October 21-22, 2014Hilton on Park Lane in London

Transforming Sales, Marketing and Product

12 Expert Sessions / 3 Guest Presentations Vendor Case Studies / Peer

Networking

SiriusDecisions' latest survey of the European market shows that the gap in opinions among marketing, sales and product leaders is more than 3X bigger in EMEA than in the U.S. What is so different in Europe?

We’ve found that there are five unique paths for growth. We consider these to be the Five Pillars of Growth. However, each requires specific alignment for sales, marketing and product leaders #sdsummit.

There are three fundamental questions that every b-to-b leader must be able to answer in an aligned way. First, what is the organisation’s growth target for the fiscal year? Second, what will be the primary way(s) the organisation is planning to grow? And finally, will the sales, marketing and product engine the organisation has built drive – or prevent – this growth? This presentation will provide the following benefits for sales, marketing and product:

• See our new Intelligent Growth framework with the Five Pillars of Growth, which will help guide and align your organization.

• Understand the implications of growth choices on a broad variety of sales, marketing and product-related functions.

• Understand what happens when an organization’s revenue-producing functions are unable to support strategic growth levers.

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Introducing Intelligent Growth™John Neeson, Co-Founder and Managing

Director

Over the last decade, SiriusDecisions has witnessed hundreds of b-to-b organizations attempt to transform their sales, marketing and product functions. Some have made great strides, while others have struggled. So, what truly makes the difference between transformation success and failure? This presentation will provide the following benefits for sales, marketing and product:

• See a new framework designed to help a b-to-b organization focus its efforts to transform sales, marketing and product functions in an aligned manner

• Understand why an inward focus to change limits what even the best-intentioned leaders can accomplish

• Apply the framework to common changes that b-to-b organizations attempt to make

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The B2B Transformation Model

Tony Jaros, Chief Research Officer

In a study of 200 EMEA based companies, we found 31% believe their growth will come from entering new markets, while 20% will be as a result of a new buyer of their existing solution #sdsummit.

The right messaging is a key catalyst to driving a lot of revenue; the wrong messaging often results in an organization being an also-ran in a given market. These days, ensuring messaging is just right is getting much more difficult, and aligning key messages across sales, marketing and product functions is more complex. In this session, we will share a new methodology, the SiriusDecisions Messaging Nautilus, which has been designed to drive a consistent, organization-wide, audience-centric approach to b-to-b messaging. This presentation will provide the following benefits for sales, marketing and product:

• Understand how b-to-b organizations can better create and support sales messaging fluency

• Learn how to craft value propositions in a more concise, effective manner

• Understand how specific offerings and capabilities fit into a strategic messaging architecture

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The SiriusDecisions Messaging NautilusMarisa Kopec, Vice President and Group Director

Just as a blood test provides valuable insight into an individual’s health, results that come out of the SiriusDecisions Demand Waterfall can be used to assess the soundness of an organization’s demand process, and signal the degree of alignment between sales and marketing. Analytics are now taking key metrics such as stage conversion, throughput volumes and velocity to the next level, and allowing skilled sales and marketing resources to be much more proactive in remedying waterfall deficiencies. This presentation will provide the following benefits for sales, marketing and product:

• Learn how waterfall diagnostics can identify process and organizational alignment issues that restrict sales’ ability to reach revenue goals.

•See how peer organizations are leveraging waterfall diagnostics to pinpoint waterfall areas that represent the biggest opportunities for improvement.

•Understand how diagnostics can lead to re-prioritization of marketing programs and budget.

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Next Generation Waterfall Dynamics Terry Flaherty, Research Director

We found that 36% of b-to-b companies DO NOT have a customer experience function #sdsummit.

