Poll Questions

This year’s theme, Aligning Sales, Marketing and Product, is becoming increasingly important as we see how the Web is changing the way buyers gather information and when they engage with suppliers. More of these interactions are happening online, so the need for tighter alignment has never been greater. Over the next three days, you will learn how investment in a collaborative and coordinated approach to marketing execution, sales enablement and product innovation will drive topline growth.

Poll Questions

Over the past decade, SiriusDecisions has tracked the fluid dynamics of b-to-b buying cycles to understand their impacts on sales and marketing, and the strategic, process and tactical changes that must be made by these functions as a result. Our newest study re-examines buying in 2013 to help sales and marketing leaders prepare for the next set of necessary changes. This presentation will provide the following benefits:

For sales:

• Understand why traditional sales cycle thinking is being threatened by b-to-b buyers with greater control
• Learn the key skills, activities and behaviors that the b-to-b rep of tomorrow must exhibit in order to be successful
• See why marketing is such a valuable partner in keeping your finger on the pulse of b-to-b buying

For marketing:

• Understand the importance of linking inbound, outbound and sales-driven marketing efforts to capitalize on emerging buyer preferences
• Gain perspective from b-to-b sales reps on what changing buying processes mean to them

Poll Questions

At our 2012 Summit, SiriusDecisions introduced an updated version of our groundbreaking Demand Waterfall based on nearly a decade of working with b-to-b market leaders to implement the framework. One year later, we have gathered updated stage-to-stage conversion data, as well as insight from organizations that have moved to implement the rearchitected waterfall. This presentation will provide the following benefits:

For sales:

• Understand lower-waterfall conversion rates, including sales generated lead to sales qualified lead and close
• See why calculating – and optimizing – your organization’s Demand Balance Index is critical

For marketing:

• Understand key upper-waterfall conversion rates, including automation qualified lead to teleprospecting qualified lead and sales accepted lead
• Gain insight into the performance of inbound vs. outbound inquiries

"Putting Behavior at the Center—How NetProspex Improved Marketing's Contribution to Revenue"

Speaker: Maribeth Ross, VP of Marketing for NetProspex

The adoption and implementation of behavioral marketing automation is a challenging but exciting opportunity for B2B organizations. As a fast-growing firm, the NetProspex marketing team was tasked with scaling demand generation efforts, both outbound and inbound. With Silverpop's marketing automation software and services, the NetProspex team made behavioral marketing the centerpiece of the marketing process on both the web and within automated demand generation programs, drastically improving marketing's contribution to revenue. Join this session to hear the story of how NetProspex leveraged Silverpop, integrated with their website and SFA implementation to:

• Tailor the user experience across the web
• Maximize the quality and quantity of opt-in leads
• Utilized progressive profiling to gather a deeper understanding of visitors based on an equitable exchange of information
• Link a persona-based approach to their digital automation strategy
• Use new generation website capabilities to maximize the relationships with visitors

"Structuring a Global Organization - The Demand Center"

Introduction by: Doug Grigg, Vice President, North America Enterprise Sales, Marketo
Speaker: Andy Markowitz, Director, Global Digital Strategy, GE, Corporate Commercial and Communications
Moderator: Ashley Brucker, Principle Business Consultant, Marketo

With having a global presence becoming increasingly important in today’s business environment, creating a culture and structure that promotes alignment is crucial for success. But how do you organize your marketing efforts effectively for campaign best practices across teams? Join our session featuring GE to learn how to leverage centralized and decentralized models for organizing your demand generation efforts, how to allocate resources across global geographies, and strategies to developing an automation system that promotes team best practices.

"B2B Marketing is a lot more effective when you know who you are talking to"

Speaker: Meagen Eisenberg

SiriusDecisions estimates that the buyer's journey is 70% complete by the time a salesperson is contacted -- and recent B2B surveys indicate that 80% of buyers listed the website as an integral part of their educational and decision-making process. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process. Marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced.

Learn how DocuSign has adapted to new B2B buying patterns online, accelerating revenue through personalized B2B marketing programs that touch their prospects and customers at every stage of the funnel and beyond. Gain insights into how Docusign started targeting and engaging Buyer 2.0 at the account level in order to:

• Increase engagement from display advertising, driving strategic accounts to interact with DocuSign through targeted display advertising
• Optimize the website experience with personalized, account specific content, all the way from the first visit through to email nurturing and into the pipeline
• Drive key business decisions and take action by understanding their key segments and target audience through account-based web analytics

"How to Create a Successful Virtual Event"

Introduction by: Mark Bornstein, Director of Content Marketing, ON24
Presenter: Jon Miller, VP Marketing, Marketo


Live events are a part of most companies’ marketing mix, but they offer significant challenges due to the high costs per contact and limited geographical reach. This session will provide guidance on how to build, promote and execute successful virtual events.

Learn best practices and strategies, including:

• Virtual events vs. live events – knowing when to go virtual
• Key steps to building a winning virtual event
• How to successfully promote your virtual event
• How to measure the ROI of your event

"Enabling and Controlling Channel Marketing"

Presenters:
Austin Colcord, Director of B2B Marketing, LifeLock
Dustin Ritter, Vice President of Marketing, MarcomCentral

Growing channel revenue requires comprehensive marketing support. This session will review how LifeLock efficiently provides marketing resources to channel partners worldwide to enable revenue growth and maintain LifeLock brand integrity using a marketing asset management system. In this session you will learn:

• How LifeLock manages multiple channel partner marketing teams with a single system
• How to automate custom RFP responses, presentations, advertisements, and other assets using technology
• How to maintain control of the corporate brand across multiple channel partners and sales people

"How ShoreTel Transformed Their Customer Engagements with Tablets"

Presenters:
Brent Barbara Sr Director Alliances & Solutions Engineering, ShoreTel
Tom Pisello, CEO & Founder of Alinean

Many Sales teams struggle with communicating their value messages to today’s more skeptical and frugal Buyer. In fact, SiriusDecisions indicates that the #1 reason sales professionals fail to make quota is not a lack of sales training or product knowledge, but the "inability to communicate the value of proposed solutions"!

At the same time, Sales is being enabled with Tablets that could potentially change the way you engage with customers!

In this informative Q&A session, ShoreTel's sales enablement team will discuss how they overcame the value messaging challenge by leveraging a new visual storytelling / financial justification Tablet App to drive more provocative and effective customer engagements.

From this session, you will learn the best strategy and tools needed to take full advantage of Tablets to advance your boring Sales presentations into more provocative and effective engagements:

• How are others just like you leveraging Tablets?
• Which Apps can you leverage to make customer engagements more provocative and effective?
• What Sales training and deployment challenges you should address to achieve Tablet selling success?

If you are a sales leader, sales or channel enablement professional or marketer responsible for mobile sales strategy, content & sales tool development, you must attend this session.

"The Metrics that Matter – Aligning Sales & Marketing for Revenue Performance Management"

Presenter: Michelle Burrows, VP of Demand Marketing, inContact

Often Marketing and Sales speak different languages. Marketers talk of click-through rates, website visitors and ad impressions, while Sales personnel measure revenue, win / loss rates and average time to close. How can you speak the same language and get to “One View of the Truth?” This session will explore the strategies for gaining executive and sales buy-in for a shared Marketing and Sales dashboard. The session will also discuss the five key Revenue Performance Indicators and how you can prove the value of each and every program Marketing initiates.

Takeaways include:

• Learn how to approach Sales leadership and get their buy-in early (and often)
• Discover the five Revenue Performance metrics (Reach, Value, Conversion Rate, Velocity and ROI) and how you can start measuring each today
• Find out what types of conversations and programs can result from “One View of the Truth”
• Learn how you can change budget conversations using RPI data

"Worldwide Adoption of Marketing Automation & Revenue Marketing"

Presenters:
Lawrence DiCapua, Corporate Revenue Marketing Center of Excellence, GE

GE needed to operate more productively and efficiently on a global basis. GE adopted marketing automation and revenue marketing to give them more accountability, a better way to connect marketing investments to revenue outcomes, and greater visibility to determine how to improve. In this presentation, GE will discuss lessons learned, results, and recommendations for a successful change management initiative.

• What are lessons learned when implementing marketing automation worldwide?
• How do you manage change, both at the corporate level and across countries?
• What are focus areas for measuring results on a global initiative?

"Video as Your Secret Weapon to Close Deals and Create Happy Customers"

Speakers:
Joan Babinski, VP Marketing, Brainshark
Jennifer O’Brien, Director North America Marketing, Egencia
Cate Vanasse, Sr. Marketing Manager, Egencia

The rise of marketing automation has created more bandwidth for marketers to approach the customer lifecycle as a holistic journey. Learn how to leverage video to create a cohesive and successful customer experience from lead to long-time loyal client.

