Fostering a culture for growth, innovation and alignment into the sales organisation.

Having spent more than ten years with F5 Networks and Optus, both publicly listed organisations, in late 2018 Nick moved to Secure Code Warrior, who at the time was just 40 people.

In this session he will share how his focus on business metrics earned him a seat on the executive team alongside the CFO, CTO and VPs of Customer Success and Sales.

He’ll share:

• The importance of metrics that describe business performance through a marketing lens
• Strategically planning for an organisation that will be three to four times larger than it currently is
• Defining distinct personas for buyers and users, where those two people aren’t the same
• Advice for executive-level conversations on marketing’s contribution to pipeline
• Marketing’s role informing on strategy and delivering on corporate objectives

SHOWING THE BUSINESS HOW MARKETING IS GOING TO DELIVER GROWTH
Following on from her hugely popular presentation last year, in this 20-minute session Ljubica will showcase the Revenue Marketing framework and share insights on how she transformed her marketing department from a cost-centre into a best practice revenue marketing engine, delivering consistent growth of 50%+ YOY over the past 2 years.

Ljubica will also showcase some of her key initiatives that are now getting deployed world-wide at Hexagon, one of the world’s largest engineering technology companies

Last year, Ljubica, Head of Marketing APAC at Hexagon presented on how she’s implemented “The Revenue Generation Maturity Framework™” developed by The Growth Engine (USA).

This framework provides steps for changing the “cost-centre” role and perception of marketing to a genuine revenue driver.

This year, she released a study based on the framework identifying the drivers of revenue performance and it’s correlation to the four stages of marketing maturity.

During this panel session we’ll discuss the framework, the study and advice from marketers who’ve done the crawl, walk, run, leap changes.

You’ll learn practical advice from marketers who’ve successfully moved from being the colouring-in department and a sales support function, to where marketing is seen as an authority on revenue generation with a firm seat at the leadership table.

B2B Persona Development and customer journey mapping have become a favourite tool for visualising every experience your customers have with you. However, knowledge of the full customer journey is often spread across business silos and isn’t always shared in a way that can be analysed and actioned.

In this session we’ll discuss how:

• The importance of understanding your customer journey across all touchpoints
• Tapping into the organisation’s insight, experience and data to map out the customer journey
• B2B Persona Development
• How to develop and execute on your journey maps
• Examples of unexpected customer journeys

Moderated by: Janine Pares, MD, Thinksmart Marketing

Customer marketing engagement advocacy and VOC

The 2021 Gartner survey tells us that 55% of CEOs prioritise growth, making revenue marketing raison d’être for many B2B marketing leaders. However, COVID times have challenged these priorities and brought to the forefront the need to nurture and look after existing (and new) customers more than ever before to prove the value of their investment and trust. Customer marketing is emerging as a critical function that can help businesses retain, engage and grow customers in a more strategic way.

In this session, Ljubica will share her experiences in pivoting from field marketing to customer marketing and showcase best practice customer engagement strategies and programs. Topics covered will include:

• CMO as CXO
• Building blocks for customer marketing (it’s all about the data!)
• Customer engagement, advocacy & VOC
• Case study