Only 28% of sales leaders report that their account managers regularly meet their growth targets, despite a significantly expanded portfolio. Join us to learn why traditional account management practices such as delivering higher customer satisfaction and superior service are becoming obsolete. Note: Part 2 of this topic is titled Rethink Your Account Teams for Retention & Growth
Are your account team members clear about their role in owning and managing the activities that drive account retention and growth? Join us for a discussion on the role of customer improvement in driving account growth and work on an interactive exercise to determine how best to structure your account teams. Note: Part 1 of this topic is titled Unlocking Growth in Existing Accounts
With only 28% of sales leaders reporting that their account management channels regularly meet cross-sale and growth targets, commercial leaders are examining how Marketing can better contribute to account growth. Join us to learn how marketing leaders can build powerful account-based marketing strategies and align the commercial organization accordingly.
Diagnosing the health of channel partner relationships is critical to improving commercial performance, yet few commercial organizations have strategies in place for tackling underperforming indirect channel partners. This session will explore common reasons channel partners under perform and highlight ideas for building high-performing channel relationships.
With all of the attention and focus around ABM, a wide range of vendors have created solutions to help B2B companies plan, orchestrate channels, engage accounts and track success. The market is highly fragmented, confusing and fast-moving. This session will highlight the different categories of solutions, discuss the platform vs. best-of-breed approach and preview expected advancements and changes.
In today's consensus-driven sales environment, the choice of which customer stakeholders sellers choose to engage is among the most critical decision they make. Most sellers choose either the senior decision maker or an advocate - often bad choices. Learn how high-performing sellers identify and engage the right choices - mobilizers - stakeholders who are best positioned to drive change within the customer organization.
Today's complex sales environment has profoundly affected what it takes to be a high-performing seller. As a result, sales managers must keep up with the changing development needs of sellers. Join this session to learn about the four types of manager profiles (Teacher, Always On, Connector, Cheerleader) and identify the profile that is most likely to succeed in developing and coaching sellers.
Top sellers generate almost four times as much revenue as core talent. Even a modest improvement in sourcing high-quality sales talent can lead to millions of dollars in top-line revenue growth. Join this facilitated discussion with expert panelists to learn strategies for identifying talent pools, selecting recruiting channels and attracting high-potential talent.
Every year, 28% of sales talent needs to be refreshed to meet growth demands at most companies. This challenge is further exacerbated by a scarcity of high-quality sales talent that can deliver value in complex sales interactions and cope with an expanding set of job responsibilities. Join this peer discussion to share and learn strategies for upskilling, enabling and allocating scarce talent in an increasingly complex selling environment.
Keeping a behavioral transformation alive in a sales organization requires continued effort and creativity. Join us for a panel of leading companies who have implemented sustainable programs to deepen and expand sales transformation concepts (like Challenger) in their organizations. This includes extending the learning journey in creative ways, conducting account application sessions, and providing concept awareness to support roles who collaborate with the commercial function.
Sales performance management (SPM) solutions automate and optimize the execution of variable sales incentive programs and enable the business to be more efficient and effective. This session will explore: • Why you should evaluate these solutions to drive performance • The benefits achieved when SPM solutions are implemented • How to examine SPM product capabilities to differentiate vendors
Sales force automation (SFA) applications are essential to B2B sales execution because they automate sales activities, processes and administrative responsibilities for sales professionals. This Magic Quadrant session will examine: • How the market for SFA changed in 2018 • How Gartner defines and segments the providers in the market
In a world of empowered customers and increasingly complex purchase decisions, a seller must help customers think differently about their business, guide them through a complex purchase, and facilitate consensus among a diverse set of stakeholders. Join us to learn about the unique competencies demonstrated by high-performing sellers.
To move from seller enablement to buyer enablement, sellers need tools that allow them to help customers complete critical buying jobs. Join this session to learn the latest sales enablement technologies -- sales enablement platforms, sales training tools, and sales content tools -- and how these tools are being used in top organizations today.
Buyers use supplier websites and sales reps equally at every stage in the buying journey, but they find neither particularly helpful. Join this interactive discussion with vAuto's head of marketing to learn how to source and convert top reps' selling tools into digital, self-serve formats that guide buyers' independent learning and progress through key buying tasks.
Supplier websites play a crucial role in B2B buying — not just early, but all the way to the very end of a typical purchase journey. Join us for an interactive session focused on identifying specific changes to your website that will support customers' specific buying tasks from beginning to end.
Effective content marketing begins with a clear, insightful, documented content strategy. Participants in this Roundtable will share experiences, lessons learned and insights on developing high-impact content strategies.
In a world where customer expectations and competitive pressures are steadily escalating, commercial leaders must feel confident that they have the changes that will truly distinguish the customer experience. Join us to learn how to realign your customer experience agenda to ensure that while you're working to fix customer pain points, you don't miss critical opportunities to transform and reshape entire customer journeys.
Marketing leaders are asking their analytics teams to provide better insights into customers, prospects and journeys, and more accurate assessments of the impact of marketing tactics. The provider landscape is undergoing both consolidation and fragmentation as vendors seek to fill gaps, enhance feature sets and differentiate their offering. In this session, you'll learn: • Who are the key players and how do they stack up? • What are the critical capabilities driving marketing investment and adoption? • How should you evaluate providers?