Learn how video is your secret weapon to:

• Create a unified sales force
• Attract new leads
• Nurture leads through the sales funnel
• Ramp up new clients
• Drive engagement and renewals

"Remove the Guesswork — how to discover true buyer insights for better campaign results that boost your pipeline contribution"

Speakers:
Nick Johnson, Director of Marketing, uptime software
David Pereira, Director of Client Services, Lift Agency

If your campaigns are falling flat — even after you’ve invested in a marketing platform — you’re far from alone. But not to worry. Like other marketers helped by LIFT, the key to contributing to a sales pipeline and boosting ROI is all about the ‘ingredients’ you put in to make your campaign results rise. Just as you wouldn’t bake a soufflé without a recipe, you don’t have to base your campaign decision on assumptions, anecdotes, demands by senior management or old data. This session will show you how to apply Sirius Decisions foundational strategies and tools to determine what your buyers need, craft your campaigns accordingly, and generate valuable pipeline. Plus — learn how uptime software inc. used these tools to align their customer buying cycle to their sales cycle and grow revenue.

Takeaways include:

• Learn how to apply Sirius Decision concepts including Demand Type, Relative Targeting, Persona Development and Win Loss Analysis to develop true buyer insights
• Discover the importance of relevance by learning how to create messaging tailored to personas at each stage of the buying cycle
• Produce a customer centric strategy — the best way to create pipeline contribution — by marrying buyer insight and relevance
• Take away a checklist of pointers that need to be validated prior to campaign launch

"Harnessing the Predictive Power of the Digital Thumbprint"

Speakers:
Brendan Grady, Director, Market Strategy, Messaging and Thought Leadership for Business Analytics
Doug Smith, Marketing Analytics Center Mgr, Corporate HQ Marketing
Robert Slaker, NA Demand Programs Lead & WW Project Director, IBM SPSS

Description: Over the past decade, we have seen a shift in how sellers and marketers need to attract prospects and improve profitability from existing customers. The capturing of interactions, regardless of channel, throughout the buying and customer experience cycle is leading to new ways addressing target segments. Analyzing a contact's interactions lets us see their 'digital thumbprint', providing Sales and Marketing a powerful tool to identify and deliver on buyer needs, predict propensity to respond favorably, increase customer loyalty and improve pipeline performance.

In this session, you will learn:

• How organizations can incorporate all sources of data to develop a 360 degree view of the buyer
• How to develop and use a digital thumbprint to address a buyer's needs with precision and efficiency
• Predict and drive optimal offers to the right contact at the right buying stage, maximizing customer lifetime value

"SAP Session: How Companies Can Keep Pace With the New Customer Buying Journey…Without Getting Lost (or Losing Market Share)"

Speaker: Mark Yolton, SVP of Digital, Social, and Communities, SAP

The Digital Disruption phenomenon has created a new breed of customers who are now clearly in charge of their own buying journey, causing companies and entire industries to quickly change their business model to adapt. Now that all the rules have changed, organizations need a new marketing mindset. In this presentation, SAP executive Mark Yolton (SVP of Digital, Social, and Communities) will share his experiences and perspectives on SAP’s own marketing transformation, as well as the trends and issues the company has seen from supporting over 200,000 customers worldwide. Mark will share real world examples of how SAP and their customers are leveraging the power of social business, mobile technology, Big Data and pull marketing in order to reach and engage the new breed of customer. If your company is looking to transform your business model, this session will cover the key elements and guiding principles in bringing together the “art” and “science” of marketing to enhance customer engagement, strengthen loyalty and deliver a superior and customized experience for your customers.

"Putting Behavior at the Center—How NetProspex Improved Marketing's Contribution to Revenue"

Speaker: Maribeth Ross, VP of Marketing for NetProspex

The adoption and implementation of behavioral marketing automation is a challenging but exciting opportunity for B2B organizations. As a fast-growing firm, the NetProspex marketing team was tasked with scaling demand generation efforts, both outbound and inbound. With Silverpop's marketing automation software and services, the NetProspex team made behavioral marketing the centerpiece of the marketing process on both the web and within automated demand generation programs, drastically improving marketing's contribution to revenue. Join this session to hear the story of how NetProspex leveraged Silverpop, integrated with their website and SFA implementation to:

• Tailor the user experience across the web
• Maximize the quality and quantity of opt-in leads
• Utilized progressive profiling to gather a deeper understanding of visitors based on an equitable exchange of information
• Link a persona-based approach to their digital automation strategy
• Use new generation website capabilities to maximize the relationships with visitors

"Structuring a Global Organization - The Demand Center"

Introduction by: Doug Grigg, Vice President, North America Enterprise Sales, Marketo
Speaker: Andy Markowitz, Director, Global Digital Strategy, GE, Corporate Commercial and Communications
Moderator: Ashley Brucker, Principle Business Consultant, Marketo

With having a global presence becoming increasingly important in today’s business environment, creating a culture and structure that promotes alignment is crucial for success. But how do you organize your marketing efforts effectively for campaign best practices across teams? Join our session featuring GE to learn how to leverage centralized and decentralized models for organizing your demand generation efforts, how to allocate resources across global geographies, and strategies to developing an automation system that promotes team best practices.

"B2B Marketing is a lot more effective when you know who you are talking to"

Speaker: Meagen Eisenberg

SiriusDecisions estimates that the buyer's journey is 70% complete by the time a salesperson is contacted -- and recent B2B surveys indicate that 80% of buyers listed the website as an integral part of their educational and decision-making process. In spite of this growing shift to online, most B2Bs organizations have been slow in reacting to the changes with their prospects' purchasing activity, particularly the engagement with their company website during the evaluation process. Marketers are looking at this rise in "Buyer 2.0" behavior as a problem to be solved rather than an opportunity to be embraced.

Learn how DocuSign has adapted to new B2B buying patterns online, accelerating revenue through personalized B2B marketing programs that touch their prospects and customers at every stage of the funnel and beyond. Gain insights into how Docusign started targeting and engaging Buyer 2.0 at the account level in order to:

• Increase engagement from display advertising, driving strategic accounts to interact with DocuSign through targeted display advertising
• Optimize the website experience with personalized, account specific content, all the way from the first visit through to email nurturing and into the pipeline
• Drive key business decisions and take action by understanding their key segments and target audience through account-based web analytics

"How to Create a Successful Virtual Event"

Introduction by: Mark Bornstein, Director of Content Marketing, ON24
Presenter: Jon Miller, VP Marketing, Marketo

Live events are a part of most companies’ marketing mix, but they offer significant challenges due to the high costs per contact and limited geographical reach. This session will provide guidance on how to build, promote and execute successful virtual events.

Learn best practices and strategies, including:

• Virtual events vs. live events – knowing when to go virtual
• Key steps to building a winning virtual event
• How to successfully promote your virtual event
• How to measure the ROI of your event

"Enabling and Controlling Channel Marketing"

Presenters:
Austin Colcord, Director of B2B Marketing, LifeLock
Dustin Ritter, Vice President of Marketing, MarcomCentral

Growing channel revenue requires comprehensive marketing support. This session will review how LifeLock efficiently provides marketing resources to channel partners worldwide to enable revenue growth and maintain LifeLock brand integrity using a marketing asset management system. In this session you will learn:

• How LifeLock manages multiple channel partner marketing teams with a single system
• How to automate custom RFP responses, presentations, advertisements, and other assets using technology
• How to maintain control of the corporate brand across multiple channel partners and sales people

"How ShoreTel Transformed Their Customer Engagements with Tablets"

Presenters:
Brent Barbara Sr Director Alliances & Solutions Engineering, ShoreTel
Tom Pisello, CEO & Founder of Alinean

Many Sales teams struggle with communicating their value messages to today’s more skeptical and frugal Buyer. In fact, SiriusDecisions indicates that the #1 reason sales professionals fail to make quota is not a lack of sales training or product knowledge, but the "inability to communicate the value of proposed solutions"!

At the same time, Sales is being enabled with Tablets that could potentially change the way you engage with customers!

In this informative Q&A session, ShoreTel's sales enablement team will discuss how they overcame the value messaging challenge by leveraging a new visual storytelling / financial justification Tablet App to drive more provocative and effective customer engagements.

From this session, you will learn the best strategy and tools needed to take full advantage of Tablets to advance your boring Sales presentations into more provocative and effective engagements:

• How are others just like you leveraging Tablets?
• Which Apps can you leverage to make customer engagements more provocative and effective?
• What Sales training and deployment challenges you should address to achieve Tablet selling success?

If you are a sales leader, sales or channel enablement professional or marketer responsible for mobile sales strategy, content & sales tool development, you must attend this session.

