WHERE TO BEGIN
SiriusDecisions Summit 2010 Agenda
The Roadmap for High-Performance B-to-B Sales and Marketing
12-14 May, 2010
Fairmont Scottsdale Resort
Scottsdale, Arizona
Conference Agenda and Presentation Times
At the SiriusDecisions fifth annual Summit, themed Measure. Align. Transform. The Roadmap for High-Performance B-to-B Sales and Marketing, 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 Descriptions
Pre-Conference Workshop - SiriusDecisions 101
This complimentary workshop is in direct response to requests from past attendee first-timers to create a pre-conference introduction to the basic concepts that will be discussed during the Summit. Participants will gain a fundamental understanding of some of the more complex ideas that will be presented throughout the three days in Scottsdale.
Topics will range from unlocking the mysteries of a myriad of acronyms (e.g., CSC, MQL, SQL, MRM, SAL, SPM), to breaking down our commonly used nomenclature with clear content explanations that will serve as a robust appetizer to the “main course” of timely 2010 Summit presentations.
Welcome Address - Measure. Align. Transform.
Over the past five years, a growing number of b-to-b organizations have used data, organizational alignment and incentives to fundamentally change the relationship between sales and marketing. These elements will continue to form the foundation for change, and the performance of both functions. Our keynote presentation will answer the following questions:
- Why must b-to-b organizations move beyond common sales and marketing key performance indicators and metrics to maintain alignment momentum?
- How will data drive new processes and strategies to better interlock these functions?
- How do alignment and incentive changes in sales and marketing truly transform b-to-b organizations?
The Second Sea Change: Sales and Marketing for 2010 and Beyond
2005 marked a major sea change in the relationship between marketing and sales, as marketing took on new, more measurable demand creation responsibilities. Now, there is a second – and more comprehensive – wave of change, a wave that threatens to swallow b-to-b organizations still trying to deal with the first. In this presentation, we will answer the following questions:
- What is the “second sea change” in b-to-b sales and marketing, and how does it differ from the first?
- How has the SiriusDecisions Demand Waterfall evolved to form a strategic foundation for this change?
- How are metrics that are being gathered in sales altering the marketing strategy of b-to-b organizations?
- What specific steps must b-to-b sales and marketing leaders take to ensure their functions meet this sea change head on, and in lock step?
Under Construction: The Sales and Marketing Organization of the Future
Though the b-to-b landscape is dramatically different than it was in 2005, the sales and marketing structure in many organization continues to support tradition more than it does today’s reality. These legacy structures impede not only the progress of each function individually, but their joint efforts to integrate more tightly. In this presentation, we will answer the following questions:
- How must sales and marketing evolve from a structural standpoint over the next five years?
- How specifically will the rise of social media, technology and shifting segmentation approaches change the marketing organization paradigm?
- How must the roles of specific sales and marketing functions be fundamentally altered to support a new organizational model?
Solving the Technology Puzzle: An Integrated Approach
Reputation. Demand creation. Sales productivity. There are no shortage of platforms and tools in any of these three categories, and most b-to-b organizations have purchased a number of them over the past several years. Now, the trick is building an overall infrastructure from these disparate solutions that serves as a rock-solid foundation for sales and marketing integration. In this presentation, we will answer the following questions:
- How will sales and marketing technologies merge in the future to provide seamless, closed loop execution?
- What marketing automation platform capabilities are critical for effective lead nurturing and to mine the information gathered from social media interactions?
- How will sales productivity applications evolve to power sales performance for distinct sales roles?
The SiriusDecisions B-to-B Buyer’s Survey 2010
Do you ever wonder how potential buyers view the strategic approaches and tactics you commonly use to entice them? SiriusDecisions has commissioned a new research study to examine the efficacy of demand creation and sales performance not from your point of view, but rather from the perspective of prospects and customers you’re spending millions of dollars to communicate with everyday. In this session, we will answer the following questions:
- Which demand creation tactics are viewed most favorably in the b-to-b marketplace?
- Which new media-based tactics have been most warmly embraced by buyers?
- How do b-to-b buyers view the performance of the salespeople calling on them?
- How does content affect the opinion of overall tactical appeal?
