Wednesday 15 November 2023
Introducing workshop style sessions:
With a strong focus on practical, “under the hood”, the speakers’ sessions are followed by 40min round-table discussions focused on workshop style round-table discussions
This track for CMOs and leaders in large, enterprise sized organisations will be split in two parts. To kick off, we’ll be sharing a case study for a strategic integrated GTM framework we built for Adobe, and show how critical this has been in aligning teams, resource and activity to deliver business objectives whilst under capacity and budget constraints.
This case study will show how the strategic approach enabled Adobe to increase efficiency, consistency and alignment across six teams and three sub-regions to drive momentum across the full customer journey and touchpoints.
In part two, Suzanne Pelizzari will join us to go deeper into the topic of an integrated strategy, aligning to business outcomes, and leading the business on this important journey. She’ll share her experience from previous roles as Head of Marketing, and how this applies to her current role leading ABM globally.
Across the session, we’ll cover:
• An integrated framework you can apply to your GTM strategy
• How to connect the silos inside and outside marketing
• How to stretch efforts across the customer journey and the buying committee
• The pitfalls to look out for as you balance the big picture with the day to day
Not everyone has huge budgets and teams. This session is for both global organisations with smaller local teams, as well as medium-to-large local businesses with limited marketing resources (with roughly a team size of between 1-5 marketers).
During the first part of this track we’ll hear two case studies. This is then followed by 40min workshop-discussions
From Bennelong Funds Management:
Australian start-up Sendle, the door-to-door parcel delivery service offering small business owners a viable alternative to Australia’s original logistics titans (Australia Post) has seen ten years of hyper growth with recent expansions into the US and Canada.
Practical ‘teach me how’ on building effective GTM strategies, and gaining buy-in.
This session will afford emerging marketing leaders and mid-level marketers the opportunity to gain practical ‘how-to’ style insights on the process of creating go-to-market strategies with impact. We’ll cover the ways marketers can build campaign plans that align to business priorities, gain buy-in across the organisation, and position you as a strategic marketer who adds commercial value to your organisation.
Some of what we’ll cover includes:
Moderated by Kristy Kelly, Managing Director, B2B Marketing Leaders Forum
40min of Enterprise CMO round-table discussion
Continuing the themes from the case study, we’ll work in roundtable groups to workshop common questions and challenges around GTM leadership, customer experience, stakeholder & business alignment, and marketing/ team structures.
40min of round-table discussions sharing experiences with:
Emerging Leaders Workshop & Roundtable Discussion – Practical ‘teach me how’ on building effective GTM strategies, and gaining buy-in.
As B2B Marketers we all play an increasingly important role in driving business outcomes. For some businesses the investment in data-driven marketing is mature and for others the journey is just beginning. Regardless the journey a company is on, the expectation to drive measurable outcomes resulting in revenue is growing.
Join us for a fireside chat where we talk about:
Many organizations explore various approaches to Account-Based Marketing (ABM) and grapple with common challenges when transitioning from a successful pilot to a scalable program. For strategic ABM aimed at nurturing top accounts or industry-level clusters, effective collaboration with cross-functional teams, including sales, finance, legal, and others, becomes paramount. This transition between 1:1 and 1:few ABM approaches requires adaptability, and there’s no one-size-fits-all model for program delivery.
Join Carol O’Hanlon, ABM Lead at FM Global Insurance, as she shares practical insights on ABM implementation and evolution. In conversation with Cate Sutherland, Consulting Director at ABM partners, Momentum ITSMA, Carol will discuss essential considerations such as:
To wrap up this interactive workshop, Momentum ITSMA will share an ABM self-assessment survey for participants – it’s a fantastic tool that can quickly shed light on your organization’s readiness for ABM.
Transformation is imperative in today’s world and will be more and more critical as we move forward. How do you create a culture that expects innovation, constant evaluation and changes as the only way to survive and grow? Join us to hear real world examples of how Localsearch’s head of AI and Automation has built frameworks and implemented use cases which are transforming their business and building a scalable platform for growth.
Often sought and rarely achieved, alignment is the holy grail of marketing and sales teams everywhere. When these teams work together seamlessly, they can drive more predictable long-term revenue. However, when misaligned, the time and resources used to reconcile the two functions can harm the morale and performance of the organisation. In many businesses, often both teams act like two entirely siloed functions that plan, execute, and optimise two separate processes for the same buyer’s journey.
We will discuss what the direct impacts are to sales and marketing to an organisations performance when these teams are misaligned and how this can be fixed
How can teams overcome these challenges and what steps they need to take to drive tighter alignment for hypergrowth success.
Moderated by Mari Kauppinen, Marketing Leader