This unit introduces the origins, principles, and governance of value management and situates those concepts within contemporary B2B marketing and customer lifecycle strategies. Learners will explore how artificial intelligence is changing value creation and will develop an initial AI-value management blueprint to guide later, hands-on application in subsequent units.
Learning Objectives
- Analyze the historical evolution and core principles of value management and explain how modern corporate governance raises expectations for capital investment outcomes
- Evaluate the fundamentals of business value and the customer life cycle to identify and prioritize opportunities that can support high-impact revenue outcomes (e.g., 8X scenarios) using basic financial and customer metrics
- Apply foundational AI concepts to design an initial AI-enabled value management blueprint for a B2B marketing context, specifying data inputs, value flows, and stakeholder roles
- Demonstrate understanding of the current state of B2B marketing and produce a governance-oriented checklist that outlines cross-functional practices required to introduce AI-driven value management
Curriculum
- 1 Section
- 11 Lessons
- 30 hours
Expand all sectionsCollapse all sections
- Unit 1 — Foundations of AI-Driven Value Management11
- 1.1A Brief History of Value Management20 mins
- 1.2Modern Corporate Governance—Raising the Bar on Capital Investments20 mins
- 1.3Your Guide to Achieving 8X Company Revenue Outcomes20 mins
- 1.4Notes20 mins
- 1.5Understanding the Fundamentals of Business Value20 mins
- 1.6Understanding the Customer Life Cycle20 mins
- 1.7Notes20 mins
- 1.8The Game Changer: Artificial Intelligence20 mins
- 1.9Introducing a Blueprint for AI-Value Management20 mins
- 1.10Empowering B2B Marketing with AI-Enabled Value Management20 mins
- 1.11The Current State of B2B Marketing20 mins
Instructor
Free
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