The Business Marketing Association of Philadelphia has produced its first video podcast with Professional Podcasts. The program, “Aligning Sales and Marketing – Working Together to Increase ROI,” was recorded at the February 16, 2011 BMA Philadelphia meeting at the M Bar in Conshohocken, PA.
How do organizations make sure the sales and marketing teams are working in synch? Hear our panel engage in a critical discussion about the need to align marketing with sales and what steps your organization can take to get there.
The discussion includes:
- First steps to marketing and sales alignment; What next?
- How to determine target audiences from a sales and marketing perspective
- What are the stages of buying for your prospects and do you market to each stage?
- General lead management concepts- tools, platforms, approaches
- What are the hottest issues between sale and marketing in your organization?
- Defining the marketing timeline vs. the sales timeline
- How do you, as an organization keep your eye on customer satisfaction for the long-term relationship?
- The role of lifetime value metrics.
Panel participants were:
Michael Brenner is the author of the B2B Marketing Insider Blog and serves as Senior Director of Global Integrated Marketing for SAP. Michael has been working in sales and marketing for over 16 years in various roles serving a diverse group of industries. The one thing that ties his experience together is the use of customer information and market insights to drive results-based marketing strategies and true ROI through higher sales and customer loyalty. By focusing on digital channels, content marketing, social media, and lead management processes, Michael plays a leadership role at SAP with emphasis on customer retention, digital strategy, and branding. Michael has been successful in driving online programs that have produced 3-4 times higher results on marketing return through sales volume. Michael has also been responsible for the creation and execution of successful social media strategies that have driven leads, customer engagement and loyalty. Michael speaks frequently on the topics of social media, and integrated digital marketing. Join Michael online on Twitter (@brennermichael), on Linkedln, Facebook or his Blog.
Paul is the founder of NuSpark Marketing, a local eMarketing firm specializing in the lead management process and Marketing Automation tools, including content development and lead generation tactics. Paul has over 25 years experience in advertising and marketing in both b2b and b2c. After leaving his post as Media Director at a local ad agency, Paul founded NuSpark with his vision to help companies transform their websites into lead generators, and to manage those leads until they become sales. Paul is also well-versed in media strategy, social media, and analytics. Paul has quickly become a thought leader on lead management; his blogs are syndicated throughout the country.
Allison Lattanze is Director of Marketing Communications for Portico Systems, whose software and consulting solutions helps health insurance companies automate and streamline all their provider interactions. After graduating from Drexel University’s College of Arts & Sciences, Allison has spent the past 20+ years in technology B2B marketing positions for Philadelphia-area companies, including Music Choice, Roska Direct, V-SPAN, the American College of Physicians, and others. She is a charter board member of the Philadelphia BMA and manages the chapter sponsorships.