Just because nearly every b-to-b leader knows that forging stronger relationships with customers is mission critical doesn’t mean that they know the best ways to do it. The truth is, many organizations are struggling to develop and implement systematic, highly measurable, aligned customer treatment methodologies, causing these efforts to fail to achieve lofty goals. In this session, we will share results from a recent study of b-to-b organizations In Europe to determine how they are tackling the customer experience issue from a strategic, organizational and operational standpoint, and what part of the customer code they have yet to crack. This presentation will provide the following benefits for sales, marketing and product:

• Learn what portion of the customer experience at peer organizations is being shared with marketing, and why

• Understand how companies that invest in customer experience position marketing’s role

• Learn about the role of product in the customer experience ecosystem from companies that have invested in it successfully

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The State of the B2B Customer Experience Megan Heuer, Vice President & Group Director

One of the greatest challenges for b-to-b organizations is driving consistent demand in a complex, ever-changing environment. To address this challenge, over the past several years a number of leading organizations have evolved their marketing ecosystems by adopting demand centers to increase efficiency, maximize performance and improve the effectiveness of bringing demand programs to market. This presentation will provide the following benefits for sales, marketing and product:

• See how organizations with a demand center are delivering more marketing sourced pipeline and improved lead-to-close ratios

• Examine how organizations that use a demand center model are delivering marketing programs with greater sophistication and consistency across global markets

• Understand how a demand center approach connects a cross-functional committee of teams, resulting in higher demand and faster time to market.

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The State of the B2B Demand Centre Jay Gaines, Vice President & Group Director

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Persona-based marketing is becoming more mainstream in b-to-b, as companies work hard to attract the right buying audiences to their Web sites and social channels. In this session, SiriusDecisions research director Meta Karagianni will moderate a series of case study presentations from clients that have tested – and proven the value of – SiriusDecisions’ b-to-b persona approach. This presentation will provide the following benefits for sales, marketing and product:

• Discover how peer organizations are enabling sellers and channel partners with persona-based content and tools

• Learn how leading portfolio marketers are leveraging SiriusDecisions persona methodology, including key templates and tools

• Gain insight into how buyer persona research helps to reduce product launch failure

Personas in Action Meta Karagianni, Senior Research Director

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Channel suppliers continue to fail to capture mindshare and drive continuous engagement with their partners, resulting in poor performance. As their partners work with multiple brands,staying on top of mind, while getting the channel to sell and promote your products continues to challenge most channel programs. This presentation will provide you the following benefits for sales, marketing and product:

• Learn what questions partners are asking and the decisions they need to make in order to become more productive and drive more indirect sales revenue for your organisation.

• Gain critical insights into best practice frameworks your organisation can employ to maximise adoption for your program resources.

• Understand the partner's journey, from the channel perspective, and learn what questions partners have and what answers you should be providing to gain their commitment.

Maximizing Channel Effectiveness Laz Gonzalez, Service Director

We found that 55% of B2B orgs ARE NOT seeing improvement in customer retention #sdsummit.

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It's an age-old challenge: How can sales leaders better understand what it takes to attract, develop and retain high-performing sales reps? SiriusDecisions polled sales reps directly, to find out what quota-exceeding sales reps do differently than their peers who are below quota. This presentation will provide the following benefits for sales and marketing:

• Introduce the SiriusDecisions High-Performance Sales Framework that pinpoints key elements directly linked to sales rep productivity.

• Provide fact-based intelligence on focus areas from best-in-class sales organisations that turn sales reps into quota-bearing overachievers.

• Define best practices required to establish the right skills, knowledge, process and tools to drive productivity.

The Sales Brass Ring Mark Levinson, Service Director

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The roles, priorities and challenges for sales, marketing and product have changed significantly over the past five years, and more changes are coming. This presentation will cover the SiriusDecisions view of major trends and implications that will transform these functions – and change how they interlock – between now and 2019. This presentation will provide the following benefits for sales, marketing and product:

• Learn how the structure of the sales organization needs to change to better align with buyer needs and strengthen customer engagement

• Dissect the convergence of factors and trends leading b-to-b marketers away from broad-based demand creation

• Learn what new skills and competencies are required of b-to-b product management professionals to thrive in a changing environment

Sales, Marketing and Product – The Five Year View Jay Gaines, Mark Levinson and Marisa Kopec

Let us Introduce you to our Guest Speakers

Guest Speaker: David BushMarketing Director at Sony Professional Solutions Europe, Sony

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David Bush has been European Marketing Director at Sony Professional Solutions Europe since June 2007. He has worked with the company since leaving university in 1987, during which time he has held various marketing, sales and general management roles at both European and country level.

