Professional Documents
Culture Documents
ISB CBM Brochure
ISB CBM Brochure
BUSINESS
MARKETS
in Affiliation with ISBM USA
2
professional development programmes to high-ranking The ISB-CBM has evolved from the need for dialogues, insights
executives. These exclusive programmes and events will be and course offerings that can provide practitioners with skills
restricted to firms with membership to the Centre. to understand, create, deliver and capture value in B2B Asian
markets. This is the first of its kind initiative in Asia. The Centre
The objective of the Centre is to bring the best practices of
is committed to help B2B oriented organisations based in India
B2B Marketing as proven in developed markets to address the
and Asia find innovative next-generation pathways to grow their
challenges being faced by firms in emerging markets. This will
businesses profitably, especially in the era of rapid change that
be done through a blend of theory with practice. The Centre will
is a reality in today’s world.
provide a platform to enhance the performance, competence
and capabilities of B2B Marketing, Sales and Purchasing
professionals.
3
Value Proposition for Member Organisations
The ISB-CBM understands that professional development These programmes are designed to help member organisations
may not be effective with a 'one size fits all' approach, which is internalise the skills they need to make smart decisions,
why the ISB-CBM Curricula will be customised to the specific understand how to execute them and monitor the impact of
needs of the member organisations and participants in Asia. those decisions in the onward journey of their organisations.
The Centre will conduct an assessment to identify gaps in the
expertise of member organisations and use these inputs to Reputed Faculty from Prestigious
develop specific programmes to fill those gaps, to arm them Institutions
with new 'tools of the trade' to keep member organisations at The ISB-CBM’s faculty comprises the most authoritative
the cutting-edge of knowledge and insights in B2B Marketing, sources and consultants worldwide in B2B Marketing from
Sales and Purchasing. academia and industry, as well as those at the intersection of
both. They bring real-world experience and practical business
The offerings can be either case-based or project-based.
expertise to every engagement. Some of our international
In case-based courses, select B2B case studies will be
scholars are also Fellows at ISBM USA.
used to understand the best practices around the world; in
project-based courses, the Centre will work with a member
ISBM Fellows
organisation’s specific challenges and issues and convert
As thought leaders in specific business marketing topics,
them into projects, to facilitate 'learning by doing'.
all ISBM Distinguished Research Fellows—scholars at
leading universities—have strong track records consulting to
Customisable Programmes
businesses around the globe, in addition to their extensive
The ISB-CBM offers a range of customisable programmes
teaching and publishing activities. They know and respect real-
designed for B2B executives and their teams who are
world business management and leading-edge solutions, and
committed to finding next-generation ways to grow their
are dedicated to applying their knowledge to actual marketing
businesses and realise their full potential. These programmes
problems and opportunities.
will be tailored to C-Level executives and Operating-level
executives from small, medium or large enterprises.
Insights Research
The Centre's programmes will help connect member
Comprehensive Professional Education
organisations with its vast network of elite academics
Working closely with ISBM USA, the ISB-CBM has put together
and fellow practitioners, who can help solve member
the most comprehensive suite of B2B Marketing, Sales and
organisations’ Marketing, Sales and Purchasing challenges by
Purchasing courses in the world. The ISB-CBM Curricula will
integrating insights from developed and emerging economies
equip C-suite executives and senior leaders in B2B Marketing,
via cutting-edge research in the field of B2B Marketing, Sales
Sales and Purchasing, with the latest thinking on how to
and Purchasing. The context of these programmes will be
forge ahead and win in the increasingly dynamic and complex
fine-tuned to the industry and geography that the member
ecosystem of the field.
organisations operate in.
