When some of the best and brightest technology and services marketers gathered in Napa for ITSMA’s recent Marketing Leadership Forum, a longstanding, common challenge quickly emerged: How best to organize and align the various elements of field marketing with their corporate marketing cousins that drive the company’s go-to-market model?
We’re just beginning to develop a thought leadership program in our marketing group and one of the challenge I have internally is making sure everyone understands what we’re actually doing. Does ITSMA have a definition of thought leadership that we can use to help everyone get on the same page with the program?
Account based marketing (ABM) programs require marketers with a wide range of skills, and companies struggle to find the right people to expand their programs. ITSMA’s ABM Competency Assessment highlights eight key areas and helps evaluate current teams and potential recruits.
Marketing leaders are often surprised when we tell them they only need one or two buyer personas but the key is to let research drive persona development. Personal profiles matter much less than the actual dynamics of how and why buyers buy.
Ensuring customer success has moved from important to urgent as B2B firms rely more on customer retention and growth in the subscription economy. Jeb Dasteel, Oracle’s chief customer officer and co-author of the new book, Competing for Customers, explains why B2B firms need to prioritize customer success, how Oracle is orienting the organization around the customer success idea, and why marketing is best positioned to lead the transformation that all B2B companies need to make.
ITSMA’s Next Generation ABM Forum in London explored what’s new and next for ABM with insight from Avanade, CSC, Demandbase, Fujitsu, Oracle and Professor Malcolm McDonald of Cranfield University.
Upcoming ITSMA Events
Embracing Agility: Creating a Digital, Agile Marketing Organization
September 14 – London, UK
ITSMA Account Based Marketing Certification Programme
In-Person Training Kickoff
September 28-29 – Berkshire, UK
Insight-Led Marketing: Lessons from Industry Leaders
In-Person Lunch Briefings and Web Briefing
October 4 – Dallas, TX
October 5 – Santa Clara, CA
October 13 – Bernardsville, NJ
October 18 – Web Briefing
October 19 – London, UK
Marketing Vision 2016
November 1-2 – Cambridge, MA
Introduction to Account Based Marketing Workshop
December 7 – London, UK
To view all events, please see our online events calendar.
Recent ITSMA Thought Leadership
Strategic ABM at SAP: Driving Growth and Relationships with Key Accounts
This ITSMA Case Study takes an in-depth look at how SAP successfully grew its Strategic Account Based Marketing program from a handful of accounts to dozens in a two-year period. The case study provides a textbook example of how companies can move from a successful pilot project to an integrated, disciplined, and effective program that drives results across the business.
Being and Doing Agile: Lessons from the Front Lines of Marketing Agility
This web briefing with ITSMA’s Julie Schwartz, Mona Charif of Dell Services, and Kevin Abramson of Optum reviews ITSMA’s latest research on marketing agility, the different approaches companies are taking, and lessons learned from Dell and Optum in the move to more agile marketing.
Accelerating the Move to Agile Marketing
ITSMA’s study, Accelerating the Move to Agile Marketing, documents the progress companies are making in agile, the specific approaches they are taking, the benefits they are seeing, and the keys to organizational success. The study also includes case study examples from companies including Capgemini, Optum, PwC, Dell, Avanade, EMC, and Black & Veatch.
Orchestrating Customer Success: Marketing’s Next Opportunity
Jeb Dasteel, Oracle’s chief customer officer and co-author of the new book, Competing for Customers, explains why B2B firms need to prioritize customer success, how Oracle is orienting the organization around the customer success idea, and why marketing is best positioned to lead the transformation that all B2B companies need to make.
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