Integrating Sales and Marketing: Making It Happen at the Field Level

Bernadette Nixon

Bernadette has a philosophy – the ultimate measure of marketing success must be aligned with sales goals – closing deals and supporting the customer.  Any type of marketing effort that is to succeed must be clearly understood and “bought in” by sales. Bernadette will discuss how she leads and drives CA’s marketing efforts to align with sales initiatives and customer support. She will discuss how she has transformed the marketing organization to make it accountable to sales – close deals and provide best-in-class customer support. Nixon will give real-world examples to demonstrate how she created metrics to measure the marketing and sales successes and how she uses these metrics to drive the marketing teams forward and reward success.