Course

Module 1

Module 1: (10 hours)

1. Introduction to B2B marketing.
2. B2B marketing -compare and contrast with B2C.
3. Value Propositions in B2B Marketing.
4. Segmentation of business markets.
5. Tools like nested segmentation, sales funnel etc.,

Module 2

Module 2: (10 hours)

1. Understand how segmentations and growth priorities result in winning sales strategies.
2. Move beyond elevator pitches to create compelling B2B value propositions.
3. Incorporate digital into your integrated go-to-market model;
4. Modernize the sales process to drive differentiated value Introduction to new economy businessmodels.
5. B2B Business models.
6. GTM, outbound & inbound sales methodology and templates.
7. KPIs for GTM campaigns.

Module 3

Module 3: (10 hours)

1. Develop effective roadmaps for GTM;
2. Identify and address critical implementation issues;
3. Review best practices.

Course Description

This course is an introduction to the ever-changing world of B2B customer needs, buying behaviour and marketing. Coupled with increased competition for differentiated value and a superior customer experience, practitioners seek new and innovative value propositions and go-to-market approaches. Students will learn about marketing decision-making, implementation and measurement in the B2B/ SaaS environment. The cases and strategies pertaining to both start-ups and corporations are being discussed. The course is designed to give the students to come away with adeep understanding of how to develop and implement a holistic sales strategy for maximum impact in the current B2B world. The objectives of this course are:

1. To develop an understanding and appreciation for the complexities, problems involved in the design, implementation and measurement of Go-to-Market campaigns and strategy.
2. To expose the students to the decision making involved in the above.

Course Outcomes& Learning levels

1. Be able to understand and evaluate the complexities of GTM decisions, based on the classicB2B marketing lens (Understand L2).
2. Be able to evaluate frameworks and performance measures used in GTM Strategy (Apply L4,Evaluate L5)
3. Be able to analyze the various marketing mix decisions based on campaign analytics (Analyze L4)

Evaluation Pattern

* Based on assignments / Tests / Quizzes / Case Studies / Projects / Term paper / Field visit report.

Reference Text Book:

1. Study Material will be shared by faculty during class.