Book your course today
November 12, 2024 – December 3, 2024
- Four two-hour virtual sessions run across four consecutive weeks, delivered by two experienced ABM practitioners.
Session timings: Tuesdays at 4pm GMT / 11am ET / 8am PT. - Propolis members: £1400 + VAT
- Non members: £1680 + VAT
Description:
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?
- 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?
- 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.
Certification
- 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.
Dorothea Gosling is an experienced marketing and sales consultant with 30 years of experience in enhancing the performance of sales and marketing teams. She has a strong background in hiring and developing account-based marketing people and functions, establishing global centres of excellence, and effectively applying technology to improve both focus and impact. While serving as DXC Technology’s Director of ABM, Pursuits and Global Marketing Programmes, she received the SiriusDecisions (now Forrester) ROI award in the US for the proven business impact of her work. Today, Dorothea leads Inflexion Group’s consulting and training services on the topics of AI in ABM and Pursuit Marketing.
Laura Holmes is a technology marketing specialist with over 15 years of experience in B2B and B2C marketing. Working at a regional and global level, she has managed client engagement, proposition and sector marketing teams, achieving growth across various tech disciplines. Laura’s background includes senior positions at HP, Fujitsu and Sopra Steria, and more recently Marketing & Client Engagement Director at Cyber specialist NCC Group. Here she built the UK function, introducing vertical marketing, ABM, and a global thought leadership platform. Laura specialises in strategic planning, sales engagement and the execution of complex programmes.
