Think Marketing: Facing Challenges with AI & Business Solutions

Two lightning talks that will get you thinking - because it's time for different thinking.

Join us for a thought-provoking hour and hear from our leading experts.

You will:

Discover what leaders can do to ensure wiser decision-making in sales using AI
Understand what customers really value about business solutions and uncover the key success factors in making them succeed
Draw upon our expertise and engage in our panel discussion.

Artificial intelligence in sales

Developments in artificial intelligence follow in quick succession. But how can sales executives leverage this novel technology to make better sales decisions? In this session, you will learn what artificial intelligence actually is, how it works, and how it can enable sales managers and salespeople. The session will provide the following take-aways:

What is artificial intelligence?
How does artificial intelligence work?
How does artificial intelligence reshape selling and sales management?

By Johannes Habel, Associate Professor in Marketing

Business solutions: what providers get wrong

Many businesses face the challenge of commoditization: how to differentiate their offerings to avoid competing on price. A common approach is to combine products and services into ‘solutions.’ But our research shows that many firms get them wrong. In this session, you will learn what customers really value about solutions, and what competences you therefore need to develop. The session will cover:

How do customers judge business solutions?
How can innovative solutions be designed?
What are the key success factors in making solutions work?

By Hugh Wilson, Professor in Marketing

Both speakers teach on our Executive Diploma's latest offering in the area of Marketing. This session will give you the opportunity to sample both the content and delivery of a unique programme, while giving you a flavour of the Warwick experience.

Mairead Brady will be our host and Q&A facilitator. She is co-author on the leading Marketing Management (2019) textbook, and Course Director of the Warwick Executive Diploma in Marketing Leadership.

With

Johannes Habel

Johannes Habel is a visiting professor at Warwick Business School and an associate professor at the University of Houston. His research and teaching focuses on the psychology of personal selling and sales management as well as the digital transformation of sales. Johannes has developed and directed customized and open executive education programs for numerous organizations and taught executives at some of the world's top business schools, including the Darden School of Business at the University of Virginia, Stanford Graduate School of Business at Stanford University, and Yale School of Management at Yale University. Johannes received a doctorate in marketing from the University of Bochum, Germany, and a degree in management from the University of Mannheim, Germany.

Hugh Wilson

Hugh Wilson is Professor of Marketing at Warwick Business School. After degrees in mathematics at Oxford and computer science at Cambridge, Hugh worked in technology and marketing with IBM and Xerox, among others. He now researches and teaches on marketing strategy, customer experience management and sustainability. His books include The Multichannel Challenge (2008) and the bestseller Marketing Plans (2016). He writes regularly for Harvard Business Review. Hugh was listed in the Chartered Institute of Marketing’s "Guru Gallery" of "50 leading marketing thinkers alive in the world today". He was honoured by Tim Berners-Lee as one of the hundred "Internet Decade" individuals who had most influenced the development of e-commerce.