Track Sessions

Marketing Operations and Strategy

We’ve come a long way from the days when all a b-to-b organization needed to build its marketing strategy was a good slogan and some killer creative. Today’s CMOs are focused on defining a strategy that aligns with company growth goals, balances short-term and long-term priorities, and reconciles quantitative objectives across customer segments, geographies and product categories with creativity and new approaches. In this track, we will focus on a number of areas where the CMO and marketing operations collaborate to run a high-performing marketing organization, including planning, staff development, measurement, performance assessment and change management.

Marketing Enablement: The Most Critical Function You Don’t Have

SESSION FOCUS: ADOPT, OPERATIONALIZE
Presenters: Jennifer Ross, Marcia Trask

Today’s b-to-b marketers must demonstrate many complex – and different – competencies, given that they are responsible for designing and implementing continuous and critical buyer and customer interactions throughout the buying cycle. But unlike the sales function, most marketing functions haven’t deployed a concerted effort to formally enable functional roles. This has led to widening skills gaps, confusion over career development and fierce competition for talent within marketing. This presentation will provide the following benefits:

For marketing:

  • Understand the importance of marketing enablement in closing b-to-b marketing skills gaps
  • Learn how marketing enablement functions evolve, are resourced, and support the marketing ecosystem
  • Receive peer evidence to share with senior management and the board about the tangible benefits of a well-funded, structured marketing enablement program

Agile Concepts and B-to-B Marketing: Friend or Foe?

SESSION FOCUS: ADOPT
Presenters: Jay Gaines, Craig Moore

Talk to most software development leaders and they will extoll the virtues of the agile development methodology, an iterative approach to creating, testing and evolving complex applications. Having seen the success of their product development counterparts, today’s marketing executives and operations leaders are asking how agile can be applied to their environment. This presentation will provide the following benefits:

For marketing:

  • Examine the parallels between transforming a software concept and a marketing vision into reality
  • Identify where agile development processes can be applied to marketing planning, execution and measurement – and where they can’t
  • See examples of agile thinking in action in a b-to-b marketing environment

Programs of the Year: Marketing Operations and Strategy

SESSION FOCUS: OPERATIONALIZE, OPTIMIZE
Facilitators: Jeff Clark, Jesse Mendelson

The one question that SiriusDecisions analysts get most often from our clients is: Can you show me an example of someone who’s doing “X” the best? Interactions with hundreds of companies and thousands of seatholders allow us not only to answer the question in the moment, but also to bring examples to our Summit attendees in a series of sessions we call Programs of the Year. This presentation will provide the following benefits:

For marketing:

  • See which marketing operations and strategy programs our analysts have chosen as best-in-class
  • Hear from the clients who developed these programs, who this year will present their own winning stories

Sidestepping Misdirection: Conducting an Effective Business Review

SESSION FOCUS: OPERATIONALIZE
Presenters: Meta Karagianni, Craig Moore

Conducting and attending periodic business reviews are among their most satisfying job experiences…said no b-to-b leader, ever. These executives do say, however, that they are constantly trying to find a better way to consistently and efficiently leverage these reviews to improve alignment, maintain focus on the most important activities and identify early issues to address. This presentation will provide the following benefits:

For sales and marketing:

  • See a new framework for planning and delivering periodic business reviews across global, regional and local teams
  • Determine where sales and marketing should collaborate to conduct aligned business reviews
  • Identify the business and functional reviews that each function should conduct on a periodic basis

The Anatomy of an Emerging-Company Marketing Plan

SESSION FOCUS: ADOPT, OPERATIONALIZE
Presenters: Barbie Mattie, Matt Papertsian

Creating actionable marketing plans that are aligned with company business goals is one of the keys to sustaining growth within an emerging company. However, emerging companies tend to fall into one of three categories: They have plans that consist primarily of a list of tactics, they create complex plans that aren’t used, or they do not have a marketing plan at all. This presentation will provide the following benefits:

For marketing:

  • Learn a process for establishing cross-functional alignment on annual business objectives
  • Understand how to use the SiriusDecisions Marketing-Plan-on-a-Page Template
  • Get recommendations for communicating progress with simplicity, clarity and transparency