We focus on identifying and understanding Marketing’s responsibilities within the organization. We discuss industry-leading methodologies, share experiences creating and measuring goals, as well as learn the importance of seeing beyond the next 12-24 months.

• Executive alignment

• V2MOM and OKRs

• Future-back visioning

Aligning product, marketing, and sales is key to the success for companies at any stage. Marketing leaders should be able to lead this effort. Learn about:

• Product management vs product marketing

• Role of competitive intelligence

• Buyer vs end-user engagement

• Product roadmap + ‘the next feature’ fallacy

Finding and building your community is important to help spread the word about your product and brand. However, it’s important to know your audience and how they should be communicated with. Learn how to reach and build trust with:

• Influencer

• Analysts

• Media

• Board members

Content is still king when it comes to marketing deliverables; however, learning key strategies, tactics, distribution, and setting priorities is the job of a marketing leader. Learn key lessons about:

• Owned, earned, and paid media

• Content creation - outsourced vs internal

• Distribution

• Content to close Sales

For many, the cornerstone to measurable marketing activity is campaigns. Whether through paid channels or your own internal sales/account-driven actions it’s important to consider:

• Expectations

• Setting budgets

• Selecting channels

• Pre - creating assets

• Post - what to do with the leads

• Metrics - measures, attribution, and ROI

There is no shortage of marketing and sales technology available today. With over 7,000 products what do you need at your stage and why? Learn more about:

• What to buy and when.

• Tools - ownership, and adoption

• Measurement and attribution

• Data governance

One of the latest marketing ‘trends’ is account-based marketing (ABM). But what does it mean? Should you be using it? Learn about:

• Account-based strategies

• Budget, metrics, and ROI

• Designing a playbook

Explosive revenue growth can only occur when marketing and sales (and customer success) are truly aligned. Marketing leaders should influence, enable, and optimize each step from demand generation through to renewals. Learn more about:

• Demand generation

• Sales enablement - assets, battle cards, knowledge base

• Values beyond revenue

• Cross-sell/up-sell

Marketing leaders must be able to allocate and use resources wisely as well as Measure and manage results while understanding attribution. Learn about:

• Budget approaches

• Sales alignment

• Lead attribution

• ‘Four Horsemen’ model

Events are an important consideration for marketers. They are a great way to meet customers and prospects, connect with influencers in your space, conduct competitive intelligence, and identify industry trends. However, they are often the most expensive way to generate leads. Learn from the shared experiences across hundreds of events.

• Selecting the right events

• Budgeting and hidden costs

• Maximize your ROI - Pre and post event activities

• Key metrics

• Hosting your own events

Many companies focus solely on demand generation - new clients/logos. During fast-growth or scale-up, this is a mistake. Marketing leaders should also be focused on keeping and growing the existing customer base. Learn important customer strategies including:

• Customer onboarding

• Success vs support

• Identifying “at risk” customers

• Renewal/up-sell

• Community building

Marketing leaders play an important role in shaping the culture of the company. They should be assisting HR with recruitment and retention efforts. Learn valuable lessons about:

• Internal communications

• Team building