Operations Track Sessions

Everything we do in marketing and sales is powered by technology, and it’s clear that technology will only become more critical in the years to come. But how do you ensure technology strategy isn’t left to chance? In this track, we show how to manage, optimize and roadmap your technology investments to deliver the best results.

The Content Confessional: Absolving Your Consistency Sins

SESSION FOCUS: Adopt, Operationalize

Presenters: Phyllis Davidson, Cheri Keith, Scott Rosenberg, Bruce Mossman

With content in b-to-b organizations created and changing at breakneck speed, content owners struggle to keep up with the complexities of digital content maintenance. When documents require updates but updates aren’t applied consistently, it’s more than a minor embarrassment. Content errors hurt a company’s reputation and place stakeholder trust at risk. Organizations must address the deadly sins of inconsistency, inaccuracy and brand offenses. This presentation will provide the following benefits:

For sales, marketing and product:

  • Understand the technology foundation and system integrations points required to support enterprise-wide content consistency
  • Recognize the critical processes, technologies and roles needed to enable content consistency
  • Learn the benefits of a cross-functional content governance council to facilitate commitment to content consistency

SiriusLabs: Assessing Your Technology Functionality and Engagement

SESSION FOCUS: Operationalize

Presenters: Jacques Bégin, Kristin Farwell

It turns out, what you don’t know CAN hurt you! As b-to-b organizations increase their use of technology, many don’t have a solid understanding of what they already have or how well it’s working. In this hands-on session, we’ll walk through the SiriusDecisions Technology Inventory and Assessment Tool and discuss how to conduct a technology assessment, refine a vision of your desired future state and produce a detailed gap analysis. This presentation will provide the following benefits:

For sales, marketing, product:

  • Learn how to use the SiriusDecisions Technology Inventory and Assessment Tool to inventory and evaluate the tools, applications and systems your organization is using
  • Understand how to guide future investments in technology, process improvements and skill enhancements that help sales and marketing achieve business goals
  • See examples of how to communicate the results of a technology assessment to senior management

Navigating the Analytics Technology Landscape

SESSION FOCUS: Operationalize

Presenters: Erin Bohlin, Ross Graber

Analytics are a key enabler of data-driven organizations, but it can be confusing to find direction within the vast landscape of analytics tools and the powerful capabilities they offer. Options span everything from native reporting packages to attribution technologies to multiple flavors of business intelligence tools – and each tool type comes with its own set of promises and dependencies! How should a technology leader find the best fit? This presentation will provide the following benefits:

For sales and marketing:

  • Learn about the distinctions between different classes of analytics technologies
  • Hear considerations for matching organizational readiness with technology types, including the most valuable use cases for deploying analytics
  • Learn about trends and examples of companies that use analytics to empower a culture of data-driven decisionmaking

SiriusLabs: The Demand Unit Waterfall: Systems and Process Implications

SESSION FOCUS: Operationalize

Presenters: Kristin Farwell, Terry Flaherty

Earlier this year we unveiled the newest version of the iconic SiriusDecisions Demand Waterfall®, which incorporates elements of advanced analytics, account-based marketing and much more. Is your organization prepared to take this next leap in demand management and measurement?

In this session, we will introduce a process to assess your organization’s current demand creation capabilities and identify key systems and process gaps that must be addressed.