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Deal-based Marketing Training


Strategic deals are binary: you win them, or you lose them, there is nothing in between.

This course provides a practical overview of deal-based or pursuit marketing and how to implement it successfully from practitioners who have helped their companies to compete and win. | Virtual course

Book your course today

March 4 2025 – March 25 2025

4pm GMT / 11am ET / 8am PT

March 4 2025 – March 25 2025

Four two-hour virtual sessions run across four consecutive weeks, delivered by two experienced ABM practitioners. Sessions start at: Tuesdays at 4pm GMT / 11am ET / 8am PT.

  • Propolis members: £1400 + VAT
  • Non members: £1680 + VAT


In this course, you will learn about the complexity, pitfalls and opportunities of influencing strategic deals, and how your marketing muscle can help shift the odds in favour of your business. The Deal-Based Marketing (DBM) course is divided into distinct sections that build on each other and combine theory with active, hands-on work to ‘make it stick’.

It starts with an introduction to DBM and the anatomy of a deal, before moving on to the creation, evolution and measurement of an integrated pursuit campaign, integrating sales and marketing activities. This course is delivered over four sessions and includes proven concepts, group work and best-practice case studies.

What you will learn?

At the end of this course, you will understand the fundamentals of how to deliver DBM, including how to:

Map out the structure and phases of strategic deals.

Build account and deal insight for strategic sales opportunities.

Foster buy-in and onboard stakeholders and key partners to support the pursuit.

Create the win theme and pursuit messaging.

Develop a pursuit marketing and communications plan using the right tools and tactics for your pursuit.

Measure the success of your tactics, adapt your approach, and avoid/overcome common DBM pitfalls.

Avoid or overcome common DBM pitfalls.

What’s included?

The content covered over the course of the four, two-hour training sessions will be delivered by two experienced ABM practitioners. This includes:

A map of the typical structure and phases of a deal.

A sample deal insight dossier and competitor intelligence template.

A pursuit marketing and communications plan template and stakeholder profiling template.

Illustrative performance metrics and DBM scorecard.

A messaging template, identifying win themes, differentiators and reasons to believe.

Who should attend?

This course complements our ABM training courses and is developed for marketers who are already practicing ABM and want to expand their skill set to DBM, closely collaborating on strategic sales opportunities with senior sellers to increase their company’s propensity to win large deals.


Get certified for the time you dedicate to up-skilling yourself and boosting your knowledge.

All of our courses come with a certification of attendance and can be added to your LinkedIn profile and CV. This course is jointly certified from B2B Marketing and global account-based growth experts, Inflexion Group.

About the trainer

Dorothea Gosling

Senior consultant, Inflexion Group

Dorothea is an experienced marketing and sales consultant with practical expertise gained in nearly 30 years of helping sales and marketing teams perform better together. Her expertise also encompasses hiring and developing Account-Based Marketing teams, developing Centres of Excellence and meaningfully as well as successfully applying technology to aid focus and impact.

Dorothea has held senior roles at DXC Technology, CSC and Micrografx as well as other, smaller businesses in the UK, Switzerland and Germany. She is also known as an innovator in the field of Account-Based as well as Deal-Based Marketing, and is a regular speaker at industry events and conferences.

+44 (0) 20 7014 4920

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