Brendan Dineen, Director of Marketing – Demand Programmes at IBM UK talks about the Chief Marketing Officer survey that IBM has been conducting in order to understand the role and concerns of the CMO and what is likely to be on the agenda for technology requirements over the next few years

Kami Lamakan, Principle at The Loop highlights the importance of considering internal communication when developing change strategies which will add value to the customer. Simplification and customisation of messages are also a key part of driving change through an organisation.

Sales Director at Allied Milling & Baking Group shares his experience of negotiations between FMCG businesses and retailers.

Chris Shambrook, Performance Director at K2 reflects on the similarity of mindset required for both competitive sport and the sales environment and how high performance sports coaching can be used to develop excellence in sales.

Professor Neil Rackham talks about the emerging trends in value selling and what this means for sales over the next 5-10 years. He goes on to describe the attributes of those salespeople who will be successful in the future.

Professor Neil Rackham summarises his presentation on value creation in sales and how redesigning the boundaries between organisations is what delivers the value.

Andrew Cushing, Head of Marketing talks about how Build Center is now investing more heavily in customer data and insight in order to develop its strategic marketing initiatives. For example, analysis of their customer data has enabled them to identify trends around lost sales and subsequently launch Spend & Save, a reward scheme based on incremental spend - part of the Cranfield Customer Management Forum Guest Speaker Series.

Nicola Millard, Customer Experience Futurologist at BT explains her role as identifying trends. By looking at how developments in technology influence changes in customer behaviour, BT is able to develop strategies which address the implications of these behaviour changes. BT has seen the rise of the autonomous customer, who has sought independent advice and is very well informed prior to contact. This has introduced a level of complexity to the organisation which has lead to the requirement for networked experts within its customer service planning - part of the Cranfield Customer Management Forum Guest Speaker Series

CRM, customer relationship management, promised more loyal customers and much more profit for companies. Yet it has often failed to deliver the expected return from the substantial investment required. Stan Maklan describes ways to make CRM successful so that it is a win-win; a win for the customer and a win for the company.

Fawaz Baddar is looking at whether it is really possible for the Western practice of key account management to be transferred directly into an Arab context. Findings indicate that the practice needs adaptation in order to be effective as there are major cultural differences with regards to trust and around how business is conducted. This work is of relevance to those organisations operating, or looking to operate in Arab markets and their recruitment of sales people.