IIM Nagpur | Global Senior Executive Leadership Programme – Chief Business Officer

Course Modules

Module 1 Transition into a Strategic Business P&L Leader

Foundations of Revenue & Profitability Management

• Transitioning to a CBO: Navigating the Leadership, Execution and Market paradigm
• Leadership Paradigm: Leading the Org and People to a bigger vision beyond current thinking, capabilities and resources
• Execution Paradigm: Sangam of Finance, Sales, Marketing, Brand and Product
• functions
• Market Paradigm: Building the future markets where current competition is irrelevant Dynamics of Economic and Business Landscape
• Marketing Strategy and Marketing Plan; Discovering new markets and market sizing
• Market Segmentation, Persona, and Value proposition

Understanding the Customer

• Customer Journey Map and Experience
• Customer Acquisition and Lead Generation
• Customer Insights
• ROI: Life Time Value, CAC, Conversion Ratios, CRM

Demonstrating Business Leadership

• Product Leadership
• Pricing Leadership
• Distribution Leadership
• Communication Leadership
• Service Leadership

Module 2 Marketing Acumen for a Chief Business Officer

Leveraging Marketing Research and Marketing Analytics

• Quantitative Research: Experiment & ANOVA
• Predictive Analytics & Experimental Analytics
• Time series analytics for Demand forecasting
• Qualitative Research Methods
• CART: Classification and regression tree (CART) in marketing
• Customer lifetime value analysis
• Market basket analysis
• Logistic Regression Techniques
• Cluster Analysis
• Factor Analysis
• Digital, Social Media and Text Analytics
• Conjoint techniques (with use case and python)
• Positioning Maps, Discriminant Analysis

Module 2 Transition into a Strategic Business P&L Leader:

Strategic Brand Management

• Meaning, Aesthetics, Metaphors, ZMET technique
• Forging deep consumer engagement
• Crafting brands in uncertain environments
• Real Options thinking while branding
• Brand Strategy & Brand Valuation

Digital Transformation and Social Media Marketing Strategies

• Online reputation management
• Digital-marketing
• Search Engine Optimization
• Google and Web Analytics

Managing Marketing Campaign

• Marketing Communication Message
• Media Mix, messaging and communication
• Packaging, bundling, promotions
• Communication in Digital Era

Module 3 Delivering Sales excellence for a Chief Business Officer

Go to Market and Establishing Sales & Distribution network

• Go to Market Strategy
• Distribution Management
• Strategic Channel Choices, Types and Classification, Structure of Marketing Channels
• Channel Coordination, Channel Conflict, The Dynamic Nature of Channel
• Channel Intensity, Costs and Margins
• Managing and Calibrating channel ROI

Foundation Skills for Sales Professionals

• Negotiation and Persuasion Strategies
• Sales forecasting, marketing budgeting and ROI
• Selling Skills for Retail customers
• Relationship Selling Skills for B2B Customers

Strategic Brand Management

• Sales Force Management
• Goal Setting, Performance Appraisal, Counselling
• Designing Incentives and Rewards for Sales Team
• Recruiting and Managing Performing Sales Teams
• Understanding Teams

B2B Sales

• Individual Buying behavior & Organisational buying behavior
• Segmentation
• B2B Marketing in Online Context
• 1-1 Marketing
• Managing Key Opinion Leaders
• Pipeline Management
• Strategies for Key Account Management (KAM)
• Delivering Value in B2B Context: Developing an optimal sales proposition

Managing Business Metrics

• Sales forecasting, marketing budgeting and ROI
• Digital Marketing Channels and Metrics
• Product Performance Metrics
• Calculating C-SAT scores, Measuring NPS, Profitability, NPV, IRR, XIRR

Module 4 Strategic Product Management expertise of a Chief Business Officer

Launching Building Product and Brand Portfolio

• Design and Thinking Framework
• Product Management for Ecommerce, Cloud and SAAS Based Platforms
• Metrics for product management
• Competitive Strategy
• Developing Strong Brands
• Pricing models

Module 5 Financial acumen of in your business

• Interpreting Financial Statements
• Pricing Strategies & Decisions, Consumer, Value, Competition, Dynamic Adaptive Pricing
• Understanding Cash Flows
• Understanding and Managing Outstanding Cycle
• Understanding Costs - Direct, Indirect, Variable
• Costing for Marketing
• Leading a P&L
• NPV and IRR

Indicative Masterclass Topics for CBO

• Transitioning into the C-Suite
• Technology & Digital Transformation
• Leadership Skills for a Complex Changing Environment