The document outlines a business development framework course aimed at enhancing professionals' skills in expanding organizational reach and strengthening client relationships. It covers topics such as the sales and marketing processes, business model analysis, and various analytical tools, culminating in a workshop to apply learned concepts. The course is designed for advanced professionals in sales, marketing, and strategic planning and spans three days.

1. Business Development Framework
Summary:
Business development (referred to as BD) is a term that varies in its
meaning from one organization to the other. While some consider business
development a contact driven activity to increase sales revenue, others
interpret it as a marketing sub-activity rarely looked at in times of
economic booms.
This course intends to shed light on Framework of BD that is quite vital in
today’s competitive business environment. Business Development is an
integral process that links with major functions of the organization, aiming
at strengthening ties with existing clients as well as cultivating customers
in other sectors of the consumer market or other geographies at large.
Course Description:
Business Development framework is based on identifying the triggering
events leading to the need to expand the organization business beyond its
current boundaries. It also provides answer to the following questions and
draws conclusions in the form of action items:
 Where are we now?
 Where do we want to go?
 Why do we want to do that?
 How can we do that?
 How much will it cost us?
 Is it worth doing?
 How do we know we have reached there?
The course is full of facilitated sessions where the attendees will be
introduced to facilitation tools and techniques to develop their facilitation
skills. To become a successful BD professional requires ability to build
consensus among varied stakeholders of different function of the
organization (Sales, Marketing, Finance, Senior Management and
Operations).
Attendees will learn different business analysis tools and techniques such
as SWOT, competitive force analysis, Product/Market Matrix, etc.. Case
studies will be discussed among the team to promote effective participation
and strengthen comprehension.
Course Outline - Business DevelopmentBusiness framework

2. The course covers BD functions and activities within the company, Function
Description (Responsibilities, Competencies, Authorization, etc..)
A session will be dedicated to Business Model Analysis where several
business models will be studied from the perspective of value proposition,
market segment, value chain and cost model, revenue model, value
network, and competitive strategy.
Sales and marketing are major functions in developing a BD framework, so
a dedicated session will be directed towards both functions identifying the
business process for functions, sales process stages and associated skills.
Marketing 5 P’s is also discussed (product, price, packaging, promotion &
place).
The course covers the sales function in detail from a sales ecosystem
perspective where sales excellence is a resultant of numerous factors such
as; sales human capital, internal processes, supporting functions, product
management, etc.
Finally the knowledge is applied in a full day facilitated workshop where
attendees apply the knowledge on their own organization and discuss the
viability of options such as; product development, market development,
diversification, market penetration, or divestment.
DAY 1: (Seven Topics)
1. Introductions & Entry survey
2. BD definition & benefits
3. BD position in the organization
4. Development of BD Basic questions
5. Introduction to Sales & Marketing process.
6. Functional Roles distribution – Team work
7. Business Analysis
DAY 2: (Five Topics)
1. Introduction to facilitation (sticky wall, divergence &
convergence tools)
Course Outline - Business DevelopmentBusiness framework

3. 2. Business analysis tools.
3. Business Models, definition and analysis
4. Sales Ecosystem
5. Introduction to Case Study
Day 3 (Two topics)
 Synthesis of what we learned
 Case Study application
 Closing and Exit survey
Audience: Professionals involved in leading roles of sales and/or
marketing as well as professionals involved in enterprise strategic
planning.
Prerequisites: None
Course Duration: 3 Days
Course Level: Advanced
For more info please contact ashraf.osman@smc-i.com
Course Outline - Business DevelopmentBusiness framework