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ISBM Members Meeting – The Power of Frameworks

Join the Institute for the Study of Business Markets (ISBM)  for our fall members meeting on The Power of Frameworks and the launch of the first B2B Marketing Analytics Framework.

Speakers & Sessions:

Day 1 – Wednesday, October 13, 2021

9:00AM ET

  • Welcome & Opening RemarksLynn Yanyo, ISBM

9:30AM – 10:30AM ET

  • The Power of Business FrameworksLaura Patterson, VisionEdge Marketing
    • If your business were to lose critical members of your team, would it be able to continue to function with as little disruption as possible? Is bringing new smart young people up to speed quickly important to business success? Is consistently delivering a quality experience to your customers a top priority? Then you can benefit from the power of business frameworks. In this session, Laura will explore the importance of business frameworks, outline the attributes of a good framework, suggest 6 key considerations when selecting a framework, and share 3 frameworks from VisionEdge Marketing customers find valuable.

10:30AM – 11:00AM ET

  • Networking Break – ISBM Coffee – Lynn answers your ISBM questions

11:00AM – 12:00PM ET

  • B2B Digital Marketing FrameworksVenkatesh (Venky) Shankar, Texas A&M University
    • To succeed in the dynamic B2B digital environment, B2B marketers need to continually plan and execute state-of-the-art digital marketing strategies. This presentation will highlight useful organizing frameworks to think strategically about B2B digital marketing strategy and B2B e-commerce with examples.

12:00PM ET

  • Lunch Break

12:30PM – 1:30PM ET 

  • Ralph Riffs on Frameworks – Ralph Oliva, ISBM

1:30PM – 2:30PM ET

  • Launch of the First B2B Marketing Analytics FrameworkAndrew Petersen, Penn State & ISBM
    • Data-driven marketing decisions (including choices of which data analytics techniques to use and how) should be based on and address the following First Principles of Marketing, as foundational assumptions:  (1) All customers differ; (2) All customer change; (3) All competitors react; (4) All resources are limited. The First Principles Framework for marketing analytics provides a way to align each of  the four First Principles with a set of approaches, processes, and analysis tools that can deal with the unique issues associated with each principle. This will help firms with developing plans, budgets, and metrics as well as creating a sustainable competitive advantage into the future.

2:30PM – 3:15PM ET

  • Networking Break – *Chocolate Tasting* – Jeff Abella, Moka Origins

3:15PM – 4:14PM ET

  • ISBM Member Case Study – Marmon’s Journey to a Strategic Marketing Framework – Beth Sulentic, Marmon Holdings
    • This presentation will talk about the journey Marmon Holdings is taking to become a B2B marketing company. It will focus on the structure they are creating to allow their 100+ decentralized business have the tools, trainings, and best practices to grow in their respective areas. Beth will also touch on the future vision Marmon has created and their roadmap for continuing to build out their commercial capabilities.

4:15PM ET

  • Wrap Up

Day 2 – Thursday, October 14, 2021

9:00AM ET

  • Welcome  – Lynn Yanyo, ISBM

9:30AM – 10:30AM ET

  • What Type of Marketer Are You? – Das Narayandas, Harvard Business School
    • In this interactive lecture and discussion, we will develop a typology of ‘marketer types’ that will help you identify what type of marketer your firm is today, whether it is the right type to be, and how might you think of leveraging technology to enhance your marketing effort.

10:30AM – 11:00AM ET

  • Networking Break – *ISBM Coffee – Meet Our New Fellows – ISBM is proud to announce and introduce our two newest ISBM Fellows
    • Mark Houston, Texas Christian University
    • Sundar Bharadwaj, University of Georgia

11:00AM – 12:00AM ET

  • World Class Marketing Organization Behavior – Sundar Bharadwaj, University of Georgia

12:00PM ET

  • Lunch Break

12:30PM – 1:30PM ET

  • What is the Marketing Excellence Roundtable? – Rand Mendez, ISBM

1:30PM – 2:30PM ET

  • Toward a New Framework for Innovating B2B – Mark Dancer, Network for Business Innovation
    • Amazon Business is not the future of B2B, or it shouldn’t be. Innovation by B2B for B2B has hit a logjam because existing go-to-market frameworks are not aligned with the opportunities and challenges of the digital age Distribution is a neglected but massively essential B2B asset for established companies. Distribution is drifting towards the future without innovation frameworks that unify the traditional value chain while making room for collaborations with B2B minded platforms. Amazon Business will own the future of B2B if innovators at established companies do not define the future of distribution for themselves. This talk will explore the heart, soul, and future of distribution, with implications for manufacturers, distributors, digital startups, and technology vendors.

2:30PM – 3:15PM ET

  • Final Summary

3:15PM ET

  • Wrap Up & Close

*Please be sure to complete your mailing address if you wish to receive Coffee and Chocolate samples from Moka Origins. We will be featuring these items during our networking breaks throughout the event.  In order to guarantee delivery in time for the event, please register by October 1, 2021.

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