ISBM Knowledge Community

Welcome to the ISBM knowledge community!

In this new "place," we'll be assembling knowledge resources on B-to-B Marketing for ISBM Members - resources created with your support. And more!

We hope to grow this into interactive site for the advancement of the practice of business marketing. A place to share news and views, fresh insights from the field, benchmarking case discussions, and to build personal friendships across the business marketing community.

Please: come, learn, discuss, contribute!

Upcoming Live Webinars
Collapse Transforming the Sales Force to implement Marketing Strategies
Many B2B sales forces and marketing departments operate in different universes.  Marketing is tasked with developing products and programs adapted to evolving markets.  Sales knows its real job is to make sales quotas by working harder at selling standard products to existing customers in traditional ways.  Sales training in this setting is often tactical and features the latest sales process fad.  Typically it is not reinforced with developmental coaching or true organizational change.  As such, it has marginal impact on either implementing marketing strategies or helping sales make quota.

 

CBIM (the Center for Business and Industrial Marketing at Georgia State) in cooperation with ISBM has developed a comprehensive approach to transforming the sales force to be able to implement marketing strategies and adapt to the market changes. The approach follows the value creation and delivery perspective of the ISBM program and incorporates a sales force assessment similar to the marketing staff assessments ISBM has pioneered. The ISBM member companies utilizing this approach  have shown dramatic improvement in their sales forces' ability to implement commercial strategies.

 

This webinar will describe the process and tools for accomplishing the needed transformation, and illustrate examples from ISBM member cases. Truly transforming the sales force requires alignment of the sales process with marketing strategy, the definition of the sales tasks and behaviors, the development of sales capabilities, and the leadership of sales management. 

Formats Available: Live Webcast
Original Webinar Date: November 10, 2014
On-Demand Release Date: November 05, 2014
MORE INFOMORE INFO Transforming the Sales Force to implement Marketing Strategies
Collapse Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling
For most companies, the most expensive part of implementation is aligning sales efforts and investments with strategy goals. Yet, research indicates a big gap. On average, companies deliver only about 50% of the financial performance that their strategies and sales forecasts promise. That’s a lot of wasted money and managerial effort.
 
Join us for a 1 hour ISBM webinar with author and Harvard Business School professor Frank Cespedes as he discusses tools to help close that gap and improve selling and strategy in your organization. Informed by his experience as a business manager, Board member, and academic, Cespedes will highlight what his recent research can tell us about improving performance in this area and increasing enterprise value.  He will also leave you with diagnostics that you can use with colleagues in your organization after the webinar.
 
Frank Cespedes' latest book is "Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling" (Harvard Business Review Press).  He recently spoke at the ISBM Member’s Meeting with rave reviews!   Join us for this 1 hour webinar and see why others had this to say about Frank’s message:
 
  • Excellent presentation - I loved hearing his perspectives which help me think outside my own world - think differently.
  • I liked his perspectives and real-world tools and take-aways that I can use.
  • Excellent insight on why it’s critical to communicate strategy and link it to sales/marketing.
  • Validated examples with data and real life examples.
  • Both powerful ideas and practical application.
Formats Available: Live Webcast
Original Webinar Date: November 20, 2014
On-Demand Release Date: November 21, 2014
MORE INFOMORE INFO Aligning Strategy and Sales: The Choices, Systems, and Behaviors that Drive Effective Selling
Collapse "Value Creation", "Value Added", and Other Clichés: Does the Voice of the Customer Have Anything To Do With This?
The terms "Value Creation", "Value Added", and “Customer Value” have been around for a long time as a general business goal and as a description of why customers choose certain products and services and are often willing to pay a premium for them.  Most people think of "value" as a financial term that is used primarily to drive pricing decisions.  But VOC advocates think that such a definition is putting the cart before the horse.  First we need to figure out what creates value in a given category.

In this webinar, product development guru Gerry Katz will offer a somewhat different definition of "value"and will discuss the role of VOC in creating value.  Finally, he’ll offer a host of examples where the "value" was found in unexpected places.

Outline: 
  • The definition of "Value" and "Value Creation"
  • The definition of Voice of the Customer and how to go about hearing / observing it
  • The role of Voice of the Customer in creating value
  • Examples of the many different ways in which value can be created, along with several real-world cases 

Formats Available: Live Webcast
Original Webinar Date: December 04, 2014
MORE INFOMORE INFO "Value Creation", "Value Added", and Other Clichés: Does the Voice of the Customer Have Anything To Do With This?
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