The traditional barriers between sales and marketing are increasingly untenable, resulting in uncoordinated strategies and investments. As B2B buyers rapidly adopt digital and omnichannel buying, Gartner data uncovers the commercial opportunity and key drivers of tighter commercial integration. This session will cover the impact of a unified commercial strategy on B2B buyer experience and deal outcomes; how CMOs must design their marketing to better align with preferred sales motions; and examples of companies that have adopted a unified commercial strategy.

As customer demand fluctuates, leaders aspire to deliver immediate value through personalized digital engagement but face capability gaps and resource constraints. The right approach requires generating "compounding value" that catalyzes customer productivity. In this session, you'll learn types of commercially productive and unproductive digital engagement; the use of specific channels to generate compounding customer value; and how progressive companies have tackled critical challenges.

As customer demand fluctuates, leaders aspire to deliver immediate value through personalized digital engagement but face capability gaps and resource constraints. The right approach requires generating "compounding value" that catalyzes customer productivity. In this session, you'll learn types of commercially productive and unproductive digital engagement; the use of specific channels to generate compounding customer value; and how progressive companies have tackled critical challenges.