Programme Schedule

Upcoming Program Session Plan 
B2B Customer Engagement & Sales Force Management

Duration: 2-Day Program                     
Venue: ISB, Hyderabad                         
Date: July 26-27, 2019                                                                                                                                                                                                        
                              
Professor: V. Kumar  
Distinguished Fellow, ISB, India
Regents‘ Professor                                                                                                                                                
Richard and Susan Lenny Distinguished Chair & Professor of Marketing,
Executive Director, Center for Excellence in Brand & Customer Management,
Georgia State University, Atlanta GA
www.drvkumar.com
www.vkclv.com
www.imcinternational.com                                         


SESSION PLAN
Pre-work: Be fluent with MS Excel
Please bring your laptop
Pre-read: None as of now

DAY – 1 (Customer Engagement)
SessionFromToTitleObjectivesPedagogy
(How to …)
Experiential Learning
(In-class Exercise)
Morning Part 109001030Introduction to Customer Engagement Value Framework
  1. What is the path to profitability?
  2. What is customer loyalty?
  3. Why is Customer Engagement important?
  4. How to create value through customer engagement?
  • Create a customer-based strategy
  • Understand drivers of profitable customer loyalty
 
 10301100Coffee Break   
Morning Part 211001300Customer Engagement Value (CEV) and Customer Lifetime Value (CLV)
  1. What are the ways to engage a customer?
  2. What is Customer Lifetime Value (CLV)?
  3. What drives CLV?
  4. How do you segment customers on profit?
  • Measure value from the customer
  • Maximize future profit from customers
Computing the future value of a customer (CLV computation)
 13001400Lunch   
Afternoon Part 114001530Measuring and Maximizing Customer Engagement
(
Part I)
  1. How do you pitch the right product to the right customer at the right time?
  2. Is there a dark side in cross-selling?
  3. How do you link acquisition and retention to profitability?
  • Allocate resources for maximizing profitability
  • Predict up-sell/cross-sell opportunities
  • Avoid losses from cross-selling
  • ARPRO Framework
 
 15301600Coffee Break   
Afternoon Part 216001730Measuring and Maximizing Customer Engagement
(
Part II)
a) How do you measure the success of a Business Reference?
  • Measure the impact of a business reference
Computing the future value of a business reference (BRV computation)
 
Pre-read: None as of now
 
DAY – 2 (Sales Force Management)
SessionFromToTitleObjectivesPedagogy
(How to …)
Experiential Learning
(In-class Exercise)
Morning Part 109001030Measuring and Maximizing Sales Force Lifetime Value
(
Part I)
 
  1. Sales Force Lifetime Value (SFV)
  2. Why do Salespeople quit?
 
 
  • Measure the lifetime value of Sales Force
  • Predict turnover in the sales team
Computing the future value of a salesperson (SFV Computation)
 10301100Coffee Break   
Morning Part 211001230Measuring and Maximizing Sales Force Lifetime Value (Part II)
  1. Mentoring Salespeople through coaching
  2. Pitching the right message to the right client at the right time
  • Coach the salespeople
  • Allocate resources for maximizing profitability
 
 12301330Lunch   
Afternoon Part 113301500Measuring and Maximizing Sales Force Lifetime Value (Part III)
  1. What is the role of the brand in engaging customers by sales force?
  2. Does Sales Force Management pay off in terms of shareholder value?
  • Measure the value of the brand and use it to maximize customer engagement
  • Implement a profitable engagement & sales force management strategy
 
 15001530Coffee Break   
Afternoon Part 215301630CBV-CLV Linkage
  1. Connecting Brand with Customers using data
  • Build a profitable brand through Sales Force Management
Linking Client Brand Value to CLV through optimization
 
Take Home Reading List:
  1. “Knowing What to Sell, When, and to Whom,” V. Kumar, R. Venkatesan, and W. Reinartz, Harvard Business Review, March 2006.
  2.  “Getting the Most Out of All Your Customers,” J. Thomas, W. Reinartz, and V. Kumar, Harvard Business Review, July/August 2004.
  3.  “The Dark Side of Cross-selling,” Denish Shah and V. Kumar, Harvard Business Review, 2012.
  4. “Can Marketing Lift Stock Prices?” V. Kumar and Denish Shah, Sloan Management Review, Vol. 52 (4), 2011.
  5. “Who’s Your Most Valuable Salesperson?” V. Kumar, Sarang Sunder and RP Leone, Harvard Business Review, April 2015.
  6. “How to Predict Turnover on Your Sales Team” Sarang Sunder, V. Kumar, Ashley Goreczny, and Todd Maurer, Harvard Business Review, July/August 2017.
 