Inbound Marketing: Strategy, Implementation and Measurement
SiriusDecisions predicts that by 2015, more than 70 percent of initial b-to-b inquiries will be generated on the Web, not to mention the degree to which the channel continues to be employed by prospects throughout their buying process. In this presentation, we will answer the following questions:
- How is inbound marketing impacting the way the demand waterfall is managed, and how will it continue to evolve?
- How can inbound tactics be a marketing – and sales – leader’s best friend?
- How should inbound tactics be integrated into the overall campaign plan?
- Why is there currently an inbound marketing skills gap, and what can be done to close it?
Social Media: Impacting Direct and Indirect Sales
While many b-to-b organizations are spending time, money and human capital on some form of social media, results have been elusive, particularly when it comes to integration with demand creation and sales enablement. In this presentation, we will answer the following questions:
- What four-pronged strategy should all b-to-b organizations adopt to drive better return from their social media initiatives?
- How can social media be integrated more tightly into the campaign process as a whole, as well as with specific tactics?
- How are best-in-class organizations measuring the impact of social media on their sales and marketing activities?
Pipeline Acceleration: Tales from the Front
It’s a fact of life in today’s difficult economic environment: Greater numbers of deals are stalling as they near the finish line. In order to move these deals more effectively and more quickly, sales and marketing must align themselves more closely – and in different ways – than ever before. In this presentation, we will answer the following questions:
- How can you use the new SiriusDecisions Pipeline Acceleration Readiness Index to assess your organization’s late-stage waterfall capabilities?
- What best practices has SiriusDecisions observed in the two key acceleration categories of stimulus offers and enablement?
- What common pipeline acceleration mistakes are b-to-b organizations making, and how can they be avoided?
The Inside Sales Engine Revs Up
Quota-bearing inside sales has long been a staple of the sales coverage model; with expense and performance pressures ramping up, b-to-b leaders are asking inside sales resources to take on a broader, more strategic role. In this presentation, we will answer the following questions:
- What are the marketplace and organizational factors driving the rapid expansion of inside sales?
- How are marketing and sales leaders defining and measuring critical inside sales roles?
- What are the keys to optimizing the inside sales function as a whole, and ensuring that it’s tightly aligned with marketing, field sales and the channel?
Channel Budgets: Key Benchmarks and Shifting Sands
Determining how much to invest in your channel program as a whole, and which partner activities yield the highest results, can challenge even the most seasoned sales and marketing leaders. Recent survey work using our Channel TRED (technology-recruitment-enablement-demand creation) model sheds new light on what has historically been a black box in most b-to-b organizations. In this presentation, we will answer the following questions:
- How much do suppliers of varying sizes spend on channel-related activities as a percentage of revenue?
- How should your spending be allocated into the four key channel areas of technology, recruitment, enablement and demand creation?
- How do changing priorities affect whether organizations should be allocating their spend in a supplier-to-partner, partner-to-customer or supplier-to-customer fashion?
Corporate Marketing: Past, Present and Future
As b-to-b marketing organizations have decentralized, recentralized, met new demands, employed new processes and evolved new functions the role and impact of corporate marketing has become increasingly unclear and often uncertain. Defining the new purpose and key performance metrics for this beleaguered, yet still important, function is critical to the success of the entire marketing organization. In this presentation, we will answer the following questions:
- What is the new identity and responsibility of corporate marketing in leading b-to-b marketing organizations?
- What are the new key performance metrics for corporate marketing?
- How will the identity, responsibilities and performance metrics of corporate marketing evolve in the future?
Improving the Sales and Marketing Foundation Through Data and Dashboarding
If b-to-b sales and marketing are to succeed with any regularity, organizations must embrace a fact-based, data-driven culture. Although most sales and marketing leaders understand the importance of data, few take the steps required to ensure what they are using is clean, accurate and highly relevant to decisions that must be made. In this presentation, we will answer the following questions:
- How can a foundation of data quality be built without breaking a b-to-b organization from both a monetary and human resource perspective?
- What does a shared, best-in-class reporting structure look like, and how is it constructed?
- How will a data gap analysis help to identify key data-related problems, and focus the organization on meaningful short-, medium- and long-term improvement?