siriusdecisions 2016 summit europe syndicate sessions
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© 2016 SiriusDecisions. All Rights Reserved 2
2016 Summit Europe Highlights In its seventh year, SiriusDecisions 2016 Summit Europe will focus on effective ways to grow in today’s competitive and complex European market.
• 22 SiriusDecisions Analyst Presentations to provide cutting-edge industry insights about best-in-class strategies to plan, execute and measure initiatives that drive growth.
• 10 Practitioner Case Studies that are directly applicable to improving operational processes and driving revenue.
• 3 SiriusDecisions Labs – new for 2016!• Peer Networking with an elite community of b-to-b sale, marketing and product
leaders.
Click through to read more about our featured Syndicate Sessions. >>
© 2016 SiriusDecisions. All Rights Reserved 4
Channel Marketing and ManagementDespite b-to-b suppliers’ best efforts to gain greater leverage and higher performance from their channel programmes, they continue to face age-old challenges: a lack of partner mindshare, new and different partner types to support, and poor visibility. In this track, we offer insights into how best-in-class organisations are overcoming these challenges by using the SiriusDecisions Channel Programme Model, identify which channel programmes have risen above the rest, and examine how new approaches to channel incentives are yielding better results.
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Angela LeechResearch Director, Channel Marketing Strategies
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ContentB-to-b marketing organisations are striving to increase the overall health of sales and marketing content, putting particular focus on increased relevance and accessibility for internal and external consumers. At the heart of this movement is a dedicated content strategy and operations effort that includes process, insight and measurement. In this track, we share how content leaders can build an audience-centric content engine, and use influencers more effectively in the creation of content assets.
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Julie OgilvieSenior Research Director, Strategic Communications Management
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Customer MarketingIncreasingly, b-to-b companies are focusing marketing efforts on addressing the needs of current customers, including helping customers quickly realise value from the products and services they purchased. In doing so, customer marketing has the opportunity to deliver benefits to the company, by turning positive customer sentiment into valuable customer advocacy assets, interactions and future growth opportunities. In this track, we outline regional considerations for customer marketing along with the requirements for optimising customer advocacy sourcing and deployment.
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Rob PetersonSenior Research Director, Account Based Marketing
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Demand CreationIn far too many b-to-b organisations, undefined strategy, poor targeting and the perpetuation of generic, broad-based demand creation programmes have combined to drive lacklustre results. To increase marketing’s contribution to pipeline and optimise throughput from lead management processes, demand creators must embrace more targeted strategies to attract, engage, qualify and convert audiences, and adopt new structures to drive greater efficiencies. In this track, we explore how to find the right balance between globalisation and localisation, share account-based marketing best practices for vertical routes to market, assess the strategic usage of teleservices in Europe, and help organisations how to define their optimal digital strategy.View Demand Creation Syndicate Sessions
Julian ArcherResearch Director,Demand Creation Strategies
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Marketing OperationsThe most successful b-to-b organisations utilise marketing as a strategic function, one that makes significant contributions to financial, productivity and customer experience goals. This doesn’t come easy; it is achieved through a powerful corporate vision, the linkage of marketing functions and activities to that vision, and the right processes and infrastructure to support disciplined decisionmaking and execution. In this track, we focus on what it takes to plan for and optimise marketing performance.
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John DonlonResearch Director, Marketing Operations Strategies
© 2016 SiriusDecisions. All Rights Reserved 9
Portfolio MarketingModern portfolio marketers are championing the move toward more audience-centric go-to-market strategies through deep buyer insights, messaging and content that resonate, strategic launches and greater sales adoption of offerings. In this track, we share how portfolio marketers are working with product management to better understand customer needs, and how regional portfolio marketing functions are emerging to better provide the local insight that global functions require.
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Meta Karagianni,Service Director, CMO Strategies Europe
© 2016 SiriusDecisions. All Rights Reserved 10
SalesAccording to our latest research, only 38 percent of sales leaders are highly confident they will achieve this year’s revenue target. In order for this number to increase, sales organisations must focus on increasing rep productivity in a cost-effective manner while adapting to ever-evolving buying behaviours. In this track, we explore how the changing role of sales operations, new compensation and talent management approaches, and better onboarding drive the sustainable gains in sales productivity that b-to-b organisations seek.
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Laz GonzalezGroup Service Director, Channel Strategies
