Track Sessions By Track – Aligned Technology Management

Every single thing we do in marketing and sales is powered by technology, and that’s not going to change. In fact, technology will only become more critical in the years to come. But how do you ensure your technology strategy isn’t left up to chance? In this track, we outline how to manage, control and roadmap your technology investments.

Applying Agile: How It Can Help and When It Doesn't

SESSION FOCUS: Adopt, Operationalize

Presenters: Jeff Lash

Guest Spotlight Speaker: Davor Golac, Microsoft

Agile development is now the predominant way technology products (especially those that are software-as-a-service) are created. The widespread use of agile in product development also has spurred experimentation in marketing and sales. While agile can be a great approach, it must be applied and implemented properly, and there are situations not well suited for it. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the basic principles and philosophy of agile, and how it differs from other approaches
  • Learn how organizations are applying agile within sales, marketing and product, and the benefits they are realizing
  • Identify the key factors to evaluate when choosing whether to follow an agile approach

Is it Time to Call for Help? Deciding Whether and How to Outsource Services

SESSION FOCUS: Operationalize

Presenters: Cheri Keith

Do we need a senior marketing automation specialist in-house, or should we use an agency? What if we hire a junior resource and supplement our strategy with an agency? B-to-b leaders struggle with these types of questions when deciding whether to purchase agency services. To prevent confusion when selecting a service provider or deciding how to use one, organizations must understand their internal priorities and how to structure the evaluation criteria. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn about the criteria for deciding whether and how much to use external services providers
  • Hear about how to ensure internal alignment during the agency selection process
  • Understand the common RFP and selection process missteps and how to avoid them

What’s in Your Technology Future? Build a Roadmap

SESSION FOCUS: Operationalize, Optimize

Presenters: Jeff Clark

Technology is a critical component in every process and procedure in marketing and sales, and teams continue to buy new technology at a rapid clip. How does an organization determine where to invest next? The best way is to build a technology roadmap that supports current needs while taking future requirements into consideration. This presentation will provide the following benefits:

For sales, marketing and product:

  • Hear how peer organizations plan and manage technology roadmaps
  • Learn to how identify the gaps in your current technology stack
  • Understand how to make the right technology investments by quantifying business impacts relative to budget and level of effort

Technology and the Emerging Company: Gaining Scale and Productivity As You Grow

SESSION FOCUS: Operationalize

Presenters: Heather Cole, Barbie Mattie

The technologies and processes in emerging growth companies are starkly different from those in larger, more established organizations. How should fast-growing organizations build out their tech stacks to achieve their current requirements, yet ensure future requirements are addressed? This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn the technology roadmap that will help your organization scale from under $50 million to the next revenue bracket
  • Understand how and why marketing and sales operations staffing levels and focus areas shift as organizations scale
  • Gain insight on how and why the way companies manage technology must change as they grow


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