I have sat through Corporate Training sessions that were so boring I considered faking a medical emergency just to leave. 6 hours of PowerPoint. A trainer reading bullet points. A tepid lunch.

And on Monday morning? Nothing changed. The team went back to doing exactly what they did before.

Training that doesn’t change behavior is a waste of money. Here is the framework I use when companies hire me to train their marketing teams.

1. The “information-Action” Ratio

Most training is 90% Information, 10% Action. I flip this. My rule is 20% Theory, 80% Practice.

If I talk for 15 minutes about “Copywriting Formulas,” the next 45 minutes must be spent writing actual ad copy for their actual products. I walk around the room, giving live feedback. “This headline is weak. Make it stronger. Why should the customer care?”

2. Solve Real Problems, Not Case Studies

I hate generic case studies. “Let’s analyze how Nike did it.” No. You are not Nike. You are a carpet manufacturer in Bhaktapur.

In my workshops, we solve the company’s current problems.

  • Problem: “Our leads are too expensive.”
  • Workshop Task: “Audit the last 3 months of ad and find the waste.”

By the end of the day, they haven’t just learned “Audit Skills”; they have saved the company money.

3. The “24-Hour” Rule

I tell every trainee: “If you don’t use what you learned within 24 hours, you will lose it.”

I assign homework that must be shipped.

  • “Post that video we edited today to the company TikTok account tomorrow morning.”
  • “Send that email sequence to your manager by 5 PM.”

Usage cements knowledge.

Conclusion

Great training isn’t about how much the instructor knows. It is about how much the student does. If you want to build a high-performing marketing team, stop buying lectures and start buying workshops.