4
In Summary
The elements of the value proposition for the Centre members
Coaching and Marketing Lifeline are as follows:
Through customised coaching, the Centre will facilitate
l The ISB-CBM will offer both open and customised
individualised coaching on a range of B2B topics, through comprehensive professional development programmes
up to two-hour technology-enabled interactions with Key for Marketing, Sales and Purchasing executives at varying
Academic Scholars - seasoned academics with extensive senior leadership levels from small, medium and large
consulting experience - for advice, direction and feedback corporations
on ideas. l The programmes will be conducted by globally reputed
academics engaged in cutting-edge research in the B2B
B2B Marketing Resources Marketing world
The ISB-CBM will provide member organisations access to l Members gain access to a robust network of acclaimed
high-impact customer analytics projects and will enable B2B academics and practitioners (member firms), similar
member organisations to work with the Centre’s researchers to ISBM USA, but targeted at firms with sole or significant
to build customer analytics capability. This goes beyond presence in Asia
'best practice' and arms member organisations with studies, l The Centre will provide a platform whose objective is to
research, articles and information for the 'next practice'. extend the application of B2B Marketing best practice
research (with guidance from ISBM USA) into the industries
Networking Events and geographies specific to Asia. The Centre’s initial target
The Centre will host exclusive non-commercial events in geography is firms in India and Southeast Asia
which member organisations can share ideas, gain insights, l It will offer members remote advice and coaching from
forge new connections and make new friends for professional faculty with worldwide renown as consultants in B2B
growth. Such networking events in an academic setting, Marketing
designed carefully in line with ISBM USA’s events, will help l It will offer members its customer analytics capability
build new alliances. Member organisations will get a platform l It will leverage ISBM USA's several decades of expertise
to showcase the best of their organisation’s practices to with respect to designing and conducting events, curricula,
the faculty, as well as to other practitioners, thus facilitating membership drives, etc.
an exchange of ideas that could transform the member l It will host summits and events to promote and advance its
organisations into truly learning organisations. The Centre's objectives. The members will have access to ISBM USA’s
members will have access to ISBM USA’s events and events and professional development programmes for a
professional development programmes for a nominal fee. nominal fee. Likewise, ISBM USA members will have access
to the ISB-CBM's events and professional development for a
nominal fee
5
The ISB-CBM Curricula: Learning Modules on Offer
The following is a representative set of learning modules that the Voice of Customer
ISB-CBM will provide to member organisations. This will help them In this module, participants will learn how to gather, analyse
to apply these learnings into their own organisational realities. and effectively use Voice of Customer in their new product and
service development initiatives.
Market Opportunity Analysis Competitor Analysis
Value Migration This module enables participants to determine their real
Customers move where they perceive they get better customer competitors, to identify and assess the competitors’ current and
value. This module addresses the concept of value migration, future marketplace strategies, as well as to understand changes
which allows mature businesses to reinvent their business in their value chains, assets, capabilities and infrastructure.
models and offer value to their targeted customers. Such understanding is vital to the firm to develop its own
marketing strategies proactively. The module addresses how to
Marketing Insights
transform competitor analysis into insights about customers,
Decision-makers today are deluged with data. This module
channels, suppliers and marketplace dynamics for making
helps participants to filter data so they can better select what
effective and profitable marketplace decisions.
is important for building competitive market knowledge. It also
helps participants to use this knowledge to better develop and Customer Value Proposition
execute marketplace strategy. Simply building a better product does not guarantee
marketplace success. One must deeply understand the value
Design Thinking
the firm’s customers will gain from the firm’s offerings. This
Design thinking is a powerful process of problem-solving
module will help participants understand what the firm’s
that begins with understanding unmet customer needs.
markets need from it and use these insights to better inform
This module provides insights into the process of innovation
marketing decision-making.
that encompasses concept development, applied creativity,
prototyping and experimentation. Marketing Analytics
Marketing analytics gathers data from across all marketing
Innovation, Customer Value Creation and Delivery
channels and consolidates it into a common marketing
Most businesses focus on the wrong areas - on flat markets,
view. This module will help determine how the firm’s various
mature technologies and commoditised product categories.
marketing initiatives are performing and will help identify
This module helps participants to break out of the box and
opportunities for improvement.
move towards more promising strategic arenas.
6
Product Management and Value Managing Affinity Partners
Delivery Systems Business Channel Management and Service Delivery
B2B Branding This Channel Strategy module focuses on educating and
In this module, participants will examine B2B brands in the enabling participants to break from old distribution paradigms
context of hard-nosed business realities and will study and embrace powerful, multi-channel routes-to-market, which
branding as an integral component of a successful B2B drive differentiation and accelerated revenue increases. It will
business strategy. also help make direct, indirect and online channels a vibrant
and essential part of business strategy.
Pricing Strategies and Value Extraction
Deep Understanding of Value Chains
Often in business practice, businesses usually know their
This module will help participants learn how to better
cost(s) very well, but do not have even a crude understanding
understand, create, deliver and profitably harvest value; build
of the value they bring to their customers. Markets are usually
more precision in selecting markets; and develop effective
targeted based on how valuable they are to the firm, rather than
market communication strategies. Participants will learn the
on how valuable the firm is to the markets. This module will help
essential keys for segmentation, targeting and positioning.
participants learn how to optimally price the market offering in a
They will develop competencies to help drive business-to-
manner that extracts value, based on the value provided to the
business marketing processes for growth.
customer.
