Sirius Track Overviews

Track sessions serve as an ideal way to provide a focused Summit experience based on your role initiatives. This year’s agenda features nine tracks offering deeper dives into topics such as sales, product marketing and management, communications, demand creation strategy and more to help you and your team operationalize your growth strategy. Delegates are welcome to move between sessions at their convenience.

Sales

Continual changes in the buyer’s journey, new and emerging sales technologies, changing demographics in the workplace and evolving business models are impacting the roles, responsibilities and competencies needed in today’s b-to-b sales organizations. Chief sales officers, sales operations and sales enablement are tasked with recognizing and adapting to these changes while continuing to improve sales productivity. In this track, we will discuss key trends shaping the future of sales and show how sales leaders can implement best practices that drive alignment, engagement and growth. View Track Sessions 

Product Marketing and Management

As a growing number of b-to-b organizations go through product-to-audience transformations, product marketing and management often find themselves right in the middle of the change. These two roles must shepherd the organization through defining successful product strategies focused on buyer and customer needs, ensuring offerings are channel-ready and effectively transferring knowledge to the sales force. In this track, we will share key approaches for enabling product marketing and management to interlock across functions and align priorities for intelligent growth. View Track Sessions 

Channel Marketing and Sales

Faced with stiff competition to capture and maintain partner mindshare, suppliers need to disrupt the status quo, improve partner experience and meet increasing channel growth expectations. In this track, we will share a variety of strategies, best-of-breed frameworks and best practices to help channel leaders transform the way they manage and grow successful partnerships. View Track Sessions 

Communications

The role of the modern communications function is to build and steward a strong brand reputation that acts as a competitive advantage in selling situations, and positions the company for success with investors and other key stakeholders. Strategic communications functions achieve this objective through brand initiatives that engage buyers directly, as well as through influencer outreach and advocacy programs. In this track, we unveil a best-in-class process for building high-impact corporate messaging, and hear directly from real world practitioners sharing best practice communications examples. View 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. View Track Sessions 

Demand Creation Strategy

Whether fueling hyper-growth or pushing to gain momentum, demand marketers are charged with building strategies to maximize contribution to pipeline. They must comprehend constant changes in available technology, approaches to data and analytics, and evolving expectations. In this track we will offer guidance for strategic decisionmaking in demand marketing for all target audiences, program approaches and transaction types. View Track Sessions 

Demand Creation Execution

During the last 10 years, marketing has moved squarely into the critical path of revenue creation. Excellence in demand creation execution is often the difference between marketing making a strong impact on pipeline or being viewed as a cost center. Getting to excellence involves identifying challenges and opportunities and being skilled in delivery. In this track, we will share best practices for operationalizing and optimizing demand creation and account-based marketing activities. View Track Sessions 

Content Strategy and Operations

The success of digital transformation – and b-to-b marketing in general – is highly dependent on a strong b-to-b content engine and ecosystem. Unfortunately, many b-to-b organizations still suffer from systemic content-related issues across strategy, people, process and technology. In this track, we will share advancements and best practices in content marketing, content strategy and content operations that leading b-to-b marketing organizations are embracing to transform their content engines from constant challenge to competitive differentiator. View Track Sessions 

Customer Engagement

Customer engagement enables organizations to fulfill the brand promise through thoughtfully designed strategy, purpose-driven execution and audience-centric communication. In this track, we will explain how to deliver aligned customer engagement that creates measurable success. View Track Sessions