Summit 2011 Europe Agenda

2011 Conference Agenda and Presentation Times

At the SiriusDecisions second annual European Summit, with the theme B-to-B Sales and Marketing: Return on Integration, you will join SiriusDecisions thought leaders as well as your peers to get the latest actionable guidance and insights focused on driving topline growth through sales and marketing optimization. Delegates will leave knowing how to create systematic demand, increase sales productivity and drive revenue in a more predictable, integrated fashion. Please take a moment to review the agenda.

* Presentation topics and times are subject to change.

Presentation Summaries

B-to-B Sales and Marketing: Return on Integration
Presenter: Richard Eldh

Six years ago, we held our first SiriusDecisions Summit; over the years, we have watched the relationship between sales and marketing change dramatically. Enhanced organizational structures. Deeper execution ties. Better measurement. In this presentation, we will answer the following questions:

• Where has SiriusDecisions observed the most progress in the alignment of sales and marketing?
• In what areas are organizations still struggling to bring sales and marketing together?
• What are the core planning assumptions that will drive this critical relationship going forward?

Marketing and Selling on Mahogany Row
Presenter: John Neeson

Every day, the C-suite is bombarded with offers and requests from salespeople to get just a few minutes of precious time. While some organizations struggle mightily to engage with this critical audience, others excel; what makes the difference? Our 2011 CXO Survey is designed to take the pulse of executives on a wide range of topics. In this, presentation, we will answer the following questions:

• How do C-level targets prefer to be sold and marketed to?
• Which offers are most appropriate for a CXO audience?
• In which stages of the buying process do CXOs tend to participate?
• What are the components of a CXO selling and marketing framework?

Lead Nurturing, the Sirius Way
Presenter: Tony Jaros

Nurturing has become increasingly critical to b-to-b sales and marketing executives who understand that demand created is often not ready to send to sales right away, or will be disqualified by reps for a variety of reasons. But what constitutes a complete, highly strategic nurturing approach vs. just a one-and-done tactic? In this presentation, we will answer the following questions:

• What are the components of a complete nurturing effort?
• How do the underlying steps within each component change as the type of nurturing changes?
• Why should a nurtured prospect be scored differently than one that is trying to be converted into a lead for the first time?
• How will an increasing commitment to nurturing change b-to-b organization structures and resourcing plans?

Building a Sound Sales Enablement Strategy
Presenter: James Ninivaggi

Improving sales productivity has rapidly risen to become a top priority for sales and marketing leaders, with better enablement a key component. Effective sales enablement is more than just better content management; it is highly measurable and incorporates a broad range of sales and marketing programs. In this presentation, we will answer the following questions:

• How must b-to-b organizations develop their sales enablement initiatives to best impact sales productivity?
• What is the role of sales programs in enablement?
• What is social enablement, and how will it drive better sales collaboration?
• What does sales need from marketing to better enable reps and partners?

Marketing Investment: Driving Greater Alignment and Accountability
Presenter: Megan Heuer

Reputation development. Demand creation, with specific targets for pipeline contribution. Sales enablement. Today’s b-to-b marketers are accountable for more jobs than ever before, each of which must be carefully planned for and properly resourced. Future dynamics will challenge how these marketers strategize, measure, staff and invest. In this presentation, we will answer the following questions:

• What market forces will impact b-to-b marketers over the next five years?
• How must marketing planning and investment change to meet a new set of challenges?
• What ratios are the most critical to demonstrate marketing return?
• How will technological investment change given evolving marketing goals?
• How can marketers better estimate how staffing and investment will be impacted by changes in marketing or sales goals?

Conveying Your Message in a Crowded Channel
Presenter: Laz Gonzalez

Each and every day, b-to-b suppliers find themselves fighting for mindshare from channel partners busy managing multiple relationships. Understanding what motivates these partners and how they consume information is critical to increasing channel adoption. In this presentation, we will answer the following questions:

• What role do incentives play in getting partners to adopt new program offerings?
• How much should suppliers invest in raising awareness when launching new products and channel programs?
• What role should social media play in communicating with partners?
• How are best-in-class organizations measuring partner adoption?