"The Metrics that Matter – Aligning Sales & Marketing for Revenue Performance Management"

Presenter: Michelle Burrows, VP of Demand Marketing, inContact

Often Marketing and Sales speak different languages. Marketers talk of click-through rates, website visitors and ad impressions, while Sales personnel measure revenue, win / loss rates and average time to close. How can you speak the same language and get to “One View of the Truth?” This session will explore the strategies for gaining executive and sales buy-in for a shared Marketing and Sales dashboard. The session will also discuss the five key Revenue Performance Indicators and how you can prove the value of each and every program Marketing initiates.

Takeaways include:

• Learn how to approach Sales leadership and get their buy-in early (and often)
• Discover the five Revenue Performance metrics (Reach, Value, Conversion Rate, Velocity and ROI) and how you can start measuring each today
• Find out what types of conversations and programs can result from “One View of the Truth”
• Learn how you can change budget conversations using RPI data

"Worldwide Adoption of Marketing Automation & Revenue Marketing"

Presenters:
Lawrence DiCapua, Corporate Revenue Marketing Center of Excellence, GE

GE needed to operate more productively and efficiently on a global basis. GE adopted marketing automation and revenue marketing to give them more accountability, a better way to connect marketing investments to revenue outcomes, and greater visibility to determine how to improve. In this presentation, GE will discuss lessons learned, results, and recommendations for a successful change management initiative.

• What are lessons learned when implementing marketing automation worldwide?
• How do you manage change, both at the corporate level and across countries?
• What are focus areas for measuring results on a global initiative?

"Video as Your Secret Weapon to Close Deals and Create Happy Customers"

Speakers:
Joan Babinski, VP Marketing, Brainshark
Jennifer O’Brien, Director North America Marketing, Egencia
Cate Vanasse, Sr. Marketing Manager, Egencia

The rise of marketing automation has created more bandwidth for marketers to approach the customer lifecycle as a holistic journey. Learn how to leverage video to create a cohesive and successful customer experience from lead to long-time loyal client.

Learn how video is your secret weapon to:

• Create a unified sales force
• Attract new leads
• Nurture leads through the sales funnel
• Ramp up new clients
• Drive engagement and renewals

"Remove the Guesswork — how to discover true buyer insights for better campaign results that boost your pipeline contribution"

Speakers:
Nick Johnson, Director of Marketing, uptime software
David Pereira, Director of Client Services, Lift Agency

If your campaigns are falling flat — even after you’ve invested in a marketing platform — you’re far from alone. But not to worry. Like other marketers helped by LIFT, the key to contributing to a sales pipeline and boosting ROI is all about the ‘ingredients’ you put in to make your campaign results rise. Just as you wouldn’t bake a soufflé without a recipe, you don’t have to base your campaign decision on assumptions, anecdotes, demands by senior management or old data. This session will show you how to apply Sirius Decisions foundational strategies and tools to determine what your buyers need, craft your campaigns accordingly, and generate valuable pipeline. Plus — learn how uptime software inc. used these tools to align their customer buying cycle to their sales cycle and grow revenue.

Takeaways include:

• Learn how to apply Sirius Decision concepts including Demand Type, Relative Targeting, Persona Development and Win Loss Analysis to develop true buyer insights
• Discover the importance of relevance by learning how to create messaging tailored to personas at each stage of the buying cycle
• Produce a customer centric strategy — the best way to create pipeline contribution — by marrying buyer insight and relevance
• Take away a checklist of pointers that need to be validated prior to campaign launch

"Harnessing the Predictive Power of the Digital Thumbprint"

Speakers:
Brendan Grady, Director, Market Strategy, Messaging and Thought Leadership for Business Analytics
Doug Smith, Marketing Analytics Center Mgr, Corporate HQ Marketing
Robert Slaker, NA Demand Programs Lead & WW Project Director, IBM SPSS

Description: Over the past decade, we have seen a shift in how sellers and marketers need to attract prospects and improve profitability from existing customers. The capturing of interactions, regardless of channel, throughout the buying and customer experience cycle is leading to new ways addressing target segments. Analyzing a contact's interactions lets us see their 'digital thumbprint', providing Sales and Marketing a powerful tool to identify and deliver on buyer needs, predict propensity to respond favorably, increase customer loyalty and improve pipeline performance.

In this session, you will learn:

• How organizations can incorporate all sources of data to develop a 360 degree view of the buyer
• How to develop and use a digital thumbprint to address a buyer's needs with precision and efficiency
• Predict and drive optimal offers to the right contact at the right buying stage, maximizing customer lifetime value

"SAP Session: How Companies Can Keep Pace With the New Customer Buying Journey…Without Getting Lost (or Losing Market Share)"

Speaker: Mark Yolton, SVP of Digital, Social, and Communities, SAP

The Digital Disruption phenomenon has created a new breed of customers who are now clearly in charge of their own buying journey, causing companies and entire industries to quickly change their business model to adapt. Now that all the rules have changed, organizations need a new marketing mindset. In this presentation, SAP executive Mark Yolton (SVP of Digital, Social, and Communities) will share his experiences and perspectives on SAP’s own marketing transformation, as well as the trends and issues the company has seen from supporting over 200,000 customers worldwide. Mark will share real world examples of how SAP and their customers are leveraging the power of social business, mobile technology, Big Data and pull marketing in order to reach and engage the new breed of customer. If your company is looking to transform your business model, this session will cover the key elements and guiding principles in bringing together the “art” and “science” of marketing to enhance customer engagement, strengthen loyalty and deliver a superior and customized experience for your customers.

“Growing Channel Partner Revenue – Sage’s Journey To Improved Results”

Speakers:
Mary Abdian, President & CEO, The Macabe Associates, Inc. – Sage Software Expert
Ken Romley, CEO, Zift Solutions

Growing channel revenues requires more collaboration between you and your partners than ever before. To do this you must make it easier for your partners to share your marketing content, jointly sell your products/services and gain the necessary visibility into results in order to enable ongoing channel improvement.This session will review how Sage was able to leverage the Zift Solutions platform to evolve its channel partner program, improving the effectiveness of co-branded marketing efforts and delivering measurable increases in pipeline activity.

In this session, you will learn:

 • Five steps that channel programs can take to enhance current partner marketing efforts
•  How Sage Software was able to increase pipeline activity by delivering integrated marketing campaigns and breaking down silos of information
•  How Sage Software was able to phase in their current solution, tracking measurable benefits along each step of the way

"Where Pipeline Quality Meets the People, Process, Technology Vortex"

Presenters:
Fred M. Isbell, Senior Director, Regional Engagement, Planning & Demand Management, SAP Services Marketing
Maureen McCormick, Director of Marketing Operations, Trend Micro

Pipeline quality, volume, velocity and revenue performance – the four top indicators of sales pipeline health and what matter most to B2B sales and marketing execs. The relevant adjacencies include lead response time, sales acceptance rates, process alignment, lead and opportunity tracking, pipeline optics and reporting, forecast accuracy, and ROI. All of these indicators and adjacencies are top of mind for two Televerde clients – SAP and Trend Micro. This presentation features lessons learned, best practices and other highlights of their journeys to that ideal location where sales and marketing process alignment, disciplined lead management, clear pipeline visibility, and revenue goal achievement all co-exist.

"Sales Secret Weapon - How Marketing can Power a High Velocity Inside Sales Organization"

Presenters:
Trish Bertuzzi, President & Chief Strategist, The Bridge Group, Inc.
Stu Schmidt, Chief Financial Officer, ConnectAndSell

Join one of the most knowledgeable and influential inside sales experts, Trish Bertuzzi, as she outlines the four pillars of a modern inside sales organization and how marketing can turbo-charge these crucial functions. During this timely and practical session, Trish’s takeaway points will be brought to life by recounting an impressive, transformative case study of ConnectAndSell.

"A Different Kind of Debate – Marketing vs. Sales on Channel Content Readiness"

Presenters: Tim Riesterer, Jennifer Bullock & Gary Van Prooyen

If you thought lively debates ended with last year’s presidential election… think again. We bring you a new kind of debate about the role of content in the sales funnel. See our “candidates” – Marketing & Sale leaders from Motorola Solutions - go head to head on the important issues around B2B messaging. Nationally renowned speaker, strategist and author Tim Riesterer will moderate the discussion and keep everyone on topic. Learn how both sides of the sales and marketing equation can use their points of view, reach across the aisle and move the business agenda forward more successfully regardless of their partisan agenda.

