Who we are – ISBM

About ISBM

ISBM was founded in 1983 as a collective of leading academics from premier institutions around the globe partnering with B2B companies for the purpose of directing, advancing and disseminating the Science of B2B Marketing.

While business-to-business (B2B) represents approximately 65% of the global economy, only a small fraction of resources and attention is dedicated to advancing B2B marketing research and knowledge. The overwhelming majority of universities fail to offer any concentrations of research, education or outreach programming that is focused on B2B Markets. ISBM fills that gap with Member Firms learning from and sharing needs with 30 Academic Fellows and 6 Practice Fellows and 18 B2B Instructors and Partners globally.

Interested in membership?

Our VISION

We exist to accelerate the development and adoption of innovation and marketing best practices for the growth and sustainability of B2B Companies.

Our MISSION

Be the premier organization for dynamically and intimately connecting B2B Marketing professionals with thought leaders, educators and academic researchers advancing the science of B2B Marketing for the benefit of the growth of our Member Companies.

Meet the team

As a part of ISBM, you join a group with deep, concentrated experience in B2B Businesses and Markets. Our Team consists of our staff, instructors, academic fellows and select partners. All of ISBM is dedicated to improving your B2B Marketing and Sales capabilities that drive organic growth.

Lynn Yanyo

Executive Director

A former ISBM member from LORD Corp. Lynn has decades of experience in automotive, industrial, and electronics markets as well as first-hand experience in invention and innovation in new business development.

Rand Mendez

Executive Director - Membership

A former ISBM member from DuPont, Rand has decades of experience in B2B Sales, Marketing, and Business. He created the industry benchmark for corporate functional excellence programs - DuPont Marketing Excellence, DuPont Global Commercial Academy, and Strategic Marketing Process 2.0.

Lori Nicolini

Events Manager

Our essential foundation for ISBM for over a decade, Lori manages all of the details for events and programming.

Stefan Wuyts

Director, ISBM-Penn State

Professor of Marketing in Smeal College at Penn State, Stefan directs ISBM B2B research funding and the biennial research conference and graduate special courses.

Ralph Oliva

Membership Director Emeritus

Proving no one ever really leaves ISBM, Ralph has devoted his academic life to ISBM and continues to support us with his active membership support, linking students to industry.

Gary Lilien

Research Director Emeritus

Bringing continuity, Gary is recently “retired” from direct ISBM research management but continues to support us with his experience, knowledge and connectivity.

Our B2B Mastery Instructors

Unlike other educational organizations, ISBM has used our network to assemble a pre-eminent selection of B2B Mastery Instructors from Business Schools and independent training organizations from around the world. All are the leading educators in their specific areas of expertise.

Name	Title	Affiliation
Dr. Liam Fahey	Professor of Management Practice; Executive Director of Leadership Forum, Inc.	Babson College
Dr. Bob Thomas	Professor of Marketing	Georgetown University
Joanne M. Smith	President and Author	Price to Profits Consulting
Bob Cooper	President	Product Development Institute
Gerry Katz	Vice Chairman	Applied Marketing Science (AMS)
Ralph Cummins	President & Managing Director	EMM Group
Becky Williams	President	Realm, Executive Leadership
Jeff Bennett	Managing Partner	Amphora Consulting
Steve Hurley	Managing Director	Solutions Insights, Inc.
Dan Adams	President	The AIM Institute
Craig Apatov	Managing Partner	Ascension Growth & Innovation Strategies, Inc
Amy Vandaveer	Clinical Professor and Coach	Program for Excellence in Selling (PES) University of Houston
Joel Le Bon	Director of Professional Development	University of Houston
Randy Webb	Director and Executive Professor	University of Houston
Carl Herman	Director of Executive Education	University of Houston
Vince Kostelnik	President	Ad Ej Solutions Inc.
Sandy Jap	Sarah Beth Brown Professor of Marketing	Emory University
Dennis E. Gilbert	President	Appreciative Strategies, LLC

isbm fellows

The “ISBM Fellows” program provides even more opportunities to ask the world’s B2B thought leaders specific questions about your business marketing problems and opportunities. As experts in specific business marketing topics, all ISBM Distinguished Research Fellows—scholars at leading universities—have strong track records consulting to businesses around the globe, in addition to their extensive teaching and publishing activities. They know and respect real-world business management and leading-edge solutions, and they are dedicated to applying their knowledge to actual
marketing problems and opportunities.

Display Fellows at ISBM.org

TRUSTED PARTNERS IN DELIVERY

Our Trusted Partners are renowned for their expertise and quality of service to
B2B companies. They know our members well and are very active with ISBM
and our membership. Our Trusted Partners engage at our events, adding value
with their expertise but operate in a commercial-free manner.

