ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.

ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to 


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Personal Selling and Sales Management

The course, taught by Dr. Michael Ahearne will focus on academic research related to improving sales force performance. We will examine research using a variety of approaches including analytic models, empirical models, surveys, and lab/field experiments. We will investigate both published research as well as working papers by top scholars in the field. Many of these top scholars will join our sessions to discuss their working papers with the class.

It will consist of ten sessions of 120 minutes each beginning on October 24, 2022, from 11:00AM – 1:00PM ET

Please follow the Admission Procedure ( when registering for this Course.

demand management webinar

Demand Management for B2B Marketers (Tracy Daly)

If you have been stressed by the supply chains that were stretched or broken over the past 2 years and/or your customers who have been whip-lashed by their customers, this next webinar is for you.

Presented by: Tracy Daly, Senior Optimization Consultant Demand Management and Top Line Growth, OpExecs

Supply Chain: Managing the Dilemma (Brent Moritz)

Watch Joanne Smith (Price to Profits Consulting), Andrew Petersen (ISBM, Penn State), Liam Fahey (Leadership Forum, Inc.), and Becky Williams (ISBM) who are joined with our world expert, Dr. Brent Moritz, during a special JAM Session on the Supply Chain Dilemma and Marketing’s Role in Easing the Pain of the Supply Chain Dilemma.

Learn the latest information on supply chain disruptions and what is likely to continue for 2022.

5 Planks of Door Opening Success (Caryn Kopp)

Webinar from Caryn Kopp. The first step in closing a sale is landing the initial meeting. Do you want more of those? Learn Caryn’s proven secrets for getting the right prospect doors open so you have a continual flow of new opportunities in your pipeline.

Toward a New Framework for Innovating B2B (Mark Dancer)

Amazon Business is not the future of B2B, or it shouldn’t be. Innovation by B2B for B2B has hit a logjam because existing go-to-market frameworks are not aligned with the opportunities and challenges of the digital age Distribution is a neglected but massively essential B2B asset for established companies. Distribution is drifting towards the future without innovation frameworks that unify the traditional value chain while making room for collaborations with B2B minded platforms. Amazon Business will own the future of B2B if innovators at established companies do not define the future of distribution for themselves. This talk will explore the heart, soul, and future of distribution, with implications for manufacturers, distributors, digital startups, and technology vendors. Presentation from the October 2021 ISBM Members Meeting.

B2B Marketing Analytics Framework (Andrew Petersen)

Data-driven marketing decisions (including choices of which data analytics techniques to use and how) should be based on and address the following First Principles of Marketing, as foundational assumptions:  (1) All customers differ; (2) All customer change; (3) All competitors react; (4) All resources are limited. The First Principles Framework for marketing analytics provides a way to align each of  the four First Principles with a set of approaches, processes, and analysis tools that can deal with the unique issues associated with each principle. This will help firms with developing plans, budgets, and metrics as well as creating a sustainable competitive advantage into the future. Presentation from the October 2021 ISBM Members Meeting.

B2B Digital Marketing Frameworks (Venky Shankar)

To succeed in the dynamic B2B digital environment, B2B marketers need to continually plan and execute state-of-the-art digital marketing strategies. This presentation will highlight useful organizing frameworks to think strategically about B2B digital marketing strategy and B2B e-commerce with examples. Presentation from the October 2021 ISBM Members Meeting.