What You'll Learn:
• How B2B marketing and sales can work together to accomplish more with less
• Strategies to help marketing and sales support each other for more mutual success
• The important issues for both “parties” and how understanding helps both perform better
• Looking at the new buying paradigm, how you can market and sell to the expectations of today’s B2B decision makers

"Finding Big Revenue in Big Data"
How data-driven business intelligence aligns Sales & Marketing for revenue growth

Presenters:
Asit Goel, Director of Strategic Marketing, United Rentals
Scott Wagner, Vice President of Strategic Sales, Equifax Commercial Information Solutions

Leveraging the power of Big Data is both a matter of understanding the business ecosystem and a mastery of analytics. Just ask United Rentals, the world’s largest fleet equipment rental company. After rapid growth over the last decade including a series of strategic acquisitions, there was a need to improve efficiency and effectiveness of the sales organization. In this presentation, the Director of Strategic Marketing for United Rentals shares how his company is leveraging the business data services, expertise and technology of Equifax to support its efforts in creating a comprehensive view of the customer and market data. This initiative has enabled a cohesive marketing capability that yields current, insightful information about customers, prospects and market opportunities.

In this hot-topic discussion, attendees will get new ideas for improving marketing performance by better understanding how to:

• Use big data insights to drive informed change management and increased process efficiency
• Develop a data-driven “microtargeting” strategy that helps you make the right offers to the right customers
• Enrich and integrate disparate customer data to create a differentiated superior customer experience

"Simplifying Complexity: Transforming a Company, One Step at a Time"

Presenter:
Helen Graham, Bulldog Solutions Account Director for Dex One Client

B2B Marketing leaders must continually innovate to make a significant impact on Revenue Performance. Bulldog Solutions demonstrates how they helped Dex One radically innovate to transform their business. In this session, you will hear a compelling “story of transformation” about evolving a direct marketing model to a Customer-Centric approach that dramatically improved marketing impact and accelerated sales opportunities. Learn about breakthrough results Dex One achieved using marketing automation and applying demand generation best practices. Walk through an award winning campaign showcasing an automated nurture framework built within Eloqua that created unique customer experiences. Take a behind the scenes look at a lead scoring matrix that enabled a multifaceted sales organization to prioritize opportunities.

In this presentation, we will answer the following questions:

• How can a mature industry undergoing continuous and dynamic change become relevant?
• Where does the process of transformation begin?
• What are the keys to success in transforming a complex business environment?

"A Story of Uncommon Growth"

Presenter:
Bill Boyd, Chairman of the Board, Agility Recovery Solutions

You have a story to tell. A story about your products and services, about your people, your commitment. It’s a really GOOD story . . . if you can find the right people to listen. Agility Recovery Solutions are finding these people, selling more . . . and are achieving remarkable results.

In his presentation, 40-year business executive and Board Chairman, Bill Boyd, will explore the business pain of telling your story to the right person, and how FRONTLINE Selling has made a significant impact in Agility Recovery Solutions.

Discover how to:

• Drive 200%-400% increases in prospecting productivity and outcomes
• Enhance visibility, management, coaching and quality prospecting outreach
• Reduce turnover by shortening ramp-up time to DAYS instead of weeks or months
• Fundamentally change the pace of identifying new sales opportunities

"Outbound Marketing and Social Techniques for Appointment Setting"

Speaker: Craig Rosenberg, The Funnelholic

With the advent of cell phones, web tools and social media, traditional outbound marketing techniques require a social facelift to meet today’s challenges. Craig Rosenberg, The Funnelholic, tackled the challenges of putting ChefsBest in front of the brand stakeholders at leading food manufacturers and providers. Craig will cover:

• Why traditional outbound techniques were not meeting the goals of the campaign
• How social selling techniques changed the way outbound marketing got ChefsBest face to face with their target decision makers
• A day-in-the-life-of a power prospector working on a performance basis only
• Ten Social Take-Aways that Green Leads demonstrated work during the campaign for ChefsBest

"How ADP Turns High Value Content Into High Value Leads Using Sitecore"

Presenter: Matthew Petitjean, VP - Corporate Marketing for ADP

At this session you will learn how ADP executed a thought leadership content distribution strategy that turned high value assets into high value leads. See a content distribution strategy at work with a robust, feature rich website as the hub. ADP leverages (really) Big Data and breaks it into small digestible pieces content. The ADP Research Institute provides insights to leaders in both the private and public sectors on current and emerging issues in human capital management (HCM), employment and workforce trends. This strategy called for unlocking digestible insights from our otherwise dense whitepapers and aligning the insights to the papers with compelling new content formats including video, presentations and infographics. The institute content is free to consume but features a progressive form approach to enable lead scoring and nurturing. Social media functionality is woven throughout the entire experience including callouts with “tweetable stats” that are pre-populated nuggets for any visitor, or ADP sales associate, to share. A dedicated LinkedIn group was formed and linked to the site; and a Twitter feed from @ADP keeps relevant social content on the site. Since launch, the ADP Research Institute site has become a hub for sales, prospects, clients, media and economists.

IDEAS:
• Make complex content easy
• Stay relevant to your audience - Distribute the right content to the right place
• Leverage a content goldmine to create a compelling web experience

"The modern phone system’s impact on business intelligence"

Presenter: Fred Shilmover, CEO, InsightSquared

In today’s data driven world, sales and marketing executives expect the company’s business communications system to do more than just let them take and make phone calls. It must also provide valuable insight into the health of the business. The modern phone system plays a role in optimizing staffing levels, evaluating employee performance, analyzing marketing spend and understanding customer behavior. Fred Shilmover of InsightSquared will share his challenges, and victories leveraging communications data, particularly with respect to inside sales. In this presentation, we will answer the following questions:

• What are the key communications-related marketing and sales metrics that can help drive revenue?
• How can data be used effectively to measure and improve employee performance?
• How is the data best presented and consumed for maximum business impact?
• What are some of the advantages sales and marketing executives can expect from a modern phone system and the data it provides?

"Iron Mountain: Fueling Big Testing with Big Data"

Speakers:
Mary Ward, Senior Director, Account Services, ion interactive 
Tom Berger, Director of Internet Marketing, Iron Mountain

Let’s face it: marketing is in a big data bubble. Everyone is talking about data: big data, data analytics, and big data analytics. At the root of all this data mania in marketing is the very real revolution of shaping more data-driven organizations. Big data is finally opening the door to the executive suite for a more hybrid creative-analytical method. The key question data raises is how do we use this data to not only know more about our customers, but to directly grow our business in significant ways? Iron Mountain has the answer: broadly embrace testing and controlled experimentation as the new “operating system” of marketing. The answer to big data's potential is big testing.

Tom Berger, Director of Internet Marketing at Iron Mountain, explains how he connected big data to big testing, resulting in big experiences and results — turning analysis into action. Learn how he:

1. Built a post-click marketing program leveraging data to increase conversions
2. Fostered a culture of experimentation and testing from the top down
3. Is using big data to drive actionable marketing for "higher elevations" of results

Key takeaways:

1. Steps to building a strategic post-click marketing program that drives business results
2. How adoption of ion has increased agility, speed-to-market and increased lead acquisition conversion rate
3. Framework for how to leverage vertical market data to deliver personalized content in real-time

"B2B Lead Generation Data Strategies for Increasing Inbound Lead Quantity and Accelerating Leads to Revenue"

Presenters:
Justin Gray, CEO, LeadMD
Mary Firme, Chief Lead Accelerator, ReachForce

Generating quality leads is the first critical challenge in marketing; the second is qualification, and third is nurturing to sales ready. LeadMD found its persona-based nurture tracks were moving these leads to revenue opportunity 300% faster than their standardized messaging – so they needed to design a strategy to put more leads on the persona path faster. This meticulous and metrics-centered presentation explains a simple yet thoughtful path to building faster persona qualification, expanding nurture from one lead to the entire decision making unit, and accelerating these leads to revenue opportunity much more rapidly.

• Simple, cost-effective and quickly implemented inbound data strategy changes that increased lead flow 37% and program ROI 41% in just 2 months
• How eliminating firmographics questioning of the lead delivered more accurate responses, better firmographic scoring and increased form conversions 26%
• Embracing the unexpected – LeadMD found that its form visitors, most often marketers, felt more at ease with LeadMD because of the way ReachForce forms look and behave

About ReachForce

ReachForce delivers cloud-based data solutions for B2B marketing professionals to accelerate leads to revenue. The ReachForce Connected Marketing Data Hub provides continuous marketing data enrichment and insights helping customers reach their maximum revenue velocity. Since 2005, more than 400 leading companies including Dassault Systemes, Eloqua, GXS, Marketo, ReadyTalk, and Webtrends are increasing the effectiveness and driving higher revenue velocity through digital marketing automation initiatives with better quality and enriched lead data and insights from ReachForce.

