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  • B2B Sales and Marketing Alignment

     ASK Answers   May 12, 2026  

    How can I align my marketing and sales departments to improve leads and revenue?

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  • Google’s Four-Step Plan to Leverage Data in B2B Audience Activation

     Event Recaps   February 26, 2026  

    During a B2B Data Excellence Committee Meeting, Google’s Jiaxi Zhu examined how B2B organizations can move beyond static, spend-based models to rich, forward-looking segmentation frameworks that inform smarter marketing engagement, align activation across sales and support, and deliver more consistent customer experiences.

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  • U.S. Bank’s ABM Playbook: Alignment, Data Discipline, and Measurable Growth

     Event Recaps   February 9, 2026  

    U.S. Bank shared how a strategically grounded, operations-led approach to account-based marketing helped align marketing and sales, modernize its technology stack, and drive measurable pipeline and revenue growth across high-value enterprise accounts.

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  • How U.S. Bank Leveraged Account-Based Marketing to Drive Growth and Align with Enterprise Goals

     Conference Session Videos   January 26, 2026  

    In this video, U.S. Bank shared how a strategically grounded, operations-led approach to account-based marketing helped align marketing and sales, modernize its technology stack, and drive measurable pipeline and revenue growth across high-value enterprise accounts.

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  • What Are the Attributes of a Confident Marketer?

     B2B   January 21, 2026  

    A "confident marketer" doesn't refer to a personality trait, but rather someone who is "extremely" or "very confident" in their ability to measure marketing's impact on financial performance, according to a recent ANA report. But there is a significant gap, with just 39 percent of the marketers surveyed falling into the category.

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  • How Brand Strategy Principles Strengthened Labcorp's Field Activation

     Conference Session Videos   January 13, 2026  

    In this video, learn how Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.

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  • Sales Operations Maturity Assessment

    Tools   January 1, 2026  

    Use this tool to evaluate your organization’s Sales Operations Maturity.

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  • Positioning Statement Worksheet Quick Win

     Quick Wins   January 1, 2026  

    The Positioning Statement Worksheet Template provides a clear and simple formula for developing your positioning statement through five focused prompts. It’s ideal for messaging workshops or 1:1 work with product, sales, or marketing leaders to align on how your solution should be framed in the market.

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  • From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment

     Event Recaps   December 15, 2025  

    Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.

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  • The Hidden Crisis Costing Brands Millions in Retail Media

     POVs   October 22, 2025  

    Despite billions being invested into retail media campaigns, many brands are still letting internal misalignment derail their efforts, leaving ton of money on the table in the process. In this POV, we explore the most common internal issues around retail media activation and share how you can fix them.

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  • Speaking the CFO’s Language to Communicate Brand Value

     Conference Session Videos   October 5, 2025  

    In this video, Alfred DuPuy, valuation and strategy director at Brand Finance, and Laurence Newell, managing director at Brand Finance Americas, discussed how to bridge the gap between marketing and finance, giving brand leaders the tools to communicate the value of brand in terms CFOs understand.

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  • Kia America: Building Cross-Functional Teams to Support Launch Campaigns

     Event Recaps   October 2, 2025  

    For large-scale launch campaigns, the marketing operations team at Kia creates bespoke cross-functional teams fit for purpose. Kia explained its approach to organizational design based on campaign needs.

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  • From Cost Center to Growth Engine: Leading Change in Marketing Measurement

     Event Recaps   September 4, 2025  

    Changing how a company views marketing takes more than data — it requires people, patience, and a plan. Prudential reshaped executive thinking through a mix of persistence, partnership, and proof, turning marketing from a line item into a lever for growth.

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  • The State of B2B Pipeline Growth Report

     Knowledge Partners   June 23, 2025  

    Demand Metric and Pipeline360 surveyed 400+ B2B marketers across the US and UK, and the message is clear: alignment between sales and marketing is the strongest predictor of pipeline success. Optimizing channels, leveraging AI, and getting lead quality right are mission-critical in a resource-constrained environment.

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  • B2B Marketers Need to Dig Deeper to Boost Prospecting

     B2B   June 11, 2025  

    A multichannel B2B marketing strategy is no longer a nice-to-have for companies but a major component for minting new customers. An increasingly popular tool? The telephone.

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  • The Sales and Marketing Disconnect: Bridging the Gap

     Leading Edge   March 12, 2025  

    Before businesses can start bridging the gap between marketing and sales departments, it’s vital to first acknowledge the all-too common disconnect.

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  • Defining the Rules of Engagement in B2B

     B2B   February 26, 2025  

    Saima Rashid enjoyed working with 6sense so much that when she was ready to make a move in the early 2020s, she reached out to the software company about any possibilities. Just a few years later Rashid is playing a lead role expanding the company's "unified revenue" model, which is built on aligning the sales and marketing teams and breaking down business silos.

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  • How B2B Companies Get Smarter About Artificial Intelligence

     B2B   January 8, 2025  

    David Edelman, an executive adviser at the Boston Consulting Group and co-author of "Personalized: Customer Strategy in the Age of AI," discusses how marketers can deploy artificial intelligence to create new kinds of personalized experiences that both marketers and salespeople can rally around.

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  • Marketing-Influenced Revenue: Clarifying What Attribution Misses

    Leading Edge   November 25, 2024  

    If you have doubts about the validity of your attribution data, then, how are you supposed to measure the impact of your marketing programs? You re-think attribution altogether.

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  • Meager Budget Increases Shouldn't Deter B2B Marketers from Innovating

     B2B   October 23, 2024  

    A slight bump in B2B marketing budgets in 2025 won't be enough to fund bigger ad campaigns, new technologies, and more staff. The most effective method for B2B CMOs to boost revenue for the short term — and bolster the perception of marketing for the long term — is to foster greater cooperation among their marketing teams with senior executives from other departments.

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