Equinet Academy
Intelligence-led. Account-focused. Strategically disciplined.
Course Description
What is This Course About?
Corporate sales are not about volume. They are about focus, intelligence, and disciplined account development.
This module equips you with the structured business development and account planning capability required to identify new market opportunities, analyse customer and industry intelligence in depth, develop targeted engagement strategies, qualify and progress leads systematically, and expand existing accounts into larger, longer-term revenue opportunities.
You will learn how to interpret competitive and market intelligence data, develop deep customer acumen across strategy, financials, and decision-making structures, design tailored outreach and content approaches, scope deals and business opportunities with commercial rigour, and integrate cross-functional insights into business development plans that hold up in enterprise sales environments.
By the end of this course, you will be able to identify, scope, and pursue high-value commercial opportunities using structured intelligence, disciplined qualification, and strategic account development rather than transactional outreach.
This is an intermediate-to-advanced level course appropriate for professionals in B2B sales, business development, and account management roles.
Target Audience
Who This Course is For
This course is designed for professionals pursuing B2B growth and corporate account opportunities.
- Business development managers pursuing enterprise and mid-market accounts
- Corporate sales executives building strategic pipelines
- Account managers are responsible for expanding existing client revenue
- Founders entering B2B or enterprise markets
- Sales professionals targeting larger deal sizes and longer client relationships
If you want to move from reactive outreach to proactive, intelligence-led account development, this course builds that capability.
Prerequisites
What You’ll Need to Get Started
You should have:
- Basic understanding of sales processes and the B2B commercial environment
- Interest in corporate and enterprise market development
- Willingness to analyse market intelligence data and build account plans
- Completion of Modules 1–3 of the Certified AI-Enabled Sales Associate programme, or equivalent sales and negotiation experience
Course Highlights
What You’ll Learn
In this course, you will learn:
- How to interpret customer, competitive, and industry intelligence data and translate it into actionable commercial opportunities
- How to develop deep customer acumen, understanding a target organisation’s strategy, management structure, financial position, and key performance indicators
- How to identify market developments and new commercial opportunities they present, and propose structured approaches to capitalise on them
- Account-based marketing planning principles: targeting, account prioritisation, and account-specific engagement strategy design
- Lead generation strategy: how to initiate contact, generate interest in your organisation’s technology solutions, and create viable sales leads
- Lead qualification discipline: how to assess, score, and prioritise leads for follow-up using structured qualification frameworks
- How to develop content and engagement approaches that resonate with specific customer communities and decision-maker segments
- Deal scoping: how to define commercial feasibility, deal parameters, and opportunity size before committing sales resources
- Account expansion planning: how to identify growth opportunities within existing accounts and recommend development strategies
- How to assess partners’ and customers’ pipelines and short and long-term needs to identify new leads
- Cross-functional insight integration: how to incorporate insights from marketing, product, and operations into business development plans
Course Objectives
What You’ll Take Away
By the end of this course, you will be able to:
- Analyse customer and industry intelligence to identify viable commercial opportunities
- Initiate, generate, and qualify leads aligned to organisational objectives
- Scope deals, expand accounts, and integrate cross-functional insights into business development account plans
Skills You’ll Acquire
Completing this course, you will develop the following strategic B2B commercial development capabilities:
Intelligence interpretation
Analyse competitive and industry data with structured precision
Customer acumen
Map target organisations across strategy, financials, decision-making, and KPIs
Opportunity identification
Translate market developments into specific, actionable opportunities
Lead generation
Initiate contact with intelligence-led outreach that creates genuine interest
Lead qualification
Assess and prioritise opportunities using the BANTSC framework
Deal scoping
Define commercial feasibility, parameters, and risk before deal pursuit
Account expansion planning
Recommend structured growth strategies for existing accounts
Pipeline assessment
Identify near-term and long-term leads from customer and partner pipelines
Cross-functional integration
Incorporate marketing, product, and operations insights into account plans
Industry engagement strategy
Build long-term commercial presence in target sectors
Certification Track
Level up!
This module forms part of the Certified AI-Enabled Sales Associate programme.