"Get Sirius About Your Funnel with Salesforce.com and Full Circle CRM"

Client Name & Company: Kimberly Prescott, Marketing Director, Mashery

Turning a vision into reality can be difficult. Join us as Mashery discusses how they implemented the SiriusDecisions Demand Waterfall in salesforce.com using Full Circle CRM. This session will focus on how Mashery mapped the waterfall to their business model and how, with a little bit of technology and process change, they were able to capture every stage of the funnel for each interaction, measure conversion rates and velocity, and get campaign influence metrics to prioritize their marketing program portfolio. Learn how to use marketing metrics to bridge the sales and marketing divide and how to support sales where deals are getting stuck.

Takeways:

• Measure your Demand Waterfall inside saleforce.com
• Track funnel stage conversion rates, velocity, and campaign influence
• Bridge the sales and marketing divide and support sales
• Translate your results to drive concrete business decisions

"Leverage Marketing Resource Management (MRM) and Integrated Marketing Management (IMM) to Make Your Enterprise CRM Strategy More Successful"

Presenter: Ken Kornbluh

MRM and IMM applies strategy, process and marketing automation and integrated technology to help marketing teams execute more effectively and efficiently, and to better integrate and support your enterprise-wide CRM and Salesforce Automation strategy. This session will enable you to learn about the components of MRM and IMM, explore how they integrate with CRM and why you should incorporate MRM and IMM into your overall CRM strategy.

“Growing Channel Partner Revenue – Sage’s Journey To Improved Results”

Speakers:
Mary Abdian, President & CEO, The Macabe Associates, Inc. – Sage Software Expert
Ken Romley, CEO, Zift Solutions

Growing channel revenues requires more collaboration between you and your partners than ever before. To do this you must make it easier for your partners to share your marketing content, jointly sell your products/services and gain the necessary visibility into results in order to enable ongoing channel improvement.This session will review how Sage was able to leverage the Zift Solutions platform to evolve its channel partner program, improving the effectiveness of co-branded marketing efforts and delivering measurable increases in pipeline activity.

In this session, you will learn:

 • Five steps that channel programs can take to enhance current partner marketing efforts
•  How Sage Software was able to increase pipeline activity by delivering integrated marketing campaigns and breaking down silos of information
•  How Sage Software was able to phase in their current solution, tracking measurable benefits along each step of the way

"Where Pipeline Quality Meets the People, Process, Technology Vortex"

Presenters:
Fred M. Isbell, Senior Director, Regional Engagement, Planning & Demand Management, SAP Services Marketing
Maureen McCormick, Director of Marketing Operations, Trend Micro

Pipeline quality, volume, velocity and revenue performance – the four top indicators of sales pipeline health and what matter most to B2B sales and marketing execs. The relevant adjacencies include lead response time, sales acceptance rates, process alignment, lead and opportunity tracking, pipeline optics and reporting, forecast accuracy, and ROI. All of these indicators and adjacencies are top of mind for two Televerde clients – SAP and Trend Micro. This presentation features lessons learned, best practices and other highlights of their journeys to that ideal location where sales and marketing process alignment, disciplined lead management, clear pipeline visibility, and revenue goal achievement all co-exist.

"Sales Secret Weapon - How Marketing can Power a High Velocity Inside Sales Organization"

Presenters:
Trish Bertuzzi, President & Chief Strategist, The Bridge Group, Inc.
Stu Schmidt, Chief Financial Officer, ConnectAndSell

Join one of the most knowledgeable and influential inside sales experts, Trish Bertuzzi, as she outlines the four pillars of a modern inside sales organization and how marketing can turbo-charge these crucial functions. During this timely and practical session, Trish’s takeaway points will be brought to life by recounting an impressive, transformative case study of ConnectAndSell.

"A Different Kind of Debate – Marketing vs. Sales on Channel Content Readiness"

Presenters: Tim Riesterer, Jennifer Bullock & Gary Van Prooyen

If you thought lively debates ended with last year’s presidential election… think again. We bring you a new kind of debate about the role of content in the sales funnel. See our “candidates” – Marketing & Sale leaders from Motorola Solutions - go head to head on the important issues around B2B messaging. Nationally renowned speaker, strategist and author Tim Riesterer will moderate the discussion and keep everyone on topic. Learn how both sides of the sales and marketing equation can use their points of view, reach across the aisle and move the business agenda forward more successfully regardless of their partisan agenda.

What You'll Learn:
• How B2B marketing and sales can work together to accomplish more with less
• Strategies to help marketing and sales support each other for more mutual success
• The important issues for both “parties” and how understanding helps both perform better
• Looking at the new buying paradigm, how you can market and sell to the expectations of today’s B2B decision makers

"Finding Big Revenue in Big Data"
How data-driven business intelligence aligns Sales & Marketing for revenue growth

Presenters:
Asit Goel, Director of Strategic Marketing, United Rentals
Scott Wagner, Vice President of Strategic Sales, Equifax Commercial Information Solutions

Leveraging the power of Big Data is both a matter of understanding the business ecosystem and a mastery of analytics. Just ask United Rentals, the world’s largest fleet equipment rental company. After rapid growth over the last decade including a series of strategic acquisitions, there was a need to improve efficiency and effectiveness of the sales organization. In this presentation, the Director of Strategic Marketing for United Rentals shares how his company is leveraging the business data services, expertise and technology of Equifax to support its efforts in creating a comprehensive view of the customer and market data. This initiative has enabled a cohesive marketing capability that yields current, insightful information about customers, prospects and market opportunities.

In this hot-topic discussion, attendees will get new ideas for improving marketing performance by better understanding how to:

• Use big data insights to drive informed change management and increased process efficiency
• Develop a data-driven “microtargeting” strategy that helps you make the right offers to the right customers
• Enrich and integrate disparate customer data to create a differentiated superior customer experience

"Simplifying Complexity: Transforming a Company, One Step at a Time"

Presenter:
Helen Graham, Bulldog Solutions Account Director for Dex One Client

B2B Marketing leaders must continually innovate to make a significant impact on Revenue Performance. Bulldog Solutions demonstrates how they helped Dex One radically innovate to transform their business. In this session, you will hear a compelling “story of transformation” about evolving a direct marketing model to a Customer-Centric approach that dramatically improved marketing impact and accelerated sales opportunities. Learn about breakthrough results Dex One achieved using marketing automation and applying demand generation best practices. Walk through an award winning campaign showcasing an automated nurture framework built within Eloqua that created unique customer experiences. Take a behind the scenes look at a lead scoring matrix that enabled a multifaceted sales organization to prioritize opportunities.

In this presentation, we will answer the following questions:

• How can a mature industry undergoing continuous and dynamic change become relevant?
• Where does the process of transformation begin?
• What are the keys to success in transforming a complex business environment?

"A Story of Uncommon Growth"

Presenter:
Bill Boyd, Chairman of the Board, Agility Recovery Solutions

You have a story to tell. A story about your products and services, about your people, your commitment. It’s a really GOOD story . . . if you can find the right people to listen. Agility Recovery Solutions are finding these people, selling more . . . and are achieving remarkable results.

In his presentation, 40-year business executive and Board Chairman, Bill Boyd, will explore the business pain of telling your story to the right person, and how FRONTLINE Selling has made a significant impact in Agility Recovery Solutions.

Discover how to:

• Drive 200%-400% increases in prospecting productivity and outcomes
• Enhance visibility, management, coaching and quality prospecting outreach
• Reduce turnover by shortening ramp-up time to DAYS instead of weeks or months
• Fundamentally change the pace of identifying new sales opportunities

"Outbound Marketing and Social Techniques for Appointment Setting"

Speaker: Craig Rosenberg, The Funnelholic

With the advent of cell phones, web tools and social media, traditional outbound marketing techniques require a social facelift to meet today’s challenges. Craig Rosenberg, The Funnelholic, tackled the challenges of putting ChefsBest in front of the brand stakeholders at leading food manufacturers and providers. Craig will cover:

• Why traditional outbound techniques were not meeting the goals of the campaign
• How social selling techniques changed the way outbound marketing got ChefsBest face to face with their target decision makers
• A day-in-the-life-of a power prospector working on a performance basis only
• Ten Social Take-Aways that Green Leads demonstrated work during the campaign for ChefsBest

"How ADP Turns High Value Content Into High Value Leads Using Sitecore"

Presenter: Matthew Petitjean, VP - Corporate Marketing for ADP

At this session you will learn how ADP executed a thought leadership content distribution strategy that turned high value assets into high value leads. See a content distribution strategy at work with a robust, feature rich website as the hub. ADP leverages (really) Big Data and breaks it into small digestible pieces content. The ADP Research Institute provides insights to leaders in both the private and public sectors on current and emerging issues in human capital management (HCM), employment and workforce trends. This strategy called for unlocking digestible insights from our otherwise dense whitepapers and aligning the insights to the papers with compelling new content formats including video, presentations and infographics. The institute content is free to consume but features a progressive form approach to enable lead scoring and nurturing. Social media functionality is woven throughout the entire experience including callouts with “tweetable stats” that are pre-populated nuggets for any visitor, or ADP sales associate, to share. A dedicated LinkedIn group was formed and linked to the site; and a Twitter feed from @ADP keeps relevant social content on the site. Since launch, the ADP Research Institute site has become a hub for sales, prospects, clients, media and economists.

