Summit Europe Plenary Sessions Stronger Together Aligning Sales and Marketing Planning

Stronger Together Aligning Sales and Marketing Planning

Speaker(s):  Steve Silver

Focus: Adopt

Priorities: Sales Planning; Marketing Planning and Budgeting

Getting a b-to-b organisation’s revenue engine – sales, marketing and product – aligned and working toward shared goals is critical to increased revenue and profitability. The SiriusDecisions Sales and Marketing Planning Models provide step-by-step guides for establishing objectives, routes to market, coverage and segmentation structures that link directly to corporate goals and the go-to-market architecture. In this session, we will introduce a new planning model and show how sales and marketing can use it to develop annual plans that ensure a coordinated approach to getting the year kicked off with everything in place to reach both corporate and regional goals. This presentation will provide the following benefits:

For sales and marketing:

  • See the elements that comprise best-in-class planning for sales and marketing and understand key interlocks between the two functions and across corporate and regional teams
  • Learn how to implement a planning process that aligns to corporate goals and objectives and sets sales and marketing strategies that both functions agree on for an effective annual plan
  • Understand how good planning drives improved measurement and reporting throughout the year

For product:

  • Understand the links between product, sales and marketing planning processes