IDG™ for Marketing
Marketing that defends itself with evidence
Every quarter you have to justify the investment with whichever metrics look best. A day of work with Impact-Driven Growth™ gives you the criteria to choose where to invest the budget, the method to validate every bet with experiments before burning it, and a way to connect what marketing does with the value the customer perceives.
Barcelona. Next edition to be announced.
A full day workshop with Carlos Iglesias, author of the framework and CEO of Runroom.
The problem with measuring what's easy to measure
Impressions, clicks, open rate, leads captured. Metrics that go up, report well and fill an entire dashboard. And one question from leadership that leaves them meaningless. How much of this reached the business?
The consequence shows up in the conversation with the rest of the company. Marketing defends activity, the business asks about results, and the discussion gets settled by volume and personal conviction.
Marketing work has a way out of that loop. Define what value the customer perceives first, translate it into observable behaviors, and validate every bet with experiments before committing the quarter's budget.
Six layers causally connected, from the value metric to the experiment that validates it
CPVM (Customer Perceived Value Metric)
The metric that measures the real value the business delivers to the customer
Impact metrics
The early signals that predict whether you're heading in the right direction
Outcomes
The behavior changes you need to trigger in the customer
Initiatives
What gets built, designed from strategic clarity
Hypotheses
Verifiable propositions connecting initiative, outcome and metric
Experiments
Empirical validation before committing resources at scale
The framework prioritizes learning and reduces risk. It's validated before committing resources at scale.
For those who own a marketing budget
CMOs and marketing directors defending an annual plan. Heads of growth, demand generation, performance and CRM who decide every week where the investment goes. eCommerce and brand leads under pressure to prove return. Consultants and freelancers who need to back their recommendations with more than benchmarks.
You come with your own real marketing challenges. You leave with the framework applied to one of them.
First the theory, at your own pace. Then, a full day of application.
Phase 1. Before the workshop
Enrollment includes the complete Runroom Academy online training. Videos, reference materials and exercises covering the framework's six layers, which each participant completes on their own in the weeks before.
Phase 2. The workshop
The day isn't spent explaining the theory. It's spent applying it, in teams, on the IDG™ Impact Architecture Canvas with sticky notes.
Real challenges, brought by the participants
The day starts by forming teams. Each person proposes a marketing challenge they have on the table today, and the team picks one from those that came up. That's the challenge the rest of the day is spent on.
From there, the team goes through the framework's six layers, from CPVM to experiment, with Carlos moving between tables, challenging formulations and tightening the rigor of each layer.
Working on someone else's challenge has an advantage solo work doesn't. From the outside, what a company already takes for granted gets questioned.
What you walk away with at the end of the day
- A CPVM formulated and reviewed, on a real marketing challenge
- A map of outcomes and hypotheses connected to that metric, with the concrete behaviors the campaign needs to trigger
- Criteria to allocate budget by expected impact, with explicit reasoning to defend it to leadership
- Experiments designed to decide, with a success threshold set before launch
- The complete framework, applicable to any challenge that comes next
What's included in the enrollment
- Access to the complete Impact-Driven Growth™ online training, to complete before the workshop
- The Impact-Driven Growth™ ebook in PDF
- The full day of applied workshop, guided by the framework's author
- 3 months of Premium access to the IDG™ AI tool
- Meals and breaks included
The next edition
- Date
- To be announced
- Schedule
- 9:30 to 17:30
- Venue
- Runroom offices, Barcelona
- Seats
- 20 per edition, with a maximum of 4 people per company
- Price
- €375, VAT included
- Early bird
- €325 for anyone who registers up to 14 calendar days before it starts
This training is also available live over video call. Let us know your preferred format in the form.
Coming as a group?
- Two registrations from the same company: 15% discount per person
- Three or four registrations: 20% discount per person
The maximum per company in each open edition is 4 people. From 5 onward, the in-company format brings the full workshop to your organization and works on your own challenges.
See the in-company trainingEligible for FUNDAE funding. The workshop counts as 8 hours of tutored training. The paperwork can be handled through your usual advisory firm or through ours.
Professionals already working with IDG™
Who teaches
Carlos Iglesias
CEO and co-founder of Runroom
Founded in 2003, with more than 20 years applying the framework with clients across multiple sectors.
Academic director and professor
At business schools such as Esade, The Valley, EAE, K-School and BAU.
Short-listed by Forbes Spain
Among the 100 most creative people in business.
The same workshop, other challenges
The framework's journey is shared. What changes is the profile of the room, the examples and the type of challenge worked on.
Would you rather start on your own? The self-paced training is available anytime for €297.
One day to stop arguing the budget by conviction
€375, VAT included. €325 with the early bird price.
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