Business-to-business Markets Management

Fundação Dom Cabral Business School

Program Description
EFMD Equis Accredited

Business-to-business Markets Management

Fundação Dom Cabral Business School


Companies that carry out transactions in business-to-business markets frequently deal with the commoditization process their offers go through. The difficulties they find in differentiating products through their characteristics and the actions of competitors put pressure on prices, thus destroying margins and compromising the perenity of the businesses. Research that has been carried out both in Brazil and in the USA on business-to-business market trends show that value management to be the main challenge: the kind of value we must deliver to our customers; how to show and prove the value that is delivered; how to capture superior value in our relationships with customers and within the value chain; how to create value (co-create) and innovate in company networks or in partnership with our customers?

There are other challenges that are relevant: how to transform the sales force into professionals who are ready to commercialize value; how to align the organization and the distribution channels to the value proposition presented to the targeted segment?

The program aims to discuss these aspects of business-to-business market management. It presents concepts and methodologies and thus develops the skills that will allow managers to understand the opportunities to identify, deliver and capture superior value in their markets.


Directors responsible for defining and implementing market and relationship strategies with other customer, supplier and business partner companies.


  • A reflection on the main market trends in business-to-business relationships and their impact on business management and perenity.
  • Understanding the drivers that generate value for customers.
  • Learning about the opportunities to co-create value in partnerships and networks.
  • Identifying the relevant variables in managing customer relationships.
  • Understanding the fundamental issues that make the sales force commercialize value and not price.
  • An analysis of the business models that support value strategies, defining organizational alignment.
  • A reflection on managing intangibles that impact business-to-business relationships: brand, trust and culture.


Trends in business-to-business markets:

  • The main concerns of companies present in the Brazilian market and in other markets that challenge management and performance in business-to-business markets;
  • An analysis of the challenges in the business-to-business markets of participating companies.

Value management

Value management in business-to-business markets:

  • What value means in business-to-business markets;
  • Value management: from value proposition to value capture;
  • Identifying opportunities to achieve sustainable-value competitive advantage.

Opportunities to create value and value consequences for customers:

  • New value creation drivers: value through services, solutions, results for clients, organizational values, relationships, business synchronization and technology;
  • Alternatives for preparing value propositions.

Capturing value:

  • How to measure and demonstrate value delivered to customers;
  • How to set prices based on perceived value and in use value;
  • Opportunities to obtain superior return on delivered value.

Co-creating value within networks:

  • The concept of value networks;
  • Co-creating value in networks;
  • Innovating in networks;
  • Managing knowledge in value networks;
  • Business networks in the opportunities to lock in customers.

Relationship management in business-to-business

The concept of loyalty applied to business-to-business relationships:

  • Fundamental concepts: what it is and how to promote customer loyalty;
  • Why do customers remain? The bonds that support the relationship;
  • Preparing relationship strategies.

Managing the sales effort within the relational context:

  • Changing the traditional sales approach into a relational one;
  • Managing key accounts: benefits and opportunities;
  • Building value within the sales process for all customer levels;
  • Managing long, complex and highly relational sales cycles;
  • The skills and competencies of the relationship manager.

Organizational alignment

The organizational system that supports market strategy:

  • Structuring value systems: the functions and actors responsible for delivering value to the market;
  • The elements of the organizational system that support a strategy;
  • The configurations of the organizational structure, processes and performance assessment systems that potentialize the capturing and monitoring of the value strategy proposed to the market.

Managing the intangibles

The impact of brand, trust and culture in business-to-business relationships:

  • The role of the brand to create and capture value in business-to-business markets;
  • The importance of trust to establish and maintain long-lasting relationships;
  • Culture as of value vector.
    *Simultaneous translation will be available.


The investment needed to participate in the Program in 2010 amounts to R$ 8.700,00 (eight thousand, seven hundred reais). This amount does not include accommodations, transportation and meals.


The methodology privileges the structured exchange of experiences and cases, discussion groups, interactive classes and contact with local and international professors.

Cases studies
Business practices are presented, analyzed and debated to reinforce the various concepts in company management.

Business reports
Entrepreneurs and executives offer a rare opportunity to confront theory and practice.

Duration & Price
This course is Campus based
Start Date
Start date
Mar. 2017
4 days
Full time
Start date Mar. 2017
Brazil São Paulo
Application deadline Request Info
End date Request Info
Duration 4 days
Price Request Info