CMOs direct 9% of their marketing budget to data and analytics activities. For their investment, marketing executives expect greater operational efficiency, data literacy and, most importantly, a number on a scorecard that demonstrates Marketing's value. Despite maturing capabilities and tools, proving ROI remains one of the most pressing challenges for B2B marketers. In this session, you'll learn: • The current state of marketing measurement • What data and tools you need to reach the next level of maturity • How to develop a measurement model that works for your organization.
Are we measuring the wrong things? Focusing on real time over real value when it comes to building dashboards and communicating the impact of marketing and sales? This interactive peer discussion builds on Gartner CMO survey data and best practices to help you get your commercial measurement on track. Get advice and perspective from other marketing and sales leaders on how to guide your analytics team in dashboard creation, equip them with the right tools, and challenge them to prioritize metrics that matter to the business and drive action.
Buyer Enablement and Commercial Insight both have a significant impact on deal quality, but unlike enablement, the timing of insight delivery matters. This session is recommended for attendees who are adopting a Challenger commercial strategy. Learn when in the buying journey Commercial Insight is most productive and how to build content that both supports purchase ease and leads uniquely back to you through new research findings and Q&A with author of The Challenger Sale and The Challenger Customer, Brent Adamson.
Few marketing organizations have adequately updated their structure, capabilities and operations to keep up with customers who use digital information channels at every stage of the purchase. Join us to learn how the most digitally proficient marketers are evolving their functions, how they focus their investments, and which channels they prioritize.
Today’s average B2B customer is nearly 60% of the way through a purchase before they reach out to a supplier for input. How can suppliers "reset" customers before it's too late? Join us to learn the fundamentals of building commercial insight, a commercial strategy that challenges customer thinking and shapes demand in favor of the supplier's key points of differentiation.
While audiences may struggle to remember messages, stories are sticky. .In this workshop attendees work together to develop compelling stories using a standard approach (situation-impact-resolution). We will explore how to bring your customers into your stories, and tailor stories for different roles and different stages of the buying process.
Content marketing continues to be a critical capability enabling B2B suppliers to better engage with buyers. Marketers seek to improve their efficiency and effectiveness by using tools that deliver insights, streamline content planning and creation, and enable multichannel delivery. In this session, you'll learn: • Dynamics shaping the content marketing vendor landscape • The results of Gartner's inaugural Magic Quadrant for Content Marketing Platforms • How to think about content marketing platform selection.
Despite large investments in CRM Sales and SFA technologies, sales organizations are often disappointed with their adoption levels and ROI. Join us to understand the symptoms and causes of adoption challenges, and learn proven techniques that turn around low adoption levels.
Design Thinking has caught many leaders' attention - but few know how to use it. This workshop will provide pragmatic, hands-on experience on putting design thinking to work to unlock insights into positioning your offering for competitive advantage. Key issues covered include: What is design thinking and why all of the hype? How to apply design thinking for customer empathy and How to apply design thinking to impact specific aspects of positioning.
In today's crowded environment, sellers struggle to get customers' attention. Learn how leading organizations are supporting outbound prospecting efforts with messages that direct customers to unique information that helps them advance in the purchase process.
Small businesses make up a large percentage of the overall B2B market, yet behave very differently from most B2B buyers, making them an attractive but elusive target. This "Nine Norms" insights framework provides a comprehensive behavior profile of the small business owner, allowing you to market more effectively. Come to the workshop prepared with a product or service in mind that your organization markets to small business customers (0-99 FTE businesses, or businesses of under $10M gross annual revenue). You’ll work to align your company’s current approach against the Nine Norms framework to identify which norms your current positioning appeals to most, and which norms present new opportunities to strengthen your marketing message.
B2B companies are increasingly relying on sales development reps (SDRs) to support their demand generation and prospecting efforts, but the success of these teams varies widely from company to company. In this session, you'll learn how to enable SDRs for success and why quality matters more than quantity.
Marketing Technology is a critical enabler for marketing teams, and martech skills are in high demand. However, effective acquisition and use of these tools remains elusive for nearly one in five marketing leaders. This roundtable discussion will focus on sharing approaches and lessons learned when it comes to building the B2B martech stack.
Attendees work together to develop compelling stories using a standard approach (situation-impact-resolution). Messages are not memorable, stories are. We will explore how to bring your customers into your stories and tailor them for different roles and different stages of the buying process. This is a repeat of the workshop held on Tuesday.
Customer analytics — to support measurement, personalization, retention, and loyalty — is a top priority for every marketer. Yet many struggle to extract value from their first-party data because it's scattered across systems, channels and devices. To solve this data dilemma, marketers look to an emerging technology: customer data platforms. In this session you'll learn: • Why you should pursue a unified customer record • What technologies can help achieve this goal • How to get started.
Many executives are turning to design thinking as a promising method for developing disruptive strategies for customer experience innovation. Join this session to learn best practices for applying this method to the creation of commercial strategies that create competitive advantage. Key areas covered include • How to unlock critical insights • How to apply design thinking without hiring designers •How to use design thinking to improve differentiation, enablement and sales strategies.
As commercial organizations evolve - particularly to adopt the concept of commercial insight - it's common to see either Marketing or Sales out front in the journey. Join us to learn from experienced professionals on the planning and collaboration necessary to align sales and marketing teams and forge a balanced commercial partnership.