Expanding the Economics of Sales/Marketing/Product Alignment

Our Speaker: John Neeson, Co-founder and Managing Director, SiriusDecisions

In 2015, SiriusDecisions conducted a study that examined the economics of sales, marketing and product alignment and quantified the impact of alignment on revenue growth and profitability. As the revenue engines of b-to-b organizations evolve and expand, however, all three functions must not only play their parts in maintaining alignment throughout the buyer’s journey and customer lifecycle, but they must also ensure they align more broadly throughout the cycle of innovation that drives new product development and commercial offers. Areas such as customer success are driving organizations profitability and growth, but only through alignment. Our latest research and 2018 CMO Study examines whether sales, marketing and product functions within b-to-b organizations are successfully maintaining and expanding alignment during these years of rapid change. This presentation will provide the following benefits for sales, marketing and product:

  • Revisit the quantifiable benefits of tightly aligning an organization’s revenue-engine functions
  • Introduce an expanded set of leading indicators based on the experiences of organizations that have (and have not) driven alignment
  • Understand evolving areas of interlock for both small and large companies and how alignment can lead to accelerated growth.
  • Discuss practical steps to achieve alignment.