Sales Enablement
New Product Introduction
Deliverables from Marketing support the organisation’s sales
The objective of this module is to have participants accelerate
goals. This module focuses on aiding participants in creating
the New Product Development process to dramatically increase alignment between marketing and sales. It will help improve
profits and success rates and shorten time-to-market based and optimise processes like demand generation, opportunity
on what the top performing firms are doing. It will enable assessment, pipeline management, as well as managing and
participants to optimise the firm’s idea-to-launch system and closing major deals.
allow for flexibility and scalability, to suit different sizes, types
and risk-levels of projects. Negotiation Skills
This module introduces the theory and practice of negotiation
Product Lifecycle Management in the B2B context by emphasising both analytical and
This module will help participants to understand in-depth the interpersonal skills. Through case discussions, participants will
concept of product lifecycle management (PLM), the objective develop a set of conceptual frameworks and will understand
of which is to reduce time-to-market, improve product quality, how to diagnose barriers to agreement and how to develop
reduce prototyping costs and reduce environmental impact at creative strategies to address them in B2B sales and
end-of-life of the product. purchasing situations.
7
Strategic Procurement Services Operations Management
This module provides an in-depth overview of the frameworks, This module explores key issues in service strategy, service design
principles and tools needed to embed category-based and service delivery and identifies successful ways to manage them
procurement in the organisation. By using various mathematical as demonstrated by world-class companies. The main objective
models, participants will learn to design and analyse the is for participants to explore the approaches used by companies
procurement strategies that can best fit the requirements of their
to facilitate the development of organisational competencies that
respective firms.
make their names synonymous with service excellence.
Logistics and Supply Chain Management
The design of a logistics system is critically linked to the
Strategies for a Digital World
objectives of the supply chain. This module will help participants
Digital Transformation
understand how logistics decisions impact the performance of
After attending this module, participants will be able to use
the firm, as well as the entire supply chain. The programme will
frameworks to identify and analyse emerging trends and issues in
underscore the importance of understanding the link between
Digital B2B Marketing. By evaluating digital marketing efforts in the
the structures of supply chain and logistics capabilities of a
firm’s supply chain. context of the existing marketing function, participants will be able
to take the concept of integrated marketing to newer heights.
Relationship-Building and Networking in Business Markets
B2B Marketing is about managing the complex network of Digital Presence
buying and selling relationships between organisations. This Customers have started doing more and more homework online
module will equip participants with an in-depth understanding of before approaching/notifying the seller: On an average, the B2B
the complexities in these relationships and how to handle them. sales process is 57 percent complete before the seller knows
of a potential customer’s interest. This module will enable
Supply Chain Analytics
participants to win in the digital world, which is essential to
In the context of intense global competition, customers are
demanding more and more value at the lowest cost. For the firm maintain margins, market share and revenue growth.
module is to help understand the importance of Supply Chain digital marketing practices in the context of B2B Markets. It will
Analytics and Optimisation. delve into key online marketing concepts, cross-channel impacts
of advertising, causal measurement of advertising effects on
Managing and Delivering Business Value/ market performance, as well as conducting field experiments.
Value Communication
Digitisation of Sales
Sales Interfaces and Key Account Management
Digitised selling capability is focused on the technology-enabled
This module will empower participants with better definition
provision of information and enablement of transactions with
of key account management and customer relationship
customers, thus replacing many legacy sales force activities
programmes and will show how to better align sales efforts
with a view to enhance speed and efficiencies. In this module,
with specific customer needs and requirements for which the
customer is willing to pay. participants will examine the impact of digitisation on the sales’
effectiveness.
Marketing ROI and Strategic Performance Metrics
The objective of this module is to enable participants to gain Artificial Intelligence
a deep understanding of marketing strategy; to appreciate the This module aims to provide an introduction for participants
inputs and insights required to create a marketing strategy; to to the fundamental methods of knowledge representation,
execute the steps involved in developing a robust marketing learning and reasoning that are used in Artificial Intelligence, and
strategy; and to test and evaluate the likely success (or failure) of understanding its possible implications for Business Markets.
a proposed strategy.