Name	Title	Affiliation	Expertise
Michael Ahearne	C.T. Bauer Professor of Marketing; Research Director, Sales Excellence Institute	University of Houston	Sales Force Effectiveness, Internal Marketing, Relationship Marketing, Innovation
James C Anderson	Professor Emeritus of Marketing	Northwestern University	Value-Based Marketing, Strategic Judgement
Robert G. Cooper	Professor Emeritus; President of the Product Development Institute	McMaster University	Creator of Stage Gate, Innovation, Product Development
George S. Day	Geoffrey T. Boisi Professor Emeritus	The University of Pennsylvania	Competitive strategies in global markets, innovation and organic growth, marketing management, strategic processes and methods, and organizational change
Liam Fahey	Professor of Management Practice; Executive Director of Leadership Forum, Inc.	Babson College	Strategic Insights, Competitive and Market Intelligence, and Value Proposition Development
Rajdeep Grewal	The Townsend Family Distinguished Professor of Marketing and Area Chair of Marketing	University of North Carolina	Strategic Marketing, Inter-firm Relationships
Abbie Griffin	Royal L. Garff Presidential Chair in Marketing, Associate of Dean of Business Innovation	University of Utah	Co-creator of Voice of the Customer; Measure and improve the processes of innovation management, new product development and the management of technology
Sandy D. Jap	Sarah Beth Brown Professor in Marketing	Emory University	Partnering, Relationship Management, Distribution Channels and Routes-to-Market Strategy, Industrial Sourcing, Procurement
Bernie Jaworski	Drucker Chair in Management and the Liberal Arts	Claremont Graduate University	Leadership, Strategy, and Client Management
Erich Joachimsthaler	CEO and Founder	Vivaldi	Brand Strategy, Growth, Business Models
Wesley J. Johnston	CBIM Roundtable Professor of Marketing	Georgia State University	Key Account Management/Salesforce Management, Customer Relation Management
Ajay K. Kohli	Gary T. and Elizabeth R. Jones Chair in Management	Georgia Tech	Market Orientation, Customer Solutions, Sales Orientation
V Kumar	Richard and Susan Lenny Distinguished Chair in Marketing; Executive Director, Center for Excellence in Brand and Customer Management	Georgia State University	New Product Management, Marketing Models, Database Marketing, Customer Relationship Management, Marketing Intelligence, Marketing Strategy.
Gary L. Lilien	Distinguished Research Professor of Management Science	The Pennsylvania State University	Segmentation, Targeting, Positioning
Das Narayandas	Edsel Bryant Ford Professor of Business Administration; Senior Associate Dean for HBS Publishing; Senior Associate Dean for External Relations	Harvard Business School	B-to-B Marketing Strategy/Loyalty
James Narus	Professor of Business Marketing	Wake Forest University	Customer Value Management
Mohan Sawhney	McCormick Foundation Chair of Technology; Clinical Professor of Marketing; Director of the Center for Research in Technology & Innovation	Northwestern University	Business Innovation, Technology Marketing, New Media, Digital Marketing, Engagement Marketing
Lisa K. Scheer	Emma S. Hibbs Distinguished Professor of Marketing	University of Missouri	marketing strategy in interorganizational relationships, with specific emphasis on dependence, trust, loyalty, fairness, relationship-building
Don E. Schultz	Professor Emeritus of Integrated Marketing Communications; President of Agora, Inc., a global marketing, communication and branding consulting firm.	Northwestern University	Integrated Marketing Communications
Jagdish Sheth	Charles H. Kellstadt Chair in Marketing	Emory University	Global Competitive Strategy, Relationship Marketing
Robert E. Spekman	Tayloe Murphy Professor Emeritus of Business Administration	University of Virginia	Channels of Distribution and Go-to-Market Strategies, Marketing Planning Process, Managing the Interface Between Marketing and Sales, Strategic Alliances/Partnerships,
Raji Srinivasan	Professor of Marketing and Associate Dean for Diversity and Inclusion	University of Texas at Austin	Marketing Metrics, Organizational Innovation, New Product Development, market entry and exit strategies, and the financial performance of firms.
Rajendra K. Srivastava	Professor Emeritus and LKC Distinguished Chair Professor of Marketing Strategy and International Business	Singapore Management University	B-to-B Branding, Marketing Return on Investment
Gerard J. Tellis	Director of the Center for Global Innovation, Neely Chair of American Enterprise, and Professor at the Marshall School of Business	University of Southern California	Innovation, Advertising, New Products, Market Entry
Robert J. Thomas	Professor of Marketing	Georgetown University	Marketing Analysis and Customer Strategy, Strategic Market Segmentation, New Product Development,
Barton Weitz (deceased)	Professor of Marketing	University of Florida
Fred Wiersema	Business Strategist, Author	Retired	Customer Intimacy, Leadership
Andris A. Zoltners	Frederic Esser Nemmers Distinguished Professor Emeritus of Marketing	Northwestern University	Sales Force Strategy and Management

Name	Title	Affiliation
Dr. Liam Fahey	Professor of Management Practice; Executive Director of Leadership Forum, Inc.	Babson College
Dr. Bob Thomas	Professor of Marketing	Georgetown University
Joanne M. Smith	President and Author	Price to Profits Consulting
Bob Cooper	President	Product Development Institute
Gerry Katz	Vice Chairman	Applied Marketing Science (AMS)
Ralph Cummins	President & Managing Director	EMM Group
Becky Williams	President	Realm, Executive Leadership
Jeff Bennett	Managing Partner	Amphora Consulting
Steve Hurley	Managing Director	Solutions Insights, Inc.
Dan Adams	President	The AIM Institute
Craig Apatov	Managing Partner	Ascension Growth & Innovation Strategies, Inc
Amy Vandaveer	Clinical Professor and Coach	Program for Excellence in Selling (PES) University of Houston
Joel Le Bon	Director of Professional Development	University of Houston
Randy Webb	Director and Executive Professor	University of Houston
Carl Herman	Director of Executive Education	University of Houston
Vince Kostelnik	President	Ad Ej Solutions Inc.
Sandy Jap	Sarah Beth Brown Professor of Marketing	Emory University
Dennis E. Gilbert	President	Appreciative Strategies, LLC

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