Programme Overview

programme overview

Businesses are sitting on mountains of customer data that has the potential to generate actionable insights. These insights can be used to engage with customers in meaningful ways that drive both loyalty and profitability. What's more, firms can now identify and retain their best salespeople by effectively planning and allocating resources that develop their skills and maximise sales force performance.

This interactive 2-day programme has been specially designed to equip participants with the tools to measure and maximise customer-level profitability and assess the lifetime value of a salesperson.


programme highlights

In each stage, the programme will emphasize how to manage:

  1. Creating a customer-based strategy
  2. How to engage customers effectively
  3. How to predict, up-sell and cross-sell
  4. Measure the sales force's lifetime value

key takeaways

  1. Creating additional value from customers

  2. The impact of a business reference

  3. Using brand value for maximum engagement

who should attend

Business Heads, National Sales Heads, Directors Sales & Marketing, Marketing Heads, Sales Heads responsible for geographies/ country, and general/zonal managers responsible for Sales & Marketing.

Start Date






programme faculty

The ISB-CBM’s faculty comprises the most authoritative sources and consultants worldwide in B2B Marketing from academia and industry, as well as those at the intersection of both. They bring real-world experience and practical business expertise to every engagement. Some of our international scholars are also Fellows at ISBM USA.


Professor V. Kumar

Regents Professor, Richard and Susan Lenny Distinguished Chair

Professor V. Kumar,  Regents Professor, Richard and Susan Lenny Distinguished Chair; Professor in Marketing, Georgia State University, USA; Executive Director, Center for Excellence in Brand and Customer Management; Director, PhD Programme in Marketing, J. Mack Robinson College of Business, Georgia State University; Senior Fellow, ISB; ISBM Fellow

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