B2B Committee: Sales and Marketing Alignment


Start: Wednesday, July 11, 2018 at 9:00am

End: Wednesday, July 11, 2018 at 2:30pm


708 Third Ave
8th floor
New York, NY 10017

Registration Pricing

Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Attend via Webinar Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A
Attend In-Person Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A

The advent of data-driven marketing has made sales-marketing alignment easier to achieve – technically. But too often, varying goals and best practices mean that marketing and sales see their customers in different ways. This committee meeting will help break down those barriers with sessions covering the latest trends and issues around sales and marketing alignment, proven demand-generation strategies, innovative ways marketing can pair with sales and a discussion on why marketers need to have more skin in the game than ever.



Session 1: Unlocking the Potential of Dark Data and other B2B Trends

  • "Dark data" - how marketers aren't accessing much of their marketing data, with comparisons between highly successful companies and the mainstream. A focus on collaboration and importance of sharing data between sales and marketing.
  • The state of B2B transformation - a snapshot of how B2B companies are responding to changing market conditions - where they focus, what they fear and how they're reorganizing sales and marketing.
  • The pressures of CX - we're constantly hearing that B2B buyers are adopting a consumer mindset. When does this occur, why does it matter and what can you do to accommodate rising expectations?

Stefan Tornquist
VP, Research 


Session 2: Become a Marketing Engineer- Crafting the B2B Customer Journey

Today, in order to be a great marketer, one must truly become a marketing engineer. Now does that mean you have to understand source code and programming to be successful? Of course not. However, it does mean that you have to be conversant in the technologies that we marketers use every day. You need to understand how all the best practices and platforms we use come together to create a marketing infrastructure, customer journey and sales funnel.

In this session, will share how you can:

  • Plot out a customer journey and its marketing tech stack components
  • Visualize your marketing infrastructure
  • Strike emotional chords so prospects pay attention
  • Focus creative on conversion and engagement so prospects take action
  • React to prospects behavior and data with marketing automation and personalization
  • Measure what works and doesn’t work
  • How to become a marketing engineer!

Harry J. Gold
ANA School of Marketing Instructor
CEO, Overdrive Interactive



Sales and Marketing Roundtable Discussion

Committee members: come prepared to talk about key areas of focus and the challenges tied to your sales and marketing alignment initiatives.



Session 3: Case Study- Creating More Authentic Relationships with Your Customers

Cognizant, an IT provider and business consulting firm with $15B revenue, rose from 205 to 195 on the 2018 Fortune 500 list – in part, due to shifting strategies within sales and marketing.  Diana Buxton, CMO of Cognizant’s Financial Services practice, will speak on the growing trend of companies asking their B2B marketers to drive recurring revenues and innovative sales and marketing partnerships that drove results. Teaming up with Diana is Tom McMakin, author of How Clients Buy, with an overview of business development best practices in the professional services industry based on in-depth interviews with leading rainmakers. Highlights include:

  • How thinking about how clients buy is a more productive perspective
  • How “shrinking the pond” and niching your practice produces results
  • How to support prospects in the journey from potential buyer to client by evaluating the seven elements of how clients buy

Diana Buxton
CMO, Cognizant Financial Services

Tom McMakin
Author of How Clients Buy





Webinar information, if available, will be provided to registrants only.