Summit Europe Plenary Sessions Transforming Sales and Marketing Processes to Embrace Data Privacy Regulations

Transforming Sales and Marketing Processes to Embrace Data Privacy Regulations

Wednesday 3 October 2018 | 14:45 - 16:15

Speaker(s):  Julian Archer, Phil Harrell

Focus: Optimize

Priorities: All

Data privacy regulations will continue to have a substantial impact on the approaches that sales and marketing functions use to drive their commercial engines. In the b-to-b world, nothing short of a transformation is required for companies to make the shift to a permission-based mentality, but those that do so quickly will gain a vital advantage in the race to attract and retain customers. In this session, we will lay out the responsibilities that CSOs and CMOs must assume to act as catalysts for change within an organisation and ensure compliance both with global data privacy regulations and with buyers’ expectations for permission-based engagement. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the current European regulatory landscape and see the enhanced results being reported by early adopters of buyer engagement practices that are permission based and comply with data privacy regulations
  • Hear arguments and approaches that CSOs and CMOs can leverage to convince peers and other board-level executives of the importance and necessity of action surrounding permission requirements
  • Identify the compliance processes and practices that are the responsibility of sales and marketing and those that must be undertaken by other functions such as IT, risk management or legal