B2B Committee: Sales and Marketing Alignment

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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.

 9:00 am - 9:30 am - Networking Breakfast


 9:30 am - 9:45 am - Introductions

9:45 am - 10:30 am
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 


10:30 am - 11:15 am
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


11:15 am - 11:30 am - Coffee Break


11:30 am - 12:15 pm
Session 3: Case Study- Creating More Authentic Relationships with Your Clients

In the 20 years since Cognizant joined the Nasdaq, they have grown from a $60 million software development and maintenance services company to a $15 billion global professional services leader and are ranked 195 on the Fortune 500 - - 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 and CEO of Profitable Ideas Exchange, 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

On-site committee attendees will receive a complimentary copy of How Clients Buy.

Diana Buxton
CMO, Cognizant Financial Services

Tom McMakin
Author of How Clients Buy


12:15 pm - 1:00 pm
LUNCH: 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.


1:00 pm - 1:45 pm
Session 4: Case Study - The Power of Proof: Aligning Sales And Marketing to Build Credibility through High-Profile Partnerships

Promoting a B2B brand behind home plate at Wrigley Field may not seem like a smart marketing choice, but for the Audacy® brand it’s the most visible sign of a very productive collaboration between sales, marketing and one of our key customers, the Chicago Cubs.

When 102-year old IDEAL INDUSTRIES, INC. launched Audacy®, its state-of-the-art wireless lighting control system, they knew the only way to drive demand was to let humans experience its impact first-hand. That meant linking sales and marketing at every step of the way – from awareness to lead generation, through proposal development and installation – generating compelling case studies like the Clubhouse at Wrigley Field.

In this session, you’ll learn how Audacy® connects with its target audience throughout a long selling cycle by leveraging an integrated sales and marketing plan centered around key customer events.

Nolan Bello
Business Unit Manager, Advanced Wireless Solutions – IDEAL INDUSTRIES, INC.

Rebecca Arnal
Account Director, SCC

1:45 pm - 2:30 pm
Session 5: Maximizing Event Impact Through Smart Sales and Marketing Alignment

When it comes to B2B event marketing, “who owns what” between marketing and sales can be confusing. In this session we’ll talk about event planning, activation and measurement responsibilities and how marketing and sales teams can collaborate effectively to deliver high impact, high-value event experiences.

Dax Callner
Chief Strategy Officer, GES Events


 (schedule subject to change)