project being due within just weeks or days. Clients rarely provide enough budget to conduct the depth of research you’d prefer. And, many team members are simply not skilled at conducting effective research.

This training session will address all three. We will outline the most effective methodologies (the skills) to uncover deeper insight in less time and on a smaller budget.  With the goal of accelerating the design and execution of your research, a new framework will be provided. This model will help to confirm the most effective methodologies, plan those approaches, and ensure fresh new insight is uncovered.  We’ll also address how to conduct two of the most fundamental and effective forms of research: intercepts and surveys. These two methodologies remain the most cost-effective and fastest ways to uncover genuine target audience insight – but only when orchestrated correctly.

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3 Level Two: Mastering Client Business Strategy

Write More Effective Strategy Briefs


Jun 27 12:30 pm - 2:15 pm ET

As clients work to navigate the new realities of commerce, they’re now adapting in real-time to best capture new opportunities as they arise. As a result, they need bigger, more innovative strategic thinking – in far less time.

To that end, this session will outline how to write (and provide feedback on) strategy briefs that are more effectively focused on each client’s business needs, deeper target audience insight and more meaningful results. Applying a more consistent approach, your teams will learn how to achieve this in far less time.

We’ll also take a look at the new research methodologies working to more quickly uncover bigger insights – knowing that most agencies are strapped for time (and budget).

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4 Level Two: Mastering Client Business Strategy

Journey Modeling for Advanced Diagnostics


Jun 29 12:30 pm - 2:15 pm ET

Journey Modeling has become one of the simplest and most profound strategic tools an agency team can master. When used methodically, it reveals new insight into the purchase behavior of each client’s target audience – helping agencies provide work of much greater financial value.

Taken a step further, like the practices of management consulting firms, it becomes a powerful diagnostic tool. Journey Modeling can be used to pinpoint critical challenges, opportunities, and insight for each individual client.

Within this session, participants will be put to work creating a new (or improving upon a current) Journey Model for a client – which is then immediately put to use. Ultimately, the goal is to apply a new method for increasing the agency’s impact, value and fees for every account they work on.

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Past Mirren Account Mastery attendees have included

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Special Group Discount

Receive special pricing when you register more than 4, or more than 10 participants from the same agency (combining “sister agencies” within a holding company does not qualify).

Standard
All Access
Access to all 5 sessions
Bonus Training Session:
Presentation Design for Account Management
Bonus Session

Presentation Design for Account Managers


Jul 11 1:00 pm - 2:00 pm ET

Created specifically for non-designers, this special one-hour training session will outline the new strategies, techniques, and tricks for creating presentations that more effectively communicate your points and engage each client.

We will cover how to determine the appropriate formats for varying levels of content, how to limit text, avoid bullet points, and craft effective headers. We’ll discuss sourcing and editing imagery, harnessing graphic design principles, and show you how to work faster and more efficiently so you can focus on your message.

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Bonus Training Session:
Brainstorming Bigger Ideas When Your Team is Remote
Bonus Session

Brainstorming Bigger Ideas When Your Team is Remote


Jul 13 1:00 pm - 2:00 pm ET

The quality of agency brainstorming sessions has been in decline for several years now. The approach is often random, everyone is busy, and feeling the distraction of other project needs. The ability to go deep and generate break-through thinking is tough. Now, factor in the challenge of not everyone being in the same room.

This training session will address a proven approach for brainstorming bigger ideas with your remote teams. You’ll learn how to activate participants before the meeting begins, lead a productive (and inspiring) virtual session, and then prioritize the best ideas.

Ultimately, you will review the best practices that turn out big ideas that clients will want to buy.

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Special Group Pricing (10+)
$370
$610
Special Group Pricing (4+)
$570
$810
Single Pass
$780Full Price $1,180
$1,010Full Price $1,420
Standard
Access to all 5 sessions
Special Group Pricing (10+)
$370
Special Group Pricing (4+)
$570
Single Pass
$780Full Price $1,180
Register Now
All Access
Access to all 5 sessions
Bonus Training Session:
Presentation Design for Account Management
Bonus Training Session:
Brainstorming Bigger Ideas When Your Team is Remote
Special Group Pricing (10+)
$610
Special Group Pricing (4+)
$810
Single Pass
$1,010Full Price $1,420
Register Now

If a participant must miss a session, a rebroadcast of that session will take place as listed here.

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