IDEAS:
• Make complex content easy
• Stay relevant to your audience - Distribute the right content to the right place
• Leverage a content goldmine to create a compelling web experience

"The modern phone system’s impact on business intelligence"

Presenter: Fred Shilmover, CEO, InsightSquared

In today’s data driven world, sales and marketing executives expect the company’s business communications system to do more than just let them take and make phone calls. It must also provide valuable insight into the health of the business. The modern phone system plays a role in optimizing staffing levels, evaluating employee performance, analyzing marketing spend and understanding customer behavior. Fred Shilmover of InsightSquared will share his challenges, and victories leveraging communications data, particularly with respect to inside sales. In this presentation, we will answer the following questions:

• What are the key communications-related marketing and sales metrics that can help drive revenue?
• How can data be used effectively to measure and improve employee performance?
• How is the data best presented and consumed for maximum business impact?
• What are some of the advantages sales and marketing executives can expect from a modern phone system and the data it provides?

"Iron Mountain: Fueling Big Testing with Big Data"

Speakers:
Mary Ward, Senior Director, Account Services, ion interactive 
Tom Berger, Director of Internet Marketing, Iron Mountain

Let’s face it: marketing is in a big data bubble. Everyone is talking about data: big data, data analytics, and big data analytics. At the root of all this data mania in marketing is the very real revolution of shaping more data-driven organizations. Big data is finally opening the door to the executive suite for a more hybrid creative-analytical method. The key question data raises is how do we use this data to not only know more about our customers, but to directly grow our business in significant ways? Iron Mountain has the answer: broadly embrace testing and controlled experimentation as the new “operating system” of marketing. The answer to big data's potential is big testing.

Tom Berger, Director of Internet Marketing at Iron Mountain, explains how he connected big data to big testing, resulting in big experiences and results — turning analysis into action. Learn how he:

1. Built a post-click marketing program leveraging data to increase conversions
2. Fostered a culture of experimentation and testing from the top down
3. Is using big data to drive actionable marketing for "higher elevations" of results

Key takeaways:

1. Steps to building a strategic post-click marketing program that drives business results
2. How adoption of ion has increased agility, speed-to-market and increased lead acquisition conversion rate
3. Framework for how to leverage vertical market data to deliver personalized content in real-time

"B2B Lead Generation Data Strategies for Increasing Inbound Lead Quantity and Accelerating Leads to Revenue"

Presenters:
Justin Gray, CEO, LeadMD
Mary Firme, Chief Lead Accelerator, ReachForce

Generating quality leads is the first critical challenge in marketing; the second is qualification, and third is nurturing to sales ready. LeadMD found its persona-based nurture tracks were moving these leads to revenue opportunity 300% faster than their standardized messaging – so they needed to design a strategy to put more leads on the persona path faster. This meticulous and metrics-centered presentation explains a simple yet thoughtful path to building faster persona qualification, expanding nurture from one lead to the entire decision making unit, and accelerating these leads to revenue opportunity much more rapidly.

• Simple, cost-effective and quickly implemented inbound data strategy changes that increased lead flow 37% and program ROI 41% in just 2 months
• How eliminating firmographics questioning of the lead delivered more accurate responses, better firmographic scoring and increased form conversions 26%
• Embracing the unexpected – LeadMD found that its form visitors, most often marketers, felt more at ease with LeadMD because of the way ReachForce forms look and behave

About ReachForce

ReachForce delivers cloud-based data solutions for B2B marketing professionals to accelerate leads to revenue. The ReachForce Connected Marketing Data Hub provides continuous marketing data enrichment and insights helping customers reach their maximum revenue velocity. Since 2005, more than 400 leading companies including Dassault Systemes, Eloqua, GXS, Marketo, ReadyTalk, and Webtrends are increasing the effectiveness and driving higher revenue velocity through digital marketing automation initiatives with better quality and enriched lead data and insights from ReachForce.

"Get Sirius About Your Funnel with Salesforce.com and Full Circle CRM"

Client Name & Company: Kimberly Prescott, Marketing Director, Mashery

Turning a vision into reality can be difficult. Join us as Mashery discusses how they implemented the SiriusDecisions Demand Waterfall in salesforce.com using Full Circle CRM. This session will focus on how Mashery mapped the waterfall to their business model and how, with a little bit of technology and process change, they were able to capture every stage of the funnel for each interaction, measure conversion rates and velocity, and get campaign influence metrics to prioritize their marketing program portfolio. Learn how to use marketing metrics to bridge the sales and marketing divide and how to support sales where deals are getting stuck.

Takeways:

• Measure your Demand Waterfall inside saleforce.com
• Track funnel stage conversion rates, velocity, and campaign influence
• Bridge the sales and marketing divide and support sales
• Translate your results to drive concrete business decisions

"Leverage Marketing Resource Management (MRM) and Integrated Marketing Management (IMM) to Make Your Enterprise CRM Strategy More Successful"

Presenter: Ken Kornbluh

MRM and IMM applies strategy, process and marketing automation and integrated technology to help marketing teams execute more effectively and efficiently, and to better integrate and support your enterprise-wide CRM and Salesforce Automation strategy. This session will enable you to learn about the components of MRM and IMM, explore how they integrate with CRM and why you should incorporate MRM and IMM into your overall CRM strategy.

Poll Questions

Fifty hours – this is the amount of time that a b-to-b sales rep could be selling each week. The question for every sales and marketing leader is simple: Are your reps getting maximum results from their 50 hours? If not, sales and marketing had better get working – together – to improve rep yield. This presentation will provide the following benefits:

For sales:

• Understand how to look at sales productivity – in terms of both efficiency and effectiveness – using SiriusDecisions’ “yield per hour” metric
• Learn how to leverage marketing’s help to minimize the time spent on low-yield activities and improve yield across all sales activities

For marketing:

• Pinpoint how marketing efforts in key areas such as demand creation, content building and product training can impact sales productivity
• Use sales productivity metrics to quantify impact and drive future marketing strategy, campaigns and tactics

Poll Questions

Radical changes are afoot to optimize the content engine required to fuel modern b-to-b marketing and selling, including an assessment of the organization’s current content-creation skills and resources, and a reconfiguration of how a variety of functions are accountable for content. This presentation will provide the following benefits:

For sales:

• Discover the interlock required between sales and marketing to ensure content is used and valued by reps and partners
• See how content assets that are truly effective can be used to drive increased sales productivity

For marketing:

• Learn what knowledge and skills must be learned to support the new content paradigm
• Understand how best-in-class b-to-b organizations are measuring the effectiveness of their content engines

For product:

• Understand how the marketing and product management ecosystem must be adapted to support a new content paradigm
• Learn how content strategy and architecture must shift in order to fuel increasing inbound marketing requirements

Poll Questions

“Social selling” might sound trendy, but in reality it’s an ill-defined concept. How many b-to-b sales reps are actually using social media to sell – and how? This session will introduce a framework for leveraging social media to improve sales productivity, and share case studies of b-to-b organizations using social media to power sales results. This presentation will provide the following benefits:

For sales:

• Learn how to expand the benefits of social selling beyond simple networking to cultivate and expand key relationships
• Track how leading organizations are enhancing both the efficiency and effectiveness of reps’ social media skills

For marketing:

• Understand the content and knowledge requirements of sales in order to assist reps in achieving greater productivity through social means
• Determine the right balance between governance and enablement in social selling

Poll Questions

For many years, SiriusDecisions has emphasized the importance of integrating inbound and outbound efforts in order to build a true “always-on” b-to-b demand creation engine. Too many marketing leaders, however, fail to integrate inbound and outbound demand during their campaign planning processes, reducing demand efficiency and performance. This presentation will provide the following benefits:

For sales:

• Learn why aligned inbound and outbound marketing at the top of the Demand Waterfall will result in greater downstream sales productivity
• Understand how common selling processes are impacted by the adoption of inbound strategies

For marketing:

• Understand the mechanics for aligning inbound and outbound demand creation efforts
• See how to measure the relative contributions of inbound and outbound marketing approaches to each another in a broader demand context

Poll Questions

Here’s the good news: Nearly every b-to-b sales organization measures itself. Now, the bad news: The vast majority of these measurements are lagging indicators, and perpetuate a short-term view into sales performance. To generate more prescriptive insights, a new set of key performance indicators and metrics must be embraced by sales leaders. This presentation will provide the following benefits:

