The Law of the Vital Few suggests that the vast majority of results are driven by a few key clients. Valuing and revaluing key accounts, therefore, becomes a core criterion for building successful and enduring B2B relationships. Businesses today are increasingly switching from a sales funnel-based approach to the more focused and proven Account-Based Marketing method to reap manifold benefits across marketing objectives.
This interactive 4-day programme will equip you with the strategic mindset, thinking frameworks and management tools to reorient your organisation and transition it seamlessly to account-based marketing. You will learn to continuously reassess Key Performance Indicators to help you service high-visibility accounts and generate higher value from them.
The programme is designed for mid and senior-level managers in the sales, marketing, digital strategy, analytics, and organisational transformation roles in B2B oriented organisations. It is also suitable for senior managers in leadership and CXO roles who are charged with leading the organisational transition towards ABM. The programme will also benefit consultants who advise B2B clients on sales, marketing, and digital strategies.
Understand the strategic imperative for Account-Based Marketing
Work out the limitations of a sales-funnel-based approach
Gain deeper insight into the impact of seamless customer journeys
Drive efficiency gains from a focused customer-selection approach
Transform your business by integrating marketing, sales, and digital strategy
Associate Professor, Marketing, Terry College of Business, University of Georgia, USA
Associate Professor of Marketing at the Terry College of Business at the University of Georgia and the President of Stratistics Inc., a marketing consulting and advisory firm. His research interests span several areas, including decision-making, digital marketing, services and brands. He has worked in a consulting or training capacity with a number of corporations including, BMC Software, Techwave, Schneider Electric, Shell Technology Ventures, AGCO, GSE Corporation, and Bridgestone Firestone.
Piyush is a graduate of IIT-Kanpur and IIM-Ahmedabad and received his PhD from Purdue University.
Brand Manager, Bizzabo
Shivina Kumar is a Brand Manager at Bizzabo in New York and is a specialist in Account-Based Marketing. She is a graduate of the University of California, Berkeley, and her focus is on marketing and branding in technology-intensive companies. She has been invited to speak on the topics at several conferences and at executive programmes across many universities. She is currently working on a book on Account-Based Marketing and developing a comprehensive business simulation on the topic to help people learn how to implement ABM in their organisations.
December 19 – 22, 2019
ISB, Hyderabad Campus
INR 2,00,000 + GST
Please download the brochure to know more about the pedagogy, modules, and the key concepts covered.