Summit Europe Syndicate Sessions Track 3

3: Marketing and Sales Operations

<p><strong>For Marketing Strategy and Operations Leaders:&nbsp;</strong></p> <p>Demonstrating accountability for business results has become a core element of b-to-b marketing, and many organisations have become proficient at reporting marketing-sourced revenue. Although the vision for how marketing drives business results has expanded well beyond sourcing, the metrics used to convey impact, specifically for the tactic mix and target demand activities, haven&rsquo;t kept pace. In this track, marketing operations leaders will learn how to boost their tactic effectiveness and ways to make target demand a valuable part of the Demand Unit Waterfall&trade;.</p> <p><strong>For Sales Strategy and Operations Leaders:</strong></p> <p><strong></strong>Sales operations continues to broaden its strategic emphasis on increasing sales productivity, reducing administrative overhead and executing sales strategy. In the age of revenue operations, it has never been more critical for sales operations leaders to overcome known challenges with sales planning while realising and communicating the strategic potential of the sales operations function. In this track, we will discuss how drive sales productivity as well as ways to build and optimise an annual sales plan.</p>