Virtual Reality
Marketing Strategies This module will list for participants the essential principles of
The objective of this module is to help participants understand
Virtual Reality and the implications of this technology to B2B
how organisations can concentrate their limited resources
Marketing, Sales and Purchasing.
on the greatest opportunities to increase sales and achieve a
sustainable competitive advantage.
8
Customised offerings relevant to business type
and management level
Member companies have been classified into four different cohorts and the offerings of ISB-CBM will be customised to these cohorts
since the issues faced are unique for each. These segmented offerings are listed below:
9
For C-Level Executives and General For Operating-Level Executives of SMEs
Managers of SMEs l Product Lifecycle Management
l Value Migration l Relationship-Building and Networking in Business Markets
l Strategic Procurement l Digital Presence
l Marketing Strategies l Sales Enablement
l Marketing ROI and Strategic Performance Management l Supply Chain Analytics and Optimisation
of Marketing and Sales l Service Operation Management
l Voice of Customer l Logistics and Supply Chain Management
l Strategic Branding in Business Markets l Digital and Social Media Marketing Strategies
l Strategic Channel Management l Sales Enablement
l Deep Understanding of Value Chains l Business Channel Management and Service Delivery
l Pricing Strategies and Value Extraction l Sales Interface and Key Account Management
l Leveraging Artificial Intelligence for Business Market
Note:
Success
l Large Organisations: Annual revenue above
l Implications of Virtual Reality on Business Marketing INR 2000 Cr/ $ 300 Mn
l SMEs: Annual revenue less than INR 2000 Cr/ $ 300 Mn
10
Membership
The offerings of the ISB-CBM are open only to members. For corporate houses, the membership fee paid will cover all the companies
within the ambit of that corporate house.
In addition to all the privileges of Tier 1 Membership 7. Eligible to be part of joint partnerships, i.e., work with other
companies to address common challenges
1. Invitation to register for global academic conferences
8. One on-site day-long interaction per year with an appropriate
conducted by the Centre
Key Academic Scholar on a pre-selected topic at their
2. Participate in custom studies and priority projects to premise for a wider audience. International ISB-CBM
understand challenges of companies in growth markets Academic Scholars may also be invited by the Centre for
3. Eligible to compete for the ISB-CBM Awards these interactions; however, this will cost an additional fee
9. One case study per year, covering specific key challenges
Note: There will be a 10% discount on the published rate of the
programme fee. being addressed by the company
In addition to all the privileges of Tiers 1, 2 and 3 The fee received by ISB will be realised in Indian Rupees.
Memberships Companies that would like to remit the fee in foreign currency
1. Eligible to sponsor the Centre's Key Academic Scholars and may do so by remitting the foreign currency equivalent to the
International ISB-CBM Academic Scholars for research, as fee in Indian R upees, based on the prevailing exchange rate at
well as for chaired professorships the time of payment.
2. Syndicated research by a group of companies
11
Instruction for Remittance of Fee and Bank Details
1. Net Banking payment options are available
2. Payments can be made by cheque in favour of the “Indian School of Business”
3. Payments can be made by way of Demand Draft made in favour of “Indian School of Business,” payable at the Hyderabad Campus
Cancellation done more Cancellation done Cancellation done less Medical and other
than 4 weeks prior to between 2 to 4 than 2 weeks prior to exigency
date of commencement weeks prior to date of date of commencement
Cancellation of of programme commencement of of programme
nomination, initiated by programme
the company 100% refund of the 50% forfeiture and 100% forfeiture of the 100% carry forward of
programme fee 50% refund of the programme fee the programme fee to
programme fee future programmes until
the next academic year
12
Tentative Evolving Annual Calendar for
April 1, 2019 to March 31, 2020
Event Participants' Profile Day & Date Lead Faculty Venue
Launch with a Round Table C-level executives, general Saturday, April 27, Faculty and ISB, Hyderabad
Discussion managers and operating-level 2019 Industry Experts Campus
Contemporary Challenges in executives of large corporations
Business Markets for Companies as well as Small and Medium
Operating in Growth Economies Enterprises (SMEs)