Module 1: The ABC of Sales: Sell Anything to Anyone
Module 2: Business Storytelling and Stakeholder Engagement
Module 3: The Art and Science of Negotiation
Module 4: B2B Corporate Sales ←You are here
Module 5: Digital Sales
This module applies the negotiation and stakeholder management disciplines of Modules 1–3 to the specific context of strategic B2B account development. Module 5 builds on this foundation by extending commercial execution into digital sales channels and AI-assisted account management.
A Certification of Completion by Equinet Academy will be awarded to candidates who have demonstrated competency in the B2B Corporate Sales course assessment and achieved at least 75% attendance.
Course Outline
Inside the course
This course follows the B2B commercial development cycle: market and customer intelligence analysis first, then lead generation and qualification, then deal scoping and strategic account expansion. Each phase builds on the previous one, and the Account Development Plan developed across the later phases serves as the assessment instrument for the Individual Project Presentation.
Customer and Industry Intelligence and Opportunity Identification
- Interpreting customer, competitive, and industry intelligence data
- Customer acumen and industry insights, understanding what the intelligence reveals about the opportunity
- Deep customer understanding strategy, management, financials, and KPIs
- Analysing industry intelligence to identify commercial opportunities
- Proposing ways to capitalise on new market opportunities
Lead Generation and Qualification Strategy
- Customer needs identification, distinguishing short-term requirements from long-term strategic needs
- Initiating contact and generating interest in your organisation’s technology solutions
- Qualifying sales leads, structured assessment of opportunity viability using BANTSC
- Raising appropriate avenues to engage with customers and promote offerings
- Developing content to engage relevant customer communities and stakeholder segments
Account Expansion and Strategic Business Development
- Scoping business opportunities and deals, defining commercial feasibility and deal parameters
- Recommending ways to develop current accounts into larger business opportunities
- Assessing customers’ and partners’ pipeline and short and long-term needs to identify leads
- Incorporating cross-functional insights into business development account plans
- Identifying industry engagement opportunities and completing the Account Development Plan
Assessment Methods
- Case Study Written Assessment
- Individual Project Presentation
Trainers
Meet Your Educators
Trainer Bio
Chang Tou Yuen
Chang Tou Yuen (TY) brings over 30 years of real-world sales expertise, having worked across various industries such as banking, telecommunications, IT, manufacturing, and more. His practical and down-to-earth approach is rooted in extensive firsthand experience, making his insights highly valuable and applicable. TY’s training style is engaging and relatable, utilising humor and real-life stories to create memorable learning experiences that inspire and motivate participants.
Course Fee & Funding
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Full Course Fee (without funding)
S$499.00 S$999.00
Course Schedule
Mark Your Calendar!
This applied workshop integrates customer and industry intelligence analysis with account planning, lead qualification simulations, and a structured Account Development Plan build.
2 Days | 16 Hours
Day 1: Intelligence interpretation, customer acumen mapping, opportunity identification, and lead generation and qualification.
Day 2: Full lead qualification and engagement channel design, deal scoping, account expansion planning, and Account Development Plan completion, plus assessments.
| Learning Mode | Course Dates | Duration | Trainer |
|---|---|---|---|
| In-Person | 01, 02 Jul 2026 (Wed, Thu) | 9.00am - 6.00pm | |
| In-Person | 24, 25 Sep 2026 (Thu, Fri) | 9.00am - 6.00pm |
Click on the course dates above to register online.
Frequently Asked Questions (FAQs)
The Need-to-Know Stuff, Fast
Everything you need to know about the course. Can’t find the answer you’re looking for? Please contact our friendly team.
The frameworks apply across B2B corporate sales at any deal size, but the emphasis is on structured, high-value account development rather than transactional volume selling.
Yes. The course covers structured account selection, account-specific intelligence, stakeholder mapping, tailored content alignment, and engagement sequencing, all of which are integrated throughout the programme.
Yes. Budget, Authority, Need, Timeline, Strategic Fit, and Competitive Position are introduced in T8 and applied in the assessment. It extends the basic qualification frameworks with the strategic dimensions that enterprise deals require.
Yes. The Account Development Plan you build across is a real commercial instrument you can apply to a target account in your pipeline immediately after the course.
This module builds the foundation for intelligence and account strategy. Module 5 extends that into digital channel execution, AI-assisted prospecting, and online account management.
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