Summit Europe Sessions MES CSOS and SES_Aligning Sales and Marketing to Achieve Campaign Bliss

Aligning Sales and Marketing to Achieve Campaign Bliss

Friday 11 October 2019 | 14:30 - 15:10

Speaker(s):  Craig Moore, Mavis Liew

Syndicate(s): Track 5

Focus: Operationalize, Optimize

Priorities: Marketing Planning and Campaign Strategy

When it comes to b-to-b marketing campaigns, most marketing leaders would describe nirvana as a fully integrated, seamlessly orchestrated audience-centric campaign. However, achieving a state of campaign bliss is a journey of enlightenment. A campaign can go through many reincarnations before it achieves the desired outcomes. Success requires a vision for the campaign architecture and a cohesive approach to orchestrating campaign efforts across multiple teams. From the translation of the go-to-market strategy to the coordination of campaign operations, the role of the marketing leader is critical.

This presentation will provide the following benefits for sales, marketing and product:

● Learn how the SiriusDecisions Campaign Framework has evolved to address campaigns in a customer-centric world

● Understand how to overcome obstacles that can affect campaign performance throughout the campaign implementation process

● Gain insight into how to assess your organisation’s readiness to deliver integrated audience-centric campaigns