B2B Selling and CRM — Masterclass

Thursday 4 June 2009 . The Ark . Basingstoke

Course Introduction

“Sales focused companies grow faster, are more profitable and more successful through their ceaseless search for new customers and new markets.

But new Business development isn't a department, it’s a culture...”

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“Forward-looking organizations are investing in customer relationship management (CRM) technology to support the adoption of more customer-centric strategies.

Although CRM technology can deliver a wealth of benefits, many companies fail to appreciate that technology is just one component of a successful CRM initiative”

Further Information

Event goals

To provide direction and focus for local SMEs in regard to Sales Resource, Techniques, and Focus.
To explore business development based upon the application of CRM.
The conference will finally examine emergent best practices within B2B sales approaches, and the critically, the development of long-term customer relationships

Course Perspective

Business Development comprises a number of techniques and responsibilities designed to create new customers and further develop the sales scope and scale within existing clients.

Such techniques include assessment of marketing opportunities and target markets, intelligence gathering on customers and competitors, generating leads for possible sales, advice, creation and enforcement of sales policies.

For a sound company able to withstand competitors, Business development never stops, but is an ongoing process.

Customer relationship management (CRM) is a term applied to processes implemented by a company to handle its contact with its customers.

CRM technology is used to support these processes, storing information on current and prospective customers.

The rationale behind this approach is to improve services provided directly to customers and to use the information in the system for targeted marketing

While the term is generally used to refer to a technology-based approach to handling customer relationships, most CRM technology vendors stress that a successful CRM strategy requires a holistic approach.

CRM initiatives often fail because implementation was limited to technology installation without providing the appropriate motivations for employees to learn, provide input, and take full advantage of the information systems.

Masterclass Overview

The program will feature a stimulating mix of presentations from leading businesses within B2B sales - alongside leading top new business developers, panel sessions, and networking focused on the issues and opportunities presented by CRM in pursuit of new customer growth.

The event will also cover the latest developments in CRM Technology, including tools for market analysis and its application to segmentation and targeting, and critically, the development of market planning skills.

Finally the Masterclass will encourage the sharing of business development and CRM expertise and experience, yielding a shared vision, laying the groundwork for collaboration, and ultimately leading to new customer growth.

Why you should attend?

To gain a closer understanding of the latest techniques for business development for SME businesses operating within the B2B sector
To share the experiences of high-growth locals businesses, entrepreneurs, and B2B sales management including their experiences of CRM
To discuss your ideas with other top B2B sales managers - and CRM experts

Benefits

By the end of the course, participants will have a broader understanding of the latest techniques and aspects of B2B Sales development.

Equally participants will have the broader understanding of CRM and its application, and its potential development over the next five years.