B-to-B Forums for Sales, Marketing and Product Leaders
Forums inform participants by diving deeper into emerging trends in sales, marketing and product performance. Participants gain data, insight and best practices they can use to optimize the efficiency and effectiveness of key initiatives impacting the revenue engine, go-to-market strategy, campaign planning and program execution. These half-day, topic-based, interactive sessions are delivered in person on a quarterly basis.
To learn more and register please contact us.
Succeeding with Agile: Best Practices for Portfolio Marketing and Product Management in an Agile Environment
Speaker(s): Jeff Lash and Beth Caplow
Date: Tuesday October 22, 2019 | 8:00 AM
Location: Minneapolis, MN
Description
This forum will address questions such as:
- How do the roles and responsibilities of portfolio marketing and product management change when product development goes agile?
- How should organizations adjust their approach to launch, given that agile often results in a more frequent release cadence?
- How can portfolio marketing and product management collaborate and remain aligned in a fast-moving agile environment?
Go-to-Market Strategy: The Missing Piece in Campaign Strategy and Planning
Speaker(s): Beth Caplow and Craig Moore
Date: Thursday October 24, 2019 | 8:00 AM
Location: Boston, MA
Description
This forum will provide the knowledge to:
- Develop an audience-centric go-to-market strategy across regions and business units that aligns around targets buyers instead of internal organizational structures
- Isolate the market segments where you are more likely to succeed and focus campaigns in these areas
- Understand how to prioritize buyers in a large buying group when there are campaign budget and resource constraints
- Identify your buyers’ primary needs and which offerings to promote based on those needs
- Document the buyer’s journey to better allocate resources in reputation, demand marketing and sales enablement programs
- Use the go-to-market strategy as an input into a campaign framework to execute campaigns more efficiently and make better use of precious campaign resources
From Brand to Demand: What High Performing Companies Do Differently
Speaker(s): Julie Ogilvie and Terry Flaherty
Date: Thursday October 31, 2019 | 8:00 AM
Location: Toronto, Ontario
Description
This forum will provide the knowledge to:
- How to optimize interactions with other marketing functions — especially demand
- How to create a structured and strategic brand measurement approach that aligns with business expectations
- What high-performing companies do differently in brand and communications, and how their results stand out vs. their lower-performing peers
- How to apply the SiriusDecisions Demand Waterfall methodology to diagnose factors constraining demand performance
- How to identify and address issues beyond the scope of demand marketing
- How other B2B companies are using a holistic approach to optimize demand performance