Bringing Technology to Market
In cooperation with:
After years of cost consciousness and efficiency in production and purchasing, organizations are increasingly focusing their attention on sales and marketing processes. The importance of the bottom line within sales has been highlighted, putting pressure on sales executives to systematically screen their current selling approach for higher standards of efficiency.
Particularly in technology-based companies on B2Bmarkets, it is crucial for sales executives to understand the dynamics of building sustainable partnerships, making services a profitable business, adopting sales structures to business strategy, optimizing sales channels, and measuring and improving sales performance. The program takes each of those aspects into consideration, as well as the forces at work in global markets and the alignment required if you are dealing with partners in the three major business regions.
Target Audience
Past Participants' Level of Responsibility
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You are a senior sales and marketing manager in a leading position in an international company, in B2B- markets for technical systems and services. You may also be an emerging leader with managerial responsibility in the area of sales/marketing or involved in other strongly customer-related activities.
Key Topics
- Market-oriented management in a global business environment
- Making services a profitable business
- Developing market-based controlling systems
- Negotiating for the sales force
- Global key account management
- Optimizing decision making in sales and marketing processes
- Contract management
- Protecting intellectual property rights
- The ethical dimensions of business
Take-Home Value
You will return from this program with the right tools and insights for improving your own capabilities and creating the climate for accelerating the performance of your teams. Emphasis on impact learning is particularly high, with intense project work debriefed by faculty and leading executives in the field.
Meet the Faculty
Olaf Plötner (Program Director)Full biography
Olaf Plötner is the Dean of Executive Education at ESMT and the managing director of ESMT Customized Solutions. His research, teaching, and publications focus on the areas of strategic management, B2B marketing, and international sales management in technology-based B2B markets. He is a visiting professor at Darden Graduate School of Business, University of Virginia, USA. Olaf is a also a regular guest lecturer at the Freie Universität Berlin and ESCP (l’Ecole Superieure de Commerce de Paris).
Robert L. Carraway
Full biography
Robert L. Carraway is the Associate Dean for Degree Programs and the John L. Colley, Jr. Research Associate Professor of Business Administration at the Darden School of Business at the University of Virginia. He teaches decision, data, and risk analysis in Darden’s MBA program and these topics plus strategy, operations, and high performance leadership for executive education audiences. Carraway has co-written a quantitative analysis text and case book, and published both theoretical and applied research in top academic and practitioner journals. He has taught and consulted internationally for numerous corporate clients. Carraway joined the Darden faculty in 1984 after receiving his BS and MBA from East Carolina University and his PhD from Purdue University.
Mario Rese
Full biography
Mario Rese is professor for Business Administration and Marketing at the Ruhr-Universität Bochum. He has numerous publications on topics such as competitive strategy, customer analysis and marketing controlling and more than 10 years experience in management training and consulting projects.
Robert E. Spekman
Full biography
Robert E. Spekman is a member of ESMT's visiting faculty and Tayloe Murphy Professor of Business Administration at Darden. He is an internationally recognized authority on business-to-business marketing, supply chain/channels management, and strategic alliances. His consulting experiences range from marketing research and competitive analysis, to strategic market planning, supply chain management, channels of distribution design and implementation, and strategic partnering. In addition to teaching MBA courses, his executive program experience includes general marketing strategy, sales force management, channels strategy, creating strategic alliances, and business-to-business marketing strategy. He has edited/written seven books and has authored (co-authored) over 80 articles and papers.
ESMT European School of