Customer and Commercial Development (CCD) - cbs.dk · February 8th 2018 Customer and Commercial Development (CCD) Michel van der Borgh Associate Professor, Department of Marketing

February 8th 2018

Customer and Commercial Development (CCD)Michel van der Borgh Associate Professor, Department of Marketing CCD Program Coordinator

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Challenge: Sell me this pen.

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• But why…?

• Let us look back for a minute...

Creating only a want or urgency is insufficient in today’s market…

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Digitalizationconnects people and technologyin real-timeall over the world

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Uber, world’s largest taxi company own no vehicles

Facebook, world’s most popular media owner creates no content

Alibaba, the most valuable retailer has no inventory

Airbnb, world’s largest accommodation provider owns no real estate or beds

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Where is the most….

?

9…in the connections.

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Progression of Economic Value

Market Value

Dive

rsify

Cust

omer

Nee

d

Undifferentiated

Different & Unique

Generic

SpecificMichel

Commodity

Good

Service

Experience

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• It al starts with digitalization enhancing connectivity.

• Ownership is less important; Access to resources is key.

• Customers see value in unique experiences.

• Shift from managing businesses to managing ecosystems.

So what are we facing?

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The facts…

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“Think digital”

Today it is imperative that we need to challengeexisting sales & marketing processes by thinking ‘digital’

Why did we start CCD? Our belief, drive, & inspiration

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https://www.youtube.com/watch?v=KWUCV2rVWYw

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We challenge existing sales & marketing approaches by providing a completely new and one-of-a-kind educational program on

Customer and Commercial Developmentprovided to you by top-scholars.

How do we do that?

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The CCD team

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What do we provide you? The program.

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Semester 1

Creating Innovation and Customer Value

Big Data Commercial Strategies

Business Models for Digital Platform

Ecosystems

Sales Implementation

Semester 2

Business Intelligence and Customer Insight

Developing and Incentivizing Commercial

Organizations

Customer and Firm Profitability

Commercial Business Project

Semester 3

Electives or Exchange or CEMS (30 ECTS)

Semester 4

Master thesis

The CCD Journey

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Semester 1

Creating Innovation and Customer Value

Big Data Commercial Strategies

Business Models for Digital Platform

Ecosystems

Sales Implementation

Semester 2

Business Intelligence and Customer Insight

Developing and Incentivizing Commercial

Organizations

Customer and Firm Profitability

Commercial Business Project

Semester 3

Electives or Exchange or CEMS (30 ECTS)

Semester 4

Master thesis

Semester 1

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• Why we need integrated marketing and sales functions. • Translating the corporate strategy into marketing and

sales strategies, tasks, and processes• Aligning marketing and sales roles, sales activities, go-to-

market strategies, with the value proposition, customer buying behavior and the corporate strategy.

• Why sales and marketing need to cooperate and integrateactivities with other company functions (e.g., Finance, R&D, Production, Procurement, OmnichannelManagement).

• Discuss core theories and concepts of consumer behavior.

1. Creating Innovation and Customer Value

(7.5 ECTS)

Ad de Jong

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• Understand why digital platforms may more and moreoften become the foreground in the future.

• Manage presence on available platforms in profitable way,i.e., digital platform leadership becomes vital.

• Securing a holistic and relevant customer journey in alltouchpoints and provide a streamlined and personalcommunication.

• Identify, design and assess innovative businessmodels for digital platforms.

2. Business Models forDigital Platform

Ecosystems(7.5 ECTS)

Michel van der Borgh

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• Digitalization influences the way we communicate, consume,work, buy, and sell, and digitalization unfolds newopportunities.

• Understand how digitalization and technology will affectcompanies, their business models and strategies, andenables stronger engagement with customers. Digitaltechnologies offer the company with new possibilities forcreating, communicating, delivering and exchanging value tocustomers.

• Learn about new methods, tools, and techniques arerequired to embrace the digital transformation of marketingand sales strategies

• Understanding what the various digital platforms offer tocompanies and how to build digital marketing and salesstrategies.

3. Big Data CommercialStrategies(7.5 ECTS)

Torsten Ringberg

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• Implementation of strategic sales throughout anorganization.

• Sales methods and selling behavior in relation to specificmarkets and strategies.

• Emphasis on both theoretical and analytical abilities aswell as practical skills in sales.

• Learn how to choose the optimal selling behavior thateffectively transforms and enhances sales negotiations(including persuasion skills) into actual sales.

• Through hands-on experiences with real sales casesyou will learn how sales roles often differ by customersegments, selling processes and purchase motives.

4. Sales Implementation(7.5 ECTS)

Karina Burgdorff

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Semester 1

Creating Innovation and Customer Value

Big Data Commercial Strategies

Business Models for Digital Platform

Ecosystems

Sales Implementation

Semester 2

Business Intelligence and Customer Insight

Developing and Incentivizing Commercial

Organizations

Customer and Firm Profitability

Commercial Business Project

Semester 3

Electives or Exchange or CEMS (30 ECTS)

Semester 4

Master thesis

Semester 3

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• You will get an overview of the digital landscape and the role key technologies (e.g., cloud computing, social media, and analytics).

• Accessing the right data and tap into specific analytics and methods to execute marketing and sales processes.

• Work with digital tools, techniques and frameworksessential to transform data into relevant information

• Learn how analytical techniques lead to insights on past and future behavior (predicting the future) à improved decision making.

5. Business Intelligence and Customer Insight

(7.5 ECTS)

Tobias Schäfers

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• Learn how to build compensation and incentivestrategies that attract, motivate and retain the right salespeople.

• You will get an understanding of how to align marketingand sales processes and compensation strategies

• Learn how sales leadership and management drivesbusiness.

6. Developing andIncentivizing Marketing

and Sales Functions(7.5 ECTS)

Allan Hansen

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• How to maximize sales performance by reducing costswhile increasing sales.

• Work with costs, profitability and value creation toolsand techniques (e.g., Customer Equity (CE), CustomerProfitability Analysis (CPA) and Customer Lifetime Value(CLV))

• Learn how to deploy key account management andunderstand that every customer has different expectationsand needs.

7. Customer and FirmProfitability(7.5 ECTS)

Morten Holm

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• Using a combination of simulation games and cases, youwill learn the impact of different strategies and actions inthe sales process.

• Making decisions is a core capability for sales managers;you will be able to qualify your decisions for salesperformance.

• Understanding the long-term impact of your strategicsales decisions on business performance.

• Learn how to build, maintain and manage a modernsales function.

8. Commercial BusinessProject

(7.5 ECTS)

Karina Burgdorff

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Semester 1

Creating Innovation and Customer Value

Big Data Commercial Strategies

Business Models for Digital Platform

Ecosystems

Sales Implementation

Semester 2

Business Intelligence and Customer Insight

Developing and Incentivizing Commercial

Organizations

Customer and Firm Profitability

Commercial Business Project

Semester 3

Electives or Exchange or CEMS (30 ECTS)

Semester 4

Master thesis

Semester 3 and 4

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Your value for companies

https://www.youtube.com/watch?v=TxwaL1ulHXU

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• Business Developer• Product Manager• Consultant Marketing• Executive Marketing• Marketing & Sales Analyst• Account Manager• Sales Engineer• Project Manager• … and many more.

Life after CCD… Some examples.

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• You also belief in the power of “Thinking Digital.”

• You want to co-create the future of marketing and sales.

• You want to follow courses that are valuable andinteresting and write an exciting thesis.

Why do engage in the CCD Journey?

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