For sales:

• Learn which metrics will help shift sales from a tactical view of the business to one that is strategic and can help in planning for the future
• Understand why winning short-term sales battles isn’t enough, and how to take a longer-term view of sales performance

For marketing:

• Gain an understanding of the measurements that must be obtained from sales to help marketing pinpoint how it can help drive improved results
• Position common marketing measurements in a sales context, in order to better communicate with sales leadership

Poll Questions

Investment in sales and marketing technologies continues to rise, but few companies have viewed purchases in either function from an integrated perspective. Post-purchase, this usually results in organizations ignoring the development of strategies, skills and processes required to take maximum advantage of these systems. This presentation will provide the following benefits:

For sales:

• Understand the impact that the technology-driven alignment of sales and marketing data can have on pipeline analytics and forecasting
• See how enablement efforts can be improved by leveraging an integrated sales and marketing technology environment

For marketing:

• View purchased technologies through the broader lens of our SiriusDecisions Directions in Technology model
• See a roadmap for building an integrated technology stack, along with the required skill sets and processes to ensure success

Poll Questions

B-to-b marketing and selling effectiveness depends on understanding a range of buyer interaction needs and content preferences over what is often a lengthy buying process. Especially as organizations strive to “sell higher” in buying organizations, it’s important to pinpoint senior executives who influence and control the decisionmaking process, then tailor content specifically for them. This presentation will provide the following benefits:

For sales:

• Learn how companies are taking a data-driven approach to cataloging buyer personas in their sales force automation systems to capture persona-level buying behavior trends
• Get best practices on how to create persona-based content that drives more effective sales performance and shorter sales cycles

For marketing:

• Understand how to attract a persona-based audience to your Web site and social media channels to drive better inbound marketing results
• Discover knowledge and tools that marketers need in order to become internal subject matter experts not only about their products or industries, but also about the personas who make purchasing decisions

For product:

• Learn how buyer personas feed the market requirements definition for an offering to guide effective marketing and sales enablement planning
• Understand what product managers need to understand about buyer personas to ensure commercial viability of an offering

Poll Questions

SiriusDecisions’ rearchitected Demand Waterfall isn’t just for use in a direct sales environment; in fact, its new stages, phases and flows can help to shine an even brighter spotlight on lead management processes in a channel environment. This presentation will provide the following benefits:

For sales:

• Learn which areas of the waterfall are impacted most by the new waterfall’s architecture
• Avoid common pitfalls while increasing lead performance through partners at each critical waterfall stage
• Understand how to redeploy telesales to provide concierge-like services and better-qualified leads

For marketing:

• Learn how to improve visibility into channel lead conversion
• Understand the core elements required to develop a lead management framework aligned with different channel partner types
• See how leading organizations are sharpening their reporting to gain insight into the value of channel marketing efforts

Poll Questions

Social media is currently being used by more than 70 percent of b-to-b companies, moving it well beyond being classified as a “new” communications channel. Far fewer organizations, however, have integrated social into their demand creation planning and execution, instead falling into the trap of random acts of social media marketing. This presentation will provide the following benefits:

For sales:

• Pinpoint how social media can be used to accelerate deals already in the pipeline
• Learn how social data can better prepare reps for customer and prospect interactions, including the identification of cross-sell and upsell opportunities

For marketing:

• See how best-in-class organizations are using social media to drive conversion rates within the SiriusDecisions Demand Waterfall
• Learn which metrics to use to demonstrate the impact that social is having on demand creation

Poll Questions

In addition to sourcing its own leads, marketing’s efforts to maximize the volume and consistency of leads within the Demand Waterfall must include enabling both sales and teleprospecting to create leads on their own. For teleprospecting, whose workload and available capacity ebb and flow with marketing schedules, this can be accomplished through small-net fishing. This presentation will provide the following benefits:

For sales:

• Understand how to collaborate with marketing to develop small-net fishing programs
• Integrate small-net fishing into target account sales strategies as well as pipeline acceleration efforts

For marketing:

• Be able to define and design three different types of small-net fishing programs
• Learn how to leverage your marketing automation platform to support small-net fishing
• Understand key guidelines for managing small-net fishing execution through a teleprospecting function

Poll Questions

Ask a group of sales and marketing leaders how they measure b-to-b sales enablement, and you’re likely to get vague answers such as “revenue attainment” and “pipeline conversion.” Calculating the real ROI of enablement is possible – but requires alignment on what enablement is and how it should be measured. This presentation will provide the following benefits:

For sales:

• Gain insight into the current state of b-to-b enablement measurement
• Understand how matching enablement category use with quota attainment bands can provide a more precise view into enablement’s sales impact
• Learn how to track the impact of early-stage enablement vehicles vs. those that will be used by more seasoned reps

For marketing:

• Learn why tracking broad enablement activity isn’t enough to justify continued or increased spend
• Understand the success profile of different types of reps based on their ability to attain quota

Poll Questions

If there are two functions that should be joined at the hip in b-to-b organizations, they are marketing operations and sales operations. Unfortunately, SiriusDecisions has found there are significant gaps in the ways these functions plan, report, build processes and manage data. This presentation will provide the following benefits:

For sales:

• Explore four areas of collaboration that help to drive incremental returns for both sales and marketing operations
• See how to engage in collaborative, operations-driven sales and marketing planning

For marketing:

• Understand how marketing data can be blended with sales data to tell a more powerful story about marketing’s impact
• Learn firsthand feedback from peer organizations’ experience with shared marketing/sales process building, including service-level agreements

Poll Questions

For many marketers, product launches are driven by a checklist-based project plan with the same complexity used for a rocket liftoff. Even the most specific checklist, however, will miss its mark if the strategy behind it isn’t centered on the needs of the offering’s internal and external target audiences. This presentation will provide the following benefits:

For sales:

• Understand how the sales enablement function and product marketing must work together to drive sales adoption of a new offering via effective launch planning
• Learn how to build an enterprise-wide sales communication calendar that coordinates launches with appropriate timing and cadence for greatest sales effectiveness

For marketing:

• See best practices for integrating social media into a product launch, including case studies of best-in-class organizations moving a significant portion of launch to the virtual world
• Find out how other companies measure the success of launches and demonstrate marketing’s contribution to launch efforts

For product:

• Learn how best-in-class organizations are aligning global campaign calendars and product release schedules through effective interlock of product and marketing functions
• See how companies operating in a highly iterative agile world (SaaS, software, services) need to redefine how launch is approached and executed

Poll Questions

Whether the initial impetus was reducing costs or expanding growth, many b-to-b companies stumbled into third-party channel relationships without a clear strategy or adequate investment models. The SiriusDecisions TRED Channel Management Model is being used by a number of these companies to right-size their current spend in four areas – technology, recruitment, enablement and demand creation – and to evaluate investment needs for the future. This presentation will provide the following benefits:

For sales:

• Learn how to set investment levels based on channel revenue contribution
• Understand how to reduce friction between direct reps and channel partners in hybrid channels
• See optimal coverage models for new types of partners, including software-as-a-service and managed service providers

For marketing:

• Understand how organizations are allocating funds that will be spent both on and through channel partners
• Learn how to set proper benchmarks for demand creation investment both now and in the future

Poll Questions

Traditional b-to-b brand studies are not only expensive and labor-intensive, but remain of questionable value in the context of a longer selling/buying cycle. Our research indicates that brand perception impacts decisionmaking across a variety of buyer roles, but few, if any, organizations have cracked the code on how to articulate the business value of b-to-b brand investment. This presentation will provide the following benefits:

For marketing:

• Understand the current state of b-to-b brand monitoring and measurement
• Learn the core components for operationalizing the ongoing measurement of brand investment
• See new approaches for gaining insight into brand value that can be conducted more frequently and at lower cost

Poll Questions

Our benchmark data shows that even best-in-class marketing organizations source only 30 to 40 percent of overall sales pipeline, a number that drops significantly in account-based or heavy cross-sell/upsell environments. Smart marketers don’t fight this fact – they join with sales to help reps more efficiently and effectively create demand of their own. This presentation will provide the following benefits:

For sales:

• Frame the menu of options that marketing can provide to help reps contribute new deals to the pipeline
• Learn how to provide ongoing feedback to marketing about reps’ demand creation needs

For marketing:

• Define the right roles for marketing to assist in sales-led demand creation
• Learn what to commit to – and what to avoid – to help reps drive their own demand