Programme 1 C-level executives and general Monday, April 29 to Prof. Liam Fahey, ISB, Hyderabad
Marketing Insights managers of large corporations Wednesday, May 01, ISBM Fellow Campus
2019
Programme 2 Operating-level executives of large Thursday, July 04 Prof. Michael ISB, Hyderabad
Strategic Negotiations of corporations as well as Small and to Saturday, July 06, Benoliel Campus
Business Markets Medium Enterprises (SMEs) 2019
Programme 3 Operating-level executives of large Friday, July 26, to Prof. V. Kumar, ISB, Hyderabad
B2B Sales Management and corporations as well as Small and Saturday, July 27, ISBM Fellow Campus
Client Engagement Medium Enterprises (SMEs) 2019
Programme 4 Operating-level executives and Thursday, August Prof. Manish ISB, Hyderabad
Pricing Strategies and Value general managers of large 30 to Saturday, Gangwar Campus
Extraction corporations as well as Small and September 1, 2019
Medium Enterprises (SMEs)
Programme 5 Operating-level executives of large Tuesday, September Prof. Kirthi ISB, Mohali
Growth Through Digital corporations as well as Small and 03 to Thursday, Kalyanam Campus
Marketing and Digitisation of Medium Enterprises (SMEs) September 05, 2019
Sales
Programme 6 C-level executives and general Thursday, October Prof. Rajendra ISB, Hyderabad
Value Migration and Customer managers of large corporations 03 to Saturday, Srivastava, Campus
Solutions October 05, 2019 ISBM Fellow
Programme 7 C-level executives and general To be decided Prof. Murali K. ISB, Hyderabad
Developing High Performance managers of large corporations Mantrala Campus
Sales Force
Programme 8 C-level executives and general Thursday, November Prof. Siddharth S. ISB, Hyderabad
Innovation, Customer Value managers of large corporations 28 to Saturday, Singh Campus
Creation and Delivery as well Small and Medium November 30, 2019
Enterprises (SMEs)
Programme 9 C-level executives and general To be decided Prof. Michelle ISB, Hyderabad
Value-Based Marketing Including managers of large corporations Steward Campus
Value Selling
Programme 10 C-level executives and general To be decided Prof. James A. ISB, Hyderabad
Return on Marketing Investments managers of large corporations Narus Campus
and International Marketing ISBM Fellow
Programme 11 C-level executives and general To be decided Prof. Sundar ISB, Hyderabad
Competing in Digital managers of large corporations Bharadwaj Campus
Environment as well Small and Medium
Enterprises (SMEs)
Programme 12 C-level executives and general Thursday, February Prof. Michael ISB, Hyderabad
Business Channel Management managers of large corporations 06 to Saturday, Ahearne, Campus
and Service Delivery February 08, 2020 ISBM Fellow
Programme 13 C-level executives and general To be decided Prof. Sundar ISB, Hyderabad
Building Social Attributes into managers of large corporations Bharadwaj Campus
Your Brands
Programme 14 C-level executives and general To be decided Prof. D.V.R. ISB, Hyderabad
Customer Management through managers of large corporations Seshadri Campus
Solutions for Profitability as well Small and Medium
Enterprises (SMEs)
13
Profiles of ISB-CBM Key Academic Scholars
The following represents an illustrative list of Key Academic Scholars who are full-time faculty at Indian School of Business,
some of whom are Fellows at ISBM USA.
14
Profiles of International ISB-CBM Academic Scholars
The following represents an illustrative list of our international scholars, some of whom are Fellows at ISBM USA.
15
Kalyanam, Kirthi Kumar, V. Kumar, Piyush
L. J. Skaggs Distinguished Professor, Regents Professor, Richard and Susan Lenny Associate Professor, Marketing, Terry
Leavey School of Business, Santa Distinguished Chair & Professor in Marketing; College of Business, University of
Clara University, USA; Director, Retail Executive Director, Center for Excellence in Brand Georgia, USA
Management Institute and Customer Management; Director, Ph.D. Program
in Marketing, J. Mack Robinson College of Business,
Georgia State University, USA; ISBM Fellow
16
Sheth, Jagdish Steward, Michelle Sharma, Piyush
Charles H. Kellstadt Chair & Professor in Associate Professor, Marketing, Professor, Curtin University,
Marketing, Goizueta Business School, Wake Forest University, USA Perth, Australia
Emory University, USA; ISBM Fellow
17
The ISB-CBM's
Education Partners
The following ISB Research Centres and Institutes (RCIs) are
the education partners:
18
19
Contact
Professor Rajendra Srivastava Minal Agarwal
Dean and Novartis Professor of Marketing Strategy Manager, ISB-CBM
and Innovation, ISB AC-2, Courtyard, Indian School of Business
Executive Director, ISB-CBM Gachibowli, Hyderabad - 500111.
E: dean@isb.edu M: +91 99590 62841
E: programmes_isbcbm@isb.edu
20