| Entrepreneurial Selling: Business to Business (MKTG-962-B)
For John Aiello, the key to successful business lies in communication and cohesion between sales and marketing. Early in Aiello's career, while working in Brand Management for the Miller Brewing Company, he began to notice a disconnect between the sales staff working in the field, and the marketing mission of the corporate office.
The same proved true when he was recruited to work for a large home builder at the age of 27, and started running the marketing and sales departments. With this experience, Aiello began to closely observe the two departments and how they interacted, as well as to develop a system for marrying the missions of both in order to generate greater revenue.
Aiello used this experience later in life, when he reconnected with a fellow University of Illinois graduate, with whom he co-founded The SAVO Group. The mission of the business was to consult companies -- from major corporations to mid-level ventures -- on how to increase communication between sales and marketing. The SAVO Group focused their services primarily on large B2B corporations, and in just a few short years, launched their first software product in 2002.
The software, termed "enablement software," created a brand new category for business strategy, further assisting the collaboration between the sales and marketing departments of their clients' businesses. The SAVO Group has since grown to employ 100 people, and generate $50 million in revenue. Over 200 major corporations now use the software globally, such as IBM, American Express and GE.
Starting in the fall of 2012, Professor Aiello will be teaching Entrepreneurial Selling: Business to Business (MKTG-962-B). This five-week course will include guest speakers, as well as focus on important topics, such as developing a story around a product or service, and how to match this story to the unmet needs of prospective clients. In addition, students will learn how to prospect, prepare for meetings, successfully master the key steps to discovery, the art of the conversation, and develop the skills to be a challenger. Aiello will also be sharing the top ten lessons he learned in entrepreneurial selling.