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!
| Value Management from Marketing to Sales|
|This webinar will show participants how to conduct Voice of the Customer studies that will extend the impact of Marketing into Sales, generating new insights for more effective selling in B2B markets. A recent study by the Corporate Executive Board concluded that the most effective sales profile is the one that challenges customers with new and helpful insights. And another study by ISBM’s B2B Leadership Board found that the marketing/sales interface was a key determinant of longer-term business success in 48% of companies studied. The B2B Agenda based on a case study, this webinar will demonstrate how the need for sales insights leads to a “pull” from sales to marketing for market-focused, value-based metrics. In turn, the delivery of those metrics from marketing to sales enables sales to capitalize on competitor vulnerabilities, and to improve customer loyalty as demonstrated through Net Promoter Scores (NPS).|
Topics covered will include:
- The importance of shifting from Voice of the Customer (VOC) metrics to Voice of the Market (VOM) metrics.
- Choosing the right metrics to identify value performance gaps relative to competitors.
- Developing strategically focused sales insights.
- Leveraging value performance gaps to improve Net Promoter Scores (NPS)
- Calculating the probability of capitalizing on the vulnerabilities of key competitors.
This webinar is recommended for Chief Marketing Officers (CMOs), Chief Sales Officers (EVP – Sales), marketing and market research managers, sales development managers, and executives in charge of commercial systems.
|Formats Available: Webinar||Original Webinar Date: May 21, 2013|
On-Demand Release Date: May 22, 2013
| Winning at Product Innovation: Advanced Techniques for Accelerating Your Product Development Process|
|Many companies have introduced a new product or idea-to-launch gating systems and yet are still struggling to get the financial results they expected. Development projects take too long, the development pipeline is clogged with too many little projects, and more often than not, key projects are not properly resourced at the right time. On top of all this, there’s too much bureaucracy and not enough agility in the system.|
This webinar is based on the most recent research and real-life experiences from top performing businesses on how to overhaul and improve your product development and portfolio management process to realize higher productivity, better success rates and increased profits. You will learn the newest ways to take your development processes one step ahead of your competitors.
In this webinar, Bob Cooper reveals ways to accelerate your idea-to-launch system to dramatically increase profits, success rates and time-to-market based on what the top performing firms are doing. He shows how to right-size your gating system to provide flexibility and scalability – to suit different sizes, types and risk-level projects. Another topic is how to improve your portfolio management process – apply “lean gates with teeth” to cut through the bureaucracy and get the right Go/Kill decisions, and how to get the right mix and balance of projects in your development pipeline.
And, all this in just an hour. If you’re looking to improve your new product results, this could be the most important and useful hour you’ll spend this year.
Presented by: Dr. Robert G Cooper, President of the Product Development Institute, ISBM Distinguished Research Fellow, and Creator of the famous Stage-Gate System
|Formats Available: Webinar||Original Webinar Date: June 06, 2013|
On-Demand Release Date: June 07, 2013
| Preparing Sales to Sell a New Solution|
|Many marketing departments have elaborate plans and fine-tuned processes to introduce a new solution to the marketplace. But they often neglect an equally-important activity that requires the same level of strategy, preparation and follow-up: the launch a new solution to partners and direct sales. In this webinar, Matt Leary, Principal with Solutions Insights, will discuss the steps and governing principles critical for enabling partners and direct sales to successfully sell a new solution. He will be joined by Peter Martin, Ph.D., Vice President and Invensys Fellow at Invensys Operations Management, who will present real-world examples of activities and lessons learned when his company launched a new solution to a product-focused sales team.|
Solutions Insights, Inc. (SI) is a consulting and training company that helps B2B firms develop, market and sell solutions that provide tangible business value to customers through the integration of products, services and intellectual capital. SI’s client list includes leading firms in IT, telecom, industrial automation, manufacturing and professional service.
|Formats Available: Webinar||Original Webinar Date: June 19, 2013|
On-Demand Release Date: June 20, 2013