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 "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?
Collapse Taking Innovation Through the Sales Force: Overcoming Barriers to Commercialization
Join us for a 1-hour webinar with ISBM Fellow Michael Ahearne, C.T. Bauer Professor of Marketing and Executive Director, Sales Excellence Institute, University of Houston.

New product launches are fraught with challenge for marketing and sales leaders. New products compete with existing offerings for the sales organization’s mind share and effort; especially when it comes to innovative new products, since they inherently require training, updated messaging, and customer education. Drawing on recent research, Michael will provide evidence that conventional approaches to new product selling are ineffective. Innovative new products often fail as a result of predictable ailments. In companies big and small, the sales force plays a critical role during the implementation stage of a new product launch. Michael's research suggests that the more innovative the product, the less time salespeople spend selling it, as counterintuitive as that may be. In addition, when salespeople do focus on new products during their interactions with customers, they talk rather than listen. In this talk, you will be exposed to new sales force management frameworks that have the potential to revamp new product launches in your organization. 

Michael’s book Selling Today: Partnering to Create Customer Value is the highest grossing professional selling textbook in the world, with copies being distributed in over forty countries.  He recently spoke at the ISBM Member’s Meeting and received very positive response. 

 Attendees had this to say about Michael's message:
  • Excellent presentation. Great insights on marketing communication for different selling styles.
  • I could have listened to him all day.
  • Really good presentation on how sales process is different between mature products and new products
  • Great insights into the execution. Little attention is paid by marketers.  Will act on this.
  • Love the idea of the 2nd, 3rd and 4th sales call being more important and preparing for those.
Formats Available: Streaming
Original Webinar Date: January 26, 2015
MORE INFOMORE INFO Taking Innovation Through the Sales Force: Overcoming Barriers to Commercialization
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