In his current role, David directs Sony’s overall B2B marketing and communications programmes and is a Strategy Board member for new business innovation and development in the B2B field. . In 2011, David lead the acquisition of Hawk-Eye Innovations Ltd and the subsequent successful integration into Sony’s Sports and Live Production business division. He is a true innovator and is passionate about building and leading creative teams to deliver ground-breaking customer experiences.

David has played an integral role in a number of major sporting events supported by Sony, including leading the team that supported the first ever FIFA World Cup in 3D (2010), and that provided all HD and 4K Venue production services for the FIFA 2014 World Cup. From 2011-13 David also led the live 3D production and distribution of the finals of the Wimbledon Championships to broadcasters and cinema chains in over 20 global territories, an event that won numerous Industry awards for broadcast and production innovation.

David is fluent in German and he likes to spend his free time playing guitar and cycling. He holds an honours degree in Electrical and Electronic Engineering.

Guest Speaker: Joyce BolandVice President Applications Marketing EMEA, Oracle

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Joyce Boland is Oracles’ Vice President of Applications Marketing for Europe, Middle East and Africa. Joyce is responsible for driving marketing and demand generations programs for Oracle Applications across the region

Joyce has over 20 years experience in the enterprise applications market. She came to Oracle from Gartner where she was Vice President of Enterprise and Supply Chain Management at Gartner Europe. Before Gartner, Joyce held various positions with Dun & Bradstreet Software in Europe and the US. Joyce has a degree in International Management from Simmons College in Boston.

Guest Speaker: Laurent DechauxApplications Vice President for Customer Experience Southern Europe, EPM Western Europe & France, Oracle

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Laurent Dechaux is responsible for Customer Experience Sales in Southern Europe and for Enterprise Performance Management Sales in Western Europe. Laurent is also the Country Leader for Oracle France. Previously he was Sales Vice President for Oracle Applications in France , responsible for promoting and selling CRM, ERP, EPM and BI solutions both On Premise and in the Cloud.

Prior to joining Oracle in 2005, Laurent Dechaux had various sales management roles at PeopleSoft, responsible for the CRM sales team and new business strategy.

Guest Speaker: Tim StoneVP Marketing EMEA, Polycom

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Tim Stone joined Polycom in January 2013 as vice president of Marketing for Europe, Middle East & Africa (EMEA). In this role, Stone has global responsibility for the creation of integrated demand generation campaigns plus regional responsibility for the overall Marketing strategy and execution in the region. He is charged with developing the brand and demand and as such responsible for all marketing activities, including product marketing, partner marketing, vertical marketing, strategic marketing and marketing communications programmes.

Tim has over 16 years’ experience in leadership marketing, product management, strategy and business development in the UC &C industry.

Guest Speaker: Jeremy KeefeArea Sales Vice President UK Ireland and Benelux, Polycom

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Jeremy joined Polycom as UK&I Area Sales Vice President in April 2012. He also took up the lead of the Benelux in 2014.

Jeremy has enjoyed tremendous success as a business sales leader over the past 15 years, having built, managed and developed sales teams at Westcon, Computacenter, Avaya, and most recently Citrix where he managed Hi Touch sales and marketing for the UK. Prior to that, he led the Service Provider Business at Avaya.

He has a vast experience of selling complete IT solutions including managed services, voice/data networks, enterprise servers, storage solutions and enterprise applications.

Guest Speaker: Paula MorrisSenior Marketing Campaigns Manager EMEA, Polycom

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With over 10 years’ experience in campaign management, Paula Morris has a proven track record of developing and managing successful strategic marketing campaigns in the Unified Collaboration and Telecommunications market place. As Polycom’s Senior Marketing Campaigns Manager for Europe, Middle East and Africa (EMEA), Paula is focused on delivering significant ROI on marketing investments with tangible results including pipeline, revenue and profitability.

Paula joined Polycom in 2005 and has led the implementation of some of Polycom’s most successful marketing campaigns in EMEA.

Visit http://bit.ly/SummitEMEA for more information and register.

October 21-22, 2014Hilton on Park Lane in London