B2B Marketing and Sales Academy

CVM€ can design, develop and implement a comprehensive Marketing and Sales Academy tailored to the specific needs of our client. Ask us for a meeting to discuss your individual needs. Call Phil Allen on +41 7 9423 1390.

The concept design phase will include:
a)  Detailed training curriculum, incl. target audience segmentation, contents (practices, skills, mind-sets, processes), transfer phases, timelines and learning delivery methods;
b)  A dedicated process to include existing marketers & sellers with longer experience and get “buy-in” from managers with higher seniority (“briefing”);
c)  Design of required training methods and materials including presentations, hand-outs, business cases, online courses (if appropriate), simulation games (if appropriate);
d) Designed in a suite of practical workshops and supportive learning sessions and designed to be rolled out over a 2 – 3 year time-frame, initially for key business and commercial management and also for key sales and other customer-interfacing team members.

CVM€ will work closely with client management throughout the design phase to ensure that program is truly aligned with the client’s knowledge needs and operating environment realities. 

The development phase will include:
i)  Detailed content development for individual training programs and modules;
ii)  Identification and inclusion of relevant industry and external cases;
iii)  Identification and development of relevant client internal cases and hands-on working situations.  

CVM€ will work closely with client management throughout the design phase to ensure that program is truly aligned with the client’s knowledge needs and operating environment realities. 

The delivery phase will include:

  • Training, briefing and coaching programs according to designed curriculum
  • All trainings in English language (others available on request).
  • Central training location for all Advanced Level trainings, with possible training locations also in N. America, Europe and Asia.
  • Supporting reading program of book: “Value-Based Marketing for Bottom-Line Success”, articles, white papers and cases, simulations.  


The marketing program could consist of the following modules:
Core marketing workshops

  • The Fundamentals of Marketing (3 days interactive workshop)
  • Key Principles of Value Based Marketing (3 days interactive workshops

Advanced marketing workshops

  • Marketing Strategies for Business Success (3 days interactive workshop)
  • Value2 Advanced Marketing (2 x 2 days interactive workshop - gap of 8 to 10 weeks)

Specialized marketing workshops

  • Making Marketing Work for ICL-IP (3 days interactive workshop)
  • Marketing Innovation (3 days interactive workshop)
  • Pricing Insights and Strategies to Implementation (3 days interactive workshop)
  • Value2 Key Account Management (2 x 2 days interactive workshop – gap of 8 to 10 weeks)

Additional options:

  • Elective marketing workshops
  • Facilitated marketing application and implementation
  • Coaching/mentoring of master marketers
  • Customer and market insights
  • B2B and chemicals industry cases in all learning programs
  • Optional development of other elements to create an academy
  • Cross-functional marketing and sales academy
  • Customer insights and market research

The sales program could consist of 4 one-day workshops:
1. Customer Insights and Customer Segmentation
2. Differentiation and Value Propositions
3. Communicating and Extracting Value
4. Creating and Implementing Value