Summit Europe Plenary Sessions Expanding the Economics of Sales Marketing Product Alignment

Expanding the Economics of Sales Marketing Product Alignment

Speaker(s):  Meta Karagianni, Isabel Montesdeoca

Focus: Operationalize, Optimize

Priorities: All

In 2015, SiriusDecisions conducted a study that examined the economics of sales, marketing and product alignment and quantified the impact of alignment on revenue growth and profitability. As the revenue engines of b-to-b organisations evolve and expand, however, all three functions must not only play their parts in maintaining alignment throughout the buyer’s journey and customer lifecycle, but they must also ensure they align more broadly throughout the cycle of innovation that drives new product development and commercial offers. Our latest research examines whether sales, marketing and product functions within b-to-b organizations are successfully maintaining and expanding alignment during these years of rapid change. This presentation will provide the following benefits:

For sales, marketing and product:

  • Revisit the quantifiable benefits of tightly aligning an organisation’s revenue-engine functions
  • Update key operating statistics and introduce an expanded set of leading indicators based on the experiences of organisations that have driven alignment – and those that haven’t
  • Understand evolving areas of interlock across the three functions to support an expanded view of alignment