Programme Overview

programme overview

The programme details the insight process framework—the stages involved in generating and leveraging insights:

  1. Identify the opportunities where insight work will make an impact;
  2. Determine the business and insight purposes;
  3. Specify the relevant change domain;
  4. Execute the analysis steps (data, indicators, inferences, etc.);
  5. Craft tentative (change) insights;
  6. Vet and confirm the insights;
  7. Identify implications (e.g. strategy, decisions, assumptions, etc.);
  8. Communicate insights and implications
  9. Influence others through engagement and dialogue

key takeaways

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

  1. The core analysis tasks (e.g. drawing and assessing inferences)
  2. The appropriate analysis methods (e.g. alternative ways to refute a suggested insight)
  3. The organization culture context (e.g. decision-maker assumptions and biases)

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. 

  • The core analysis tasks (e.g. drawing and assessing inferences)
  • The appropriate analysis methods (e.g. alternative ways to refute a suggested insight)
  • The organization culture context (e.g. decision maker assumptions and biases)

Start Date

To Be Discussed


3 Days


ISB, Hyderabad Campus

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 Liam Fahey

Executive Director, Leadership Forum Inc., USA

Liam Fahey is co-founder and partner in Leadership Forum, LLC. He serves as professor of management practice at Babson College and has been a faculty member at Northwestern University’s Kellogg School of Management, and at Boston University.

Liam is the author of several books and articles. His most recent book The Insight Discipline: Crafting New Marketplace Understanding That Makes a Difference appeared in October 2018. His consulting, teaching, research and writing focus is on enabling organizations to win in the marketplace through enhanced marketplace intelligence and insight.


Professor Rajendra Srivastava

Dean and Novartis Professor of Marketing Strategy and Innovation, ISB

Executive Director, ISBM Asia. Prior to holding the position of ISB dean, Rajendra Srivastava was provost and deputy president of academic affairs at Singapore Management University. A highly cited scholar, he is recognized for his contributions to Marketing Strategy, Business Model Innovation and Performance Management, especially in Technology, B2B, and Services in Global Markets. 

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