Poll Questions

Sales leaders tend to be a very loyal lot when it comes to selling methodologies (which focus on deal strategy, or “what” to do) and sales models (which are focused on buyer engagement, or “how” to sell) – they have their favorites they bring with them into new organizations, assuming what worked before will work again. The truth is, methodologies need to be adapted for each b-to-b demand type, and some sales models are right for some demand types, and wrong for others. This presentation will provide the following benefits:

For sales:

• Understand how to tailor your sales methodology across the various demand types
• Learn how popular sales models stack up when applied to the most common b-to-b demand types

For marketing:

• Align with sales leadership around the concept of demand type and selling approaches
• Gain clarity on how to leverage methodologies in the development of marketing messaging and content against each demand type

Poll Questions

One year ago, we introduced the SiriusDecisions Campaign Framework, which placed the key program families of reputation, demand creation, sales enablement and market intelligence into broader context to help b-to-b organizations focus on a shared set of key initiatives aligned to customer needs and allocated over a timeline. Over the past year, we have watched a growing number of b-to-b organizations operationalize this framework, which has forced them to make major changes in the way they view marketing, sales and product activities. This presentation will provide the following benefits:

For sales:

• Learn how marketing and sales teams align revenue and sales-specific goals with campaign plans
• See how sales enablement activities are being coordinated with broader campaigns to drive greater efficiency and effectiveness

For marketing:

• Understand how to shift from product-oriented campaigns to campaigns focused on buyer needs
• Learn how functions such as marketing communications, product marketing and demand creation functions are collaborating to build aligned campaigns

Poll Questions

In many b-to-b organizations, product management creates an offering in a silo and hands it over to marketing to create awareness and generate leads. This “pass the baton” approach usually leaves everyone disappointed. Instead, best-in-class companies coordinate product management and demand creation from the outset of the innovation and go-to-market process by aligning these functions in a highly collaborative, team-based fashion. This presentation will provide the following benefits:

For sales:

• Learn how the alignment of product management and demand-related functions (e.g. demand center, field marketing) can improve the quality of the demand being created
• Find out how product management can provide insights into product performance within the pipeline to help sales

For marketing:

• Learn how product marketing, solution marketing, industry marketing and demand creation functions should interlock to work effectively with product management
• Understand marketing’s role in participating earlier in the product lifecycle to improve planning and impact product goals

For product:

• Learn how to plan for demand creation strategies based on the market situation for an offering, leveraging the SiriusDecisions Demand Type Framework
• Find out how best-in-class organizations use a market requirements document to inform marketing and sales enablement planning activities

Poll Questions

Because channel partners often represent the offerings of a number of suppliers, the fight for their attention is fierce. Suppliers continue to throw money at the problem – funding headcount, reward programs or other incentives. But is partner loyalty driven exclusively by the almighty dollar? This presentation will provide the following benefits:

For sales:

• Learn how to establish clear rules of engagement and set partnership expectations
• See the best ways to pair loyalty incentives and tactics to drive desired partner behavior

For marketing:

• Understand the best ways to define, track and quantify partner loyalty
• See why – and how – loyalty programs should be tailored for different partner types and situations

Poll Questions

Attempts to measure a brand’s impact on a b-to-b organization are typically characterized by a series of highly esoteric “mental gymnastics,” mostly with marketing-only outcomes in mind. The true question should be, on the front line of sales, how much difference does a strong brand make in gaining the inside track on a deal, or being left behind? This presentation will provide the following benefits:

For sales:

• See the results of our study on how closely brand performance and sales performance are connected
• Understand how the dynamics of demand type affect brand value as it pertains to sales

For marketing:

• Learn new methods of evaluating and quantifying your organization’s brand
• Understand how sales needs to be supported when brand value is an asset or a liability

Poll Questions

A lot can happen after an opportunity enters the late stages of the Demand Waterfall; not all of it is good. Some deals get stuck, while others move too slowly. In 2010, SiriusDecisions introduced its Pipeline Acceleration Framework to bring b-to-b sales and marketing together around a common set of acceleration methods and terminology; in 2013, we expand on this framework, and highlight learnings from organizations that have collaborated on the critical task of acceleration. This presentation will provide the following benefits:

For sales:

• See examples of acceleration in action from your peers
• Determine whether a command-and-control, opt-in or situation-selection acceleration approach is best for existing opportunities

For marketing:

• Learn when pipeline acceleration will help and when it won’t
• Understand the nuances between intra-pipeline and last-mile acceleration

Poll Questions

It’s an age-old marketing and sales challenge: How do we better understand what separates great reps from those that are average or below average, then replicate these distinguishing characteristics among other reps? This presentation will provide the following benefits:

For sales:

• Discover how to identify the processes, content and tools that top-performing reps use
• Drive better engagement with marketing teams to facilitate successful demand creation and sales enablement programs

For marketing:

• Learn how successful salespeople choose and use the content and tools to fit the scenarios they face
• View a process/framework to bring sales reps’ knowledge and ideas back to the marketing organization

Poll Questions

We’ve said it many times: Trying to adopt new sales and marketing strategies, processes and tactics using the same old organizational structure is a recipe for failure. With this statement in mind, we will consider which b-to-b sales and marketing roles have changed – or are ready to change – the most, and which new roles are coming to the forefront. This presentation will provide the following benefits:

For sales:

• Understand the dynamics behind sales role changes, and why leaders should take notice
• See what decisions should be made now in order to position your sales organization for the future

For marketing:

• Understand which roles in marketing will change and which will disappear
• Learn why a dearth of marketing skills is hurting so many b-to-b organizations, and how changing organizational structure can help fix the problem

Poll Questions

How do best-in-class b-to-b companies create products to solve buyers’ needs, communicate with those buyers and then maintain a product portfolio that continues to resonate? For one thing, they evaluate their companywide and business-unit-specific product portfolios on an ongoing basis to assess their fit with strategic business goals and customer needs. This presentation will provide the following benefits:

For sales:

• Learn how to work collaboratively with marketing, product management and operational teams to provide feedback regarding the health of the product portfolio
• Understand best practices for enabling sellers to present a complex, product-centric portfolio in a simplified, buyer-focused manner

For marketing:

• Understand how best-in-class marketing organizations assess their target markets and buyer needs to identify unsolved problems and deliver real solutions
• Learn which key data sets are required to make sound strategic decisions about which parts of the portfolio should receive marketing investment and resources

For product:

• Understand the SiriusDecisions Portfolio Management Framework for evaluating a product portfolio for its fit with customer needs and corporate objectives
• Learn best practices in product and solution lifecycle management in order to determine when to invest in, maintain or sunset existing offerings

Poll Questions

Every year, our analysts look at hundreds of different channel programs; some aren’t so hot and many are typical, but a few are fantastic examples of suppliers that have truly understood how to recruit, create demand with and enable different partner types. This year, we celebrate some of these top performers, sharing their case studies and lessons learned. This presentation will provide the following benefits:

For sales:

• Understand the true differences between average and top-performing channel programs
• Learn what it takes to drive results from peers who have done it themselves

For marketing:

• See how other organizations are leveraging technology to drive success in the channel
• Understand how properly recruiting partners upfront made all the difference throughout channel execution

Poll Questions

The Demand Waterfall. The Product Marketing and Management Model. The Sales Enablement Framework. The TRED Model. Since our founding more than a decade ago, SiriusDecisions has developed a number of groundbreaking sales and marketing models and frameworks that have been adopted and refined by hundreds of leading b-to-b organizations. So, how do all of these models work together? This presentation will provide the following benefits:

For sales:

• See a unified view of a best-in-class sales and marketing model that drives sales productivity
• Understand how key sales and marketing approaches can be linked together to accelerate and grow profitable revenue

For marketing:

• View a model for aligning marketing functions and processes with one another and sales to improve b-to-b efficiency and effectiveness
• Learn how integrating marketing models will enable deeper measurement and continuous improvement

Poll Questions

While some b-to-b organizations make innovation investment decisions on a wing and a prayer, others use specific, established criteria for identifying game-changing offerings, bringing them to market, analyzing performance and setting targets for ongoing investment. SiriusDecisions’ new Innovation Framework is a strategic decision tool based on our work with companies with best-in-class innovation decision processes. The tool can be leveraged by all organizations to help ensure that their innovations achieve the desired impact. This presentation will provide the following benefits:

For sales:

• Learn how a standard innovation framework can ensure the right level of investment in existing products to support near-term sales goals
• Understand how to align investments in your sales force and sales operations with corporate innovation investments

For marketing:

• Learn how best-in-class organizations structure their innovation programs to maximize the effectiveness of demand creation efforts
• Understand the role of demand type in innovation investment allocation and how it can help align marketing operations strategy with product strategy

For product:

• Learn standard criteria and metrics that will increase the likelihood of innovation initiatives succeeding in the market
• Benchmark how your organization’s approach to innovation investment compares to similar companies