 
Suggested Books:
 
1) Profitable Customer Engagement: http://www.amazon.com/Profitable-Customer-Engagement-Concept-Strategies/dp/8132113403
2) Statistical Methods in CRM: http://www.amazon.com/Statistical-Methods-Customer-Relationship-Management/dp/1119993202

____________________________________________________________________________________________________________________________

Market Insights Programme Session Plan:


Day & DateThemesFaculty (Prof.)Venue & Session Timing
 
 
Monday
29th April 2019
Marketplace Insight: An Introduction
  • What insight is (and is not)
  • Types of insight
  • Examples of insight
  • The insight framework: indicators, inferences, insight, implications
  • The Insight Process: getting from data to insight
  • Attributes of a quality insight
  • Errors in insight work and how to avoid them
 
 
 Liam Fahey
 
 
 
 
AC 8 Boardroom
09:00 am – 10:45 am;
11:00 am – 12:30 pm
Developing and Using Marketplace Insight: Some Best Practices
  • Identify key opportunities for insight work
  • Determine the purpose of insight work
  • Structure data: organize data to enhance potential for insight
  • Small data as a source of insight
  • Shift from data to indicators
  • Sniff (draw) inferences from indicators
  • Shape insight from inferences
  • Determine implications for thinking, decision-making and action
 
 
 
 Liam Fahey
 
 
AC 8 Boardroom
13:15 pm – 15:45 pm;
16:00 pm – 17:30 pm
 
 
 
 
Tuesday
30th April 2019
Crafting Customer Insight
  • Purposes of customer insight work
  • Examples of customer insights
  • Determining which customers to address
  • Insight into different facets of a customer
  • Capturing key customer change indicators
  • Sniffing and integrating customer inferences
  • Shaping customer insights
  • Uses of customer insights
  • Errors in customer insight work and how to avoid them
 
 
 
Rajendra Srivastava
 
 
 
AC 8 Boardroom
09:00 am – 10:45 am;
11:00 am – 12:30 pm
Crafting Competitor Insight
  • Purposes of competitor insight work
  • Examples of competitor insights
  • Determining which competitors to address
  • Insights into different facets of a competitor
  • Capturing key competitor change indicators
  • Sniffing and integrating competitor inferences
  • Shaping competitor insights
  • Uses of competitor insights
  • Errors in competitor insight work and how to avoid them
 
 
 
 
 Liam Fahey
 
 
 
 
AC 8 Boardroom
13:15 pm – 15:45 pm;
16:00 pm – 17:30 pm
 
 
Wednesday
1st May 2019
Marketplace Disruptors as a Source of Insight
  • What we mean by “disruptors”
  • Types of disruptors
  • Why and how disruptors become a source of insights
  • What disruptors disrupt (types of disruptions)
  • Identifying disruptors
  • Sniffing (drawing) inferences about current and future marketplace change
  • Moving from inferences to marketplace insights
  • Linking insight to marketplace strategy
 
 
 
Liam Fahey
 
 
 
AC 8 Boardroom
09:00 am – 10:45 am;
11:00 am – 12:30 pm
Building Insight Culture and Capabilities
  • The role and importance of an insight culture
  • The elements of an insight culture
  • Steps in creating an insight culture
  • Insight capabilities around the Insight Process
  • Steps in developing insight capabilities
  • How to sustain insight culture and capabilities
 
Programme Closure and Feedback
 
 
Liam Fahey
 
 
 
 
AC 8 Boardroom
13:15 pm – 15:45 pm
 
 
 
 
16:00 pm – 17:30 pm