Sirius Track Sessions

Track sessions serve as an ideal way to provide a focused Summit experience based on your role initiatives. This year’s agenda features twelve tracks offering deeper dives into topics such as sales, product marketing and management, brand and 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.

Account-Based Marketing

For account-based marketing (ABM) to avoid being a flavor of the month and maintain a permanent place in b-to-b strategy, organizations must adapt and expand the value ABM delivers. This means account-based marketers must become true and equal partners to the sales organization, be held accountable for their numbers and be masters of the tools that drive growth success. In this track, we provide account-based marketers with insights, tools, frameworks and client examples to enable the evolution of their ABM program.

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Brand and Communications

Brand and communications leaders play a critical role in b-to-b marketing and sales success by helping to forge a meaningful corporate identity that distinguishes the organization from competitors and engages key audiences. Whether it’s through the development of crisp corporate messaging, thought leadership, third-party influencers or innovative brand activation strategies, brand and communications expertise has never been more pivotal. In this track, we’ll share fresh ideas on how brand and communications leaders can drive change, leverage digital media and technologies for measurable results, and build the most effective and scalable audience-centric influencer strategies.

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Channel Marketing

Channel marketing leaders have an exceptionally wide range of responsibilities and strive to optimize investments, processes and programs to achieve corporate and channel goals. They’re also challenged to address evolving channel strategies, expand their partner universe and meet increasing channel growth requirements. In this track, we share a variety of strategies, operational guidelines and best practices to help channel marketing leaders transform how they design and implement successful channel programs, deliver exceptional partner experience and measure channel success.

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Channel Sales

Today, channel sales leaders are challenged to meet ever-increasing revenue goals while developing a strategic sales plan that ensures future success. Boards of directors and executives demand that channel sales leaders justify and demonstrate the proper balance of human and capital investments to support partners along with new frameworks that help channel sales leaders develop world-class indirect organizations.

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Content Strategy and Operations

Content is at the heart of b-to-b marketing success, yet many b-to-b organizations are suffering from acute and systemic content-related issues across strategy, people, process and technology. In this track, we share new trends, models, frameworks and best practices in content marketing, content strategy and content operations that b-to-b marketing organizations can use to build a high-performing content engine and ultimately achieve content transformation.

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Customer Engagement

Customer engagement is widely understood to be critical in b-to-b and essential to how organizations fulfill their brand promise. The challenge is that many organizations fail to connect the dots required to engage existing customers and improve efficiency, retention, growth and advocacy. Ensuring that customers receive the support they need to achieve value throughout the post-sale customer lifecycle must start with a shared understanding of key customer engagement approaches and best practices. In this track, we explain how to measure and maximize the impact of customer engagement.

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Demand Creation

Demand marketers must rethink their demand toolkit – or get left behind by the competition. There is no more room to deliver disjointed outreach to individual buyers. Marketers need to engage buying groups and support their decisionmaking processes, offer interactive content formats, and measure and optimize in real time. In this track, we share the essential areas where demand marketers must challenge status quo thinking to transform their teams into data-driven and audience-centric demand creation functions.

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Marketing Strategy and Operations

Today’s marketing leader must blend strategy and operational excellence to meet the challenges of an increasingly complex and data-driven environment. Success requires the entire marketing leadership team to understand how business objectives drive marketing initiatives and how those initiatives in turn leverage technology, data and supporting processes to be effective. In this track, we demonstrate how to define business-aligned go-to-market initiatives and support them with the data architecture needed to operationalize the Demand Unit Waterfall, a technology stack tuned to the key operational processes of the marketing organization, and a reporting engine capable of supporting it all.

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Portfolio Marketing

As b-to-b organizations go through product-to-audience transformations, portfolio marketing is the function that initiates much of the change. Regardless of the offerings or segments in play, portfolio marketers shoulder responsibility for leveraging buyer personas, creating messaging that resonates, taking a strategic approach to launch and closing knowledge gaps in the sales force. In this track, we share key approaches to enable portfolio marketing leaders and practitioners to interlock across functions and deliver value to the business.

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Product Management

As product management leaders look for their teams to become properly focused on strategic responsibilities and drive business growth, new areas of product management take on increased importance. To innovate faster, product management leaders are looking to improve efficiency through technology and optimize product development approaches. To establish product management as responsible for the portfolio’s commercial success, organizations must pay more attention to areas such as pricing and packaging. In this track, we highlight trends and best practices for how product management can address these key priorities and improve the function’s impact.

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Sales Enablement

The b-to-b selling environment continues to experience rapid change – including more-complex buyer’s journeys, evolving go-to-market models, changing workforce demographics and increasingly complex offerings. Sales enablement must not only transform its own function but also must support selling teams’ adaptation to these changes. Sales enablement provides the awareness, knowledge, skills, process expertise and assets that today’s sellers require to survive and thrive. In this track, we discuss key trends shaping the future of sales and show how sales enablement can continue to lead the charge to drive alignment and productivity.

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Sales Strategy and Operations

Changes to the buyer’s journey, new sales technologies, changing workplace demographics and evolving business models all impact the structure, roles, responsibilities and skills needed by today’s b-to-b sales force. Sales executives and sales operations leaders are challenged with managing this evolution while continuing to achieve bookings and revenue goals. In this track, we discuss trends shaping the future of sales and show how leaders must adapt their techniques, processes, tools and intelligence programs to maintain a competitive edge through alignment and productivity for the sales organization.

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